Neza Kai Phoenix

Responsible for managing the continued maintenance and development of Arsenal’s mobile platforms, as well as managing the QA across Arsenal’s owned digital channels including website, video player, mobile products and venue platforms.

Key Focus:

• Responsible for the strategy and product roadmap of Arsenal’s mobile platforms.
• Accountable for the product development of venue platforms such as Ticketmaster, new hospitality website and stadium access control.
• Ability to clearly articulate a project vision and customer journeys and UX.
• Work as part of a team to prioritise a backlog of requirements for Arsenal’s CMS, mobile platforms and venue products.
• Monitored and reported on KPIs, leveraging data for continuous improvement.
• Line manager for the QA Analyst who is responsible for the testing process across Arsenal’s web and mobile platforms.
• Led cross-functional teams in developing, testing and launching new products.
• Manage small to large-scale new media projects from concept to launch.
• Prepare briefs, SOW's, conduct research; formulate comprehensive business proposals and present to senior stakeholders.
• Deliver systems integration to ensure consistent omni-channel tracking, CRM identification and single view of the customer.
• Addressed challenges and mitigated risks proactively throughout product lifecycle.
• Adept at using agile methodology to lead teams through a project lifecycle.
• Ability to translate technical requirements into simple language for those with limited technical experience.

Key Achievements:

• Delivered 3.4 million+ retail referrals and 81 million+ sessions from owned channels over the duration of the 2022/23 season.
• Simplified and enhanced app UX by adding user profiles and Ticketmaster SSO, that was implemented across owned channels.
• Further improved the app video viewing experience to be inline with Netflix and YouTube UX.
• Integrated digital ticketing and SSO to enhance the fan journey across the app and provide easier access to stadium on match day.
• Supported the Club in launching My Arsenal Rewards program during the 2021/22 season. Instrumental in loyalty program UX.
• Successfully product managed the launch of the Junior Gunners app a first of its kind within the Premier League.
• Launched live video streaming within the Official Arsenal app leading to a 5-fold increase in match day retention.
• Launched a brand new Arsenal app that provided an enhanced match day and live video experience.
• Optimized the Official Arsenal app across both OS, leading to a 120% increase in market share.
• Successfully product managed the launch of #COYG Matchday Program app which generated a very high engagement.
• Completed Product Management as a Leadership Role training course.

Evolved the Clubs commercial eCRM program, loyalty scheme, and fan engagement platforms to achieve high-level success.

Key Responsibilities:

• Collaborated with all Club departments: Ticket Sales, Hospitality, Partnerships (activation of Nike, Nissan, Etihad Airways, BT, EA SPORTS), Retail, Marketing, and MCWFC to define campaign requirements and build a cross-functional campaign calendar.
• Managed CRM consumer-facing emails including messaging development, product coordination and accurate deployment.
• Assisted with the launch of an innovative global loyalty program and managed the on-going campaign delivery of the new scheme.
• Guided the development of targeting criteria for campaigns; based on promotion, data availability, KPIs and commercial goals.
• Managed day-to-day relationships of three external digital agencies; ESP, online competitions, and social media applications.
• Evolved the Clubs fan engagement platforms by employing geo-targeted contests and translated content to drive global outreach.
• Generated extensive CRM data profiling reports to assist Partnership sales and pitch development to drive new business.
• Guided online mobile app promotion, assisted with the launch of the CityMatchday app, and managed the delivery of SMS.
• Optimised the use of ESP to build campaign journeys, develop A/B testing, set up automation, manage data flows and drive KPIs.
• Provided leadership and guidance to train the eCRM Campaign Executive who assisted across all areas of the CRM department.

Key Achievements:

• Supported the Club in reaching a new level of financial sustainability during 2013/14 season, generating revenues of more than £345 million, including growth of commercial partnership revenue by 16%, broadcast revenue by 51%, matchday revenue by 20%.
• Managed campaigns for launch of Cityzens the new global membership, which generated 26+% increase in membership revenue.
• Assisted with the launch of a cutting-edge second screen app experience for global fans whilst offering exclusive content in stadium.
• Implemented of 400 campaigns during the 2013/14 season, which is a 106% increase and drove email opt-ins by 50%.
• Setup automation, executed mobile optimised emails and dynamic content, resulting in 55% average open and 15% average CTR.
• Developed and shared eCRM best practice strategies with City Football Group Clubs: New York City FC and Melbourne City FC.

Worked in a team of sport business professionals to create richer fan experiences using innovative application of insight, data, technology and creativity to turn fan passion into stakeholder value.

Managed the development of entirely customised digital marketing campaigns for season ticket renewals and new business acquisition, which led to an overall season ticket renewal rate of 85% for the 2011-12 and 2012-13 season.

Digital Marketing Strategy and Campaign Management:

• Managed the development of entirely customised digital marketing campaigns for season ticket renewals and new business acquisition, which led to an overall season ticket renewal rate of 85% for the 2011-12 and 2012-13 season. Included project scope, creative brief and RFP, microsite build project, budget and timeline management, project launch, and KPI management.
• Championed the development, integration and execution of seasonal business plans for; online product advertising, social media fan engagement, email marketing, and mobile marketing, which resulted in a unified and strategic digital approach.

Online Ticket Sales Advertising Strategy, Apparel Marketing and Event Management:

• Assisted in defining key integration strategies for standalone digital assets and managed SEM, PPC, retargeting campaigns
• Organized the Annual Magic Text Scavenger Hunt for NBA Playoff tickets around downtown Orlando (over 400 participants).
• Managed and scheduled all single-game ticket pre-sales/on-sales, generating over 1.7 million in ticket revenue on an annual basis.

Email, Mobile and Social Media Promotion, Marketing Automation and CRM Integration:

• Led the integration of the company’s CRM and email systems as well as providing marketing automation.
• Developed social media guidelines, digital best practices, fan engagement strategies, and mobile app recommendations.
• Implemented 350 annual emails for; partners, ticket sales, hospitality, retail, fan engagement, and season ticket holder emails.

Market Research, Benchmarking, Data Analysis and Report Generation:

• Conducted ongoing market research, benchmarking, and new media/technology trend analysis. Extracted and compiled data to generate reports from multiple mediums such as email, online, social media and mobile to assist in performance optimisation.

Key Achievements:

• Led single-game ticket sales strategy resulting in a direct ROI of 251% and PPC advertising resulting in a direct ROI of 91%.
• Spearheaded the transition of email platform to Exact Target, which led to a subscriber increase of 20% as well increased open and CTR’s. Consistently delivered above forecasted ROI, including reaching 123% of the email target and 308% of the mobile target.
• Managed initiatives to grow interactive databases, which resulted in growing mobile databases by 58% and email databases by 45%.
• Implemented social fan engagement campaigns that drove Facebook fan base by 350% and achieved 1 million Twitter followers.
• Managed the Orlando Magic Team Shop retail marketing, leading to highest ROI for Black Friday with over a 200% increase.
• Assisted partnership activations with current best practices, resulting in being awarded, 2012 NBA Sponsorship Retention Award.