Director, Customer Strategy & Value

At DraftKings, AI is becoming an integral part of both our present and future, powering how work gets done today, guiding smarter decisions, and sparking bold ideas. It’s transforming how we enhance customer experiences, streamline operations, and unlock new possibilities. Our teams are energized by innovation and readily embrace emerging technology. We’re not waiting for the future to arrive. We’re shaping it, one bold step at a time. To those who see AI as a driver of progress, come build the future together.

The Crown Is Yours

As the Director of Customer Strategy & Value you will drive and shape how DraftKings approaches customer acquisition and monetization across our Sports portfolio. This role helps ensure that how we bring customers in and grow their value is intentional, measurable, and aligned to long-term business impact.

This role sits on the Integrated Marketing team, operating at the center of marketing strategy while working closely with stakeholders across Analytics, Product, Operations, and more. You will monitor and guide the performance and evolution of customer entry strategy (FTUE & New Customer Offer), while leading the thinking around monetization strategy, incentive design, and value measurement frameworks. Your focus will be ensuring growth decisions balance near-term performance with sustainable value creation.

You will bring structure and clarity to how customer value decisions are evaluated, helping GTM teams prioritize effectively and operate against consistent principles and performance guardrails.

What you’ll do as a Director of Customer Strategy & Value

• Define and evolve the New Customer Offer strategy for Sportsbook, including investment approach by cohort, competitive benchmarking, and ongoing performance monitoring.

• Monitor the health and effectiveness of the Sportsbook FTUE, identifying friction points and opportunities to improve early customer experience; partner with Product to influence enhancements where appropriate.

• Partner with Product and Analytics to assess early lifecycle performance and identify opportunities to improve retention and value creation.

• Partner with Analytics to refine measurement frameworks for evaluating incremental value creation and ROI from external marketing investments.

• Develop monetization strategy across Sportsbook, including offer structure, incentive design, and supporting messaging.

• Synthesize performance insights into clear recommendations for scaling, testing, or deprioritizing initiatives.

• Monitor FTD performance and overall marketing effectiveness in combined Sportsbook/Casino states.

• Assess channel performance, external marketing impact, and competitive dynamics at the geo level.

What you’ll Bring

• 8+ years of experience in marketing strategy, growth, monetization, or lifecycle optimization with demonstrated impact driving acquisition efficiency and long-term customer value.

• Deep expertise in customer value frameworks, incentive design, and performance measurement.

• Strong experience designing, testing, and optimizing growth initiatives with a track record of translating insights into action and sharing learnings across teams to improve performance.

• Strong financial and analytical acumen; ability to connect customer strategy decisions to ROI and sustainable margin impact.

• Proven ability to influence senior stakeholders and drive alignment in complex, matrixed environments.

• Comfort operating in ambiguity while bringing structure and clarity to evolving strategies.

• Clear, structured communicator who can distill complexity into decisive recommendations.

Join Our Team

We’re a publicly traded (NASDAQ: DKNG) technology company headquartered in Boston. As a regulated gaming company, you may be required to obtain a gaming license issued by the appropriate state agency as a condition of employment. Don’t worry, we’ll guide you through the process if this is relevant to your role.

The US base salary range for this full-time position is 169,600.00 USD - 212,000.00 USD, plus bonus, equity, and benefits as applicable. Our ranges are determined by role, level, and location. The compensation information displayed on each job posting reflects the range for new hire pay rates for the position across all US locations. Within the range, individual pay is determined by work location and additional factors, including job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific pay range and how that was determined during the hiring process. It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.