Job Search - Head of Marketing: Head of Marketing

Head of Marketing

Head of Marketing
West Bromwich
Full Time

Job Description

1. Overview

Reporting to the Managing Director (MD), the Head of Marketing (HoM) is responsible for planning, creating, developing, executing and monitoring the results of innovative marketing campaigns that deliver incremental revenue to the club and fulfil the contractual marketing campaign obligations to its sponsors and partners.

In addition, the HoM will manage the development and implementation of the club’s brand guidelines, and commission the creative resource for the development of marketing campaigns. Where it is appropriate that creative work should be outsourced, the HoM will oversee its brief and delivery to the agreed budget.

2. Functional Responsibilities - Campaigns

  • Develop and manage the weekly, monthly, annual marketing campaign calendar to ensure that all club internal and external marketing obligations are met in the most effective way
  • Create the marketing brief for each campaign including agreeing/setting the budget for all key performance indicators (e.g., volumes, response rates, cost per acquisition etc.)
  • Execute each marketing brief using either internal or external agency/creative resources depending on the agreed budget available/volume of workload
  • Monitor and report on the outcome and KPIs of each campaign by maintaining a departmental guard book of all marketing campaigns and events
  • Cooperate with and contribute to the Women’s team and The Albion Foundation (TAF) marketing activities to ensure that all campaigns are optimised

3. Functional Responsibilities - Brand

  • Oversee and manage the presentation of, and access to, the club’s agreed brand identity as updated from time to time including promotion of Club Vision & Values
  • Manage the creative design of internal communications including the monthly staff newsletter
  • Develop creative formats to meet marketing and communications briefs submitted by internal and external partners
  • Educate internal customers in the process of how to create and submit an effective creative brief
  • Conduct regular audits of the club’s creative output to ensure that all campaigns are compliant with the most current guidelines
  • Convene and chair regular meetings of ‘Brand Champions’ comprising nominees from every internal department
  • Establish good working relationships with all internal departments (including the Women’s team and TAF) to ensure that all campaigns follow the brand guidelines
  • Liaise with and represent the club to the relevant National Associations on marketing/brand issues including where appropriate The EFL, EPL, FA to ensure the club meets its obligations

4. General Responsibilities

  • Look to innovate in terms of introducing new concepts, ideas and methods of exploiting club assets to create new campaign activations and ultimately increase the club’s fanbase
  • Keep abreast of any relevant legislation, regulatory requirements and codes of practice as they apply to marketing campaigns in each territory
  • Work closely with the Head of Sponsorship to ensure that club sponsors’ and partners’ expectations with respect to their contractual campaign activations rights are met
  • Brief and manage the activities of external activation/events agency resource where necessary
  • Liaise with relevant internal departments to ensure an up-to-date appreciation of club activation obligations are understood
  • Regularly meet and review progress toward meeting marketing targets and identify suitable activity to make up any performance shortfall
  • Ensure that the MD and CEO are regularly briefed on all major developments and initiatives concerning marketing activation campaigns
  • Manage the activities of external suppliers and agencies retained to work on club marketing campaigns
  • Produce regular and ad hoc reports and analyses as requested to support the club’s creative profile and commercial activities
  • Manage departmental staff
  • Develop and manage the marketing budgets within the parameters as agreed with the MD and CEO. 

5. Personal characteristics, Education & Experience 

  • Demonstrates the qualities of energy, enthusiasm and initiative
  • Educated to degree level, with post graduate marketing qualification preferred
  • At least 5 years’ experience of marketing campaign activation with a football club, marketing agency or other sports organisation
  • Knowledge of marketing dynamics, preferably in a sports environment
  • Able to influence, persuade, innovate and lead change
  • Self-motivated and goal-oriented individual
  • Comfortable handling own operational workload and delivering to tight timescales
  • Able to manage a small team
  • Able to communicate clearly and concisely in both written and oral form
  • Able to manage the time of self and others, in order to operate across a number of projects at any one time
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