Head of Customer Growth - Football Education & Recreation

Manchester City Football Club; Manchester; On-site; GBP 50,000 - 70,000; Full time

Job summary

Join Manchester City Football Club as the Head of Marketing for Football Education & Recreation, leading strategic initiatives and driving audience growth. The role entails coordinating marketing efforts across multiple teams to optimize performance and ensure alignment with broader commercial objectives. A focus on delivering a customer-centric experience is paramount, requiring tailored marketing strategies and a collaborative approach with stakeholders.

Benefits

26 days annual leave plus an additional day off for your birthday

Private healthcare

Annual discretionary bonus

Lifestyle discounts

Qualifications

• Proven experience in developing go-to-market strategies.
• Strong ability to tailor messaging to diverse audiences.
• Experience managing multiple projects in an international environment.

Responsibilities

• Lead customer growth initiatives across Football Education & Recreation.
• Develop and implement customer acquisition and retention strategies.
• Collaborate with teams to ensure integrated execution and measurable growth.

Skills

Customer-focused campaigns

Cross-functional collaboration

Stakeholder engagement

Data-driven decision making

Storytelling for diverse audiences

Job description

Head of Marketing - Football Education & Recreation

Head of Marketing – Football Education & Recreation

Closing Date of Applications - 20/07/25

Our Story

Established in 2013, City Football Group is the world’s leading private owner and operator of football clubs, with total or partial ownership of twelve clubs across the world. City Football Group also invests in other football related businesses and serves as a global commercial platform for our partners, whilst fulfilling our purpose of empowering better lives through football on a local and global scale, consistent with what “City” football has meant to people for over a century.

Our Winning Team

Our purpose is to empower better lives through football. We are proud of the role City Football Group clubs play in their localities, delivering positive economic, social and environmental impact through our operations and through programmes and activities that bring about meaningful, lasting change.

This is Your City

As part of our team, you will be entitled to 26 days annual leave plus an additional day off for your birthday, private healthcare and a simply health cash plan, an annual discretionary bonus, plus a range of partnership and lifestyle discounts.

Purpose

To lead the development, implementation and end-to-end delivery of customer growth initiatives across Football Education & Recreation’s (FE&R) B2C portfolio in line with the strategic direction set by the Managing Director. This role is responsible for enabling the long-term expansion of participation, customer acquisition, and programme reach.

Embedded within the FE&R function, this role requires strong cross-functional leadership, business insight, and commercial judgement. The role holder will coordinate across product, marketing, commercial, and delivery teams to ensure integrated execution and measurable audience growth. They will act as a key enabler of FE&R’s wider contribution to the Group’s commercial and strategic ambitions.

Your Impact

1. Strategic ownership: Develop a strategic framework, in collaboration with MD, for growing the FE&R audience – including project-specific and portfolio-wide plans that drive visibility, acquisition, and retention (to include brand, assets, etc.

2. Revenue Contribution: Ensure that growth activities directly support the commercial success of FE&R B2C offerings, contributing to revenue performance and long-term sustainability.

This role will be jointly accountable alongside Director of Pay to Play, and Head of Emerging Products.

3. End-to-End Delivery: Take full ownership of delivery across the customer growth lifecycle—from strategy to execution—ensuring programmes meet agreed KPIs and drive revenue impact to optimise performance across markets.

4. Strategic Adaptation: Apply commercial and operational judgement to adapt growth strategies based on performance data, customer insight, and market trends.

5. Collaborative Leadership: Collaborate with B2C product leads to shape and coordinate integrated growth plans for each B2C product—covering positioning, pricing alignment, audience targeting, and performance tracking to support overall customer growth goals.

6. Agency and Stakeholder Coordination: Manage relationships with external agencies to support campaign execution, technical delivery, audience insight, etc, and be the focal point for coordination with CFG Marketing.

7. Stakeholder Alignment: Influence internal and external stakeholders—locally and centrally—to align around shared customer growth objectives, ensuring consistency and messaging and brand standards.

8. Audience Campaign Execution: Lead the planning and execution of all audience-facing campaigns, working in close collaboration with central and local marketing teams to ensure consistency, quality, and impact in messaging and delivery.

9. Commercial Input: Contribute to broader commercial and product strategy discussions to help shape FE&R’s position in the global sport and education marketplace.

10. B2B Engagement Support: Provide input into audience engagement approaches for B2B customers, supporting the Director of Partner Schools in aligning growth-related messaging and positioning with broader FE&R objectives.

11. Delivering Customer Growth Impact: Ensure that customer growth strategies contribute meaningfully to CFG’s commercial ambitions, delivering measurable audience impact across products, markets, and delivery channels.

What we are looking for

• Proven experience developing and executing go-to-market strategies and customer-focused campaigns in consumer-facing environment
• Strong ability to tailor messaging and storytelling to diverse audiences and markets
• Demonstrated success managing multiple concurrent projects in a fast paced, international environment
• Strong collaboration skills, with experience of effective cross-functional working
• Excellent communication, interpersonal, and stakeholder engagement skills
• Highly organised, with strong attention to detail and delivery focus
• Skilled in building influential relationships at all levels
• Data-driven approach to evaluating performance and informing decision-making
• Experience overseeing external agencies or delivery partners
• Background in consumer, entertainment, or sport industries

Seniority level

• Seniority level

  Not Applicable

Employment type

• Employment type

  Full-time

Job function

• Job function

  Education

• Industries

  Education

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