Head of Marketing

Birmingham City FC; Birmingham; On-site; GBP 60,000 - 90,000; Full time

Job summary

Birmingham City FC recherche un Head of Marketing talentueux pour mener la stratégie marketing de ce club prestigieux. Ce rôle comprend la direction d'une équipe et la mise en œuvre de campagnes visant à renforcer l'engagement des fans et la visibilité mondiale, tout en gérant les objectifs commerciaux à travers des plateformes numériques et des initiatives B2B. Ce poste clé est une opportunité passionnante pour un leader créatif dans le sport.

Qualifications

• Expérience dans une fonction marketing senior dans le football ou un environnement de consommation rapide.
• Compréhension forte des plateformes digitales et des données des fans.

Responsibilities

• Développer une stratégie marketing alignée sur les objectifs du club.
• Gérer le budget marketing et évaluer les résultats des campagnes.

Skills

Leadership

Gestion de projet

Engagement des fans

Stratégie digitale

Education

Bachelor’s degree in Marketing

Master’s degree in Marketing or MBA

Tools

CRM systems

Analytics platforms

Job description

Head of Marketing

Location: St. Andrew’s Stadium, Birmingham

Department: Marketing

Reports to: Chief Fan Experience Officer

Birmingham City Football Club is looking for a commercially driven and creative Head of Marketing to lead the Club’s marketing strategy, planning, and execution. This is a senior leadership role that plays a key part in driving commercial outcomes, enhancing fan engagement, and growing brand visibility in key markets across the globe.

You will be responsible for leading a multi-disciplinary marketing team and setting a strategic direction that supports the Club’s commercial goals and long-term vision. This includes delivering high-impact consumer campaigns, B2B marketing to support partnerships and sponsorships, and building a digitally connected fanbase through content, data, and technology.

Reporting to the Chief Fan Experience Officer, you will work closely with the Commercial team to align marketing activity with revenue generation, sponsorship activation, and fan acquisition. With significant investment in people, platforms, and systems, including fan insights and new marketing and AI tools, this is an opportunity to take a growing function to the next level.

Since Knighthead’s investment, Club revenues have grown by more than 150% in two years, and growth continues at pace as we push toward the Premier League and the WSL. As part of this journey, the Club has announced the £3 billion Birmingham Sports Quarter development—including a new 60,000-seater stadium. Ensuring a smooth transition to the new stadium will be a critical component of this role.

The upcoming Amazon Prime docuseries, featuring NFL legend and Club co-owner Tom Brady, will further accelerate our global visibility—making this an exciting moment to lead the marketing team at one of the most ambitious clubs in world football.

Key Responsibilities

Marketing Strategy & Leadership

• Develop and deliver a marketing strategy that strengthens brand positioning and deepens fan engagement across all channels
• Align marketing initiatives with Club values and strategic objectives
• Implement an audience strategy to improve segmentation and targeting

Consumer (B2C) & Digital Marketing

• Lead digital-first, multi-channel campaigns including social, email, SEO/SEM, paid media, and CRM
• Drive digital fan engagement using content, personalisation, and data
• Manage the Club’s online presence to increase digital reach, engagement, and conversion
• Use data and analytics to refine fan acquisition and retention strategies
• Maintain brand consistency and effective storytelling across channels

Football-Focused Campaigns

• Deliver campaigns aligned with fixtures, footballing events, and community outreach
• Work collaboratively with Content, Media, and Comms teams to deliver engaging digital experiences

B2B Marketing & Commercial Alignment

• Support the Commercial team with assets and campaigns that enhance sponsorship, hospitality, and corporate value
• Ensure digital channels support partner visibility and activation

Commercial & Retail Collaboration

• Partner with Commercial and Retail teams to deliver integrated campaigns across sponsorship, ticketing, hospitality, and merchandise
• Lead digital marketing for e-commerce, product launches, and retail promotions
• Identify digital monetisation opportunities including fan subscriptions and exclusive content
• Monitor and analyse performance data to drive commercial outcomes

Digital Growth & Innovation

• Own the Club’s digital strategy and ensure continual adaptation to industry trends
• Explore new channels, formats, and technologies to connect with fans
• Apply data-driven decision-making to enhance personalisation and digital revenue

Leadership & Management

• Lead cross-functional marketing teams across creative, performance, and strategy
• Promote alignment and collaboration across marketing functions
• Build and maintain a high-performing, innovative team culture

Budget Management

• Manage the marketing budget, with scope to expand in line with revenue growth

What We’re Looking For in You

Essential Requirements

• Experience leading a senior marketing function in football, elite sport, or a fast-paced consumer environment
• Proven success across both B2C and B2B marketing, with audience and commercial growth outcomes
• Strong understanding of digital platforms, CRM, fan data, and campaign analytics
• Experience supporting sponsorship activation and commercial objectives
• Strong leadership experience, managing creative teams and marketing budgets
• In-depth knowledge of fan engagement, brand strategy, and marketing innovation
• Excellent project management and cross-functional collaboration skills
• Bachelor’s degree or equivalent experience in Marketing, Business Administration, Sports Management, or Communications

Desirable

• Experience in a professional football club or elite sporting organisation
• Familiarity with CRM systems, analytics platforms, and digital campaign tools
• Experience delivering global marketing or fan growth campaigns
• Master’s degree in Marketing or an MBA with a marketing or sports business focus

Birmingham City FC is committed to safeguarding and promoting the welfare of children and young people

The safety and well-being of our players is our top priority, and we expect all staff to share this commitment. All successful applicants will be required to undergo a thorough background check and safeguarding training as part of the recruitment process.

We are proud to be an equal opportunities and Disability Confident employer

We welcome applications from all sectors of the community and assess candidates solely on merit. If you require any adjustments during our recruitment or interview process, please let us know when applying.