Partnerships Innovation Lead

Manchester United Plc; Manchester; On-site; GBP 70,000 - 95,000; Full time

Benefits offered by this job

Annual Incentive Scheme

25 days annual leave

Electric Vehicle scheme

Wellness Support

Exclusive Discounts

Gym facilities

Career Development

Supportive Work Environment

Job summary

Manchester United is seeking a Partnerships Innovation Lead to drive insight-led partnership campaigns with our Principal Partners. This role combines audience insight, content strategy and media planning to deliver measurable programmes that meet partner objectives and enhance fan engagement.

You will chair workshops with partners and internal teams, define KPIs and lead reporting to optimise campaigns. The successful candidate will act as a strategic consultant, identifying new activations,

Qualifications

• 8+ years' experience in creative strategy, brand planning, media strategy, sponsorship consulting or partnership strategy.
• Strong expertise in sponsorship, sports marketing, media planning, audience strategy and content effectiveness.
• Demonstrable success creating insight-led campaigns translating consumer insights, market trends and business objectives.
• Highly analytical and data-literate with knowledge of marketing analytics and measurement.
• Deep understanding of digital media ecosystems and emerging technologies in marketing.
• Experience presenting to and influencing senior stakeholders with clear narratives.

Responsibilities

• Develop innovative, insight-led partnership campaigns for Manchester United’s Principal Partners and translate objectives into measurable programmes.
• Lead workshops with partners and internal teams to identify opportunities and craft creative solutions.
• Create integrated campaign plans across activation, content, media, audience targeting and measurement.
• Utilise audience insights and sponsorship trends to develop ideas that meet partner objectives and fan needs.
• Advise on optimal use of owned, earned and paid media to maximise reach and engagement.
• Define KPIs and measurement frameworks, and lead campaign reporting and optimisation.
• Act as a strategic consultant to partners, identifying opportunities with new technologies and audience behaviours.
• Monitor sponsorship trends to keep Manchester United at the forefront of partnership innovation.
• Build deep understanding of partner industries and consumer trends to tailor campaigns.
• Champion creativity and continuous improvement across the partnership portfolio.

Skills

Partnership strategy

Media strategy

Sponsorship consulting

Data-driven

Stakeholder management

Campaign development

Analytical skills

Job description

Partnerships Innovation Lead

Application Deadline: 12 October 2026

Department: Commercial

Employment Type: Permanent

Location: Manchester - Carrington Training Complex & Old Trafford

Description

At Manchester United, we believe that excellence on the pitch starts with excellence off the pitch. Our team thrives in a high-performance environment, united by a shared passion for success. We aim to elevate the standard of performance through collaboration and continuous growth, creating a space where everyone can contribute their best to our common goals.

We work together at our iconic Manchester United offices, enabling connection and innovation as we look ahead to what we can achieve as a global football club. We are excited to bring in passionate people who share our vision and drive for success.

The Partnerships Innovation Lead will work closely with the Partnerships team to support Manchester United’s largest and most complex partnerships. Combining insight, creativity and media strategy, the role will develop innovative campaigns, activation concepts and measurable programmes that deliver against partner objectives.

The role will build expertise across partner categories, using audience insight, content strategy, media planning and performance measurement to create impactful, results-driven campaigns. The successful candidate will challenge traditional approaches where opportunities exist to deliver stronger outcomes for partners, fans and the Club.

Key Responsibilities

• Develop innovative, insight-led partnership campaigns for Manchester United’s Principal Partners, translating business objectives into engaging activation concepts, content strategies and measurable programmes that drive commercial value and fan engagement.
• Lead collaborative workshops with partners and internal stakeholders to identify opportunities, solve business challenges and generate creative solutions that differentiate Manchester United partnerships in the market.
• Create integrated campaign plans, bringing together activation, content, media, audience targeting and measurement frameworks to ensure campaigns are strategically aligned and effectively delivered.
• Utilise audience insights, market intelligence, sponsorship trends and category expertise to develop innovative ideas that meet partner objectives while enhancing the fan experience.
• Advise partners and internal teams on the optimal use of owned, earned and paid media channels, identifying opportunities to maximise reach, engagement and overall campaign effectiveness.
• Define clear campaign KPIs, measurement frameworks and success metrics, ensuring activities are tracked, evaluated and continuously optimised to demonstrate return on investment.
• Lead campaign reporting and performance reviews, turning complex data and insights into clear recommendations that inform future planning and improve partnership outcomes.
• Act as a strategic consultant to partners, proactively identifying opportunities to maximise the value of their partnership through innovative activations, new technologies and emerging audience behaviours.
• Monitor developments across sponsorship, sport, media, technology, fan engagement and key partner sectors, ensuring Manchester United remains at the forefront of partnership innovation.
• Build and maintain deep understanding of partner industries, consumer trends and competitor activity to create relevant, commercially impactful campaigns tailored to each partner’s business needs.
• Champion a culture of creativity, innovation and continuous improvement by encouraging experimentation, testing new approaches and scaling successful initiatives across the partnership portfolio.
• Collaborate closely with Partnership Management, Data & Insights, Content, Media and Commercial teams to bring innovative concepts to life and ensure successful delivery against partner and Club objectives.
• Challenge conventional approaches and identify new opportunities to deliver stronger results for partners, fans and the Club, balancing creativity with commercial and operational practicality.

Skills, Knowledge and Expertise

• 8+ years' experience in creative strategy, brand planning, media strategy, sponsorship consulting or partnership strategy, with a proven track record developing integrated campaigns and marketing ideas for global brands.
• Strong expertise in sponsorship, sports marketing, media planning, audience strategy, content effectiveness and commercial communications across digital, social and emerging platforms.
• Demonstrable success creating insight-led campaigns, translating consumer insights, market trends and business objectives into distinctive ideas and practical recommendations.
• Highly analytical and data-literate, with strong knowledge of marketing effectiveness, media analytics, measurement frameworks, performance reporting and optimisation.
• Deep understanding of digital media ecosystems, consumer behaviour, emerging technologies and trends across AI, fan engagement, content platforms and marketing technology.
• Experience presenting to and influencing senior stakeholders, with the ability to communicate complex insights through clear, compelling and actionable narratives.
• Naturally curious and innovative, with strong problem-solving skills, category expertise and the ability to identify growth opportunities across multiple industry sectors.

Personal Attributes:

• Credible and influential creative strategist with the gravitas to build trusted relationships and influence senior stakeholders.
• Commercially minded, intellectually curious and creatively strategic, with strong analytical and problem-solving skills.
• Bold and thoughtful innovator who brings fresh perspectives, challenges established creative approaches constructively and is prepared to make brave, well-reasoned recommendations.
• Excellent communicator, presenter and storyteller, capable of turning complex insights into compelling narratives.
• Collaborative self-starter with a positive, solution-focused mindset and the ability to thrive in a fast-paced environment.
• Ambitious, resilient and driven to deliver impact, inspire others and achieve high-performance outcomes.

What we offer

At Manchester United, we recognise that our people are at the heart of our success. That’s why we offer a range of rewards designed to support your professional and personal well-being:

• Annual Incentive Scheme to reward your dedication and hard work
• 25 days annual leave (plus bank holidays) and an opportunity to purchase additional holiday days
• Electric Vehicle scheme via Octopus and cycle to work scheme
• Simplyhealth Cash Plan: Supporting you with your everyday healthcare needs
• Wellness Support with access to mental health resources, digital health checks, and & nutritionists through Aviva Digicare+ Workplace
• Exclusive Discounts through our United Rewards platform, giving you access to exclusive deals from the club and partners
• Gym Facilities in our onsite locations and opportunities for regular social events and team-building activities
• Enhanced family Leave Benefits and policies
• Enhanced Career Development with access to professional learning platforms like LinkedIn Learning, and internal training programs
• A Supportive Work Environment that values diversity, equity and inclusion, and individual growth