Retail and Licensing Manager

England Rugby; United Kingdom; Hybrid; GBP 60,000 - 70,000; Full time

Benefits offered by this job

Flexible home working

Job summary

England Rugby is seeking a Retail and Licensing Manager to lead the Retail programme, maximizing merchandise revenue and fan experience across online, store and event channels.

You will manage partnerships with Castore, Fanatics, Gilbert and others, align with Marketing, and drive the Retail strategy to grow revenue and brand awareness. The role is based at Allianz Stadium with some home-working flexibility.

Qualifications

• Significant experience in commercial partnerships and retail, including digital & marketing.
• Experience managing third-party relationships, contracts, and rights delivery.
• Understanding operational requirements of a retail business with execution experience.
• Proven commercial success in a high‑profile, demanding environment.
• Strong financial literacy and ability to think analytically.

Responsibilities

• Manage all retail and licensing partnerships and ensure rights are delivered to a top standard.
• Oversee official retail experience across online, store, and event retail, including e-commerce and physical operations.
• Provide financial and sales reporting with data-driven recommendations to partners.
• Collaborate with Marketing to grow sales across England Rugby retail channels.
• Drive digital-led decision making for the Retail business and lead digital discussions.

Skills

Retail partnerships

Contract management

Digital & e-commerce

Financial literacy

Analytical mindset

Stakeholder communication

Team management

Sport business interest

Job description

Working at the RFU means being part of the ‘bigger picture’ at England Rugby: to be rooted in our purpose, which is to enrich lives, introduce more people to rugby union & develop the sport for future generations. If our purpose resonates with you, and you recognise the value that sport can bring to people’s lives, we’d love to work with you. An opportunity has arisen for a Retail and Licensing Manager to join our Commercial Partnerships team.

Job Title : Retail and Licensing Manager

Department : Commercial Partnerships

Reports to : Senior Retail & Licensing Manager

Salary Banding : c. £60,000

Job Level : Guide

Location : This role is contractually based at Allianz Stadium, offering some flexibility to work from home

Employment Type : Permanent

Working Hours : Full Time role, covering 35 hrs per week

The Role:

The England Rugby Retail & Licensing Programme currently generates significant commercial revenue for England Rugby and is an integral component of our investment back into the game to fulfil our core purpose which is to enrich lives, introduce more people to Rugby Union and develop the sport for future generations.

The Retail and Licensing Manager will lead the management and delivery of the England Rugby Retail programme, including relationships with commercial partners such as Castore, Fanatics, Gilbert and Charles Tyrwhitt and third-party merchandise vendors (e.g. match-day programme and fan radio providers). The role’s focus is to maximise growth of merchandise revenue and enhance fan experience both digitally and physically across the official retail business (online, store & event retail) and wider distribution into the retail marketplace. This is an exciting opportunity to play a crucial role in delivering the Retail & Licensing strategy to drive revenue growth and brand awareness.

Responsibilities:

Day-to-day responsibilities will include:

Retail and Licensing Management:

• Manage all retail and licensing partnerships and ensure all contractual rights are professionally delivered to an exceptional level.
• Work with our retail partner to create a best-in-class official retail experience for all rugby fans, overseeing all e-commerce and physical retail operations on a day-to-day basis, as well as event and match day operations.
• Deliver financial and sales-based reporting accurately along with analytical, insight based, recommendations both internally and externally to partners.
• Work collaboratively with the England Rugby Marketing teams to promote consumer product and grow sales across England Rugby retail channels.
• Ensure digital is at the forefront of all decision making for the Retail business, lead in digital discussions with regards to Retail.
• Manage the Retail Partnerships Executive
• Support the Retail Partnerships Executive in product development and driving sales of England Rugby branded products across all channels.
• Project manage multiple retail projects ensuring clear communication to all stakeholders.
• Work collaboratively with the Retail & Licensing Lead to shape the future of England Rugby Retail, acting as an advocate for retail in digital and Stadium planning projects.
• Lead, with support, on key retail decision making and large retail projects.

General:

• Act as a champion for Retail & Commercial Partnerships across the business.
• Ensure collaborative working relationships across England Rugby, as well as key external stakeholders.
• Actively collaborate with colleagues to contribute to the development and delivery of the current strategic, business and operational plans.
• Act as an ambassador for, and promote the best interests of the RFU, including the promotion of our culture and core values.
• Undertake other duties as may be required from time to time as are consistent with the responsibilities of the post and the needs of the organisation.

Qualifications, Skills & Experience:

The skills and attributes outlined in this description are not exhaustive and we welcome candidates who can bring different relevant experiences to the role.

• Significant experience working within commercial partnerships, retail. Previous roles will have included working across multiple areas of retail including digital & marketing.
• Experience in managing third-party relationships, contracts, and rights delivery.
• Understanding of operational requirements of a Retail business, with experience of executing this.
• Proven commercial success in a high profile, demanding and fast-paced environment.
• Strong levels of financial literacy, and ability to think analytically.
• High adaptability and capacity for managing multiple tasks simultaneously while delivering under pressure.
• Strong written, verbal, and interpersonal communication skills with an ability to communicate confidently to varying levels of stakeholders.
• Attention to detail is imperative.
• Committed to embodying the ethos our culture by using our three core values – Put The Team First, Shape The Future, Respect Each Other – to guide your day-to-day decisions, actions and interactions.
• Committed to actively contributing and building an inclusive culture in your role and day to day behaviours.
• Will preferably already have an interest in sport and sports business.
• Ability to think creatively both operationally and in a strategic sense.
• Committed to the highest levels of personal performance.
• Event retail experience preferable but not essential.
• Skills in delivering a marketing campaign from concept to execution.
• Experience of managing a team, preferable not essential.

Additional Information:

• All role holders must maintain an appropriate standard of confidentiality. Any disclosures of confidential information (including personal information kept on computer or other media) made unlawfully outside the proper course of duty will be treated as a serious disciplinary offence.
• We want you to have every opportunity to demonstrate your skills, ability and potential. If there is anything we could do to support you through your application or to provide the best environment for your interviews, including assistance or adjustment, please reach out to [e-mail].
• During your application, we will ask questions about your identity. This information is considered highly confidential and will not be seen by hiring managers. You can find out more about why we ask these questions here.