Head of Commercial, Events and Marketing in Belfast

Athletics Northern Ireland is the recognised governing body for athletics in Northern Ireland and is responsible for the development, promotion and governance of the sport across all disciplines and levels of participation. The organisation works closely with clubs, athletes, coaches, officials, schools, event organisers, local authorities, funders and key stakeholders to support athletics from grassroots participation through to elite performance. Athletics NI is entering an important and ambitious period of organisational development with a strong focus on participation growth, operational excellence, commercial sustainability, profile raising and stakeholder engagement across the sport. The organisation is committed to delivering high quality events and championships, strengthening the profile of athletics throughout Northern Ireland and developing innovative commercial and participation opportunities which contribute to the long-term sustainability and growth of the sport.

The Head of Commercial, Events and Marketing will provide strategic leadership across Athletics NI's commercial activity, events programme, marketing, communications and brand development. The postholder will be responsible for driving commercial growth, increasing event engagement, strengthening the profile and visibility of athletics across Northern Ireland and ensuring that Athletics NI events, championships and public-facing activity consistently exceed stakeholder expectations. The role will play a central part in identifying and developing new income streams, enhancing organisational standards, developing strategic partnerships and supporting the long-term sustainability and growth of the organisation. The postholder will be expected to operate both strategically and operationally within a dynamic and evolving environment and will play a key leadership role within the organisation.

Key Responsibilities

• Commercial Development and Revenue Generation
  • Develop and implement a commercial growth strategy aligned to the organisations strategic objectives.
  • Deliver a target-driven approach to commercial growth and revenue generation across the organisation.
  • Identify, develop and implement new commercial products, services and revenue opportunities.
  • Develop innovative participation, engagement and wellbeing initiatives which support long-term organisational sustainability.
  • Lead on sponsorship generation, sponsorship servicing and commercial partnership development.
  • Support the development of diversified income streams including sponsorship, partnerships, trusts and foundations, donations, legacy initiatives and commercial activity.
• Events and Championships
  • Lead the planning, development and delivery of Athletics NI championships and events.
  • Ensure Athletics NI events become the events athletes, clubs and participants most want to attend.
  • Deliver events and championships to the highest possible operational, commercial and presentation standards.
• Marketing, Brand and Communications
  • Lead the promotion and positioning of athletics as a high-profile and progressive sport within Northern Ireland.
  • Develop and oversee Athletics NI's marketing, communications and public relations strategies.
  • Lead the organisations digital presence including website, social media and online engagement.
  • Develop media relationships and coordinate press activity, launches, interviews and promotional campaigns.
  • Develop and implement a structured communications and engagement plan across all key stakeholder groups including clubs, athletes, coaches, officials, volunteers, event organisers, partners and funders.
  • Ensure regular, proactive and professional communication and engagement with stakeholders across all areas of the organisation.
  • Lead the continued development of a strong Athletics NI brand which reflects the organisations ambition, professionalism and commitment to excellence across all aspects of the sport.
  • Ensure consistent branding, messaging and presentation standards across all Athletics NI events, communications and public-facing activity.
  • Support the promotion of Athletics NI, its athletes, clubs, events and wider activities through innovative and engaging marketing and storytelling approaches.
  • Ensure sponsors, partners and stakeholders receive strong visibility and activation opportunities through Athletics NI activity.

Person Specification

Qualifications

• Degree level qualification in Business, Marketing, Communications, Events Management or a related discipline, or equivalent relevant professional experience.

Experience

• Minimum of five years experience in a senior commercial, marketing, events management, business development or leadership role.
• Experience of developing and implementing commercial growth initiatives and revenue generation strategies.
• Experience of operating in a target-driven environment.
• Experience of identifying and developing new business, partnership or commercial opportunities.
• Experience of managing high-profile events, projects or campaigns.
• Experience of leading, managing and developing staff or teams.
• Experience of managing departmental budgets and delivering against financial targets.
• Experience of procurement, supplier management and contract oversight.
• Experience of marketing, communications, digital engagement and brand development.
• Experience of media relations, PR activity and promotional campaigns.
• Experience of working with senior stakeholders including funders, sponsors, partners, Boards or governing bodies.
• Experience of preparing reports and presenting information to senior leadership or Boards.
• Experience of working within a fast-paced and evolving operational environment.
• Experience of leading teams and supporting organisational change.

Skills and Knowledge

• Excellent leadership, communication and interpersonal skills.
• Strong organisational and project management ability.
• Strong commercial awareness and strategic thinking capability.
• Ability to identify opportunities, solve problems and deliver innovative solutions.
• Ability to work both strategically and operationally within a dynamic environment.
• Ability to manage multiple priorities and deliver under pressure.
• Excellent written and verbal communication skills.
• Strong IT and digital communication skills including website and social media platforms.
• Ability to build positive relationships with a wide range of stakeholders.
• Ability to represent the organisation professionally and credibly across a wide range of environments and stakeholder groups.
• High standards of professionalism, integrity and accountability.
• Commitment to continuous improvement and achieving high standards across all aspects of delivery.

Desirable Criteria

• Experience within sport, leisure, events, participation, tourism or membership-based organisations.
• Experience of sponsorship acquisition and partnership servicing.
• Experience using CRM, booking, registration, membership or event management systems.
• Experience of developing participation initiatives or customer engagement programmes.
• Experience of working with volunteers, officials or community-based organisations.
• Experience of media production, livestreaming, video content or digital storytelling.
• Understanding of governance, compliance and publicly funded environments.
• Understanding of branding, customer experience and stakeholder engagement principles.
• Full current driving licence and access to transport suitable for the requirements of the role.
• Willingness to work evenings and weekends as required by the role.