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- Tasks: Lead the marketing strategy and execution for Birmingham City FC, enhancing fan engagement and brand visibility.
- Company: Join Birmingham City FC, a rapidly growing football club with ambitious plans and a global reach.
- Benefits: Enjoy a dynamic work environment, opportunities for growth, and involvement in exciting projects like the Amazon Prime docuseries.
- Why this job: Be part of a transformative journey in football marketing, driving innovation and connecting with fans worldwide.
- Qualifications: Experience in senior marketing roles, especially in sports, with strong digital and leadership skills required.
- Other info: Commitment to safeguarding and equal opportunities; background checks are mandatory for successful applicants.
The predicted salary is between 43200 - 72000 £ per year.
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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
- 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
- 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
- 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
- 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
- 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.
Seniority level
-
Seniority level
Not Applicable
Employment type
-
Employment type
Full-time
Job function
-
Job function
Marketing, General Business, and Strategy/Planning
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Head of Marketing employer: Birmingham City FC
Contact Detail:
Birmingham City FC Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Head of Marketing
✨Tip Number 1
Familiarise yourself with Birmingham City FC's current marketing strategies and campaigns. Understanding their brand voice and recent initiatives will help you tailor your approach during interviews, showcasing how your vision aligns with their goals.
✨Tip Number 2
Network with professionals in the sports marketing industry, especially those connected to football clubs. Attend relevant events or engage on platforms like LinkedIn to build relationships that could provide insights into the role and the club's culture.
✨Tip Number 3
Prepare to discuss innovative digital marketing strategies that could enhance fan engagement. Given the club's focus on digital growth, having fresh ideas ready will demonstrate your forward-thinking approach and understanding of current trends.
✨Tip Number 4
Research the impact of the upcoming Amazon Prime docuseries featuring Tom Brady. Being knowledgeable about this project will allow you to discuss how it can be leveraged for marketing opportunities and fan engagement during your interview.
We think you need these skills to ace Head of Marketing
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience in marketing, especially within football or elite sports. Emphasise your leadership roles and any successful campaigns you've led that align with the responsibilities outlined in the job description.
Craft a Compelling Cover Letter: Your cover letter should reflect your passion for football and marketing. Discuss how your skills and experiences make you the perfect fit for Birmingham City FC, and mention specific strategies you would implement to enhance fan engagement and brand visibility.
Showcase Your Digital Expertise: Given the emphasis on digital marketing in the role, include examples of past digital campaigns you've managed. Highlight your familiarity with CRM systems, analytics platforms, and any innovative approaches you've taken to engage fans online.
Demonstrate Leadership Skills: In your application, provide examples of how you've successfully led teams in previous roles. Discuss your approach to fostering collaboration and innovation within a marketing team, as this is crucial for the Head of Marketing position.
How to prepare for a job interview at Birmingham City FC
✨Showcase Your Leadership Skills
As a Head of Marketing, you'll be leading a multi-disciplinary team. Be prepared to discuss your leadership style and provide examples of how you've successfully managed teams in the past, particularly in high-pressure environments like football or elite sports.
✨Demonstrate Your Digital Savvy
Given the emphasis on digital marketing in this role, make sure to highlight your experience with digital platforms, CRM systems, and data analytics. Discuss specific campaigns you've led that utilised these tools effectively to drive fan engagement and commercial outcomes.
✨Align with Club Values
Research Birmingham City FC's values and recent initiatives, such as the £3 billion Birmingham Sports Quarter development. Be ready to articulate how your marketing strategies can align with and enhance these objectives, showing your commitment to the club's vision.
✨Prepare for Scenario Questions
Expect scenario-based questions that assess your problem-solving skills and strategic thinking. Think about potential challenges the club might face in marketing and how you would address them, especially regarding fan engagement and sponsorship activation.