Head of Audience Growth in Birmingham

McBride Sport is proud to be partnering with Birmingham Panthers to appoint a Head of Audience Growth — a rare opportunity to build and scale a modern women’s sports franchise from the inside.

Birmingham Panthers is a modern women’s sports franchise with a clear ambition: to become the most inclusive, innovative, and commercially successful club in the league. As part of Knighthead’s multi-sports portfolio in Birmingham, the club operates within a long-term investment strategy designed to elevate elite sport in the city and deliver impact beyond netball.

Audience growth is central to that ambition.

This role sits on the leadership team and will shape how the club grows its fanbase, strengthens its brand and builds sustainable revenue streams. From ticketing strategy and database growth to brand evolution, content direction and premium matchday experiences, this is a position with genuine ownership and accountability. This is not a traditional marketing role. It is a growth and revenue leadership position. You will be responsible for:

• Growing matchday attendance and fan demand
• Building and owning the Panthers’ audience growth model
• Leading ticketing strategy, pricing, and conversion planning
• Overseeing fan-led revenue streams (merchandise, premium, experiences)
• Driving brand consistency and evolution
• Building and leading a high-performing internal team and specialist agencies
• Converting audience engagement into measurable commercial performance

The Panthers compete in the newly professionalised Netball Super League, creating a significant opportunity to define what a modern, digitally connected and commercially ambitious women’s sports club looks like.

We are looking for someone ambitious, confident, and entrepreneurial; a leader who understands how to build momentum in a developing organisation. You will be comfortable working in a small, fast-moving environment, making decisions, backing your judgement, and driving standards across marketing and commercial delivery. You may come from sport, entertainment, media, live events, or a high-growth consumer brand. What matters most is that you know how to turn audience into revenue.

For a confidential conversation or a copy of the candidate pack, please contact Neil Edwards at McBride Sport directly – nedwards@mcbride-sport.com

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