Commercial Insights Lead

Brentford FC is a bit different to other Premier League football clubs. We put our fans first, we are a true community club and while we are financially sustainable, we are not afraid to take calculated risks. We take huge pride in our environment and culture within the Club which focuses on development, inclusion and not being afraid to think differently. Being progressive, humble and respectful while sticking together as one team across the Club guides how we work and the decisions we make each day. We also firmly believe that a diverse workforce is a better workforce which will help us develop ideas, solve problems and ultimately grow Brentford FC. We play in a brand-new stadium, 15 minutes from Heathrow in vibrant west London. We will never forget where we have come from, but we are excited about the future that lies ahead. Come join us.

Inclusion Statement

Brentford FC is an organisation which values and is passionate about diversity and inclusivity. Whilst our recruitment decisions are always based on merit and suitability, we welcome and encourage applications from qualified candidates, including those from underrepresented groups – such as those from ethnically diverse backgrounds, women, those from the LGBTQ+ community and those with disabilities. Should you require any workplace accommodations (also known as ‘reasonable adjustments), you will have the opportunity to let us know at the appropriate points in the hiring process.

Safeguarding Statement

Brentford FC is committed to equality, the safeguarding and welfare of all children and adults at risk. This responsibility is shared by all staff and volunteers at the Club; safeguarding is everyone’s responsibility. Staff will be required to undertake regular safeguarding training to enable and reinforce a proactive approach to safeguarding. This role requires the post holder to apply all relevant policies and uphold the Club’s commitment to safeguarding vulnerable people to ensure a safe environment for all. This includes the timely reporting of any safeguarding concern to the safeguarding team.

The Insights & Strategy team sits within the Marketing Services department and works across the Club’s off-field functions to leverage data, research, and strategic analysis to drive revenue, retention, and growth. The main focus of the role is to provide end-to-end support for the Partnerships Sales and Services teams. They will identify new brands to approach for partnerships, then work with the broader commercial team to build sales narratives and support negotiations. They will work with the Head of Commercial Planning and Partnerships Services teams to create measurement frameworks for each partnership and report on their performance. The Commercial Insights Lead will report to the Head of Insights and Strategy and will line manage an Insights Executive. Along with the Insights Executive, the Commercial Insights Lead will have the opportunity to work across a range of insights projects, including marketing and retail reporting, fan trend analysis and interpreting survey results.

Main Accountabilities

• Lead on the Club’s sponsorship market intelligence efforts, keeping the business up-to-date with market trends.
• End-to-end Partnerships sales support: lead generation, rationale writing and providing targeted insights to support sponsorship negotiations.
• Support the Head of Commercial Planning and Partnerships Services team to report on existing Club partners’ reach and effectiveness.
• Be the go-to person for the Commercial team on data analysis across key sources of information, including fan surveys, Two Circles fan data, YouGov Profiles, TV viewership and media values.
• Management of an Insights Executive that is responsible for the production of fan surveys, reputational measurement and marketing campaign measurement.
• Ad-hoc insights support for the Marketing Services team, including audience and ticketing analysis, retail analysis, and campaign effectiveness reporting.
• To ensure that any concerns you observe, or are raised with you in your role, are shared with the Safeguarding Team through appropriate channels.
• Any other relevant tasks and duties as directed by your line manager.

General Club Accountabilities

• To ensure compliance with all relevant Club policies, including safeguarding, health and safety policies and with specific reference to the data regulations (GDPR and PECR).
• To ensure compliance with the Club’s Code of Conduct.
• To ensure compliance with all relevant legal, regulatory, ethical and social requirements.
• To build and maintain good working relationships both internally and externally, maintaining a professional image at all times when representing Brentford FC.
• To keep confidential any information gained regarding the Club and its personnel.
• To maintain a flexible approach to work at all times.
• To ensure compliance with all Matchday Safeguarding processes.
• To ensure compliance with the Club’s Safeguarding Policy and processes.
• To promote and support positive mental health and wellbeing throughout the Club both on and off the field.
• To promote equity, diversity and inclusion at the Club, in line with our EDI strategy.

Key Internal Relationships

• Commercial (Partnerships Sales, Partnerships Services)
• Club Marketing
• Content & Digital
• Fan & Community Relations

Person Specification - Essential Characteristics

• Educated to degree level or equivalent.
• 4+ years in a data-driven role.
• High levels of attention to detail.
• A strong communicator, able to influence internal stakeholders and comfortable presenting research and insights to external stakeholders.
• The ability to create compelling narratives and insights using a wide range of data.
• Experience within partnerships sales process or equivalent, in particular lead generation and creating sales presentations.
• People management experience in any context, with the emotional intelligence to create a positive and high-performing environment for the people around you.
• Substantial desk research experience.
• Strong time management and organisational skills.
• Report writing and presentation creation (any context).
• An understanding of TV ratings, media valuations and basic fan data.
• Interest in the business side of sport, not just on-field performance.
• Intermediate Excel skills, including the use of pivot tables.

Person Specification – Desirable Characteristics

• Experience using Salesforce or an equivalent CRM system.
• Survey writing, construction and analysis.
• Previous experience of managing data suppliers.
• An understanding of social media and Google Analytics data.
• Ability to create dashboards using PowerBI or Lookers Studio advantageous but not essential.
• Experience working within the sports industry desirable but not essential.