At a Glance
- Tasks: Lead fan insights projects to enhance engagement and drive club growth.
- Company: Join Brentford FC, a community-focused Premier League club with a unique culture.
- Benefits: Competitive salary, inclusive environment, and opportunities for personal development.
- Other info: Be part of a diverse team committed to innovation and fan engagement.
- Why this job: Make a real impact by understanding and enhancing fan experiences.
- Qualifications: Experience in audience research and data analysis is essential.
The predicted salary is between 50000 - 50000 £ per year.
The Club
Brentford FC is a bit different from 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 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.
Job Overview
The role of the Insights & Strategy department at Brentford is to leverage data, research and strategic analysis to drive fan retention, growth and commercial revenues. As part of the team, the Fan & Audience Insights Lead will be tasked with maximising the club’s understanding of its fans’ behaviours and attitudes, creating strategies to enable the club’s next phase of growth. The successful candidate will work across all phases of the fan life cycle. They will be responsible for keeping the club up-to-date with consumer trends, and will scope and run research projects to identify and size new growth opportunities. The Lead will act as a key advisor for the Marketing Department. Through fan behavioural data, survey data, panelled research and competitor analysis, they will identify specific target audiences, educating campaign planning and A/B testing. They will then work alongside the rest of the Insights department to understand how fans interact with the club, including ticket and membership utilisation, providing further points of optimisation.
Along with their direct report, a Senior Insights Exec, the Lead will be the main port-of-call for the Fan & Community Relations team. They will work to monitor fan sentiment through surveys and focus groups, with the aim of improving fan experience across all touchpoints with the club. They will represent the Insights team at fan group meetings, presenting findings as part of key decision-making processes including ticketing and in-stadium experience. Finally, the Lead will also provide ad-hoc support to the Partnerships (sponsorship) team, demonstrating club’s reach and engagement to prospective new partners, and impact measurement for pre-existing partners.
Key Responsibilities
Lead the club’s market intelligence efforts, keeping the club up-to-date with emerging consumer trends.
Scoping and fulfilling targeted research projects aligned with the club’s growth ambitions.
Work alongside the Marketing team to build out strategies to appeal to brand new fans and deepen engagement with pre-existing fans.
Ensure the fulfilment and effective analysis of all club fan surveys, reporting strategic recommendations to key internal and external stakeholders.
Analyse key fan behaviours (e.g. ticket utilisation, membership trends) to optimise decision making on new and existing club products and processes.
Lead the Insights team’s relationships with the club’s fan groups, presenting insights to support discussions around key business decisions.
Partnerships insights support, including fan and audience analysis and reporting on partnerships effectiveness.
Scope and build dashboards of fan data for key internal stakeholders to assist with day-to-day reporting and decision making.
Line management of a Senior Insights Executive.
Day-to-day account management of select club data suppliers, including SportBusiness, YouGov and Blinkfire.
Ad-hoc support on insights projects across all off-field departments subject to business needs.
Knowledge
Extensive audience research and analysis for growing brands or sports organisations.
Application of consumer demographics, psychographics and behaviour to shape decision making.
Creating segments and building strategies to engage specific audiences.
An understanding of brand tracking.
Experience using panelled research solutions (e.g. GWI, YouGov).
Survey writing and analysis experience.
An understanding of TV audience measurement.
An understanding of social media metrics or ticketing data would be desirable but not essential.
Partnerships sales insights and partnerships impact measurement experience desirable but not essential.
Specialist Skills
Extensive desk research and report writing experience.
The ability to turn data into compelling narratives for a range of stakeholders.
Strong written and verbal presentation skills. Experience presenting to both internal and external stakeholders.
Experience running on quantitative consumer research projects (e.g. fan surveys or focus groups).
Strong Excel and PowerPoint skills.
Experience of building dashboards for a range of audiences, SQL and PowerBI experience valuable but not essential.
People Skills
Strong interpersonal skills, with the ability to build trust with a range of internal stakeholders.
Comfortable communicating and presenting to internal and external audiences.
Mentoring and upskilling staff from other departments to maximise their use of data and increase process efficiency.
Line management experience desirable.
External Impact
Represent the club at major fan group meetings, using data to communicate and support key strategic fan-focussed decisions.
Be the first port-of-call for fan insights for the Fan & Community Relations, Marketing and Partnerships Departments.
Attend regular marketing meetings on behalf of the Insights & Strategy team.
Present key fan insights to senior stakeholders around the business.
Account management of select data providers.
Represent the club at industry events.
Decision Making
Regular reviews of key research supplier relationships to ensure maximum impact and value for money.
Scoping fan-focussed research projects and managing them to completion.
Building out the club’s market intelligence resources around fan and audience growth both within and outside of the sports industry.
Optimisation of internal processes to maximise the use of fan data in decision making.
Innovation
Lead research projects to support the club’s growth ambitions.
Review how the club currently uses fan data and profiling, maximising its impact internally and externally.
Contribute to the strategic direction of the Insights & Strategy Department with a specific focus on consumer research, market intelligence and maximising the club’s understanding of its fanbase.
General Club Accountabilities
To comply with all Club policies, including health and safety, data regulations and other legal, ethical and social requirements.
To build and maintain good working relationships while maintaining a professional image.
To keep confidential any information gained regarding the Club and its personnel.
To always maintain a flexible approach to work.
Inclusion Statement
Brentford FC is proud to be an organisation that values equity, diversity and inclusion. We strive to create a culture that celebrates difference and ensures fairness, safety, representation, and belonging. We recognise that some groups remain underrepresented in our workforce and are actively working to change this. As part of that commitment, we strongly encourage applications from people of all backgrounds — particularly those from ethnically diverse communities, women, LGBTQ+ individuals, and disabled people. We’re committed to a fair and inclusive recruitment process, with all decisions made based on merit and suitability — regardless of background or protected characteristic. Should you be selected for interview, we welcome the opportunity to discuss any specific arrangements, accommodations or reasonable adjustments you may require to be made.
Safeguarding Statement
Brentford FC is fully committed to promoting equality, and to safeguarding the welfare of all children and adults at risk. Safeguarding is everyone’s responsibility and is a core part of the Club’s culture. All staff and volunteers share a collective duty to create and maintain a safe and supportive environment, both on and off the field. To ensure this, all staff are required to complete regular safeguarding training appropriate to their role. This training supports a proactive and informed approach to safeguarding practice. The successful candidate will be expected to understand, adhere to, and actively uphold all relevant safeguarding policies and procedures. This includes recognising signs of abuse or harm, responding appropriately, and reporting any concerns in a timely manner to the Club’s Safeguarding Team. Brentford FC operates safer recruitment practices. We remind individuals that it is a criminal offence for a person barred from engaging in regulated activity to apply for a role that involves such activity.
Fan & Audience Insights Lead employer: Brentford Football Club
Brentford FC is an exceptional employer that fosters a vibrant and inclusive work culture, dedicated to the development of both its staff and young athletes. With a commitment to safeguarding and diversity, employees are encouraged to grow through continuous training and support, all while working in a dynamic environment at our state-of-the-art training ground in Jersey Road. Join us to make a meaningful impact on the next generation of goalkeepers and be part of a team that values collaboration and excellence.
StudySmarter Expert Advice🤫
We think this is how you could land Fan & Audience Insights Lead
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Brentford Football Club and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Brentford Football Club are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Brentford Football Club on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Brentford Football Club. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Fan & Audience Insights Lead
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Brentford Football Club. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Brentford Football Club:Show us that you’ve done your homework! In your application, briefly mention what you admire about Brentford Football Club’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Brentford Football Club
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Brentford Football Club will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Brentford Football Club, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
