Head of Marketing

The Head of Marketing is a new role at Commonwealth Sport that will lead the delivery of the organisation’s brand and marketing strategy, with a strong focus on brand development and protection, audience segmentation and CRM, brand research, proactive marketing activations and campaigns.

The role will also lead the strategic planning and coordination of compelling creative and brand storytelling and content aligned to the organisation’s vision, values and ‘More in Common’ brand platform, helping to increase visibility, relevance and audience engagement across global markets and communities, whilst building an emotional connection to those audiences.

The role will be responsible for execution of high-quality marketing outputs, including the implementation and development of an end-to-end marketing and brand strategy, generating confidence and excitement for the future outlook of Commonwealth Sport and the Commonwealth Games as brands.

Owning and managing the marketing budget, the Head of Marketing will be responsible for creating new and innovative approaches to Commonwealth Sport’s brand activities in key and emerging territories, overseeing all design and branding, leveraging and managing collaborative marketing strategies with Games Organising Committees and analysing outcomes regularly with brand measurement. It will be responsible for ensuring a fully integrated marketing plan with Games Organising Committees, coordinating approaches to audience and engagement and CRM and managing and maximising all brand positioning.

Working closely with the Commercial Team this role will support the ideation and development of commercial opportunities with rights holding media and commercial partners, whilst also supporting new business prospecting with compelling case studies and new brand propositions.

The role holder will work very closely with the Head of Communications to create impact in storytelling through integrated PR and Marketing campaigning, and the Head of Digital and Content to ensure an integrated approach to delivery of storytelling on key Commonwealth Sport channels, including the development of short-form vertical content to drive channel growth and engagement, or compelling content for outbound emails to drive greater ECRM engagement rates.

About Commonwealth Sport

Commonwealth Sport is an international organisation with responsibility for the direction and control of the Commonwealth Games and Commonwealth Youth Games, and for delivering the vision of the Commonwealth Sport Movement: 'Our Commonwealth, united through sport'. Our mission is to deliver inspirational and impactful Games; to excite and empower athletes and young people; and to drive equality in sport and society across the Commonwealth.

Established in 1930, the Commonwealth Sport Movement brings together 74 independent nations and territories creating a diverse Commonwealth community of over 2.5 billion individuals, representing one-third of the world's population. Together the Movement stands as a beacon of unity, diversity, and equality, completely integrating Para athletes, driving gender equality and advocating for legacy and social change through sport.

The most recent Games took place in Glasgow, Scotland in July/August 2026, and are followed by the next Commonwealth Youth Games in Malta in 2027. Amdavad, India, has been awarded the hosting rights to the 2030 Commonwealth Games. Colleagues work closely with Games organising companies to support delivery and assurance of the Games.

Beyond these major events, the organisation works year-round to raise the profile of

Commonwealth Sport, diversify revenues, deliver impactful sport for development programmes and manage strategic relationships with our members and other key partners. The organisation has a workforce of approximately 35 employees, predominantly based at our Headquarters in London, but with some colleagues based internationally.

Responsibilities

Strategy, Brand Development & Campaign Planning

• Develop and implement integrated brand and marketing strategies for Commonwealth Sport
• Support and oversee a fully integrated marketing plan with Games Organising Committees, ensuring coordinated approaches to audience and engagement and CRM and managing and maximising all brand positioning
• Design and deliver a Commonwealth Sport market research programme and ensure all strategic planning is insight led
• Design, own and execute a programme of key campaigns and activations spanning multiple aspects of Commonwealth Sport’s work including writing inspiring creative briefs and provide clear direction for colleagues on approach and dependencies
• Develop and implement integrated brand, marketing, and advertising strategies for Commonwealth Sport, including the development of an innovative digital marketing strategy that maximises engagement opportunities with local, national, and international audiences
• Working with the Digital and Content team, design and execute paid marketing strategy ideation and implementation – linking to both acquisition and retention through content marketing, Search Engine Optimisation, Pay Per Click (Google and social ads) and web analytics
• Direct and co-ordinate all publications, ensuring accurate, high quality and timely delivery
• Be responsible for producing marketing and publicity materials, including copywriting; commissioning market research; editing; liaison with agencies; designers, printers and distributors.
• Establish a collaborative way of working with Commonwealth Sport partners to deliver a joint marketing campaign calendar and ensure partners are fully briefed and engaged through the process of all campaign activity
• Ensure all measures are in place and taken to protect the Commonwealth Sport brand to safeguard its commercial value including the monitoring and approval of its usage.
• This will include:
• Manage the creation and dissemination of brand assets and kits to ensure a consistent look and feel across every aspect of Commonwealth Sport’s activity, from community engagement to Organising Committee overlays for the Commonwealth Games and Youth Games
• Ensure all activities are compliant with brand guidelines; and be accountable for approvals, monitoring and reporting relating to brand usage
• Work closely with government agencies, sponsors, delivery partners, and international sporting organisations to align brand messaging, maximise audience reach for advertising campaigns and realise more marketing opportunities
• Work as part of the MarComms leadership team alongside the Head of Communications and Head of Digital & Content, jointly ensuring integrated planning, prioritisation and delivery across communications, marketing and digital workstreams
• Work collaboratively to commission inspirational, engaging content and to ensure campaigns are integrated and maximise owned, shared, earned, and paid media opportunities
• Procure and manage designers and creative agencies, providing the day-to-day main point of contact and ensuring the effective delivery of those contracts
• Implement audience insights and marketing evaluation tools, and regular reporting of campaign impact and ROI
• In conjunction with the commercial team, develop and deliver ideas and assets that supports revenue generation. This will extend to collaborating integrated planning of sponsor activation initiatives
• Be responsible for producing marketing and publicity materials, including copywriting; commissioning market research; editing; liaison with agencies; designers, printers and distributors.
• Manage the marketing budgets and ensure team-wide buy-in and understanding of budget process and outcomes

• Delivery of a refreshed accessible brand toolkit and guidelines
• Ensure adherence to this across all internal functional areas
• Development of a robust image strategy, directory and terms of use
• Establish key relationships with Commonwealth Games Associations (CGAs), broadcaster and media partners, and commercial partners to ensure the above

Please note that we are doing strategy redesign work, which means that upon commencement/ during the recruitment period the requirements/scope of this role could change