At a Glance
- Tasks: Lead innovative marketing campaigns for women's football, engaging fans and driving growth.
- Company: Join WSL Football, a pioneering force in women's professional football.
- Benefits: Competitive salary, dynamic work environment, and opportunities for personal growth.
- Other info: Exciting role with potential for significant career advancement in a fast-paced industry.
- Why this job: Be part of a transformative movement in women's football and shape the future of the sport.
- Qualifications: Creative leader with experience in impactful marketing and team collaboration.
The predicted salary is between 50000 - 65000 £ per year.
Welcome to a new era for women's professional football in England. With the creation of WSL Football, an independent company solely dedicated to the women's professional game, we can transform women's football in this country. And by transforming football, we transform society. WSL Football will accelerate the sustainable growth of the women's game. Our leagues (Barclays WSL and Barclays WSL2) are already the pinnacle of domestic women's club football. We have the best footballers on the planet; 94 players from the FIFA Women’s World Cup 2023 and 84 players from the UEFA Women’s EURO 2025 played in the Barclays WSL, which is more than any other league in the world. These players are a new breed of female athlete superstar playing for some of the most recognisable football club brands in the world. From Ella Toone to Alessia Russo, Lauren James to Khadija Shaw, they are shaping culture, amassing huge social media followings and selling out stadia across the country. Looking ahead, the next phase of growth is underpinned by our internal positioning statement “New Wave Football”, bringing new energy, new ideas and new ways of engaging fans. We are building a team of brilliant people who are passionate about bringing this new wave to life.
What will you be doing?
- Be the true champion of our brand positioning (New Wave Football) and creative platform internally, ensuring all work is bringing these to life.
- Lead the delivery of the campaign plan from brief to execution across the season, including developing industry-leading, distinctive and culturally relevant campaigns for the three marquee moments of season launch (September), back to football (January) and end of season (May).
- Manage a cross‑functional team internally to deliver these campaigns. Internal team to include Content, Comms, Partnerships and Broadcast.
- Lead the relationship with all creative agencies to deliver our campaigns. Seamlessly coordinate between agencies and internal teams to create a cohesive plan for each marquee moment.
- Lead the delivery of the paid media plan for the season, including the three marquee moments and strategy for other parts of the marketing plan (elevated fixtures, always on, etc.).
- Obsess over the effectiveness and ROI of our growing investment in paid media, taking a holistic view across the season.
- Oversee the delivery of the Ocean Outdoor partnership, working with the Marketing Coordinator.
- Work with the Marketing Manager to develop and implement a world‑leading centralised programme of marketing support for our 26 clubs to help accelerate their growth trajectories.
- Ensure strong implementation of this programme across attendance growth and retention, revenue growth and fan experience.
- Oversee the delivery of an elevated games programme with clubs - setting the brief and guardrails for the Marketing Manager and Marketing Coordinator to deliver against.
- Be the brand guardian for WSL Football - including leading the relationship with our brand tracking agency and ensuring adherence to our brand toolkit.
- Lead on any new design projects/evolution work needed for our brand toolkit with the support of the Marketing Coordinator.
- Become the key marketing point of contact for selected commercial and broadcast partners.
- Oversee the marketing activation around our flagship events, including the Subway Women’s League Cup and Play‑Off presented by Mercedes‑Benz.
- Oversee, track and report on the entire Marketing budget.
- This role will manage two direct reports: 1 x Marketing Manager and 1 x Marketing Coordinator.
- Execute additional tasks as required to meet Women’s Super League Football’s changing priorities.
- Comply with all company policies and procedures to ensure the highest standards of health, safety, and well‑being can be maintained.
- Complete a DBS check as part of Women’s Super League Football’s commitment to ensuring a safe environment for everyone in football.
What are we looking for?
Essential for the role:
- A proven creative leader with a strong point of view, able to originate, champion and deliver stand‑out, culturally resonant marketing campaigns that cut through and shape conversation.
- Experience bringing a brand positioning and creative platform to life, consistently and distinctively, across an integrated marketing mix.
- Natural flair for turning insight and audience understanding into brave, creative ideas.
- Deep expertise in paid media strategy and activation, with the ability to balance creativity and effectiveness.
- Exceptional brief writing skills, able to set inspiring creative direction and clear guardrails, unlocking the very best thinking from agencies and internal teams.
- Comfortable leading at pace in complex environments, with experience orchestrating multiple agencies and cross‑functional teams to land high‑quality work under pressure.
- Strong collaborator with the ability to influence senior stakeholders and bring clubs, partners and broadcasters on the journey.
- Ability to create memorable fan and event experiences that feel inclusive and emotionally engaging.
- Confident acting as a brand guardian, protecting consistency while knowing when and how to evolve the brand.
- Experience managing significant budgets to track and report clearly.
- An inspiring people leader, invested in developing talent and building a high‑performance team.
- Digitally‑literate. Highly proficient in Microsoft Office with added knowledge of and curiosity in relevant AI platforms.
- Flexible and adaptable, comfortable in the rhythm and unpredictability of elite sport, live events and big cultural moments.
Beneficial to have:
- Experience in women's sport, football or challenger sports properties.
- Track record of working at the intersection of sport, culture and entertainment, with a strong instinct for what will resonate next.
- Experience shaping or delivering centralised services that enable others (e.g. clubs or partners) to execute brilliantly and consistently.
- Exposure to event‑led marketing, using live occasions as platforms for brand and fan growth.
- Experience in creatively leveraging the marketing platforms and plans of partners and broadcasters to achieve collective ambitions.
Brand & Campaign Lead, Women’s Football Growth in London employer: FOOTBALL ASSOCIATION
At WSL Football, we are not just transforming women's football; we are creating a vibrant and inclusive work culture that champions creativity and collaboration. As a Brand & Campaign Lead, you will have the opportunity to shape impactful marketing campaigns while working alongside passionate professionals dedicated to elevating the women's game. With a focus on employee growth and development, we offer a dynamic environment where your ideas can flourish, making this an exceptional place to build a meaningful career in sports marketing.
StudySmarter Expert Advice🤫
We think this is how you could land Brand & Campaign Lead, Women’s Football Growth in London
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, and don’t be shy about reaching out to folks on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Show your passion for women’s football! When you get the chance to chat with potential employers, let your enthusiasm shine through. Share your ideas on how to engage fans and elevate the game. They’ll love seeing your commitment to the cause!
✨Tip Number 3
Prepare for interviews by researching the company and its campaigns. Know their brand positioning and think of creative ways you could contribute. Bring fresh ideas to the table that align with their vision of 'New Wave Football' – they’ll appreciate your initiative!
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen. Plus, it shows you’re serious about joining the team and being part of this exciting journey in women’s football growth.
We think you need these skills to ace Brand & Campaign Lead, Women’s Football Growth in London
Some tips for your application 🫡
Show Your Passion:When you're writing your application, let your passion for women's football shine through! We want to see how excited you are about the role and the impact you can make in transforming the game.
Tailor Your Application:Make sure to customise your CV and cover letter to reflect the specific skills and experiences that match the job description. Highlight your creative leadership and campaign management experience, as these are key for us!
Be Clear and Concise:Keep your writing clear and to the point. We appreciate a well-structured application that communicates your ideas effectively. Use bullet points where necessary to make it easy for us to read.
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way for us to receive your details and ensures you’re considered for this exciting opportunity in women’s football.
How to prepare for a job interview at FOOTBALL ASSOCIATION
✨Know Your Brand Inside Out
Before the interview, dive deep into WSL Football's brand positioning and creative platform, 'New Wave Football'. Understand how this concept translates into campaigns and fan engagement. Be ready to discuss how you can champion this brand and bring it to life through innovative marketing strategies.
✨Showcase Your Creative Leadership
Prepare examples of past campaigns you've led that demonstrate your ability to create culturally resonant marketing. Highlight your experience in managing cross-functional teams and how you’ve successfully orchestrated multiple agencies to deliver standout work under pressure.
✨Master the Metrics
Be ready to discuss your expertise in paid media strategy and how you measure effectiveness and ROI. Bring specific examples of how you've used data to inform your decisions and improve campaign performance, showing that you can balance creativity with results.
✨Engage with Passion
Express your enthusiasm for women's football and its growth. Share insights on how you can create memorable fan experiences and engage audiences emotionally. This role is about transforming society through sport, so let your passion shine through in your responses!
