Head of Women's Football & Culture in City of Westminster

About the role

Is your passion community-building?

Do you have a creative or social media background with a fascination for how content spreads online?

Are you obsessed with using data to define content strategy?

Do you have a relationship with football, as a fan or a player?

And do you want to be the leader in the next wave of digital audience growth in sport?

This is the job for you!

Women’s football is entering an exciting new phase.

As the game continues to grow, there’s a huge opportunity to welcome new audiences and build stronger connections with a broader, female-driven community.

That is where INDIVISA comes in.

We are looking for an ambitious, culturally fluent content and social leader to shape the next chapter of Footballco’s women-focused brand portfolio.

You will lead INDIVISA while helping launch and develop a new culture-first brand designed to reach a broader generation of female audiences.

The two brands will play distinct but complementary roles.

INDIVISA will deepen the relationship between women’s football and its core and emerging fans, while our new brand will start with culture, using entertainment, creators and crossover storytelling to bring broader audiences closer to sport.

You will ensure that each has a differentiated identity, audience and content strategy, while identifying meaningful opportunities for collaboration.

You will live and breathe women’s culture.

You understand everything from social memes and internet behaviour to pop culture, fashion, music, gaming and female empowerment.

You know what audiences care about today, have an instinct for what they will care about tomorrow and understand how to turn those insights into distinctive content and brand experiences.

You know that Tik Tok and You Tube serve different audiences and behaviours.

You understand where communities are forming, how platforms are evolving and where INDIVISA needs to show up next and how.

Above all, you will put the audience first, connecting both hardcore and casual communities with the women’s game through the cultural touchpoints that matter to them.

INDIVISA covers the full breadth of women’s football, from the professional and international game to grassroots culture and everything around it.

Its content spans highlights, breaking stories, original formats, player-led storytelling and the wider cultural conversations shaping the sport.

Our ambition goes beyond covering the game. We want to build a cultural ecosystem around it.

You will strengthen INDIVISA's position as a community-driven destination for women’s football, deepening loyalty among established fans while helping casual followers become more actively connected to the game.

Alongside, you will help establish a new culture-first brand that reaches broader audiences through entertainment, creators, trends and the points where sport intersects with everyday culture.

You will lead the Footballco’s women-focused brand’s content and social strategy, creative development and execution.

You will also help shape new initiatives emerging from INDIVISA and contribute to Footballco’s broader approach to women’s audiences.

The role will work closely with Footballco’s central partnerships across clubs, players, federations and other strategic partners.

It will also support regional partnership strategies, particularly in the USA and Saudi Arabia, as we approach a pivotal period for the game and the Women’s World Cup in Brazil.

• What you’ll be doing
• Set and lead the content and social strategy for our women-focused brands , establishing a clear creative vision for its next stage of growth.
• Grow an engaged, loyal community around the brands in the portfolio.
• Take responsibility for the women-focused brands’ audience growth, engagement, reach, resonance and brand-perception goals.
• Turn audience understanding, cultural insight and performance data into content decisions, platform strategies and new creative opportunities.
• Lead and develop a team producing a consistent flow of distinctive social content, alongside larger campaigns, original formats and executions that build lasting affection for the brand.
• Create a clear vision for storytelling with professional footballers, clubs, creators and other cultural talent across short-form, long-form and emerging formats.
• Understand the role of each platform in our women-focused brand’s ecosystem, from Tik Tok and Instagram to You Tube and whatever comes next, and ensure that content is conceived for the audience and behaviour of each one.
• Identify new ways to reach women through the interests, identities and cultural conversations that intersect with football.
• Work across Footballco’s Strategy, Creative, Sales, PR, Data & Insights and other teams to deliver major women-focused brand’s projects.
• Lead Footballco’s women-focused brand’s contribution to relationships with clubs, players, federations and strategic partners, while supporting regional partnership strategies in key international markets.
• Act as the principal editorial, commercial, and creative partner to Footballco’s revenue teams on opportunities involving women’s football and female audiences.
• Bring a strong audience-led perspective to commercial partnerships, helping brands participate in our women-focused ecosystem in ways that feel relevant, credible and valuable.
• Manage content and production budgets with accuracy and rigour.
• Maintain a clear point of view on the future of women’s football, its audiences and the wider culture surrounding the game.

What you have

• Significant professional experience leading social media, content or creative work across multiple platforms, ideally within sport, entertainment, publishing or a culturally relevant consumer brand.
• Confident and experienced leading the response to brands for campaign and content development.
• A deep understanding of women’s culture and the communities, interests and conversations shaping it.
• A genuine connection to women’s football and a belief in its cultural potential.

You do not need encyclopaedic knowledge of the professional game, but you must be curious about and committed to the world around it.

• Exceptional social and editorial instincts, with a strong understanding of why audiences watch, share, participate and return.
• The ability to move comfortably between football and the wider worlds of pop culture, entertainment, fashion, music, gaming, identity and female empowerment.
• A sophisticated understanding of how content, behaviour and audience expectations differ across platforms.
• The ability to spot cultural and platform shifts early and translate them into relevant opportunities for the brand.
• The ability to move between fan‑first football storytelling and culture‑first entertainment without conflating the two.
• Experience using audience insight, analytics and performance data to inform strategy and improve creative work
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