Brand Marketing Manager – Retail and Visitor Attractions in London

Founded in 1882, Tottenham Hotspur is an iconic English football club, playing in the Premier League and Women's Super League.

From North London to the world, our fanbase spans continents, cultures, and generations.

Tottenham Hotspur is a club that’s always dared to push boundaries, breaking new ground, and rewriting history.

We are at our brightest when we’re all together.

Our club, our teams, our fans, and our community.

We are entering a new era at Tottenham with a new club strategy, new leadership, and a focus on putting our fans at the heart of everything we do as we continue to strengthen our connection with our home, each other, and the DNA of our club.

A big part of achieving this is through our marketing department, a centre of excellence responsible for all supporter-facing marketing delivered by the club.

Role Purpose

We are looking for an ambitious and creatively driven brand marketing leader to shape and deliver the brand strategy, storytelling and integrated marketing activity for Tottenham Hotspur's Retail and Visitor Attractions (VA).

The role will translate the Club's overarching brand ambition into distinctive propositions, compelling campaigns and memorable experiences that deepen emotional connections with supporters, visitors and customers, strengthen cultural relevance and ensure every interaction feels unmistakably Spurs.

Working collaboratively across the Club, the role will balance long term brand building with commercial objectives, driving awareness, engagement, revenue and loyalty while attracting new audiences and turning visitors into lifelong supporters.

It will champion creative excellence, audience first thinking and joined up delivery across all touchpoints, while leading and developing the Retail and VA brand marketing team to deliver impactful work and consistently high standards.

Key responsibilities

• Brand Strategy, Positioning & Storytelling
• Translate the Club's brand strategy into distinctive propositions, campaigns and experiences across Retail and Visitor Attractions (VA), ensuring all activity reflects the Club's identity, positioning and values.
• Develop compelling brand storytelling that builds emotional connections, cultural relevance and a consistent Tottenham experience across all customer touchpoints.
• Use audience, customer and cultural insight to shape propositions and identify opportunities to strengthen Retail and VA's role within the wider Club brand.
• Develop inspiring, strategically focused creative briefs that translate business objectives and audience insight into distinctive creative opportunities.
• Lead creative development, agency relationships and concept reviews, providing clear direction and constructive feedback to ensure high quality, strategically aligned work.
• Champion bold, distinctive ideas and protect creative intent from briefing through to delivery.
• Integrated Campaigns & Experiences
• Lead integrated brand campaigns and experiences across Retail and VA, supporting wider Club campaigns and key commercial moments.
• Deliver engaging customer and fan experiences across physical and digital environments, including launches, events, activations and seasonal campaigns.
• Connect the customer journey before, during and after a visit, turning new and international audiences into lasting Spurs supporters.
• Oversee campaign planning, channel activation, budgets and timelines to ensure effective delivery.
• Commercial Growth & Performance
• Balance long-term brand building with commercial objectives, driving awareness, engagement, revenue, conversion, visitor numbers and loyalty.
• Partner with Retail and VA stakeholders to identify opportunities aligned to business priorities, customer needs and trading plans.
• Use data, insight and customer feedback to measure performance, evaluate ROI and inform future activity.
• Brand Partnerships & Innovation
• Develop authentic brand partnerships and collaborations that grow reach, attract new audiences and strengthen cultural relevance.
• Work collaboratively across the Club to create innovative opportunities connecting Retail and VA with Spurs communities and audiences.
• Test new ideas and formats, using learnings to improve and scale successful activity.
• Lead, coach and develop the Senior Brand Marketing Executive, setting clear priorities and supporting their professional growth.
• Build strong relationships across Retail, VA, Brand, Creative, Digital, Content, Communications and wider commercial teams to ensure joined up delivery.
• Champion brand marketing excellence, creative ambition and an audience first approach, embedding high standards, ownership and collaboration across all activity.

Skills & Experience

• Significant experience in brand marketing, ideally within a consumer-facing, retail, leisure, entertainment, sport or visitor attraction environment.
• Proven experience developing and delivering brand strategies, positioning, propositions and compelling brand storytelling.
• Strong track record of leading integrated, multi channel brand campaigns and delivering distinctive customer experiences.
• Experience translating business objectives, audience insight and cultural trends into effective creative strategies and briefs.
• Proven ability to lead creative development, managing agency relationships and providing clear strategic direction and constructive feedback.
• Experience balancing long term brand building with commercial objectives, with an understanding of revenue, conversion, customer acquisition, retention and loyalty.
• Strong understanding of customer journeys and marketing channels, including digital, social, CRM, e-commerce, paid media, PR and physical environments.
• Experience managing budgets, campaign plans, timelines and multiple projects simultaneously.
• Confident using data, insight and performance metrics to evaluate activity, measure ROI and identify opportunities for improvement.
• Experience developing brand partnerships, collaborations and innovative customer-facing activations.
• Experience managing, coaching and developing team members, with the ability to influence and build effective relationships across multiple stakeholders.
• Personal Attributes
• Passionate brand advocate with a strong appreciation of the power of sport, culture and storytelling to build emotional connections.
• Highly creative and curious, with the confidence to challenge convention and champion distinctive ideas.
• Strategic thinker, able to connect the bigger brand picture with practical delivery and commercial outcomes.
• Audience first in approach, with a genuine understanding of different customer needs, behaviours and motivations.
• Collaborative and influential, able to build trusted relationships and bring diverse teams together around a shared vision.
• Commercially minded, with a strong understanding of how brand activity contributes to wider business performance.
• Excellent communicator and storyteller, able to inspire others and articulate ideas with clarity and conviction.
• Proactive, organised and solutions-focused, with the ability to manage competing priorities in a fast-paced environment.
• Supportive and empowering leader who takes ownership, encourages creativity and drives high standards.
• Passionate about representing and bringing the Tottenham Hotspur brand to life in an authentic and distinctive way.
• Safeguarding & Recruitment Statement

Safeguarding is fundamental to the success in all that we do.

The club follows a Safer Recruitment process for all roles.

Successful candidates are to be reminded they would be subject to proportionate background, DBS and reference checks as required.

We welcome applications from anyone regardless of age, disability, gender, race, or ethnic and national origins, religion or belief, or sexual orientation.

Reasonable Adjustments

We are committed to providing an inclusive and accessible recruitment process and will make reasonable adjustments at any stage of the application or interview process to support candidates with disabilities or specific needs.

Please let us know if you require any adjustments so that we can ensure you have a fair and positive experience.

Please note that we reserve the right to close this vacancy early should we receive a high volume of applications or due to business needs, so early applications are encouraged.