Head of Marketing in Leeds

About Yorkshire CCC

For more than 160 years, Yorkshire County Cricket Club has shaped the game and hosted some of cricket’s most iconic moments. As one of the most successful and recognisable clubs in world cricket, Yorkshire holds a unique place in the sport’s history. Through Chasing Glory: 2026–2036, Yorkshire is entering an exciting new era – a long‑term strategy focused on returning the Club to the top of the game, strengthening our connection with communities across the county, reenergising Headingley, and building a Club that can thrive for generations to come.

Department Overview

The Marketing function is a key driver of Yorkshire’s commercial growth, accelerating audience growth, brand strength, fan engagement and revenue across all major income streams. Working across the Club and group subsidiaries, the team delivers high‑impact campaigns, strengthens fan and customer journeys, and drives both immediate performance and long‑term growth.

Role Overview

The Head of Marketing will lead Yorkshire’s marketing strategy and delivery, driving a more digital‑first, data‑led and commercially focused approach across the Club. The role will oversee planning, campaigns, brand, audience growth, and performance marketing, ensuring activity supports wider commercial and strategic objectives across ticketing, hospitality, memberships, and partnerships. It will play a key role in growing revenue, improving conversion, and strengthening fan engagement.

The successful candidate will combine strategic leadership with strong commercial instinct and operational discipline. They will build a high‑performing function, improve planning and accountability, and work closely with senior stakeholders to unlock the Club’s audience and revenue potential.

Why This Role Matters

This role will be central to Yorkshire’s commercial transformation. The Head of Marketing will help modernise how the Club engages audiences, drives revenue, and builds long‑term relevance. By embedding a more digital‑first, insight‑led and commercially accountable approach, this role will strengthen Yorkshire’s ability to grow its fanbase, improve conversion across key revenue streams, enhance partner value and support the delivery of the Club’s wider ten‑year strategy.

Please note that this vacancy may close earlier than the advertised closing date if a sufficient number of applications are received. We therefore encourage interested candidates to apply as soon as possible.

Key Responsibilities

• Brand & Marketing
• Lead the development and execution of integrated marketing campaigns to drive awareness, ticket sales, memberships, hospitality demand, partner value and fan engagement.
• Oversee brand positioning, tone of voice, campaign messaging and storytelling across all marketing channels and touchpoints.
• Support the successful rollout and embedding of the Club’s evolving brand identity.
• Ensure Yorkshire’s marketing is modern, relevant and consistent, with clear differentiation in market.
• Digital, CRM & Audience Growth
• Lead the use of digital marketing, CRM, fan data and personalisation to grow audiences and improve conversion across key revenue streams.
• Work closely with digital and CRM leads to strengthen the end‑to‑end fan and customer journey.
• Help shape the Club’s digital roadmap, including customer engagement platforms, website development and app evolution.
• Drive first‑party data growth, segmentation and lifecycle marketing to improve acquisition, retention and yield.
• Commercial Growth & Revenue Performance
• Support revenue growth across ticketing, memberships, hospitality, retail, partnerships and non‑cricket events through targeted marketing strategy and execution.
• Work closely with Commercial and Ticketing teams on product positioning, pricing support, campaign planning and sales enablement.
• Ensure matchday and event marketing plans are fully integrated and built around clear revenue and attendance targets.
• Support the development of more compelling, segmented and commercially effective hospitality and premium product campaigns.
• Fan Engagement & Experience
• Champion a fan‑first culture across the Club, ensuring supporter insight informs planning and decision‑making.
• Help shape more engaging and connected fan experiences across matchday and non‑matchday touchpoints.
• Oversee audience engagement strategies that strengthen relevance with younger and more diverse audiences.
• Ensure marketing supports both short‑term demand generation and long‑term fanbase growth.
• Insights, Planning & Performance
• Own and embed clear planning frameworks, campaign calendars and reporting processes across the department.
• Use insight, market intelligence and performance data to evaluate campaigns, optimise spend and improve decision‑making.
• Define and track KPIs across marketing, audience growth and commercial performance.
• Identify opportunities to test, learn and implement best practice from sport, entertainment, hospitality and consumer brands.
• Leadership & Team Management
• Lead, develop and structure the marketing team to deliver against the Club’s evolving needs.
• Ensure all team members operate with clear roles, objectives, accountability and development plans.
• Build stronger cross‑functional ways of working with Commercial, Content, Communications, CRM, Ticketing and Operations.

Skills, Experience and Knowledge

• Proven leadership experience in a senior marketing role, ideally across sport, FMCG, entertainment, retail or another consumer‑facing sector.
• Strong track record of building and delivering integrated marketing strategies that drive both audience growth and commercial outcomes.
• Deep understanding of digital marketing, CRM, audience development, brand communications, campaign planning and performance measurement.
• Strong understanding of fan and customer journeys, focused on conversion, engagement and lifetime value.
• Commercially minded, with the ability to connect marketing activity directly to ticketing, hospitality, membership, retail and partnership performance.
• Experience leading brand development, positioning and campaign delivery across multiple channels.
• Confident using data, insight and reporting to inform decision‑making and optimise performance.
• Experience managing and developing teams, improving structure, planning and accountability.
• High energy, resilient and comfortable operating in a fast‑paced, evolving environment.

Working at The Yorkshire County Cricket Club

Working at Yorkshire Cricket, you will benefit from the following:

• Health cash plan provider
• 25 days annual leave plus statutory bank holidays which increases based on years of service
• Pension contributions
• Yorkshire County Cricket Club membership
• Access to employee assistance programmes
• Enhanced parental leave
• Volunteering leave
• Wellbeing and cultural leave

Our Commitment

Yorkshire Cricket is committed to safeguarding children and adults at risk. As part of that commitment, this post requires a Disclosure and Barring Service (DBS) check at the appropriate level. The possession of a criminal record will not necessarily prevent an applicant from obtaining this post, as all cases are judged individually according to the nature of the role and information provided. Information about how we manage DBS checks can be found in our DBS Guidance.

We believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.