Our Story
Manchester City is an English Premier League club whose roots began in East Manchester. From its first incarnation as St Mark’s West Gorton in 1880, the club became Manchester City FC in 1894. Behind each title lies emotion, moments and memories that resonate with millions of supporters around the world. Manchester City fans are known for their commitment and togetherness, as a Club that fights to the end.
Our Winning Team
MCFC is built on a vision for sustainability, with an academy structure designed to support long-term first team success, to engagement with the communities in which we reside. Together with our passionate fans and valued network of partners, we are developing Manchester City’s future history.
About The Role
The Head of Personalised Marketing leads a team of cross-channel marketers to acquire, nurture and retain Man City fans. You will define, deliver and optimise the Club’s database growth with personalised marketing strategies., This role will act as the business lead in acquiring, developing and utilising first party data in fan-facing marketing activity, in order to maximise the commercial impact of the Club’s data-driven approach.
You will have full responsibility for the management and delivery of campaigns across key performance marketing channels, including email, SMS, mobile messaging, and personalised web content, as well as managing the future development of interactive content and logged-in fan experiences, with the strategic goal of maximising engagement and referral revenue through the Club’s owned and operated channels and platforms.
You will work closely with the Product and Fan Journey teams to deliver an efficient omni-channel fan acquisition strategy, ensuring Club channels are used in the most effective way to promote relevant products and experiences, while improving the integrated fan experience across multiple communication touchpoints. You will also liaise with other stakeholders across Media and Marketing and the wider business, including Partnerships, Media, Supporter Services and CITC, to ensure the most important content and messages are reaching the most relevant fans on the most suitable channels to drive maximum impact.
Working closely with the Technology and Fan Experience Analytics & Insights teams, the Head of Personalised Marketing will also identify opportunities for new channels and tools to create integrated and personalised fan communication experiences, ensuring maximum engagement with high priority audiences and segments across City’s global fanbase.
You will be responsible for managing the budget for growing and engaging our database, as well as owning relationships with specialist consultants, agencies and technical platforms required to deliverinnovative and high performing personalised marketing tactics.
The role holder will ensure a data-driven approach to decision making throughout, defining and measuring business-critical KPIs to help support delivery of the Club’s ambitious growth targets.
This is Your City
As part of our team, you will be entitled to 26 days annual leave plus an additional day off for your birthday, private healthcare and a simply health cash plan, an annual discretionary bonus, plus a range of partnership and lifestyle discounts.
Your Impact
1. Lead the delivery of direct marketing and personalised communications to our known fans across multiple channels, including email, SMS, web, app and paid media platforms, with measurable commercial impact through fan engagement and sales. This is primarily through the Customer Engagement platform, Braze
2. Define and lead a cost-effective fan growth strategy to increase the size of the Club’s marketable database and grow engagement on owned and operated channels, delivering maximum value through referral sales and engagement with commercial content, generating a positive ROI measured by fan lifetime value.
3. Define and implement a personalisation strategy to deliver the most relevant marketing messages to different segments of fans at the most effective times, measured by repeat engagement and referral purchases from fans globally, with a particular focus on the Club’s priority growth markets.
4. Analyse and interpret rich fan data to identify opportunities to tailor fan messages, marketing automation, and communication touchpoints to be as relevant, engaging and timely as possible, improving the experience for each fan and delivering maximum return on investment for the Club’s marketing activity across specific target audiences.
5. Develop robust publishing calendars, style guides and briefing processes for all relevant personalised marketing channels, to effectively support the delivery of the Club’s strategic objectives and ensure all fan communications reflects the Club’s brand and values.
6. Working alongside data and technology partners, assess, procure, and own the functional operation of technical platforms, dashboards and tools required to deliver the personalised marketing strategy, including prioritising a backlog of platform features and fan experience journeys to be delivered.
7. Liaising with cross-functional stakeholders at all levels, to identify the highest priority audiences to reach, products to promote, and fan journeys to optimise through integrated cross-channel fan communications
8. Develop a pipeline of innovative digital experiences for deployment at key moments in the season to maximise engagement and data capture on Man City’s owned and operated marketing channels, wherever possible looking to deliver industry firsts.
9. Ensure that customer data is at all times used in an ethical and legally compliant manner in order to maintain fans trust and willingness to share personal data with Man City10. Line management responsibility for the Personalised Marketing team using your skills as a leader to help coach and develop individuals’ marketing skills and confidence.
11. Manage the departmental budget including decisions related to the appointment of external agencies or consultants ensuring that a positive return on investment can be shown.
What we are looking for
Essential
* Minimum of 7 years’ experience in Digital Marketing, including with enterprise CRM platforms
* Proven experience of working with the customer engagement platform, Braze
* Proven team management experience and formal leadership and management training/qualifications
* Clear understanding of omnichannel marketing and marketing automation
* Technical proficiency and strong level of digital literacy
* A degree or equivalent in marketing, communications, business management, IT or digital media, or a related field
* Excellent communication skills and high-level of English language and grammar skills
* Excellent attention to detail and ability to motivate a team to deliver excellent results
Desirable
* Formal qualifications in digital marketing analytics, digital marketing, digital optimisation or related fields
* Professional experience of managing and delivering digital change and migration projects
* Working knowledge of project management methodologies and prioritisation models
* Broad knowledge and professional experience of the sports and entertainment landscape
* Creativity and flair for designing compelling campaigns and digital marketing activations
City Football Group promotes equal opportunities in employment and we positively welcome applications from all candidates regardless of age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex and sexual orientation.
We will screen all applicants and select candidates whose skills and experience seem to meet our needs. We will carefully consider your application during the initial screening and will contact you only if you are selected for an interview.
Employment is subject to the provision of proof of eligibility to work in the UK.
Due to our safeguarding promise, all UK based CFG roles will be subject to a DBS check upon commencing employment with us. This will be either a basic, standard or enhanced check depending on the job role and responsibilities.
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