Head of Retail
Department: Commercial
Location: St. Andrew’s Stadium & Knighthead Performance Centre
Contract: Full-time
Birmingham City Football Club is seeking an experienced and commercially driven Head of Retail to lead and evolve the Club’s retail operation across all platforms. This role is responsible for delivering a best-in-class retail experience, both in-store and online, to maximise revenue, fan engagement, and brand value.
The ideal candidate will have proven experience in sports retail — preferably within football or a similar elite sporting environment — and bring innovation, leadership, and strategic vision to elevate the Club’s retail offering.
Key Responsibilities
Retail Operations
* Oversee day-to-day retail operations, including store management, warehouse and inventory control, and staffing
* Ensure a consistent, high-quality customer experience across all retail touchpoints
* Implement effective retail processes and policies to improve operational efficiency and profitability
Ecommerce & Digital Retail
* Lead the development, build, and ongoing optimisation of the Club’s ecommerce platform
* Collaborate with ecommerce, digital, marketing, and IT teams to ensure seamless functionality and strong online presence
* Develop and execute strategies to drive online sales and expand the Club’s digital retail footprint
Store Management, Merchandising & Sales
* Lead merchandising strategy and visual presentation in-store and online
* Build additional product lines and categories that grow the channel and drive growth for the club
* Drive product planning, seasonal range selection, and stock control aligned to fan demand and brand identity
* Manage store layout, POS, staffing, and fan engagement on matchdays and non-matchdays
Warehouse Control & Logistics Management
* Oversee warehouse operations including inventory levels, distribution processes, and product replenishment
* Ensure efficient supply chain management and cost-effective logistics from suppliers to retail locations and customers
* Liaise with internal departments to support retail operations across multiple Club sites
Retail Marketing
* Work hand-in-hand with the marketing and commercial stakeholders within the club to design and deliver integrated retail marketing campaigns across in-store and online platforms
* Coordinate product launched, seasonal promotions, matchday campaigns, and CRM-driven activity
* Work with the Marketing & Communications teams to ensure branding and messaging are consistent and engaging
Supplier & Licensing Management
* Lead on the relationship management of suppliers, manufacturers, and licensing partners
* Negotiate commercial agreements and ensure timely and quality delivery of product ranges
* Collaborate on the development of bespoke and exclusive product ranges that reflect the Club’s identity and history
What we’re looking for in you:
Essential
* Demonstrable experience in a senior retail role, ideally within a football club or elite sports organisation
* Proven track record of managing ecommerce growth, physical store performance, and operational delivery
* Strong commercial acumen with ability to manage P&L and meet revenue targets
* Excellent supplier and stakeholder management skills
* Proficient in stock and logistics systems, ecommerce platforms, and merchandising principles
* Strong leadership and team management skills
Desirable
* Experience working in a football club or wider sports club retail environment
* Familiarity with fan-led product design and supporter expectations in a Club environment
* Working knowledge of relevant retail and e-commerce legislation
Equal Opportunities & Inclusion:
Birmingham City FC is committed to safeguarding and promoting the welfare of children and young people. The safety and well-being of our players is our top priority, and we expect all staff to share this commitment. All successful applicants will be required to undergo a thorough background check and training in safeguarding as part of the recruitment process.
Birmingham City FC is an equal opportunities and Disability Confident employer. We welcome applications from all sectors of the community and assess candidates solely on merit, regardless of gender, race, age, nationality, disability, sexual orientation, political or religious belief, background, or family circumstances. We promote a diverse and inclusive environment and encourage all individuals to apply. If you need any adjustments to our recruitment or interview process, please inform us when applying.
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