Head of Marketing
Location: St. Andrew’s Stadium, Birmingham
Department: Marketing
Reports to: Chief Fan Experience Officer
Birmingham City Football Club is looking for a commercially driven and creative Head of Marketing to lead the Club’s marketing strategy, planning, and execution. This is a senior leadership role that plays a key part in driving commercial outcomes, enhancing fan engagement, and growing brand visibility in key markets across the globe.
You will be responsible for leading a multi-disciplinary marketing team and setting a strategic direction that supports the Club’s commercial goals and long-term vision. This includes delivering high-impact consumer campaigns, B2B marketing to support partnerships and sponsorships, and building a digitally connected fanbase through content, data, and technology.
Reporting to the Chief Fan Experience Officer, you will work closely with the Commercial team to align marketing activity with revenue generation, sponsorship activation, and fan acquisition. With significant investment in people, platforms, and systems, including fan insights and new marketing and AI tools, this is an opportunity to take a growing function to the next level.
Since Knighthead’s investment, Club revenues have grown by more than 150% in two years, and growth continues at pace as we push toward the Premier League and the WSL. As part of this journey, the Club has announced the £3 billion Birmingham Sports Quarter development—including a new 60,000-seater stadium. Ensuring a smooth transition to the new stadium will be a critical component of this role.
The upcoming Amazon Prime docuseries, featuring NFL legend and Club co-owner Tom Brady, will further accelerate our global visibility—making this an exciting moment to lead the marketing team at one of the most ambitious clubs in world football.
Key Responsibilities
Develop and deliver a marketing strategy that strengthens brand positioning and deepens fan engagement across all channels
Align marketing initiatives with Club values and strategic objectives
Implement an audience strategy to improve segmentation and targeting
Consumer (B2C) & Digital Marketing
Lead digital-first, multi-channel campaigns including social, email, SEO/SEM, paid media, and CRM
Drive digital fan engagement using content, personalisation, and data
Manage the Club’s online presence to increase digital reach, engagement, and conversion
Use data and analytics to refine fan acquisition and retention strategies
Maintain brand consistency and effective storytelling across channels
Football-Focused Campaigns
Deliver campaigns aligned with fixtures, footballing events, and community outreach
Work collaboratively with Content, Media, and Comms teams to deliver engaging digital experiences
B2B Marketing & Commercial Alignment
Support the Commercial team with assets and campaigns that enhance sponsorship, hospitality, and corporate value
Ensure digital channels support partner visibility and activation
Partner with Commercial and Retail teams to deliver integrated campaigns across sponsorship, ticketing, hospitality, and merchandise
Lead digital marketing for e-commerce, product launches, and retail promotions
Identify digital monetisation opportunities including fan subscriptions and exclusive content
Monitor and analyse performance data to drive commercial outcomes
Own the Club’s digital strategy and ensure continual adaptation to industry trends
Explore new channels, formats, and technologies to connect with fans
Apply data-driven decision-making to enhance personalisation and digital revenue
Leadership & Management
Lead cross-functional marketing teams across creative, performance, and strategy
Promote alignment and collaboration across marketing functions
Build and maintain a high-performing, innovative team culture
Budget Management
Manage the marketing budget, with scope to expand in line with revenue growth
What We’re Looking For in You
Experience leading a senior marketing function in football, elite sport, or a fast-paced consumer environment
Proven success across both B2C and B2B marketing, with audience and commercial growth outcomes
Strong understanding of digital platforms, CRM, fan data, and campaign analytics
Experience supporting sponsorship activation and commercial objectives
Strong leadership experience, managing creative teams and marketing budgets
In-depth knowledge of fan engagement, brand strategy, and marketing innovation
Excellent project management and cross-functional collaboration skills
Bachelor’s degree or equivalent experience in Marketing, Business Administration, Sports Management, or Communications
Experience in a professional football club or elite sporting organisation
Familiarity with CRM systems, analytics platforms, and digital campaign tools
Experience delivering global marketing or fan growth campaigns
Master’s degree in Marketing or an MBA with a marketing or sports business focus
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 safeguarding training as part of the recruitment process.
We are proud to be an equal opportunities and Disability Confident employer
We welcome applications from all sectors of the community and assess candidates solely on merit. If you require any adjustments during our recruitment or interview process, please let us know when applying.
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