Head of Marketing

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

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.