Head of Marketing

Overview Hours: Full time, 35 hours per week (+matchdays as needed)

About Us:

Charlton Athletic Football Club is an English professional association football club based in Charlton, south-east London. The club was founded on June 9th, 1905 and has a storied history from rising to the top-flight of English Football in the 1930s (First Division) and again in the 1980s, 1990s and 2000s, to winning the FA Cup in 1947 and to leaving their Valley home in the mid-1980s only to make an impassioned return in 1992. Historically, the women's team played under Charlton Athletic from 2000 to 2007 but were released to become an independently run team in 2007 following the men's team's relegation from the Premier League. The women's team were originally formed as a non-professional team in 1991 and were successful in the early 2000s. In February 2021, the club acquired the Charlton Athletic Women's team, turning the team full-time professional and integrating them to become one club again.

Currently, our men's first team competes in the Championship, the second tier of English football, and our women's team competes in Women's Super League 2, the second highest division of women's football in England. At Charlton, we are 'one club' and can be truly described as a 'family club'.

Role Description Charlton Athletic Football Club is seeking a dynamic and strategic Head of Marketing to lead the club's marketing and brand strategy. This senior position will focus on building and measuring the club's brand, while also being directly responsible for driving comprehensive ticketing strategy including season tickets, match-by-match sales, and premium offerings through targeted campaigns and fan engagement strategies. This role oversees all aspects of marketing, brand, campaign management, and data-led promotional activity to grow the club's visibility and commercial performance both locally and internationally, with particular focus on maximising attendance and revenue per supporter.

Key Responsibilities Position: Head of Marketing

Location: The Valley, South East London

Salary: To be Discussed

Hours: Full time, 35 hours per week (+matchdays as needed)

About Us: Charlton Athletic Football Club is an English professional association football club based in Charlton, south-east London. The club was founded on June 9th, 1905 and has a storied history from rising to the top-flight of English Football in the 1930s (First Division) and again in the 1980s, 1990s and 2000s, to winning the FA Cup in 1947 and to leaving their Valley home in the mid-1980s only to make an impassioned return in 1992. Historically, the women's team played under Charlton Athletic from 2000 to 2007 but were released to become an independently run team in 2007 following the men's team's relegation from the Premier League. The women's team were originally formed as a non-professional team in 1991 and were highly successful in the early 2000s winning The FA Cup, the League Cup, and the Charity Shield, as well as coming runners-up in the top division in multiple seasons. In February 2021, the club acquired the Charlton Athletic Women's team, turning the team full-time professional, and integrating them to become one club again. Currently, our men's first team competes in the Championship, the second tier of English football, and our women's team competes in Women's Super League 2, the second highest division of women's football in England. At Charlton, we are 'one club' and can be truly described as a 'family club'.

Role Description: Charlton Athletic Football Club is seeking a dynamic and strategic Head of Marketing to lead the club's marketing and brand strategy. This senior position will focus on building and measuring the club's brand, while also being directly responsible for driving comprehensive ticketing strategy including season tickets, match-by-match sales, and premium offerings through targeted campaigns and fan engagement strategies. This role oversees all aspects of marketing, brand, campaign management, and data-led promotional activity to grow the club's visibility and commercial performance both locally and internationally, with particular focus on maximising attendance and revenue per supporter.

Key Responsibilities:

Season Ticket Strategy & Execution

• Comprehensive Season Ticket Programme: Develop and execute full season ticket strategy including pricing, packaging, renewal campaigns, and new acquisition
• Renewal Excellence: Create sophisticated renewal journey with targeted communications, early bird incentives, and personalised retention strategies
• New Season Ticket Acquisition: Design and implement campaigns targeting lapsed supporters, M2M regular attendees, and new audiences
• Season Ticket Plus: Develop premium season ticket offerings with enhanced benefits and experiences
• Payment Plans & Accessibility: Create flexible payment options and accessibility programmes

Match-by-Match Ticket Optimisation

• Targeted M2M Campaigns: Create segment-specific campaigns for different fixture categories (big games, family fixtures, local derbies, etc.)
• Last-Minute Sales: Develop strategies to convert remaining inventory within 48 hours of fixtures
• Premium Seating Development: Create and market enhanced seating experiences including premium areas, hospitality-lite options, and exclusive access packages
• Experience Packages: Develop and promote integrated match packages including parking, F&B, retail discounts, and unique experiences
• Corporate & Group Sales: Lead B2B ticket sales including corporate packages, networking events, and community group bookings
• International Visitor Strategy: Target London's tourist market with visitor-friendly packages and partnerships with hotels and tourism operators

Charlton membership scheme

• Member Tier Management: Develop tiered membership structure with escalating benefits and exclusive experiences
• Partner Integration: Integrate commercial partners into loyalty scheme to provide enhanced value and additional revenue streams
• Digital Wallet & App: Oversee development of digital loyalty tools and mobile app functionality

Ticket Prioritisation & Access Management

• Priority Access Framework: Review system for high-demand fixture access based on purchase history, loyalty points etc.
• Cup Match Strategy: Develop pricing and access policies for cup competitions that reward loyalty while maximising revenue
• Legacy Support Recognition: Ensure long-standing supporters receive appropriate priority and recognition within any new systems

Brand Strategy & Growth

• Brand Development: Develop and implement comprehensive brand strategy that aligns with Charlton Athletic's heritage, values, and future ambitions
• Brand Measurement: Measure and track brand perception and reach, utilising data and insights to inform decision-making and evaluate success
• International Growth: Identify and activate international growth opportunities, including partnerships, content localisation, and digital outreach
• Brand Consistency: Work cross-departmentally to ensure brand consistency across all club touchpoints
• First-Party Data Strategy: Develop and scale first-party data strategies to drive commercial growth and personalisation

Digital, Content & Campaign Management

• Integrated Campaign Leadership: Oversee the club's marketing calendar, including integrated campaigns across digital, social, and traditional media
• Content Collaboration: Work with the Content & Media team to create engaging narratives that support both commercial and community objectives
• Revenue Support: Ensure campaigns support all revenue-generating departments
• Performance Analytics: Implement measurement framework to track campaign effectiveness and ROI across all channels

Leadership & Collaboration

• Team Development: Lead and develop a high-performing marketing team, setting clear KPIs and fostering a culture of creativity and accountability
• Supplier Management: Manage agency and supplier relationships, ensuring delivery of high-quality output on time and within budget
• Strategic Contribution: Serve as a senior stakeholder within the club, contributing to wider strategic discussions and reporting into the Executive Team
• Cross-Departmental Integration: Work closely with all departments to ensure marketing supports all club objectives

Abilities/Skills/Knowledge

Essential:

• A senior marketing role, preferably within sport, entertainment, or a high-profile consumer brand
• Ticketing Expertise: Demonstrable experience in ticket sales, season ticket management, and revenue optimisation in sports, entertainment, or live events
• Strong experience in brand development, campaign strategy, and performance marketing
• Demonstrable success in increasing ticket or product sales through marketing activity
• Deep understanding of digital marketing, analytics, and CRM systems
• Experience managing budgets and leading a multi-disciplinary team
• Excellent communication, project management, and stakeholder engagement skills
• Experience developing and scaling first-party data strategies to drive commercial growth

Desirable:

• Knowledge and passion for football or sports marketing
• Familiarity with the EFL, fan demographics, and industry trends
. click apply for full job details