Head of Content

Job Title: Head of Content

Reporting to: Marketing and Brand Director

Department: Content

Location: Easter Road Stadium/HTC

Contract Type: Permanent (37.5 hours)

Hibernian Football Club has created a football structure and strategy at the forefront of the British game, with a club philosophy and ethos that is performance-driven and encourages all players and staff to maximise their abilities and potential.

The Club is committed to delivering high-quality communication across all platforms’, ensuring content is engaging, accurate, and aligned with the Club’s values.

Primary Objective:

The Head of Content will be responsible for the management of Hibernian Football Club’s content requirements, including planning, implementation and reporting, for all Club channels.

The role will help to maintain and grow the Club’s digital audience while improving the experience and value delivered to fans engaging with us online. The Head of Content will be responsible for the strategic and day-to-day delivery and optimisation of our digital touchpoints, including the Hibernian Football Club App.

Based between Easter Road Stadium and the Club's training facility in Tranent, the Head of Content will oversee a team of content producers focused on disseminating the Club's narrative and boosting the organisation's profile, both locally and internationally, through internal and external media channels. The post holder will also help produce daily content, manage the wider Content Team, and oversee the weekly workload.

This role will play a central part in shaping and delivering the Club's content strategy for the 2026/27 season and beyond, ensuring Hibernian's brand, content, communications, and commercial objectives are aligned and consistently delivered across all channels.

Working closely with the Marketing Director and senior stakeholders across the Club, the post holder will be responsible for setting the strategic direction for content, assessing current structures and performance, and ensuring the Content Team is equipped to meet increased demands driven by brand evolution, commercial growth, Club partnerships, retail and sporting performance.

The Head of Content will be required to work all home and away Men's First Team matches, as well as selected Academy and Women's Team games.

Primary duties and responsibilities include but are not limited to:

• Enhance existing content and develop new content to broaden the offering for fans across Hibernian FC's platforms.
• Ensure all content across the Club's channels is maintained and accurate at all times.
• Manage the delivery of all social and video content across the Club's channels.
• Line-manage the in-house Content Team and coordinate work or collaborations with third-party content producers, agencies, freelancers, and others.
• Oversee content production to ensure coverage of Hibernian's brand, and that content, commercial, and communications are aligned.
• Design and implement a robust content performance framework to measure the effectiveness of Hibernian FC's owned channels and distributed content
• Use audience segmentation data and analytics to understand which content and features influence fan decision-making and deliver the greatest value, informing continuous optimisation.
• Plan content and wider activations in advance, aligned with the Club's overall strategy.
• Designate and manage matchday duties between content, social media and video colleagues, ensuring all channels are populated with written content, social, video and photography.
• Collaborate with the Head of Communications on all media requirements across the Men's, Women's, and Academy Teams.
• Look to raise awareness and promote the wider Club, in conjunction with the Marketing and Brand Director, to showcase the Hibernian Football Club brand.
• Work closely with the Marketing and Brand Director and senior stakeholders across the Club and assist colleagues with other work as required.

Skills & Experience

Essential

• Qualification ideally in Journalism, Media, Marketing or Public Relations
• A minimum of three years’ experience in a similar role
• Strong communication skills
• Strong relationship building skills
• Creative thinking and problem-solving abilities
• Ability to work under pressure to tight deadlines
• Experience in using Content Management Systems and Analytics tools.
• Proficient in CRO, SEO, app management and user experience design and testing
• Experience in using design and editing tools (such as Adobe Suite), analytical software
• Flexibility to work evenings, weekends, and irregular hours
• Ability to travel

Desirable

• Strong knowledge of paid search and social media advertisements
• Passion for sport is preferred but not essential

This job description is not intended to be exhaustive, and the post holder will also be required to undertake any other duties as requested