Platform Growth Marketing Executive

  • Tottenham Hotspur Football & Athletic Co Ltd
  • Tottenham Hotspur Stadium, High Road, London, UK
  • 09 Jun, 2021
Full time Digital Marketing Media Premier League

Job Description

Job Summary

 

Tottenham Hotspur is a world-famous football club based in North London. Off the pitch, the Club has a strong and successful business model centered around building a platform for long-term success, including our new world-class stadium.

Founded in 1882 and based in North London, Tottenham Hotspur Football Club has a tradition of playing an entertaining and attacking style of football. The English Premier League Club reached the final of the UEFA Champions League for the first time in its history in the 2018/2019 season, having already secured qualification for Europe’s elite competition for a fourth year in a row.

In April 2019, the Club opened a new 62,303-seat technologically advanced stadium that sits at the heart of a £1billion sport-led regeneration of North Tottenham. The stadium is the largest football club stadium in London and as a multi-use venue with the ability to host a variety of events 365 days a year, including NFL, rugby, concerts and other corporate and private events, is a key step towards catapulting the Club from a Football Club to a globally renown Sports and Entertainment brand. Within the stadium sits the Tottenham Experience – home to both Europe’s largest Club retail store and a range of visitor attractions, including the newly launched stadium rooftop adventure, Dare Skywalk. 

The Platform Growth Marketing Executive is key member of the Digital Platforms pod within the club’s new Growth Marketing team. The role has hands-on responsibility for growing the Spurs audience across our web and app platforms, creating and orchestrating a best in class, seamless digital experience that engages our fans and maximises value across news and video, ticketing, subscriptions, supporters' clubs, memberships, e-commerce, and in-stadium experiences such as Dare Skywalk and Stadium Tours.

You will put your analytical and strategic mindset to work in a fast-paced, hyper-evolving environment where marketing, data and product combine to create a driving force in the growth of our digital platforms. You will leverage your entrepreneurial capabilities, data-driven approach to marketing and your ability to find signals in the noise to generate maximum cross-channel impact of marketing campaigns on web and app. You will support conversion rate optimisation on these platforms and be expected to drive a step change in our digital KPIs and fan experience on our platforms. You have a growth mentality and embrace the use of data, experimentation and optimisation to efficiently grow a business. You are highly proficient in A/B tests and multivariate testing and will challenge assumptions with creative and analytical thinking to develop hypotheses and execute growth driving experiments. You have an insatiable curiosity and an experimentation first mentality that will enable you to map our fan’s journeys across our commer­cial propositions and digital ecosystem to ensure we deliver the right message, to the right audience, in the right place at the right time.

You will own our global ASO strategy, alongside complementary paid activities, including research, ideation, execution, analysis, and optimization of marketing initiatives to improve KPIs relating to store page conversion rates and organic install growth.

 

 

Key Responsibilities

 

  • Grow active user base across web and app platforms.
  • Plan, execute and optimise campaigns to support club business lines across web and app platforms.
  • Support the Senior Digital Platforms Marketing Exec in the expansion of CRO testing and personalisation opportunities across web and app.
  • Utilise marketing technology stack and historic campaign data to plan and execute marketing campaigns.
  • Build new and ad hoc conversion journeys when required to assess campaigns using the most appropriate metric.
  • Plan and deliver a robust A/B and multivariate testing strategy for campaigns and share learnings with the business.
  • Build and maintain dashboards that allows real-time monitoring and reporting.
  • Management of the Digital Platforms Marketing Ticketing System - supporting teams from around the business with campaigns, page updates or building news pages on our web and / or app.
  • Use Google Search Console and Pi Datametrics to maintain good practice technical SEO.
  • Create experimentation framework for A/B & MVT tests across web, app, and app stores.
  • Develop best in-class ASO strategies across Apple iOS App Store and Google Play Store, undertaking continuous optimization using keyword research, app store screenshots, video, and creative ideation to increase downloads.
  • Be the point of contact in the business for product to make changes in the App Stores.
  • Improve ways to measure incremental install uplifts from ASO projects, working closely with Senior Digital Platforms Exec to provide all the information needed for further optimisation.
  • Monitor digital platforms (on rotation) during matches, ensuring key match statistics are updated promptly, and the stability of the platforms remain.

Personal Attributes

 

  • Thinks ahead, generates innovative ideas
  • Values & respects others, builds relationships, collaborates
  • Gets things done, delivers to highest of standards, takes responsibility
  • A self-starter able to hit the ground running with passion and ability.
  • Agile and able to adapt quickly in a high-profile business.
  • Able to prioritize multiple projects with strong attention to detail.
  • Excellent business judgement and strategic thinking
  • Strong understanding of how to optimize funnels and campaigns to increase engagement and revenue.
  • Highly analytical and adept at using data and insights to spot trends and make decisions.
  • Able to build effective relationships across all levels of an organisation.
  • A confident communicator and a dab hand at challenging colleagues in a positive and encouraging way when required.
  • You know your way around the back end of a website CMS and have marketing qualifications to your name.
  • You enjoy working autonomously but are able to earn trust with a collaborative work style.
  • You have a natural inquisitiveness which makes you keen to understand what makes our fans tick and how to deliver them the best digital experience across web and app.
  • Experience working with analytics and measurement software tools coupled with strong data analysis skills.
  • Strong Excel, numerical and analytical skills, able to extract data from platforms (e.g., Google Analytics, Mixpanel, mParticle, personalisation and web testing tools), analyse the data and build recommendations.
  • An understanding of HTML, CSS and JavaScript principles an advantage
  • Strong across the Google Suite - Search Console, Tag Manager, Analytics, Data Studio.
  • Well-organised, logical and efficient; process-driven with good project management skills.

Skills & Experience

 

  • Minimum three years' experience working in a growth marketing or digital optimisation role at a high-growth B2C company.
  • Experience in App Store Optimisation.
  • Experience building an experimentation framework.
  • Experience building audience cohorts.
  • Use of common website CMS platforms (e.g., Umbraco, WordPress), to create and manage front end websites and apps.
  • Experience using personalization, product analytics, customer data platforms, and mobile marketing platforms tools to increase conversion rate (e.g., Dynamic Yield, Mixpanel, Segment, Optimizely, AppsFlyer, Branch, Amplitude)
  • Strong knowledge of SEO technical best practice in building web pages.

 

QUALIFICATIONS

Bachelor’s Degree, minimum 2:1

CIM Marketing Certificate (or similar)

 

MOBILITY REQUIREMENTS

Ad hoc travel to our Warehouse & Training Centre – both in Enfield – may be required.

 

OTHER REQUIREMENTS

Monitoring of digital platforms during matches on a rotational basis, which will require some evening and weekend work when the team is playing. You will be required to fulfil this on a rotational basis within your team. The schedule is agreed monthly with flexibility offered where possible around preferred dates. You will acquire time off in lieu for the matches you cover.

Due to the nature of the industry, some out of hours working, including weekends, may be required from time to time.

Application Deadline: 21 Jun 2021