Fan Engagement Lead, APAC

  • Chelsea FC
  • Stamford Bridge, Fulham Road, London, UK
  • 08 Sep, 2021
Full time Customer Service Events Premier League Stadia & Operations

Job Description

ROLE TITLE: Fan Engagement Lead, APAC
REPORTING TO: Head of Global Fan Engagement
DIRECT REPORTS: Marketing Manager, Senior Marketing Executive 
 
 Job Description 
 The Fan Engagement Lead, APAC will be responsible for delivering against our long-term marketing strategy in key markets across the region with a focus on China and South East Asia. They will own the brand/fan growth, digital marketing, social localisation and membership proposition to enable us to meet our business objectives. This is a pivotal leadership role to enable our growth as a club and therefore the person will be fully accountable for delivery against all agreed KPIs and growth targets. 
 
 Responsibilities 
 1. Drive digital growth and social publishing best practice to engage fans 
 o Own the full digital marketing strategy across all fan touch-points 
 o Responsible for website and app localisation strategy, implementation and accountable for the performance across each platform 
 o Work in collaboration with the performance marketing team to define the paid media plan for each priority market in the region aligned to the KPIs 
 o Define an APAC CRM strategy to increase retention and loyalty amongst fans 
 o Identify audience specific social localisation program to engage our audience in priority markets 
 o Define platform KPIs for fan growth, engagement and conversion to owned platforms (where relevant) 
 
 2. Maintain our position as the #1 most popular club in China 
 o Build a long-term strategy that delivers fan growth across Weibo, Douyin, Kuaishou 
 o Review and identify platform trends in the market to ensure we capitalise on new growth opportunities 
 o Manage and maximise the Weibo commercial partnership to drive revenue o Manage the Fan Reporter initiative at Cobham 
 
 3. Localise and Implement our Brand Marketing strategy to grow our fan base 
o Responsible for all brand marketing activations in APAC to help grow the brand, including localising Tier 1 global initiatives, kit launches + localising Club Culture 
o Work with the Brand + Global Markets team to define and implement an influencer strategy 
o Collaborate with publishers, media owners and relevant digital partners to help reach audiences beyond football 
 
 4. Manage and lead internal and external teams to deliver against the APAC strategy 
o Provide frequent reporting across all marketing activity in APAC for senior leadership including both written reports and decks to present each month 
o Hire and coach a highly performing team to deliver against the marketing strategy 
o Manage external agencies to support the implementation and operational elements to the marketing strategy 
o Own the full budget planning and management process working with the finance team to ensure you track efficiently against your budget and in line with KPIs 
 
 5. Internal Stakeholder Management o Build and manage strong relationships with the following teams in London; 
 i. Fan Engagement – Align with the Brand & Global Markets Lead to ensure all market activations are consistent with our brand strategy. Partner with the Global Fan Experience Lead to ensure all activations delivered in APAC markets are executed with best-in-class standards 
 ii. Digital Marketing – Align with the digital platform and publishing teams to ensure the performance of the Thai App and local language websites are in line with all KPIs
iii. Chelsea TV/Creative Team – Work closely with the in-house creative teams to ensure all output across our channels is in-line with our brand guidelines and delivering against our global strategy 
iv. Analytics – Work with the insights team to effectively measure and report on all marketing initiatives in the APAC region 
 v. Partnerships – Partner with the commercial team to ensure we are supporting on all existing/future partner contractual rights through all marketing channels.