CRM & Digital Marketing Executive

  • Hull City Tigers Ltd
  • MKM Stadium, Walton St, Hull, UK
  • 17 Mar, 2023
Full time Communications & PR Digital Journalism/Content Marketing Media Social Media Sports Marketing

Job Description

A new opportunity has arisen for a highly motivated, innovative and career-focused professional to join our Marketing & Communications team in the position of CRM & Digital Marketing Executive at Hull City.


The role of CRM & Digital Marketing Executive is to help drive the Club’s CRM & Digital strategies and leverage its data assets, pushing the capabilities of our CRM platform, and reporting accurately on the performance of digital campaigns. The successful candidate will be responsible for building, testing, proofing and scheduling all e-comms and SMS and will have the opportunity to drive fan recruitment and retention through a segmented and tailored communication approach.


Working closely with the Club Marketing Manager, the successful candidate will also help with tracking the ROI of marketing spend through driving revenue for other departments including sponsorships, hospitality, match ticket and membership sales, retail sales and advertising revenue.


Location:         MKM Stadium, Hull

Salary:             Dependent on experience

Contract:         Full time, permanent – 37.5 hours per week, with the requirement to work match days both home & away, which typically fall on weekends and evenings



Your key responsibilities


  • Manage the CRM system, and analyse areas of data weakness for improvement
  • Using fan segmentation models and data insight, develop a tailored and segmented communications approach to the CRM database
  • Manage targeting and data selection for all marketing campaigns and become the custodian of the CRM database
  • Take ownership of confirming requirements, gathering data, drawing conclusions and presenting findings to stakeholders with recommendations and supporting materials
  • Develop existing strategies for all aspects of the CRM to ensure the most effective approach and continually refine and optimise the CRM programme
  • Drive forward the performance of email marketing in terms of Open Rate, Click Through Rate, and ROI whilst reducing unsubscribe rates
  • Build and execute an on-boarding plan for all new fans
  • Build and execute a retention plan for all existing fans
  • Be responsible for maximising data collection at all customer touch-points
  • Manage the email calendar plan and work with the wider marcomms team on prioritising and scheduling campaign activity
  • Lead on the construction and sending of all e-mail, SMS and direct mail comms
  • Help to shape supporter communication plan with the Fan Engagement Manager
  • Work with all departments on data quality and reporting
  • Assist in the development of club website and app from a data perspective
  • Review and present feedback on all Club marketing and communications activity
  • Work with the marketing management team to track all campaigns and report performance on a regular basis, with a priority on tracking tangible ROI
  • Using various testing techniques to ensure that the best results are achieved in order to maximise engagement and sales
  • Take responsibility for the relationship with the CRM platform provider, looking for ways to develop the system and responsible for sourcing alternatives if required
  • Working with the ticketing and commercial teams, build a plan of targeted Member offers to add demonstrable value to the Membership proposition
  • Copywriter for any Club emails, where appropriate with the support of the Copywriter/Editor
  • Team lead on all ticketing activities and announcements, liaise with the ticketing team on any data related issues
  • Club lead on Supporter Surveys along with all membership recruitment and retention activities
  • Ensure full compliance with GDPR and data protection legislation
  • Act as brand guardian, ensuring all activity delivered is consistent and follows brand guidelines
  • Promote, adhere and implement the Club’s equality and diversity policy
  • Supporting the Marketing Manager, Fan Engagement Manager Graphic Designer, and PR & Social Media Officer with any ad hoc needs

What are we looking for?


  • Experience using a CRM platform such as Salesforce, Microsoft Dynamics, Sports Alliance or similar
  • Experience using email marketing platforms such as DotDigital, MailChimp, or similar
  • HTML experience is preferable
  • Excellent at stakeholder management
  • Excellent communication and organisational skills
  • Commercially astute
  • Good negotiation skills
  • Strong analytical abilities
  • Microsoft Word and Excel literate
  • Experience of working in a fast-paced, creative and entrepreneurial environment
  • Able to work in a change management culture
  • Creative thinker with a solution driven approach
  • The safeguarding and welfare of our players is paramount and as such this position is subject to the Disclosure and Barring Service (DBS)


What can we offer you?


  • 20 days annual leave (plus Bank Holidays), increasing to a maximum of 30 days plus BH’s with years of service
  • 20% off at Tiger Leisure
  • 2 x season cards for you and/or your family to attend Hull City home games (following probation)
  • Free on-site parking
  • Opportunity for career progression and training



To apply for this role, please send your CV and salary expectations to


Hull City Tigers Ltd is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of age, disability, gender reassignment, marriage and civil partnership, sexual orientation, pregnancy and maternity, race, religion, belief and gender.

The safeguarding and welfare of children and young people is paramount of importance to Hull City and as such this position is subject to the Disclosure and Barring Service (DBS). Hull City is fully committed to safeguarding and promoting the welfare and safety of children and young people. We expect all our Board, staff and volunteers to always adhere, demonstrate and communicate this commitment. Hull City fully accepts our responsibility to welfare and protection of children and young people therefore, our aim is for the golden thread of safeguarding to run through every element of the club’s work.