Marketing Executive - CRM and Digital

SUMMARY

Marketing Executive specialising in CRM and Digital is responsible for enhancing our engagement with fans and drive our marketing initiatives to new heights. This will leverage data-driven strategies to cultivate lasting relationships with our supporters, optimise ticket sales, and create memorable digital experiences.

CLUB RESPONSIBILITIES

• Continually work towards the Club’s corporate strategic goals.
• Communicate, promote and protect the Club values to enhance a service centered ethos and celebrate what makes SAFC unique. 
• Attend all professional development events and actively engage in a personal development plan and integrated appraisal process.
• Ensure compliance with all the policies and procedures contained within the Staff Handbook, paying regard to the Equal Opportunity, Dignity at Work and Health & Safety and security policies.
• Ensure the Club’s Safeguarding rules and regulations are adhered to at all times in accordance with current legislation

CORE RESPONSIBILITIES/ACCOUNTABILITIES

• Design and implement a CRM strategy to enhance fan engagement, using tools to segment audiences and tailor communication.
• Regularly critique, update and maintain fan information within the club’s database, ensuring compliance with GDPR regulations while analysing data for insights into fan behaviour.
• Create and manage email marketing campaigns for ticket sales, merchandise promotions, and event announcements, focusing on personalisation to boost open and conversion rates.
• Engage with the content team to develop product-oriented strategies for SAFC’s social platforms, crafting engaging content that resonates with different fan segments.
• Collate and present insights and approaches used by competitors and equivalents in other sectors, for adoption within SAFC’s Digital and CRM approach.
• Conduct surveys, feedback sessions and test events to gather insights from fans about their experiences, facilitating improvements in services and matchday experiences as well as capture data.
• Collaborate with the content team to produce engaging articles, blogs, and videos that integrate product and enhance the club’s brand narrative.
• Track and analyse KPIs for digital campaigns, utilising tools such as Google Analytics to assess the effectiveness of campaigns and make data-driven decisions for future strategies.
• Collaborate with sponsors and partners to create joint marketing initiatives, ensuring maximum exposure and engagement through co-branded campaigns.
• Promote club events such as talk-ins, open training sessions, and charity matches to drive attendance and engagement through targeted digital marketing efforts.
• Develop programs to engage local communities, such as school partnerships or grassroots initiatives, fostering a strong relationship between the club and its fans.

PERSON SPECIFICATION

• Bachelor’s degree in Marketing, Communications, or a related field.
• Minimum 2 years of experience in CRM and digital marketing, preferably within the sports or entertainment industry.
• Proven track record in managing email marketing campaigns with measurable results (e.g., increased open rates).
• Expertise in CRM platforms (e.g., Salesforce, HubSpot) and email marketing tools (e.g., Mailchimp, Campaign Monitor).
• Strong knowledge of social media, including Meta business suite.
• Ability to analyse data from Google Analytics, social media insights, and CRM metrics to drive campaign decisions.
• Excellent writing and editing skills with a knack for creating engaging content tailored for different audiences.
• Strong organisational skills with the ability to manage multiple campaigns and projects simultaneously, meeting deadlines.
• Genuine interest in football and understanding of the sport’s culture and fanbase dynamics.
• Innovative and proactive in developing new marketing strategies and campaigns that resonate with fans.
• Ability to collaborate effectively with cross-functional teams, including content producers, designers, and external partners.
• Comfortable working in a fast-paced environment and adjusting strategies based on rapidly changing trends and feedback.

EQUAL OPPORTUNITIES

Sunderland AFC is an equal opportunity employer. We are committed to a policy of treating all employees and job applicants equally. Our aim is that all colleagues should be able to work in an environment free from discrimination, harassment and bullying.

SAFEGUARDING CHILDREN & VULNERABLE ADULTS

Sunderland AFC recognises that the safeguarding and protection of children and vulnerable adults is of 
paramount importance within the organisation. Sunderland AFC owes a duty of care to safeguard all children and vulnerable adults involved in activities organised by the football club. Sunderland AFC will ensure that safety and protection is given to all children and vulnerable adults involved in activities through adherence to the Safeguarding guidelines adopted by the Club.