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Marketing Manager - Youth

Employer
Chelsea Football Club
Location
Fulham
Salary
Competitive benefits package
Closing date
11 Jan 2019

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Sector
Marketing, Advertising, PR
Hours
Full Time
Flexibility
Set hours
Contract Type
Permanent

Job Details

An integral part of the Fan Engagement function, this role is responsible for developing and implementing the season long youth strategy across all Club touchpoints including match day, the youth website, experiential, content, print and social media. Through a range of multi-channel marketing activities, the role will work to improve key metrics for youth assets including website traffic, registrations and engagement. Driven by data and an understanding of what our young fans really want this role will create more meaningful relationships with young fans globally.

Main Responsibilities:

  1. Lead, develop and implement the season long engagement initiatives for our youth proposition across all club touchpoints aimed at the U13 audience globally.
  2. Manage the development and rollout of the Club's youth proposition and strategy across all channels
  3. Manage the monthly youth campaign calendar delivering engaging content across Club publications, website, magazine, weekly newsletter, mascots, PR and social media to the youth website to retain existing members and recruit new.
  4. Manage the delivery of regular match day activations aimed at youth, including delivering four key youth initiatives per season.
  5. Manage the strategic development and direction of the mascot programme on match day, including the management of the mascot and staffing agency. Create a season long activation plan around Stamford and Bridget to implement.
  6. Manage the youth website CMS by implementing a solid season long content plan, including copywriting, uploading of content, creating competitions, video creation and magazine management.
  7. Develop, manage and launch the kids PopJam channel market.
  8. Support the Senior Manager in the planning and delivery of events, and wider youth initiatives
  9. Effectively measure and record response rates from communications across the season, monitoring subscription rates and ROI in reports.
  10. Work with various internal departments in creating an improved integration of kids across all Club touchpoints, leveraging the youth audience to partners, stadium tours, international teams and the Foundation.

Measures of Performance:

  1. Incremental increase in unique traffic and user engagement on the youth website
  2. Incremental increase in new members to Chelsea database from the U13 demographic
  3. Delivery of a minimum of four junior matchday activations a season
  4. Content marketing activation plan across relevant kids websites
  5. Minimum of three new partner activations
  6. Increase awareness and engagement around the youth proposition
  7. Improved cross-functional relationships across the Club

Personal Specification:

  1. 4+ years brand marketing experience, preferably with exposure to youth consumer brands.
  2. Experience in formulating long-term marketing plans with clear strategies, ideas, KPIs and collaborating with a wider team, including agencies to activate against those plans.
  3. Experience of delivering digital campaigns to help grow an audience
  4. Strong communication and interpersonal skills at all levels both internally and externally with ability to build and manage successful business relationships
  5. Outstanding organisational and project management skills with the ability to multi-task and manage multiple campaigns
  6. Ability to work to tight deadlines and prioritise work in a demanding environment
  7. Pro-active approach with ability to work under own initiative and also in a team
  8. Creative flair and confidence
  9. A knowledge of the football industry and calendar is desirable

Company

Chelsea Football Club is a professional football club in London, England, that competes in the Premier League. Founded in 1905, the club's home ground since then has been Stamford Bridge.

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