Overview
About The Role The Senior Manager, LFC Women’s Sales & Marketing is accountable for defining and delivering the commercial and fan growth strategy for LFC Women. The role leads the end-to-end marketing approach to drive sustainable growth in matchday attendance and revenue across St Helens and Anfield, while also shaping the longer-term strategy to grow and deepen the LFCW fanbase beyond matchday. Working as a senior partner to Ticketing, Comms, Fan Experience, Media, Operations and wider Marketing leadership, the role co-owns the LFCW P&L and plays a critical role in accelerating the commercial maturity, visibility and impact of LFC Women.
Responsibilities
- Commercial & Strategic Leadership
- Co-own the LFC Women’s P&L, with accountability for marketing investment decisions that drive sustainable growth in attendance and revenue
- Define and deliver a multi-year sales and marketing strategy for LFC Women, aligned to club-wide commercial, brand and growth priorities.
- Own core performance KPIs including attendance, revenue, conversion, retention and marketing ROI, with a clear focus on continuous improvement.
- Audience, Insight & Growth Planning
- Lead the definition and evolution of target audiences for St Helens and Anfield, working closely with research, insight and ticketing teams to deepen understanding and unlock growth opportunities.
- Translate insight into clear audience strategies, propositions and campaign priorities that support both short-term sales and long-term fan development.
- Campaign & Brand Leadership
- Oversee the development and delivery of integrated, insight-led marketing campaigns across owned and paid channels to drive demand and engagement.
- Act as senior marketing lead into creative, media and digital teams, setting clear strategic direction and ensuring high-quality, on-brand execution.
- Partner with Creative, Media and Communications teams to shape the positioning, narrative and visibility of LFC Women across the season and key moments.
- Matchday & Fan Experience
- Work in close partnership with Ticketing and Hospitality teams to shape LFCW ticketing, pricing, sales and retention strategies.
- Support the development and testing of new matchday propositions and experiences that enhance value, drive demand and improve repeat attendance.
- Collaborate with the Matchday Experience team to ensure on-the-ground delivery at St Helens and Anfield supports attendance growth and retention.
- Community, Influence & External Relationships
- Lead the marketing approach to grassroots and community engagement within the Liverpool City Region and St Helens, building awareness and affinity for LFC Women.
- Support the Senior Specialist Digital Marketing to leverage influencers, creators and partners to amplify the LFCW matchday experience and reach new audiences.
- Represent LFC Women in marketing-related engagement with the WSL, women’s football bodies and relevant competitions, as required.
- Leadership, Governance & Reporting
- Provide clear, regular performance reporting and strategic updates to senior stakeholders, including Marketing leadership and cross-functional partners.
- Act as a senior voice for LFC Women within the Marketing function, contributing to broader planning, prioritisation and decision-making.
- Attend LFC Women fixtures as required to maintain a deep understanding of supporters, behaviours and matchday dynamics
Qualifications
- Experience in a senior marketing or sales role with accountability for driving sales, revenue growth and audience development.
- Strong commercial acumen, with experience shaping growth strategies and managing budgets against clear performance outcomes.
- Proven ability to use insight and data to inform strategy, optimise performance and drive continuous improvement.
- Experience working in sport, entertainment or live events environments is desirable but not essential.
- Credible senior stakeholder manager, able to influence across functions and operate effectively at leadership level.
- Sound judgement, strong critical thinking skills and the ability to balance short-term delivery with long-term value creation.
- A proactive, self-starting leader with a test-and-learn mindset and high levels of ownership.
- Desired understanding of the women’s sporting landscape, including fan behaviours, growth challenges and commercial opportunity.
Why should you apply?
This is a full-time permanent position working from our Liverpool City Centre office on Chapel Street. Please note, this vacancy may close early if we receive a high volume of applications, so we encourage you to apply as soon as possible.
Benefits
- Contributory pension scheme matching up to 5.5%
- Life Assurance Cover
- Free financial guidance and mortgage advice
- Car salary sacrifice scheme for affordable driving
- Cycle to Work scheme to keep you active
- Purchase season ticket loans for easier commuting
- Exclusive shopping discounts & cashback with top retailers
- Will Writing Service for future planning
- Employee Assistance Programme for confidential support
- Medicash Health Cash Plan for everyday healthcare needs
- Volunteering opportunities to give back to the community
- Special LFC perks – retail discounts, partner offers, free LFCTV GO access, and priority tickets for matches, events & concerts
At Liverpool Football Club, we have an unwavering commitment to equality, diversity and inclusion and are always looking to making a positive difference in the communities that we operate within. We are proud of our achievements in this area; maintaining the Premier League Equality Standard Advanced Level, becoming a founding signatory of the Football Association’s Football Leadership Diversity Code and being recognised as a leader in this important area on and off the pitch. We take our responsibilities in this area seriously and through the work being done across the club, we are committed to increasing the diversity of our people and becoming an increasingly inclusive workplace for all. We are committed to hiring great people representative of diverse backgrounds, perspectives, and skills across our entire business. If you share our enthusiasm and passion for inclusivity, then we want to hear from you.
Liverpool FC is committed to safeguarding and promoting the welfare of children and vulnerable adults and expects all Colleagues and Volunteers to share this commitment.
#LFCJobs
Apply
#J-18808-Ljbffr