Senior Marketing Lead: Brand, Campaigns & Fan Growth (Hybrid)

This is a significant leadership role in the marketing team. Senior Marketing Manager will lead a cross‑agency team to deliver high‑profile marketing campaigns supported by growing paid media investment, expanding and engaging our fanbase. The role provides creative autonomy and involves working closely with clubs, clubs’ partners and broadcasters to produce culturally relevant, high‑impact marketing initiatives that intersect sport, entertainment and culture.

Responsibilities

• Lead the season‑long campaign and paid media plan, including the three marquee moments of the season (September launch, January back‑to‑football, and May end‑of‑season).
• Champion the brand positioning (New Wave Football) and creative platform internally, ensuring all work reflects the brand’s values.
• Manage a cross‑functional internal team (Content, Comms, Partnerships, Broadcast) and coordinate with external creative agencies to deliver cohesive campaigns.
• Oversee the paid media strategy for the season, including relationship management with paid media agencies and ROI optimisation.
• Co‑ordinate the Ocean Outdoor partnership and other centralised marketing services for 26 clubs, driving attendance, revenue and fan experience growth.
• Act as the brand guardian for WSL Football, maintaining adherence to brand guidelines and leading design and toolkit evolution.
• Serve as the key marketing point of contact for selected commercial and broadcast partners.
• Lead the marketing activation for flagship events such as the Subway Women’s League Cup and the Mercedes‑Benz Play‑Off.
• Track, report and manage the overall marketing budget.
• Manage two direct reports: a Marketing Manager and a Marketing Coordinator.
• Execute additional tasks to meet Women’s Super League Football’s changing priorities and support organisational policy compliance.
• Maintain a safe environment by completing required DBS checks and adhering to health and safety policies.

Qualifications

• Proven creative leader with a strong point of view, capable of originating and delivering stand‑out campaigns.
• Experience building and executing brand positioning and creative platforms across an integrated marketing mix.
• Flair for turning insight and audience understanding into brave, creative ideas.
• Deep expertise in paid media strategy and activation, balancing creativity and effectiveness.
• Exceptional brief writing skills, setting inspiring creative direction and clear guardrails for agencies and teams.
• Comfortable leading at pace in complex environments, orchestrating multiple agencies and cross‑functional teams under pressure.
• Strong collaborator with the ability to influence senior stakeholders and engage clubs, partners and broadcasters.
• Ability to create inclusive, emotionally engaging fan and event experiences.
• Confidence as a brand guardian, protecting consistency while evolving the brand strategically.
• Experience managing significant budgets, tracking and reporting performance clearly.
• People‑leadership skills, invested in developing talent and building high‑performance teams.
• Digitally literate with high proficiency in Microsoft Office and curiosity about relevant AI platforms.
• Flexible and adaptable, comfortable with the rhythm and unpredictability of elite sport, live events and cultural moments.

Preferred Experience

• Experience in women’s sport, football or challenger sports properties.
• Track record of working at the intersection of sport, culture and entertainment, with an instinct for emerging trends.
• Experience delivering or shaping centralised services that enable clubs or partners to execute consistently.
• Exposure to event‑led marketing, using live occasions to grow brand and fan engagement.
• Experience leveraging marketing platforms and plans of partners and broadcasters to achieve collective ambitions.

The Women’s Super League Football office is based in Farringdon, Central London. The position operates under a hybrid working model, requiring a mix of office presence and remote work in alignment with team needs.

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