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Senior Customer Data and Analytics Manager

England Rugby

The Rugby Football Union is the national governing body for grassroots and elite rugby in England. Its purpose is to encourage rugby, and its values, to flourish across England.

8 Sep 2023
Full Time
Closing date
29 Sep 2023

Nature and scope:

The RFU has been undergoing a period of significant change, responding to changes in the external environment whilst adjusting to the demands of a modern governing body. The organisation is currently one year into delivering an exciting strategic plan that hopes to have a transformational impact on Rugby Union.

As part of this strategic plan, the RFU has an ambition to become a data-driven, user-centric organisation with market leading digital capabilities that will not only transform the rugby experience for players, volunteers and fans today, but also future proof the RFU for years to come.

The Senior Consumer Data & Analytics Manager will help create an exciting vision for how the RFUs Marketing & Digital Team can transform the experience for our key customer groups through analysis of marketing data and audiences. The role will also show how a digital first mindset coupled with a passion for customer experience can deliver rapid business and customer value.

  • The role will manage and analyse fan, player and volunteer data to identify patterns and trends in order to improve engagement and conversation
  • The role will facilitate data acquisition and improve the quality of data captured
  • The role will support marketing campaigns and identify audience preferences
  • The role will measure and assess marketing campaigns to provide insight


  • Oversee and lead a team of Customer Data Analysts to analyse audience data and identify trends and patterns.
  • Drive the design, development and execution of the Customer Data & Analytics department’s vision and strategy.
  • Work closely with key stakeholders across the organisation to understand strategic needs and drive a user centric based approach based on data.
  • Use customer data and insights to make recommendations to Strategy & Insights team to aid business decisions.
  • Work in collaboration with the Insights Team and Technology Team to ensure that the RFU adopts a data obsessed mindset and is able to solve key business issues with data and insights.
  • Design and oversee the development of predictive data models to support business objectives.
  • Insights into and evaluation of the customer life cycle and customer journeys in order to make recommendation for improvement.
  • Collaborate closely with other RFU departments to ensure that data is sourced, stored and used according to best practice.
  • Use analytics to further develop customer segmentation approach to enable the exportation of targeted lists for marketing initiatives.
  • Shape and drive campaign performance measurement and impact.
  • Assisting in developing CRM activities to increase audience engagement and loyalty.
  • Help the business understand customer behaviour and provide actionable recommendations through the development of CRM reporting and analysis.
  • Act as an ambassador for, and promote the best interests of the RFU, including the promotion of the RFU core values and BACK culture.
  • Undertake such other duties as may be required from time to time as are consistent with the responsibilities of the post and the needs of the organisation.

Person Specification

The skills and attributes outlined in this description are not exhaustive and we welcome candidates who can bring different relevant experiences to the role

Qualifications, skills & experience:


  • Experience with CRM/ database marketing and customer analytics
  • Strong analytical skills with ability to deliver insightful ideas and findings from data
  • Must be able to communicate effectively both verbally and in writing, as well as able to communicate quantitative information in a clear and informative manner
  • Project management skills and experience
  • High level of proficiency with SQL and BI tools (Tableau preferred)
  • Highly self-motivated and able to work under her/his direction to achieve stated objectives within the necessary timescales
  • Knowledge of predictive analytics techniques and ability to use automated analytics software such as Alteryx
  • Must be able to communicate effectively both verbally and in writing, as well as able to communicate quantitative information in a clear and informative manner
  • Experience of developing and mentoring talent
  • Committed to actively contributing to and building an inclusive culture in your role and day to day behaviors.


  • Bachelor’s degree in Business, Marketing, or Statistics, or in a quantitative field, such as Mathematics, Finance, or Economics
  • Proficiency in Programming Languages such as R or Python
  • Previous experience with Salesforce and Intelligence Cloud (previously Datarama)
  • Previous experience with a Customer Data Platform

How to Apply

Please click “Apply Now” to begin your application.

Additional Information

Full Time
Job Type
Research & Data Analysis
Rugby Union
Pay Information

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