Marketing Manager
Harlequins
Harlequins is currently ranked among the most famous and prestigious rugby clubs in the world. Recognised for its iconic quartered shirt, the Club is also known for its expansive and exciting style of play as well as consistently producing players for the national side.
- Posted
- 16 Mar 2023
- Status
- Full Time
- Permanent
- Location
- England
- Closing date
- 31 Mar 2023
The role in brief:
This role is pivotal to the reach and impact of the Harlequins brand and delivery of the long-term Club vision. Central to this is growing our fan base through the development and delivery of engaging supporter-facing campaigns across Harlequins product suite to maximise awareness, engagement and primarily sales.
The Details:
- Permanent Contract
- Full time - you may be required to on occasion support on matchdays
- Based at our Head Office at The Stoop in Twickenham
- Reports to Head of Marketing
- Direct reports – Marketing Assistant
The Responsibilities:
- Harlequins Women’s Marketing Programme - Create and lead integrated marketing campaigns to maximise awareness, engagement and ticket sales of Harlequins Women’s matchdays at The Stoop (part of the Allianz Premier 15s league), with a key focus on growing awareness and driving attendance, ticket sales and data growth. Manage the Marketing Assistant in the delivery of the Allianz Cup community matches.
- The Game Changer – Project lead – including leading the creation and development of an integrated marketing campaign to promote and maximise ticket sales for the annual Harlequins Women’s flagship fixture, The Game Changer. Drive engagement across the organisation and ensure close collaboration with Comms and Women’s team to achieve agreed ticket sales KPI’s.
- Harlequins Men’s Matchday Support - Support the tactical delivery of the Men’s matchday marketing campaign (Gallagher Premiership, Premiership Cup & Heineken Champions Cup) across ticket sales and hospitality, with a particular focus on driving engagement, maximising ticket sales amongst new audiences, and growing the hospitality database.
- Commercial Marketing Support – Where required, support the Commercial team with the delivery of key strategic projects, for example leading the development and delivery of marketing plans for End of Season dinner or International Hospitality.
- Website Management – Lead the development of marketing ‘owned’ pages on the website to ensure a best-in-class supporter and commercially optimised experience, where applicable measurable impact, and consistently accurate information.
- Brand – Along with the wider marketing team, protect and build the Harlequins brand, ensuring that the brand guidelines are delivered and adhered to consistently. Act as a ‘go-to’ for brand advice. Support the Head of Marketing with the brand guideline review project and stadium branding updates throughout the season as required.
- Data Focus - Establish a data focused approach across projects:
- An ‘always on’ and consistent process for campaign analysis across the marketing team to demonstrate campaign ROI across campaigns
- A focus on data capture and growth of Quins fan base, leveraging Two Circles to drive a culture of data capture at all possible touchpoints in order to significantly grow the Quins database of engaged fans to achieve agreed KPI’s
- Budget - Manage the full Marketing budget for Women’s matchdays (including The Game Changer) and hospitality, contribute to the Men’s matchday marketing budget, ensuring reporting and accurate management delivered
- Agencies - Manage digital media and creative agencies as required
The Key Performance Indicators:
- Campaign development and implementation: timely delivery of best-in-class creative campaigns, video ads and Club graphics, and agreed sales tactics
- Budgeted sales growth: having achieved a full season of Premiership sell-outs in 2021/22 and 2022/23, we wish to extend this to 2023/24 by consistently hitting agreed ticketing targets
- Women’s growth: break 1,000 tickets sold for key women’s home fixtures and 5,000 tickets for The Game Changer flagship match
- Collaboration: Through careful prioritisation, work with colleagues across the Club on key strategic initiatives in support of continuous growth
- Measurement: Demonstrable effectiveness of campaigns against agreed ROI
The Skills, Experience and Qualifications needed:
- Degree or equivalent qualification in marketing is desired
- Knowledge and experience of digital marketing and other media channels.
- Work collaboratively within a team environment
- Experienced marketer with 4+ years of marketing experience if candidate has degree or equivalent in marketing, or 5 years of marketing experience without
- Experience of working on joint marketing projects with internal stakeholders
- Proven track record of executing marketing campaigns
- Proven track record of implementing and measuring impact of marketing activity to drive business wide activity
- Understanding of the sports industry and experience of working within it would be advantageous
- Ability to work within pressured environments and situations.
- Ability to use Photoshop or equivalent to produce creative design assets to be used across multiple platforms helpful
The Culture and Behaviours we look for:
- Tempo – can act with urgency and has the ability to quickly adapt plans and multi-task according to the environment which rapidly evolves in sport. Fast learner with an appreciation of the necessity to meet deadlines
- Relate – demonstrates the ability to work with a diverse group of individuals, at all levels by displaying high emotional intelligence and collaborative behaviours. Contributes to a club wide mentality, and positive culture, with the ability to own and develop relationships, both internally and externally
- Unconventional – able to approach and solve problems with an open mind and out-of-the-box thinking which reflects the courageous and innovative nature of the Club. Thinks creatively to leverage internal and external rugby and sporting agenda to support Club projects
- Enjoyment – creates the right balance of ‘work’ and ‘play’ with key stakeholders and knows how to switch between the two to get the best out of everyone creating a great team environment
Harlequins is an equal opportunities employer and positively encourages applications from suitably qualified and eligible candidates regardless of sex, race, disability, age, sexual orientation, gender reassignment, religion or belief, marital status, or pregnancy and maternity.
How To Apply:
Please click 'Apply Now' to email your CV to our recruitment team.
Please note: Only applicants to be invited for interview will be contacted.
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