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Head of Digital Fan Engagement
Six Nations Rugby
Six Nations Rugby is the official organising body, responsible for rugby's greatest annual international Championships and competitions, working in collaboration with its member Unions and Federations; England, France, Ireland, Italy, Scotland & Wales.
Job Posted- 1 Jun 2026
Status- Full Time
Location- England
Closing date- 12 Jun 2026
About us
Six Nations Rugby is the official organising body of the annual men’s, women’s and U20s Six Nations Championships and the Autumn International Series. Working in partnership with its member unions and federations in England (RFU), France (FFR), Ireland (IRFU), Italy (FIR), Scotland (SRU) and Wales (WRU), Six Nations Rugby has responsibility for the commercialisation of centralised commercial rights, and the promotion and operation of the renowned Six Nations Championships and Autumn Nations Series.
The Six Nations Championship is the oldest international rugby tournament in the world, dating back to its original incarnation in 1883 and expanding to its current format of six teams in 2000. It consists of three highly competitive annual tournaments across men’s, women’s and U20s rugby. The media rights and certain commercial rights of the Autumn Internationals have recently been centralised, with Six Nations Rugby now supporting the growth and development of these matches for all six unions.
Six Nations Rugby is committed to continuing to make diversity, equity, and inclusion part of the organisation as a whole. As such, we often welcome applications from those with a passion but without the access to working in a sporting environment.
About the Role
The Head of Digital Fan Engagement will be the architect of the Six Nations’ year-round digital relationship with its global fanbase. Leveraging a newly established digital infrastructure you will design and execute sophisticated, personalised fan journeys that deliver both engagement and revenue for our stakeholders.
Your mission is to transform passive viewers into active, loyal digital members through hyper-personalised content delivery and digital experiences built on world-class web & app experiences and innovative gamification/ digital loyalty mechanisms; and turn digital reach and engagement into tangible revenue.
Key Responsibilities
1. Digital Strategy & Journey Orchestration
- Define the overarching digital fan engagement roadmap and strategic content approach, moving from one-to-many broadcasting to one-to-one personalisation.
- Map and implement end-to-end fan journeys across owned and 3rd party platforms, ensuring a seamless transition targeted to defined fan segments.
- Motivate and manage creative resources to exceed expectations.
2. Loyalty
- Manage a new digital-first Loyalty Program that rewards fan advocacy and deepens emotional investment in the Six Nations brand.
- Work with the Product Manager for Gamification and content producers to drive dwell time and data capture on our platforms throughout the year, unlocking advertising revenue opportunities.
3. Data-Driven Growth
- Work with the Data & Insights team to segment the digital audience, identify high-value growth cohorts and orchestrate content- and gamification-driven journeys specific to each cohort.
- Work with the Director of Growth to establish KPIs for engagement, including Monthly Active Users throughout the year, Registration Growth, Lifetime Value and Advertising Revenue.
4. Commercialisation
- Leverage behavioural triggers to drive conversion for owned revenue streams, including gaming micro purchases and official merchandise.
- Work with the Head of Business Development to create digital inventory (e.g., branded gamification, sponsored polls and gated and/ or branded content) that provides measurable ROI for global Partners.
- Utilise the CDP to build high-value lookalike audiences for advertisers/ Partners, enhancing the value of Six Nations media rights and sponsorship packages through first-party data.
Candidate Requirements
- 8+ years in digital fan engagement through product services and/ or content strategy, preferably within sports, entertainment, or high-growth tech.
- Demonstrated experience in managing a P&L and delivering against specific revenue targets.
- Experience managing cross-functional teams and external vendors.
- Ability to translate complex digital metrics into "sponsor-friendly" narratives that demonstrate the value of the Six Nations audience.
- A track record of generating B2B and D2C revenue from digital assets.
- Proven experience in working with a UDP (ideally Google Cloud-based) and CDP to automate complex lifecycles.
- Comfort with and ability to work with AI tools to deliver personalisation at scale, ideally across both content and digital platforms.
- Deep understanding of behavioural economics and game mechanics to drive repeat digital visits.
- An analytical yet creative mindset and skillset - you can interpret a SQL query or a data visualisation, but you also know what content will excite fans and potential fans on match day.
- An entrepreneurial approach.
Core Competencies
- Courage: Can deliver a project or initiative at the highest-level demonstrating excellence promoting both organisational and personal reputation.
- Solidarity: Can build relationships with stakeholders especially overcoming difficult conversations or challenging situations.
- Inclusivity: Can demonstrate consideration to promoting strong EDI strategies.
- Integrity: Has the ability to work collaboratively with respect, professionalism and unity.
- Creativity: Be innovative, has taken measured risks or shown creative thinking and problem solving irrespective of whether it was a success or implemented.
How to Apply
Please click APPLY NOW to send your CV and Cover Letter to our team.