Working at the RFU means being part of the ‘bigger picture’ at England Rugby: to be rooted in our purpose, which is to enrich lives, introduce more people to rugby union & develop the sport for future generations. If our purpose resonates with you, and you recognise the value that sport can bring to people’s lives, we’d love to work with you. An opportunity has arisen for a Head of Marketing Campaigns to join our Marketing team on a permanent basis.
Job Title: Head of Marketing Campaigns Department: Marketing Reports to: Marketing Director Direct report(s): Three; Senior Campaigns Manager, Senior CRM Manager, and Senior Customer Data & Analytics Manager Salary Banding: c.£80,000-£90,000 per annum Job Level: Translate Location: This role is contractually based at Allianz Stadium, offering some flexibility to work from home Employment Type: Permanent Working Hours: This is a full-time role, covering 35hrs per week
Application Information:
- Please submit an anonymised CV (i.e. remove personal details).
- The closing date for applications Monday 5th January at 5pm.
The Role:
We are looking for a Head of Marketing Campaigns to join the Marketing team to help grow ticket sales across the men, women and age grade international games; to plan and deliver campaigns to drive participation in community rugby and to grow our first party database and effective use of Salesforce.
The Team:
The Marketing team is made up of Brand, Content, Marketing Campaigns and Digital Commercial, and sits alongside the Commercial team.
The Marketing Campaigns team drives connection, action, and insight across the business through three core marketing verticals: Campaigns, CRM, and Advanced Data Analytics.
The team’s mission is to build strong, direct relationships with fans, players, and volunteers - turning engagement into meaningful action. The team leads key campaigns, deliver tailored communications, and champion a data-driven approach across the organization.
The team supports a wide range of strategic projects, working flexibly across remote and HQ-based environments. Agile and collaborative, the team is committed to making every interaction count.
Some key responsibilities include:
- Lead strategy development and oversee delivery around ticket and membership marketing campaigns for all home matches for the men, women and U20s across a range of tournaments including Six Nations, Nations Championship and WXV.
- Lead strategy development and oversee delivery of multi-channel campaigns to help drive participation aligned to our rugby development programmes and objectives.
- Develop and oversee delivery integrated fan engagement campaigns across big moments such as Rugby World Cups alongside Content, Campaigns, Brand and Product.
- Lead an in-house team that manages execution of Campaigns, CRM and Advanced Data & Analytics to deliver marketing campaigns and tailored communications to our key audience groups.
- Establish an ethos of audience and data-led decision-making.
- Oversee the annual marketing campaigns calendar and communicate to the business.
- Oversee the development and delivery of the RFU’s strategy to grow our contactable database and enrich existing first party data.
- Develop and oversee strategy to grow the RFU’s contactable database.
- Oversee continual development and effective implementation of Salesforce.
- Guide the CRM and customer engagement strategy to enhance retention, loyalty and lifetime value of key audience group: fans, players and volunteers.
- Empower the CRM team to lead and deliver high quality automated campaigns.
- Oversee the analytics function to ensure marketing decisions are grounded in data, insight & forecasting.
- Oversee the customer segmentation and personalisation strategy.
- Analyse and identify key trends and opportunities in our database audience.
- Oversee tracking and performance of campaign activity and report on results in a timely manner.
- Build and manage positive relationships across the organisation including Rugby Events and Competitions, Rugby Development, Ticketing and Strategy & Insights.
- Oversee and work with the wider team on marketing budgets, ensuring cost control and accurate forecasting.
- Actively collaborate with colleagues to contribute to the development and delivery of the current strategic, business and operational plans.
- Act as an ambassador for, and promote the best interests of the RFU, including the promotion of our culture and core values – This Rose Means Everyone: Put The Team First, Shape The Future, Respect Each Other.
- Undertake 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.
Qualifications, Skills & Experience:
The skills and attributes outlined in this description are not exhaustive and we welcome candidates who can bring different relevant experiences to the role.
Essential:
- Proven track record of marketing major ticketed events.
- Experienced marketeer with a proven track record of delivering cross channel marketing campaigns.
- Strong strategic thinker with the ability to translate business goals into marketing plans.
- Deep understanding of customer lifecycle management, marketing automation and data-driven marketing.
- Excellent manager with experience of managing a large team, setting KPIs and communicating objectives clearly.
- Experience in project management and delivering multiple tasks to deadline on budget.
- Excellent knowledge of marketing disciplines from insights, campaign briefing, agency management, channel and communications planning, execution and measurement.
- Ability to manage a vast network of stakeholders.
- Sound commercial judgement and decision-making capability, with the ability to handle sensitive issues effectively.
- Good organisational skills and the ability to prioritise workloads.
- Committed to embodying the ethos our culture by using our three core values – Put The Team First, Shape The Future, Respect Each Other – to guide your day-to-day decisions, actions and interactions.
- Committed to actively contributing and building an inclusive culture in your role and day to day behaviours.
Desirable:
- Salesforce knowledge and experience.
- Experience at a major sporting team or organisation.
Additional Information:
- We want you to have every opportunity to demonstrate your skills, ability and potential. If there is anything we could do to support you through your application or to provide the best environment for your interviews, including assistance or adjustment, please reach out to [email protected].
- During your application, we will ask questions about your identity. This information is considered highly confidential and will not be seen by hiring managers. You can find out more about why we ask these questions here.
