Applying from the UK click here
Applying from Ireland click here
Reports to: Head of Marketing
Contract: Full-time; permanent
Location: Flexible within UK or Ireland:
If the successful candidate is based in Ireland, they will work from Dublin HQ on a hybrid basis with travel to the UK and internationally as required.
If the successful candidate is based in the UK they will work primarily from home with regular visits to London and Dublin, alongside travel elsewhere in the UK and internationally as required.
Commencement: As soon as possible
OVERVIEW
We are looking for an experienced and driven Marketing Manager, specialising in Fan Engagement, CRM & Purpose, to lead audience and community strategies across all channels, helping to drive one of the largest fanbases in world rugby and ensuring we not only connect with our fans but also deliver meaningful impact off the field.
You will lead marketing and CRM campaigns that deliver data growth, fan engagement, and insights, that will enable us to further expand, diversify and better understand our audience, to increase value for the Lions, our partners and stakeholders; maximise revenue opportunities; and provide a best-in-class fan experience.
The role also involves leading positive off-pitch impact, from charity partnerships to carbon offsetting, ensuring our values are represented through impactful initiatives and community engagement.
This is a key, new appointment within the DMC (Digital, Marketing & Communications) team and an exciting opportunity for a candidate with strong fan engagement and CRM expertise, who has a passion for purpose-driven work in sport. It is a unique opportunity to contribute to both commercial success and community impact.
ROLE & RESPONSIBILITIES
Marketing & Fan Engagement
In collaboration with the DMC team, develop and deliver integrated multi-channel marketing campaigns across digital, print, PR, OOH, and experiential platforms, to maximise reach, growth, diversity, and engagement.
Design and implement improved, personalised fan journeys and meaningful experiences within Lions channels (including the wider Lions ecosystem such as Lions Rugby Travel, Lions Rugby Store, and host unions), and on the ground, which improve data growth, retention, engagement, and sentiment.
In collaboration with the Digital team, identify and execute fan engagement tools and gamification opportunities including regular competitions, which improve data growth, retention, engagement, and sentiment.
Increase trackable revenue from the Lions fanbase, particularly for Lions Rugby Travel, Lions Rugby Store, events, commercial partners, and any new initiatives.
Lead the management of agencies on paid digital campaigns, such as display, search, and social.
Lead collaborations with the rugby community and other sports to increase awareness and fans.
Manage fan-related correspondence, such as incoming enquiries and outgoing competition prize fulfilment.
Working with the Social Media Manager, develop and deliver our influencer programme.
CRM
Develop and implement CRM strategies to grow, diversify and engage the Lions fan database across all owned and external touchpoints, extending global reach, with a particular focus on increasing youth, family, cross-sport, and women’s interest segments.
Own the planning and execution of email marketing campaigns and automations, servicing DMC objectives, maximising Lions Rugby Travel and Lions Rugby Store promotion, and delivering commercial partner rights.
Manage the relationship with our CRM agency and, with their support, gain a deeper understanding of our fanbase, undertaking extensive segmentation and enrichment, to drive personalised journeys, increasing engagement, retention, and lifetime value, and continually optimising for a best-in-class fan experience.
Determine research needs and drive a culture of deep consumer understanding that informs decision-making, delivering best-in-class data and insights that support Lions, stakeholder, and commercial partner activity. (Examples include supporting commercial partner acquisition, informing targeted paid social marketing, and shaping the future trajectory for the Lions brand).
In collaboration with our Digital team and external agencies, develop and deliver exclusive and personalised channel-specific content and assets for our database.
With support from Lions Legal team, ensure compliance with GDPR and other relevant data protection policies.
Purpose
Manage and maximise our People Place Pride (ESSG) programme which includes but is not limited to the below:
Support the Lions Trust.
Appoint and manage official charity partners for forthcoming tours and ensure partnership deliverables are met.
Project manage and deliver charitable campaigns, fundraising initiatives, and community activity aligned with the Lions values, collaborating with Events & Digital to maximise brand awareness and fundraising through events, and amplify stories through Lions platforms.
Seek new opportunities for purpose-driven campaigns and community engagement around the Tour and its legacy, including managing a programme of in-country activity.
Appoint and manage our official artist for forthcoming tours and work with Commercial to maximise retail opportunities.
Project manage our environmental activities, such as the integration of carbon offsetting into official travel packages.
General
Support the Head of Marketing on any other initiatives as required that align with our key marketing pillars and KPIs.
Monitor, analyse and report on KPIs, using insights to drive continuous improvement.
SKILLS & EXPERIENCE
Essential
5+ years’ marketing experience, ideally within sport or entertainment industries.
3+ years’ management experience.
Experience of driving fan growth and retention
Experience of working with fan engagement tools and gamification.
Strong working knowledge of CRM platforms (e.g. Salesforce) and experience using analytics tools and dashboards to deliver business insights.
Experience in planning and executing segmented and personalised email campaigns with experience writing copy optimised for email.
Knowledge of GDPR-compliant practices.
A passion for using sport as a platform for good, and experience managing charity/community/environment initiatives.
Strong organisational and project management skills.
Excellent communication and stakeholder management skills.
Ability to work under pressure in a fast-paced, deadline-driven environment.
An impeccable eye for detail.
A collaborative team player who is equally able to work autonomously, demonstrating initiative, proactivity, and decision-making abilities.
Desirable
Experience working in rugby, major sports events, or tours.
Experience of working in women’s sport.
Understanding of fan engagement trends in sport and digital innovation.
Familiarity leading paid digital marketing and media planning.
Experience of working with influencers.
