Digital, Content & Communications

• Own the Club’s digital, social media, website, content and communications strategy.
• Lead the creation of compelling video, editorial, social and digital content designed to grow reach, engagement and conversion.
• Continue to grow the Club’s digital audiences locally, nationally and internationally.
• Oversee cricket communications, media relations and proactive PR activity.
• Lead communications around major Club announcements, campaigns and reputational issues.
• Develop the Club’s live-streaming and digital content proposition as an important audience-growth platform.
• Ensure the Club’s website and digital channels provide an engaging and effective customer experience.
• Ensure commercial partners are appropriately and creatively integrated into relevant content and campaigns.
• Identify new platforms, formats and technologies that can improve the way the Club communicates with its audiences.

CRM, Data & Customer Journey

• Own the Club’s CRM and supporter marketing strategy.
• Develop audience segmentation and increasingly personalised customer journeys.
• Lead email marketing, marketing automation and database growth.
• Use customer behaviour, transactional data and campaign performance to improve acquisition, conversion and retention.
• Develop clear dashboards and reporting to demonstrate marketing performance and return on investment.
• Work closely with Ticketing & Membership to continually improve the digital customer journey from initial interest through to purchase and retention.
• Ensure appropriate standards of data quality, consent and compliance.
• Develop a culture in which customer insight and data are used to inform marketing and commercial decision making.

Audience Growth & Matchday Experience

• Develop strategies to grow attendances and attract new audiences to New Road.
• Lead marketing and fan-engagement plans across the County Championship, One Day Cup and men’s and women’s T20 cricket.
• Work collaboratively across the Club to continually improve the matchday customer experience.
• Develop initiatives specifically designed to engage families, young people and audiences who may not currently consider themselves regular cricket supporters.
• Use supporter feedback, customer insight and behavioural data to identify opportunities to improve the experience.
• Ensure the matchday experience reflects the Club’s brand and supports long-term audience development.

Membership

• Work closely with the Ticketing & Membership team to develop and deliver the annual membership marketing strategy.
• Drive membership acquisition, retention and engagement.
• Develop campaigns and customer journeys that clearly communicate the value of membership.
• Use data and insight to better understand different member segments and identify opportunities for growth.

Commercial Partnerships

• Work closely with the Partnerships team to maximise the marketing and audience value of the Club’s commercial partnerships.
• Support the development of creative partner activation campaigns that deliver measurable value for both the Club and its partners.
• Identify opportunities to integrate partners naturally into content, digital channels, campaigns and fan experiences.
• Provide audience, digital and campaign insight to support new business and partnership renewal conversations.

Leadership & Collaboration

• Lead, develop and inspire the Marketing & Communications team.
• Set clear objectives, priorities and performance expectations for direct reports.
• Develop the skills and capabilities of the team through regular feedback, coaching and development.
• Manage agencies, freelancers and external suppliers where appropriate.
• Work closely with Cricket, Sales, Ticketing, Hospitality, Events and other departments to ensure marketing priorities are aligned with wider Club objectives.
• Build a culture of creativity, experimentation, accountability and continuous improvement.
• Present marketing performance, audience insight and recommendations to the Executive Team and Board when required.

Measures of Success

Success in the role will be measured against an agreed annual scorecard which may include:

• Ticket and hospitality revenue growth.
• Membership acquisition, income and retention.
• Retail revenue growth.
• Conferencing and events lead generation.
• Digital audience reach, engagement and growth.
• CRM and customer database growth and engagement.
• Email and digital marketing performance.
• Marketing campaign conversion and return on investment.
• Fan and customer satisfaction.
• Partner activation and commercial value.
• Brand awareness and audience development.

Person Specification

Essential

You will have:

• Significant experience delivering successful marketing strategies and campaigns within a consumer-facing organisation.
• Demonstrable experience of using marketing to drive revenue, customer acquisition and retention.
• Strong practical experience using HubSpot or a comparable CRM and marketing automation platform, including audience segmentation, email marketing, automated customer journeys, lead generation, campaign management and performance reporting.
• Experience managing, developing and motivating a high-performing team.
• Strong understanding of brand development and creative campaign execution.
• Experience using data and insight to make commercial and marketing decisions.
• Excellent written and verbal communication skills.
• Strong commercial judgement and an understanding of how marketing contributes to organisational growth.
• The ability to operate both strategically and hands-on within a fast-moving organisation.
• Strong project management and prioritisation skills, with the ability to manage multiple campaigns and deadlines simultaneously.
• A creative and curious mindset with a willingness to test new ideas and challenge established approaches.
• The ability to collaborate effectively with colleagues across different functions and levels of an organisation.
• Flexibility to work evenings and weekends when required due to the nature of professional sport.
• Strong practical understanding of paid digital marketing, including campaign planning, audience targeting, optimisation, attribution and measurement of return on investment.
• Experience leading external communications, with the judgement and confidence to manage media relations, significant announcements and sensitive or reputational issues.

Desirable

It would be advantageous to have:

• Experience within sport, entertainment, leisure, hospitality, live events or another experience-led consumer business.
• Experience marketing live events and experiences.
• Experience managing PR, media relations and corporate communications.
• Experience developing video and digital content strategies.
• Experience working with commercial partners and integrating sponsors into marketing campaigns.
• Experience developing audiences beyond an organisation’s traditional customer base.

Other Responsibilities

We expect our people to demonstrate and promote our values at all times to ensure Worcestershire County Cricket Club’s brand is held in the highest regard both internally and publicly. It is expected that you will:

• Be proactive in promoting inclusiveness across the Club and report any discrimination that you witness.
• Be committed to safeguarding and promoting the welfare of children, young people and adults at risk who visit or engage with the Club.
• Promote a positive environment that is welcoming, friendly and supportive.
• Foster a culture of togetherness and contribute to a strong team ethic.
• Represent Worcestershire County Cricket Club professionally at all times.

The nature of our work and the size of our team requires everyone at