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CRM Manager - The Football Association

Salary: Competitive

Location: Wembley Stadium

Closing date: midnight, Tuesday 25th April 2017


The Football Association (The FA) is the governing body of football in England. We are responsible for promoting and developing the game at all levels; from grass roots through to the professional game, The FA Cup and the England International teams, and has two core assets: Wembley Stadium and St George’s Park.

Overview of the role:

The role holder is responsible for the development, execution and optimisation of the Supporter’s Club. This includes the development of The FA e-communication channels and all CRM data processes to deliver reach, engagement and where appropriate, monetisation. You will also act as the co-ordinator and gatekeeper of all outbound FA emails. 

Key responsibilities include:

- Development of Supporters Club proposition across key audiences for the FA, including Men, Women and Children, including communication method, frequency, offers, sponsor integration, licensing opportunities i.e. mascots

- Execution of Supporters Club across audiences to deliver outstanding fan experience and leverage programme as a pathway to key FA objectives including attending matches, supporting the game and participation

- Responsible for the maintenance of the England Supporters Club members’ website

- Work across multiple stakeholders to identify opportunities to enhance the Supporter’s Club and deliver on acquisition and engagement goals

- Develop an overall FA email strategy to deliver on the balance of organisational goals with ensuring an optimal experience for our audiences, including frequency, best practices (subject title, #CTAs, length of email, CTA placement etc..)

- Collate a playbook with guidance for FA internal stakeholders

- Manage all internal clients’ request for outbound e-shots, and maintain a booking system and calendar to control flow and frequency of messages to targeted audiences. Passionately police FA e-communications to develop audience interest, loyalty and build.

- Advance use of email technology to shift towards marketing automation and dynamic email campaigns

- Manage data governance associated with marketing and communications campaigns. This will include – data hygiene, data extraction, data analysis, customer profiling and segmentation

- Define a structure in which to measure and track the success of all CRM campaigns regularly and provide insights and recommendations on a regular basis

- Manage The FA’s relationship with Smart Focus (third-party e-shot provider).

- Work alongside new Digital Engagement team to advise and deliver on FA Group CRM aspirations.

The successful candidate will have:

- A proven track record for developing and delivering CRM campaign programmes with stated KPIs

- Demonstrated ability to manage multiple customer types within one CRM system yielding optimum return from each group as relevant.

- Experience in CRM technology and how to use best to drive effective and efficient results.

- Worked with internal partners to create value-enhancing CRM-based communications.

- Proven track record for improving the output of CRM alongside other digital offerings such as web, social media.

- Ability to construct easily-digestible reports on CRM activity, with recommendations on future enhancements.

What we can offer:

- An exciting and challenging role within a changing, dynamic and world-renowned sports organisation.

- Attractive benefits and a competitive salary for the right candidate.


For more information & to apply visit The FA website