Head of Marketing & Communications

About this role

Job Title: Head of Marketing & Communications
Reporting to: Chief Revenue Officer
Location: Worcestershire County Cricket Club, New Road, Worcester, WR2 4QQ
Contract: Full time, permanent

Background
Worcestershire County Cricket Club is one of the 18 first-class county cricket clubs in England and Wales, with a proud history stretching back more than 155 years.

Our vision is to become Worcestershire’s premier destination for live sport, entertainment and hospitality, whilst providing great experiences for everyone who engages with the Club.

We are entering an exciting period of growth, with ambitious plans to grow our audiences, revenues and profile both on and off the field.

From filling New Road and growing our membership to reaching millions of people through digital content, developing our brands and attracting new audiences to cricket, marketing and communications will play a fundamental role in the next stage of the Club’s development.

We are passionate about our people and strive to create a welcoming, ambitious and supportive working environment that provides opportunities for our people to achieve their personal and professional goals.

Our values of Trust, Inclusiveness, Kindness, Resilience and Togetherness resonate across everything we do and define our culture and behaviours.

Purpose of the Role
The Head of Marketing & Communications will lead the marketing, brand, communications and content strategy for Worcestershire County Cricket Club, with responsibility for growing audiences, strengthening the Worcestershire and Worcestershire Rapids brands and delivering measurable commercial results.

Reporting to the Chief Revenue Officer and working across the Club, the role will lead the Marketing & Communications team and take ownership of how we attract, engage, convert and retain supporters, members, customers and audiences.

This is both a strategic and hands-on leadership role. The successful candidate will combine creative thinking with strong commercial judgement and data-led decision making, ensuring our marketing activity directly contributes to ticket sales, membership, hospitality, retail, venue enquiries, partner value and long-term audience growth.

The role will also oversee the Club’s communications, digital channels, content strategy and brand, ensuring Worcestershire CCC continues to build its profile locally, nationally and internationally.
Requirements
Key Duties and Responsibilities

Marketing Strategy & Revenue Growth
• Own and deliver the Club’s annual marketing strategy, campaign plan and marketing calendar.
• Develop and execute integrated marketing campaigns across paid, owned and earned channels.
• Drive measurable growth across ticketing, membership, hospitality, retail, conferencing and events.
• Develop strategies to attract new audiences while increasing engagement and value from existing supporters and customers.
• Work closely with Sales, Ticketing, Hospitality and Events teams to generate and convert both B2C and B2B demand.
• Own marketing budgets and ensure activity is focused on delivering measurable return on investment.
• Monitor market and consumer trends to identify new opportunities for audience and revenue growth.
• Continually test, measure and optimise marketing activity to improve effectiveness and conversion.

Brand & Creative
• Act as guardian of the Worcestershire CCC, Worcestershire Rapids, and New Road brands.
• Lead the continued development of the Club’s creative identity and campaign platforms.
• Ensure a consistent, distinctive and high-quality brand across cricket, commercial, venue and corporate communications.
• Lead the development of creative campaigns capable of engaging both existing supporters and audiences beyond traditional cricket fans.
• Maintain and develop the Club’s brand guidelines and ensure their consistent application across the organisation.
• Work with internal and external creative resources to ensure the Club produces high-quality and engaging marketing materials.

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…