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Our client is a market leader within 5 a side Football Centre operations. They are currently looking to recruit a National Marketing Manager to join their head office team.
Role Purpose
The National Marketing Manager leads the development and delivery of the national marketing strategy, overseeing digital and offline campaigns that drive footfall, elevate brand visibility, and support commercial performance across all clubs. This is a strategic and hands-on leadership role, working cross-functionally with Operations, external agencies, and our internal marketing partner.
Key Responsibilities
Strategic Planning & Market Insight
- Develop a comprehensive national marketing strategy aligned with business goals and operational priorities.
- Conduct SWOT and competitor analysis; define target customer segments and personas.
- Monitor macro and local market trends to identify opportunities and mitigate risks. Brand Management & Creative Direction
- Define and uphold brand positioning, storytelling, messaging, and values across all touchpoints.
- Oversee the consistent application of brand standards in visual identity, tone of voice, and content creation.
- Manage internal brand governance and lead cross-departmental training on brand compliance.
Campaign Development & Execution
- Lead planning and rollout of integrated, multi-channel marketing campaigns across digital, print, and in-centre media.
- Align messaging across paid media (PPC, display), CRM, social, SEO, and club activation.
- Collaborate with Operations to support venue-specific promotions and footfall-driving initiatives.
Digital & Website Oversight
- Manage external digital agencies to ensure performance across website, SEO, and SEM.
- Monitor website analytics, UX performance, and conversion metrics; oversee content improvements.
- Lead the integration of content, automation, and analytics across digital tools (Google Analytics, Klaviyo, CMS).
Budget Management & ROI Tracking
- Develop and manage the marketing budget, ensuring spend is ROI-positive.
- Maintain tracking mechanisms for spend vs. performance; conduct regular variance analyses.
- Present campaign performance updates and budget forecasts to senior stakeholders. Operational Alignment
- Partner closely with Operations and Clubs to align marketing priorities to localised needs.
- Identify and support underperforming clubs with tailored marketing interventions.
- Deliver clear, actionable reporting that helps inform business decisions.
Team Leadership & Collaboration
- Foster cross-functional working relationships across departments including EDI, Commercial Partnerships, and Customer Services.
- Support execution of partner activations and drive engagement across commercial campaigns.
Person Specification Qualifications
- Bachelor's degree in Marketing, Business, or a related field (CIM qualification advantageous).
- Minimum 2 years in a senior marketing role, ideally in sport, leisure, or hospitality.
Essential Experience & Skills
- Proven ability to create and execute successful marketing strategies.
- Hands-on digital marketing expertise (PPC, SEO, social, email, content, analytics).
- Confident budget management with a track record of ROI delivery.
- Strong leadership, analytical, and communication skills.
- Experience managing agencies and cross-functional teams.
Desirable
- Understanding of the UK football and leisure market.
- Experience with CRM systems and marketing automation tools.
- Commitment to equality, diversity, and community-focused marketing.
