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Chief Marketing Officer - Football - Dugout

Job Title: Chief Marketing Officer - Football - Dugout
Contract Type: Permanent
Location: London
Salary: Excellent package
Start Date: ASAP
REF: DS1123
Contact Name: Darren Simmons
Contact Email:
Job Published: over 1 year ago

Job Description

Dugout is an innovative new digital football platform which takes fans off pitch and behind the scenes of the beautiful game. In a world first, Dugout gives football fans one single place to connect with their favourite clubs and players and away from the noise of multiple social media and news sites.

The Chief Marketing Officer will have responsibility for all brand and marketing activities including: brand identity, positioning, product marketing, communication and awareness.  In addition, working closely with other key internal stakeholders, the CMO will have a central role in user acquisition, retention and conversion strategies.

The CMO will be leading the entire Marketing function (B2B and B2C) and, at the same time, leading the collaboration plan with the counterpart Marketing functions of football clubs who publish on the Dugout platform.

Broadly, the high-level role purpose and duties are as follows:

  • Implement the marketing strategy succinctly and effectively, clearly outlining purpose, performance expectation, budget requirements and to be responsible for the ROI of all marketing campaigns.
  • Recruit, manage and oversee the Marketing team: define team structure, work with the People team on hiring, set goals, expectations and performance guidelines.
  • Select marketing agency partners and review their activities.
  • Partner with the Development (Technology) team to oversee the ongoing development of and maintenance of the company website and apps.
  • Manage the global social media presence, from a marketing perspective (as Content has its own social media specialists) within budget, brand and compliance guidelines and track conversion rates to enable any improvements.
  • Implement a culture of experimentation and innovation across digital channels that will deliver a positive step change in growth, user experience and conversion rate.
  • Analyse lead generation to provide regular reports to the sales team as well as provide ongoing analysis and reporting of acquisition and CRM activity.
  • Ensure metrics are in place to track, analyse, optimise, report and recommend on all digital acquisition communications by partnering with the Data team.
  • Ensure that all campaigns adhere to the overall strategy. Establishing all KPIs and ensuring strong performance against them. Supporting all campaigns to deliver optimum execution.
  • Provide regular quantitative and qualitative reporting around performance of marketing campaigns, customer strategy and consumer insights to drive change in the marketing approach and measure results as well as evaluation customer research, market conditions and competitor data.
  • Keep up to date on new marketing trends including the identification and application of innovative technologies within industry and emerging media.
  • Oversee the brand reputation of company and work with relevant departments to ensure the image of the company is in line with the vision of the Board.

The individual – this is what we are looking for and what great performance is going to look like when it comes to the role

  • Extensive marketing experience including experience in a managerial role – leading by example, professionally shepherding the careers of others and ensuring that technical and personal development is occurring.
  • Established experience of working within both digital and sport sectors.  Further, this is a role for someone who not only understands how digital publishers work but who also understands the idiosyncrasies of how individual sport verticals work and who can calibrate their team’s approach accordingly.
  • Experience in procuring and thereafter managing third party providers including but not limited to PR agencies, activation agencies, brand consultancies and event management companies.
  • Someone who truly understands what being in a start-up or early-stage environment looks like – the hours required (games take place in the evenings and weekends so the individual may be required from time to time to support club and Dugout marketing initiatives), the commitment required, the ability to work in an agile and fast-moving environment and the need for a “roll up sleeves” approach.
  • Entrepreneurial personality and passion for success.
  • A natural leader dedicated to the team’s success without sacrificing the broader company vision.
  • Combination of strategic thinker and hands-on executioner.
  • Excellent writing, communication and presentation skills.
  • Proven ability in recruiting, building, managing and leading a powerful Marketing team.

The cultural “fit” – this is what we are looking for and what “they get it” is going to look like

  • Responds positively in a fast-moving environment where some unpredictable matters will occur. Good with change. An individual who is level-headed under pressure, broad shouldered, who doesn’t let people see them sweat it and who are strong when it comes to controlling their emotions when the tempo is fast and the pressure is on.
  • Evidence of creativity, ideas and solutions in prior roles – an individual who wants to move their career and profile forward and show that they can create meaningful value, enterprise or otherwise.
  • The individual should enjoy the relationship management features and be able to demonstrate what they have achieved in that respect - an engaging character and the gravitas that means counter-parts enjoy being around them.  In short, people have to want to deal with them and they have to like them.  At the same time when it comes to getting things executed and “done” they need to be able to concentrate, focus and deliver.  Those that are easily distracted or too casual will not make it.
  • The ability to work effectively in matrix and multiple stakeholder environments (UK and overseas) and both internally and externally, and where daily, quick turnaround interaction with technical and commercial decision makers will be the norm.  We have a relaxed and supportive environment but team members have to always have line of sight to high standards of professionalism at all times.
  • Used to working with high intellect leadership groups and, at the same time, delicately balance this with working with a broader range of contacts on the client side whose talents may be different and diverse but who nonetheless play a key contributor role to the Company’s commercial goals.  The individual needs to know-their-audience and calibrate their approach appropriately (strong emotional intelligence).
  • Strong communication skills – both written and verbal - able to speak confidently and compellingly about proposals and concepts but at the same time have a strong instinct for, “Is this the right time to be saying this?” and to be considerate of what is going on in the broader environment, i.e. critical deadlines in play, etc.
  • Confidence and an engaging manner - strong techniques for presenting to leadership and key stakeholders (internal or external).
  • This will not be a 9-5 environment. The Company is in its early stages and where the audience and counter-parts are cross-border and on timelines beyond London.  The Company does not expect to disrupt its team members’ work-life balance but, at the same time if its team members want this type of unique career opportunity then there will need to be open-mindedness and flexibility.

What is Dugout?

Dugout is an innovative new digital football platform which takes fans off pitch and behind the scenes of the beautiful game. In a world first, Dugout gives football fans one single place to connect with their favourite clubs and players and away from the noise of multiple social media and news sites.

Dugout has already received unprecedented support from the global football community and shareholder clubs include: Arsenal FC, Chelsea FC, Manchester City FC, Liverpool FC, Paris Saint-Germain FC, FC Bayern Munich, FC Barcelona, AC Milan and Juventus FC plus many more across Continental Europe and the rest of world.  Dugout hosts exclusive content created by the clubs and players for at least 24 hours before it is seen anywhere else, making it the primary source for fans to get to exclusive news on the clubs and players that they love.

Dugout sells targeted advertising on its platform, similar to most media companies. The website and mobile app is accessible on desktop, tablet and mobile and, at the current time, is available in the following languages: English, French, German, Italian, Spanish, Catalan, Portuguese and Bahasa Indonesian.

People culture

Dugout is diverse in respect of the demographic of its talent and their backgrounds. Hires are made based upon their direct and transferable experience, their open-mindedness to the change that occurs in a new business, their willingness to work in a team and importantly their capability to work in an organisation where the tempo is fast but where quality is never sacrificed.

Dugout’s people have to be better than just good. We only want to hire individuals who have potential, who want to get ahead and make a name for themselves and who are looking for an exciting and game changing place to work in.  The ability to execute at a consistently high level and on a consistent basis is critical.

The Executives In Sport Group are exclusively retained on behalf of Dugout to identify, screen and appoint the Chief Marketing Officer. All direct applications and agency enquiries will be passed to Darren Simmons at The Executives In Sport Group, for review.