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CRM & Insight Manager - Football

Job Title: CRM & Insight Manager - Football
Contract Type: Permanent
Location: Cardiff, Wales
Salary: Competitive
REF: 0511EH
Contact Name: Emma Holloway
Contact Email:
Job Published: 7 months ago

Job Description

The Executives In Sport Group are exclusively retained on behalf of Cardiff City Football Club to recruit a CRM and Insights Manager to join the club.

Role Summary

The successful candidate will work with the Head of Commercial to provide the required insight and business intelligence across the Club. This role will provide the information and evidence to make informed business decisions and will be key to delivering the Club’s strategies. The CRM and Insight Manager will utilise the Club’s CRM system to deliver insight in to fan behaviour, customer segments and sales, and be able to use the systems for delivering personalised direct marketing campaigns.


  • Providing key insights to inform long-term strategy club-wide
  • The planning and development of targeted direct marketing campaigns with input from HoD’s, that drive retention and loyalty to meet KPI’s and commercial objectives
  • The day-to-day management and overseeing of data to the Club’s CRM solution, ensuring data is imported from each of the club integrations
  • Acting as a key stakeholder within new projects (and system upgrades) across the business
  • Leveraging the CRM solution to provide personalised/tailored experiences to end users
  • Working with supporter marketing services provider to develop frequent supporter propensity modelling and data profiling to create customer segments, including the identification of supporter risk groups
  • To lead development of the club’s ‘Loyalty Ladder’; a visual aid used to communicate the journey of a fan
  • Produce further ad hoc customer analysis and insight as required
  • The day-to-day management of the CityCash Loyalty Scheme, which includes everything from regular tests to ensure data imports have taken place and club cash balances have been updated, to the setting up of new promotions and rules, and financial reconciliation
  • Supporting the Clubs commercial team in the identification of trends and prospects from general ticketing to high level partnerships
  • Understanding what the demographics of each segment of the clubs fanbase is and making specific recommendations on how best to target and engage with each segment
  • Conduct regular data cleansing projects across the Clubs’ data points to ensure maximum efficiency of all data analysis
  • Ensure that all work is completed in a priority basis and meets a high degree of professionalism, quality and craftsmanship
  • From time-to-time, to undertake various other tasks when required by Head of Commercial.

Qualifications & Skills

  • Experience of working in a similar position, managing a CRM solution with a practical understanding of how to collect, manage and analyse data
  • An understanding of online and multi-channel customer behaviour
  • A detailed knowledge of analytics, and an ability to draw insight from complex data
  • Experience of managing a loyalty scheme
  • Experience of managing relationships with agencies and suppliers
  • Project management experience
  • Strong MS Office skills with a high proficiency in Excel
  • Previous experience of working in a fast-paced environment (preferably sports)
  • Commercially driven
  • Ability to demonstrate strong communication skills and liaise with internal and external stakeholders
  • Ability to be flexible with work duties and hours as required by the business
  • Strong attention to detail
  • Commercially driven
  • A sports fan