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Head of Customer Engagement - Sport

Job Title: Head of Customer Engagement - Sport
Contract Type: Permanent
Location: London
Salary: Competitive
REF: 2211DB
Contact Name: Davey Blofield
Contact Email:
Job Published: 5 months ago

Job Description


Responsible to Location 

Salary - Competitive

About the role

Marketing and Commercial Director

The National Tennis Centre, 100 Priory Lane, Roehampton, London, SW15 5JQ 

The LTA’s vision is “Tennis Opened Up” and its mission is to make tennis Relevant, Accessible, Welcoming and Enjoyable. The Marketing and Commercial Team is responsible for creating and delivering the LTA’s marketing strategy to help deliver against this mission, in addition to managing commercial relationships with existing and future partnerships

The Customer Engagement Team is responsible for building the LTA’s relationship with Players and Fans and key members of the game’s infrastructure, clubs, counties, volunteers.

The Head of Customer Engagement is a cornerstone role in delivery of the VMOST in that it will heavily influence the delivery of; an engaged fan base, and also support our participation objectives.

The Head of Customer Engagement will be responsible for a significant business transformation in the Customer Engagement area and be a catalyst for a new way of working within not only Customer Engagement but also across the wider business. It will be crucial that the role holder has the gravitas to lead the entire business to a position where collection of data is at our core. Analysing that data to set our customer and data strategies and quickly learn from test and learn programmes will be key. They must be capable of placing the collection and analysis of data at the heart of LTA customer Engagement and of delivering content that allows us to engage with numerous different customers with different needs.

The Head of Customer Engagement will be a seasoned Customer Engagement strategist capable of working with complex data and handling complex delivery models through our new customer engagement platform and will ensure that we deliver a personalised service to current and future customers. They will lead the creation of the annual customer marketing plan and will possess the necessary experience to transform our customer engagement team and take the LTA to a new level in personalised customer engagement marketing to our many audiences designed to deliver acquisition, engagement and retention of existing; players, members and fans. Finally the Head of Customer Engagement will also be required to review our current membership programme and propose our future membership and fan model.

Key Accountabilities

  • Transform LTA customer engagement
  • Develop and lead the customer engagement team to be highly capable and effective
  • Ensure the customer engagement team rigorously analyse our database to deliver clear insights and action
  • Guide and oversee our data strategy based upon insights derived from a robust test and learn programme
  • Generate strategy for relevant and personalised communications to our target audiences
  • Define the customer strategy
  • Use data analytics to define audiences and quickly test and learn
  • Identify key target groups via data analysis
  • Guide and oversee the creation and management of a clear measurement framework to evaluate engagement – engagement scores
  • Create the annual customer marketing plan to generate and manage leads, engage existing fans and players
  • Build strong relationship with Head of IT, Salesforce and Systems integrator to deliver benefits of SCV programme
  • Deliver and curate a clear customer engagement reporting suite
  • Build increasingly personalised engagement activities within the Salesforce marketing module
  • Deliver database segmentation
  • Ensure all communications contain compelling content created with target audience in mind and feature content that builds in the eye of the audience as they engage with LTA, varying according to the customers response(s)
  • Propose and oversee channel mix for communications
  • Create CRM campaigns and programmes to support business requirements from Competitions, Safeguarding, Performance, Participation teams and Major events (lead by the Marketing and Digital team plan)
  • Delivery of BTM membership numbers and revenue

This role will be a key member of the Marketing and Commercial leadership team and will have significant experience in; transforming business customer engagement capabilities, implementation of new Customer Engagement systems, team upskilling in the Salesforce environment, use of Salesforce Marketing module, creating data strategies founded upon insightful data analytics and creation and delivery of customer loyalty programmes


Person Specification

Previous Experience of:

  • A change agent with the gravitas and the experience to take the LTA to a new level in Customer Engagement.
  • Experience of developing plans and selling in up to board level
  • Possess the proven ability to transform a Customer Engagement department
  • An experienced Customer Engagement specialist with experience of systems development and implementation of new systems specifically Salesforce Marketing module
  • Demonstrable experience of setting customer strategy.
  • Demonstrable experience of steering data analytics and strategy
  • Significant experience of implementing test and learn programmes to identify optimum ways of engaging target audience and existing customers to deliver acquisition, engagement and retention target
  • Demonstrable experience of developing customer loyalty programmes
  • Experience of sports / NGB sector preferable but not mandatory
  • Proven ability to build strong relationships with key stakeholders up to Exec and Board level
  • Team leadership experience with a proven ability to lead project/programme teams
  • Proven track record of managing a membership and loyalty programme
  • Proven ability to turn concepts into reality and to manage plans and programmes to budget
  • Previous experience of working multi functionally to deliver projects to a deadline
  • A strong consumer marketer with considerable experience of creating plans designed to appeal to clearly defined target audiences


Knowledge, Training & Qualifications:


  • Highly numerate and analytical with the ability to manage complex budgets and deliver business cases when required
  • Excellent communication and presentation skills
  • Excellent organisation, time management and presentation skills
  • Effective IT skills including: Word, Excel, PowerPoint, Outlook
  • Educated to degree level or equivalent

Personal Attributes:


  • Strong personal communication and presentational skills
  • Work effectively within the team to inspire and engage others
  • Use appropriate interpersonal styles to influence others and gain buy-in


  • Ability to recognise the need for discretion and confidentiality at all times
  • Excellent organisation skills with ability to prioritise work and stay calm under pressure
  • Provides clear and succinct reasons for decisions taken and takes responsibility for those decisions


  • Ability to quickly establish confidence, credibility and influence, particularly at a senior level
  • A genuine passion for people and delivering excellent customer service
  • Goes the extra mile and encourages others to do the same


  • Strong organisation, prioritisation and time-management skills
  • Excellent communication with the ability to produce written material to a high standard
  • Strives to be the best that they and the team can be
  • Ability to work on own initiative and appreciate the high level of accountability

The Executives In Sport Group are exclusively retained on behalf of the Lawn Tennis Association to recruit a Head of Customer Engagement. All direct applications and agency enquiries will be passed directly to The Executives In Sport Group.