Head of Marketing, Soccer Aid for UNICEF

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Job description

About Soccer Aid for UNICEF

Created by Robbie Williams in 2006, Soccer Aid for UNICEF is the world's biggest celebrity-charity football match, raising money to give kids the best start in life. Once a year, England take on their opponents, the Soccer Aid World XI FC. Supported by passionate fans in an iconic stadium and broadcast live on ITV and STV, the event harnesses the power of football to help make sure that children can grow up happy, healthy and able to play.

2021 was a record-breaking year, raising an incredible £13,014,769 - the most in Soccer Aid history! The money raised will help UNICEF's work around the world, so that children everywhere can have the childhoods they deserve.

The Role

Soccer Aid Productions is recruiting for an experienced Head of Marketing for maternity cover from Feb 2022 - Dec 2022. The post holder will work alongside the Head of Social and Head of PR, and be responsible for all elements of the marketing strategy to support the delivery of the below objectives:

• Optimise ticket sales
• Support colleagues at UNICEF to maximise donations
• Support colleagues at ITV to maximise viewing figures for the live show on ITV and STV
• Contribute towards the successful delivery of commercial partnerships

The role is currently working from home, with attendance at meetings as and when required.

Key Responsibilities

• Develop and deliver the multi-platform, audience centric marketing strategy
• Grow audiences and deliver on revenue targets
• Lead on ticket marketing
• Responsible for campaign reporting across paid + partner marketing, and wider marcomms activity, interrogating analytics with a view to deriving actionable insights
• Manage the development and delivery of the marketing campaign creative, working in partnership with UNICEF UK and ITV to ensure campaign elements are aligned
• Work within a multi-disciplined team to deliver shared objectives
• Lead agency relationships, ensuring Soccer Aid for UNICEF leverages external input, receives excellent service and delivers value
• Work with UNICEF UK colleagues to support the paid marketing strategy, where relevant, of fundraising propositions or donation asks
• Undertake research on core audiences; ticket buyers, and corporate partners
• Work with UNICEF UK colleagues to understand donor insights
• Use data and insights to deliver audience centric strategies, and strengthen our proposition for each target group, evolving the Soccer Aid for UNICEF brand
• Post campaign review of processes, applying learnings to encourage best practice
• Post campaign review of all creative assets, in collaboration with the UUK Content Lead, engaging all key stakeholders for feedback.
• Oversee financial management of the campaign marketing budget and performance monitoring, reporting on KPIs
• Deliver a detailed post campaign marketing report
• Build effective cross-organisational stakeholder relationships to ensure the strategy aligns with shared objectives
• Recruitment and management of in-house marketing roles
• Complex stakeholder and deadline management

Essential experience​

• Significant live event ticket marketing and budget management
• Experience of working with a 3 rd party box office
• Detailed understanding of using audience segmentation and insight to develop marketing strategies
• Experience of working within a fast pace, complex organisation or/and on a large scale multi-stakeholder campaign
• Developing, implementing and evaluating audience centric strategies in large, complex organisations/campaigns, that have grown audiences and delivered on revenue targets
• Delivering successful multi-platform marketing campaigns, including inspiring content and effective media plans
• Line management

Behaviours

• Promotes a positive and results focused culture, influencing and guiding others to achieve ambitious goals
• Translates strategic direction into medium and long term plans and objectives
• Communication and collaboration - consults others and shares expertise, know-how and ideas with colleagues for best results
• Solutions driven with a flexible working approach to respond to campaign/stakeholder needs

Desired

• Charity experience preferred but not essential
• Experience of working with high profile talent preferred but not essential

This is a unique and fast-paced role that would suit someone that enjoys working within a commercial marketing role and is looking to join a dedicated team on a large scale and exciting project.

Soccer Aid Productions

Soccer Aid Productions Limited (SAP) is a joint venture between Triple S Communications and UNICEF UK, and in partnership with ITV and Initial Productions are responsible for delivering Soccer Aid for UNICEF. Together we use football and entertainment to help children around the world to grow up happy, healthy and able to play.

Please note, only applicants invited for interview will be contacted.