Editorial Lead

Editorial Lead – Birmingham City Football Club

This role is responsible for developing and managing the club’s written voice across website, app, programme and campaigns. This role will also influence the editorial tone across key marketing channels such as e-commerce and CRM while working closely with social, PR, and wider communications teams.

The successful candidate will create compelling, commercially aware copy that brings the club brand and products & service to life, while ensuring consistency across all touchpoints.

Working closely with Creative, Marketing, E-commerce, Product, and Commercial teams, this role will lead editorial planning development and act as the internal expert on tone of voice and brand storytelling, helping shape the month-by-month editorial themes across BCFC output.

• Own and develop the brand's tone of voice across these key channels
• Create copy for web/app/programme stories, features and campaigns
• Support product launches, seasonal activity, and promotions
• Develop headlines, taglines, campaign messaging, and creative concepts
• Ensure copy is engaging, distinctive, accurate, and aligned with the club communications story house

• Help guide, create and optimise website content from other departments
• Develop editorial guidelines for copy on email, CRM, social media, digital campaigns, and paid advertising
• Ensure content is fan-focused, commercially effective, and SEO-friendly
• Review and improve existing content to support engagement
• Develop core football stories, articles, features, and wider editorial content
• Create compelling stories around management, players, opposition, league and cup campaigns, and the wider club branding ambitions
• Support PR, Influencer, and Marketing teams with relevant football-led messaging and content

• Work closely with Creative, Marketing, PR, and Commercial teams
• Manage multiple briefs and deadlines while maintaining a consistently high standard
• Provide creative input and constructive challenge to strengthen messaging
• Ensure copy is delivered accurately and on time

• Maintain editorial calendars & schedules across core football and wider digital/comms activity
• Help lead the thematic approach to editorial planning within the content & production teams across video/social/programme/website.
• Monitor content performance (Google Analytics) and use insights to improve future activity
• Share recommendations and learnings with relevant teams

• Experience in Copywriting, Content, Brand Communications, or a similar role.
• Passion for sports editorial with portfolio of published work across print and digital.
• Experience with in sports, lifestyle, fashion or retail brands welcome.
• Exceptional written English and strong storytelling skills.
• Proven experience developing and maintaining a brand tone of voice.
• Strong digital and commercial awareness and understanding of customer-focused copy.
• Excellent communication and stakeholder management skills.
• Highly organised with strong attention to detail.
• Experience across digital channels such as e-commerce, CRM, social, campaigns, and product.
• SEO, analytics, and AI copywriting experience would be advantageous.

At Birmingham City Football Club
, we put people at the heart of everything we do. When you join the Club, you become part of the Blues family — and that comes with a range of benefits designed to support you both inside and outside of work.

• A dynamic hybrid working environment
• Matchday Tickets
• Blues Store Discount
• Life Assurance
• Pension Scheme
• Eye Care Voucher
• Cycle to Work Scheme
• Help@Hand

Birmingham City Football Club is committed to safeguarding and promoting the welfare of children, young people…