Fan & Audience Insights Lead

Job Title: Fan & Audience Insights Lead

Job Grade: RL3 (Lead)

Reports to: Head of Insights & Strategy

Location
:
Vantage

Department
:
Marketing Services

Sub-department: Insights & Strategy

Salary: £50,000

Brentford FC is a bit different from other Premier League football clubs. We put our fans first, we are a true community club and while we are financially sustainable, we are not afraid to take calculated risks. We take huge pride in our environment and culture within the Club which focuses on development, inclusion and not being afraid to think differently.

Being progressive, humble and respectful while sticking together as one team across the Club guides how we work and the decisions we make each day.

We also firmly believe that a diverse workforce is a better workforce which will help us develop ideas, solve problems and ultimately grow Brentford FC.

We play in a new stadium, 15 minutes from Heathrow in vibrant west London.

We will never forget where we have come from, but we are excited about the future that lies ahead.

The role of the Insights & Strategy department at Brentford is to leverage data, research and strategic analysis to drive fan retention, growth and commercial revenues. As part of the team, the Fan & Audience Insights Lead will be tasked with maximising the club's understanding of its fans' behaviours and attitudes, creating strategies to enable the club's next phase of growth.

The successful candidate will work across all phases of the fan life cycle. They will be responsible for keeping the club up-to-date with consumer trends, and will scope and run research projects to identify and size new growth opportunities. The Lead will act as a key advisor for the Marketing Department. Through fan behavioural data, survey data, panelled research and competitor analysis, they will identify specific target audiences, educating campaign planning and A/B testing.

They will then work alongside the rest of the Insights department to understand how fans interact with the club, including ticket and membership utilisation, providing further points of optimisation. Along with their direct report, a Senior Insights Exec, the Lead will be the main port-of-call for the Fan & Community Relations team. They will work to monitor fan sentiment through surveys and focus groups, with the aim of improving fan experience across all touchpoints with the club.

They will represent the Insights team at fan group meetings, presenting findings as part of key decision-making processes including ticketing and in-stadium experience. Finally, the Lead will also provide ad-hoc support to the Partnerships (sponsorship) team, demonstrating club's reach and engagement to prospective new partners, and impact measurement for pre-existing partners.

• Lead the club's market intelligence efforts, keeping the club up-to-date with emerging consumer trends
• Scoping and fulfilling targeted research projects aligned with the club's growth ambitions
• Work alongside the Marketing team to build out strategies to appeal to brand new fans and deepen engagement with pre-existing fans
• Ensure the fulfilment and effective analysis of all club fan surveys, reporting strategic recommendations to key internal and external stakeholders
• Analyse key fan behaviours (e.g. ticket utilisation, membership trends) to optimise decision making on new and existing club products and processes
• Lead the Insights team's relationships with the club's fan groups, presenting insights to support discussions around key business decisions
• Partnerships insights support, including fan and audience analysis and reporting on partnerships effectiveness
• Scope and build dashboards of fan data for key internal stakeholders to assist…