Commercial Insights Analyst

At Sunderland AFC, you’re not just becoming part of a football club; you’re entering a vibrant community fuelled by passion and pride. Our commitment to making a difference means you’ll engage with local initiatives that truly matter, allowing you to leave a positive impact right here at home.

You’ll thrive in an exciting, dynamic atmosphere where every day is a new adventure filled with the thrill of football and teamwork. We believe in nurturing talent, so you’ll have access to training programs and mentorship opportunities.

Our diverse and inclusive culture celebrates individuality, ensuring that every voice is heard and valued. You’ll be part of a team that unites in the spirit of collaboration and respect, making your work environment both rewarding and inspiring.

We are a team of passionate innovators and problem-solvers committed to powering the club through data and technology. Our mission is to deliver actionable insights and strategic intelligence that drive informed decision-making, commercial growth, and competitive advantage across the organisation.

Weare responsible forthe utilisation and optimisation of the club's physical and digital technology estate — spanning infrastructure, platforms, and applications — ensuring every system and tool is leveraged to its fullest potential. At the forefront of our approach is the progressive adoption of Artificial Intelligence, embedding AI-driven workflows and capabilities across both football and business operations to unlock new efficiencies, automations, and surface insights at pace and scale.

This is a high-impact opportunity for an experienced insight professional to shape the commercial intelligence function at the club. As Commercial Insights Manager, you will own the development and evolution of dashboards and reporting frameworks that provide clear, real-time visibility into performance across commercial partnerships, premium hospitality, ticketing, and retail operations.

Your analysis will be central to identifying and unlocking revenue optimisation opportunities — from upsell potential and price elasticity through to attendance drivers — directly influencing the club's financial strategy and commercial roadmap.

You will support the partnerships function on sponsorship valuation and partner reporting, delivering compelling, data-driven evidence of audience reach, engagement, and ROI to support partnership retention and growth. Beyond that, your work will span premium product performance, fan segmentation, and supporter journey analysis — translating complex data into actionable strategies that sharpen marketing effectiveness, deepen fan loyalty, and accelerate revenue generation.

Working closely with the club's data architecture/engineering partners and senior business stakeholders, you will champion data quality, and play a leading role in embedding a data‑literate culture across our commercial teams.

• Demonstrable experience leveraging AI workflows to drive innovation, enable commercial growth, and improve operational efficiency
• Proven ability to build or contribute to fan or customer segmentation models
• Strong proficiency in SQL for data extraction, transformation, and analysis
• Competency in Python or R for statistical analysis and modelling
• Hands‑on experience with BI and visualisation tools such as Tableau, Power BI, or equivalent platforms
• Solid understanding of data warehousing principles and experience working with cloud data platforms (e.g. AWS S3, Redshift, or similar)
• The ability to communicate insight clearly and confidently to non‑technical stakeholders, including at senior level
• Above all, we are looking for a highly organised, proactive individual who can manage competing priorities, meet deadlines, and take genuine ownership of the insight’s programme.

The successful candidate will be required to obtain an Enhanced DBS check as a condition of employment.

Location:

Sunderland, Tyne and Wear, United Kingdom, SR5 1SU

Permanent
- Full‑time

This is a full‑time, on‑site role based at the Stadium of Light. Applicants must have the right to work in the UK,…