Fan Growth & Experience Director Chelsea FC

The Rise of Women’s Football; Greater London; On-site; GBP 60,000 - 80,000; Full time

Job summary

A leading women's football club in Greater London is seeking a Fan Growth & Experience Director to lead fan engagement and marketing strategies. You'll drive initiatives to grow the fanbase and enhance the fan experience across digital platforms. The ideal candidate must possess extensive experience in senior marketing roles and demonstrated success in building international audiences. This full-time position offers a unique opportunity to impact women's football positively.

Benefits

Work with world-class talent

Culture of creativity and community

Commitment to equality and diversity

Qualifications

• Extensive experience in senior marketing or fan growth roles.
• Proven track record of building international audiences.
• Experience in managing end-to-end customer journeys.

Responsibilities

• Spearhead marketing activities to grow the fanbase.
• Define marketing plans to maximise matchday attendance.
• Drive improvements in fan journeys on digital platforms.

Skills

Strategic thinker

Stakeholder management

Digital platform expertise

AI-enabled marketing tools

Exceptional communication skills

Job description

Closing date: 5th January

We encourage you to apply as soon as possible. In the event that we receive a large number of applications, the position may be filled before the listed closing date. To avoid missing out, please submit your application at your earliest convenience.

About Chelsea FC Women

At Chelsea FC Women (CFCW), we are more than a football club; we are a movement. A movement that champions excellence, equality, and empowerment through the beautiful game. As one of the most successful women’s teams in Europe, we are committed to setting new standards on and off the pitch. We are now seeking a proven leader to drive the next wave of fandom growth domestically and internationally and strengthen the connection between the CFCW team and our supporters.

Job Description

The Role

As Fan Growth & Experience Director, you will spearhead all marketing activities to grow our fanbase (both match-going and broader) – combining industry-leading experience and best practices with the creativity and urgency to maximise our support. You will also own all areas of the CFCW fan journey (across discovery, engagement, transacting and matchday experience) – including the digital platforms / products central to CFCW fan experience.

You will oversee teamlets of dedicated CFCW personnel while collaborating with the wider Club marketing function in a matrixed environment – and you will work hand-in-hand with our Commercial Director on the design and rollout of any new fan-facing products and initiatives.

Key Responsibilities

Strategic Planning & Execution

• Matchday Attendance: Defining and executing a marketing plan to maximise matchday attendances, including a clear understanding of our targeted fan segments and well-orchestrated campaigns to win within each
• Fan Journey: Defining what our target fan journey should be (both for match-going and broader audiences) and outlining a clear plan to close any emerging gaps
• Platform / Product: Driving industry-leading improvements to all of our fan journeys on digital platforms (i.e. web, app, ticketing platforms, social media pages and channels etc.)
• Global Fandom: Defining key geographies for CFCW and how we show up for non-matchgoing fans and the key initiatives to drive new fandom
• Comms Planning: Outlining where, when and how CFCW should proactively show up in national / international media and key platforms across both Football and Business matters
• Social Media: Oversee all of CFCW’s social media platforms, incl. Instagram, TikTok, Facebook, X and YouTube
• Creative Production: Orchestrating CFCW’s content strategy across owned and 3rd party production

Operational Leadership

• Managing multiple teamlets dedicated to CFCW, across core marketing, social media and production – providing leadership and guidance to teams, and synthesising activities into a holistic approach for fan engagement
• Act as the key liaison between CFCW and the broader Club’s marketing departments (growth marketing, digital, entertainment, brand and creative), ensuring strong ways of working across the Club and alignment amongst Executive Level stakeholders to support the CFCW ambition.
• Define KPIs to track fan growth / marketing and journey performance, embedding clear processes to report these metrics regularly and efficiently to drive optimal decision making and course correction

Culture & People

• Foster a high-performance, inclusive, and values-driven culture that reflects the unique identity of Chelsea FC Women.
• Work to build trust with stakeholders and create a positive supportive culture focussed on people first and problem solving
• Support leadership development, team wellbeing, and staff engagement initiatives.

Communication & Coordination

• Facilitate communication between different departments and stakeholders, ensuring information flows smoothly and efficiently.

Representation & Advocacy

• Be a visible ambassador for women’s football within the club and externally.
• Champion equity, visibility, and innovation in how women’s football is represented, marketed, and experienced.

What We’re Looking For

Experience & Expertise

• Extensive experience in senior marketing or fan growth roles, running an end-to-end marketing function. Ideally within elite sports or entertainment, but experience in broader consumer-facing organisations will be considered
• Proven track record of building international audiences & fanbases, and delivering campaigns that resonate across multiple audiences to deliver exceptional fanbase growth (or customer growth, in the case of experience outside of sports)
• Experience in managing end-to-end customer / fan journeys, including digital platform / product oversight (i.e. web, app)

Core Skills

• Strategic thinker with strong creative skills in designing and building large-scale fan acquisition and engagement campaigns
• Adept at stakeholder management and navigating complex organisational structures, with the ability to manage CFCW fan growth objectives with a commercial, financial and club-wide lens
• Deep expertise with digital and social platforms, audience acquisition insights and fan engagement / trends
• Exceptional organisational and communication skills, including project managing large-scale campaigns with direct reports / broader stakeholders and upward management to achieve results effectively and efficiently
• Proficiency in AI-enabled and AI-native marketing & digital product tools to drive industry-leading innovation to the fan journey, with bonus points for an AI superuser who can champion AI adoption more broadly within CFCW

People Approach

• Empathetic leader with a collaborative mindset.
• Deep commitment to equity, inclusion, and the holistic development of athletes and staff.
• Ability to inspire trust, build relationships, and drive cultural alignment.

Vision for Women’s Football

• Passionate advocate for the growth and visibility of the women’s game.
• Understands the unique challenges and opportunities in women’s sport.
• Committed to pushing boundaries and setting new standards for representation, professionalism, and impact.

Why Join Us?

At Chelsea FC Women, you’ll be part of a club that’s rewriting the rules not just of football, but of what’s possible. You’ll work with world-class talent, in a culture that values courage, creativity, and community. And you’ll help shape the future of the game

Our commitment to Equality, Diversity and Inclusion:

At Chelsea we recognise that the diversity of our people is one of our greatest strengths and we are taking positive action to ensure our existing colleagues and job applicants can fully be themselves and bring their own unique experiences and perspectives to Chelsea FC. This means giving full and fair consideration to all applicants regardless of age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and maternity.

If you need reasonable adjustments made to the recruitment process, please reach out to your recruiter, who will be able to advise and support you.

Chelsea FC is fully committed to ensuring the safety and well-being of all children, young people and adults at risk (vulnerable groups). We therefore require all successful applicants to complete a DBS Check prior to starting employment. Depending on the role, successful applicants may also be required to undergo other child protection screening where appropriate.

This Job Description is not intended to be exhaustive; the duties and responsibilities may therefore vary over time according to the changing needs of the Club.

Tagged as: England, Full Time, Leadership & Management, women's football