Senior Marketing Manager in Bolton - EFL (English Football League)

About The Role

Role Purpose

This is a key senior position for a passionate and commercially astute marketing professional, responsible for architecting and executing a modern, integrated marketing strategy that achieves the club's commercial objectives. Working in close partnership with the Head of Marketing and Communications, the Senior Marketing Manager will be a custodian of the fan's digital journey, developing innovative, data driven campaigns that drive revenue across all commercial verticals.

Main Areas of Responsibility

Marketing Strategy & Campaign Management

Develop all marketing strategies through the lens of the 'One Club, One Community, One Town' ethos, ensuring that every campaign serves to deepen supporter engagement and reinforce the club's position at the heart of the local community.
Lead the development and execution of fully integrated, end-to-end marketing campaigns, from creative briefing through to delivery and post-campaign analysis, ensuring alignment with the club's overarching commercial goals.
Take ownership of the master marketing calendar, coordinating with all relevant departments to ensure a consistent, timely and strategically sequenced flow of promotional messages across all channels.
Assume full ownership of campaign budgets, ensuring meticulous tracking of expenditure and providing detailed ROI analysis for all marketing activities.
Produce regular, detailed performance reports for senior management, presenting clear data on key metrics and providing actionable recommendations for future strategic planning.

Digital Marketing & Fan Data Intelligence

Oversee the development and optimisation of the club's supporter data strategy. This involves implementing robust processes to capture valuable data at every touchpoint, including ticketing, retail, hospitality and digital platforms.
A critical part of this responsibility is to ensure all data collection, storage and marketing activities are fully complaint with GDPR and other relevant data protection regulations.
Lead the club's CRM and supporter data strategy, building a single, unified view of each fan. Utilise this data to implement sophisticated segmentation for personalised, automated communications that drive engagement and conversation.
Oversee the club's high-volume email marketing programme, ensuring it functions as a primary channel for both fan communication and direct revenue generation.
Manage all paid media activity, including PPC and paid social advertising, with a rigorous approach to A/B testing, audience targeting and conversion rate optimisation.
Utilise Google Analytics and other data platforms to monitor, analyse and optimise the end-to-end digital fan journey, translating complex data into clear commercial insights.

Commercial Revenue Growth

This role is directly accountable for developing marketing strategies that drive revenue across the club's four principal commercial verticals. The successful candidate will be expected to build distinct marketing plans for each area, tailored to their specific products and target audiences.
Ticketing - Season Tickets, Matchday Tickets, memberships via e-ticketing platform - Maximise matchday attendance and grow the recurring revenue base through membership schemes.
Club Bolton - Multi-tiered hospitality suites, non-matchday conference and events - Build the "Club Bolton" sub-brand; drive bookings through sophisticated audience segmentation for premium and corporate products.
Retail - Official Macron kits, training wear, merchandise via online store.
Wanderers TV - OTT subscription service with exclusive video content - Grow the global subscriber base and increase fan engagement through targeted content promotion.

Brand & Content Collaboration

Act as a key guardian of the club's visual and commercial brand identity, ensuring the consistent and correct application of the Bolton Wanderers brand across all internal and external communications.
Work in a close, creative partnership with the Communications Team, who own the organic content calendar, to ensure all marketing campaigns are infused with the club's unique tone of voice and are scheduled effectively across all digital channels.
Act as the primary marketing liaison for other departments, fostering strong, collaborative relationships to ensure complete alignment on all promotional activities.
Contribute to the creative process, ensuring that marketing messages are timely, relevant, consistent and optimised for performance across different channels and audience segments.

Team Leadership & Management

Provide direct line management, mentorship and professional development for the club's Videographer and Graphic Designer ensuring a high standard of creative output that supports all marketing campaigns and football content.
Provide direct line management for the Marketing and Communications Executive, overseeing their workload and professional development, while ensuring they provide effective support to the Communications Manager and wider department.
Conduct regular one-to-one meetings and performance reviews to ensure high standards of output and facilitate professional growth within the team.

General Responsibilities

BWFC seek to ensure that all children and young people are protected and kept safe from harm while they are with staff and volunteers within Bolton Wanderers activities. Everyone at Bolton Wanderers has a safeguarding responsibility to all work colleagues, fans and any vulnerable adults and children.
Be an ambassador of the Group, providing excellent customer service at all times whilst portraying a professional image.
Perform other duties as required, which are considered relevant to the post and to the objectives of the Group as identified by the Head of Marketing and Communications.
Treat all colleagues as customers ensuring respectful positive outcomes across communications.
Adhere to and abide by all BWFC policies, procedures, and guidelines especially remembering responsibilities to others under Equal Opportunities, Health and Safety, Equality and Diversity.
This post is subject to a DBS disclosure.

About The Candidate

Essential Experience & Qualifications

A degree in Marketing, Business or a related field.
Experience in leading or managing a team, with the ability to mentor and develop creative and marketing professionals.
Advanced, hands-on experience with CRM and email marketing platforms (e.g. Salesforce Marketing Cloud, Hubspot), with proficiency in marketing automation and data segmentation.
Demonstrable expertise in managing performance-based paid digital media campaigns, particularly Google Ads and paid social media.
Advanced proficiency with Google Analytics and a history of using data analysis to inform and optimise marketing strategy and user journeys.
Excellent project management and organisational skills, with the ability to manage complex, multi-channel campaigns and multiple stakeholders simultaneously.
Strong commercial acumen, including experience managing marketing budgets and a deep understanding of reporting on ROI.

Desirable Attributes

A demonstrable passion for the club's 'One Club, One Community, One Town' ethos and a clear vision for how to embed these values into a modern, commercial marketing strategy.
While experience in the sports, entertainment or media industry is welcome, it is not a prerequisite.
Candidates with a strong background in other fast-paced, direct-to-consumer sectors are encouraged to apply.
Experience within the retail sector, particularly in an e-commerce context, would be an advantage.
A genuine interest in football and an understanding of the unique culture of a football club and its supporters.
The ability to thrive in a fast-paced, ambitious, and collaborative environment.
Experience in a subscription-based business model (e.g. OTT streaming, memberships).

About The Club

As a founder member of the Football League (EFL), Bolton Wanderers is a football club that is internationally renowned, having played in all four professional leagues of English football, as well as winning the FA Cup on four occasions.

Since the 2019 acquisition by Football Ventures (Whites) Ltd, a new chapter is underway for Bolton Wanderers and Bolton Stadium Hotel, focused on actively shaping a dynamic and enduring future. We are committed to a distinctive approach, driving the club's progress with ambitious plans realised through practical, genuine and comprehensive strategies.

As we continue striving towards achieving greater success, we now have a fantastic opportunity for a passionate and commercially astute marketing professional to join our team as Senior Marketing Manager.

The successful candidate will be an experienced operator who can translate the club's "One Club, One Community, One Town" ethos into effective commercial outcomes, strengthening the bond between the club, its supporters, and the wider Bolton family. This is an exceptional opportunity for a talented marketer to make a significant impact within a driven team, helping to write the next chapter in the club's history.

As as equal opportunities employer, Bolton Wanderers Football Club is committed to the equal treatment of all current and prospective employees and does not condone discrimination on the basis of age, disability, sex, sexual orientation, pregnancy and maternity, race or ethnicity, religion or belief, gender identity, or marriage and civil partnership.

We aspire to have a diverse and inclusive workplace and strongly encourage suitably qualified applicants from a wide range of backgrounds to apply and join us.

BWFC seek to ensure that all children and young people are protected and kept safe from harm while they are with staff and volunteers within Bolton Wanderers activities. Everyone at Bolton Wanderers has a safeguarding responsibility to all work colleagues, fans and any vulnerable adults and children.

www.bwfc.co.uk/club/equality-diversity-and-inclusion

www.bwfc.co.uk/club/one-wanderers-family-safeguarding

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Senior Marketing Manager

About The Role

About The Candidate

About The Club

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