Blues is transitioning to operate as a media company, differentiating itself by building ‘fame’ through the content created across the organisation. This shift strengthens the Club’s reputation as a challenger brand on the rise, fuelling both fan base and commercial growth.
To support this transition, the Club is investing in infrastructure (two new media pods/studios), AI tools to enhance matchday content (WSC & STATSPerform), and additional team members (three new videographers, a social content creator for the women’s team, and an in-house photographer). Relationships with local universities will also create a talent pool to work with the team.
The new Head of Content and Production will unite the team and make a step change in the quality and quantity of output, particularly creating ‘reason to care’ content about players off the pitch.
The role will also involve adding new content products for commercialisation, such as a podcast series and a WSC matchday product, improving and growing BluesTV, and ideating new products to expand audience reach. The role takes a whole-Club view, managing an editorial calendar loaded with ideas and activities that drive engagement and commercial value.
This is a unique opportunity for a forward-thinking individual to create something new that others in sport and entertainment will want to emulate.
Responsibilities
* Build and motivate a team to think and act like a media company with a newsroom mentality, ensuring the content strategy drives fan engagement and commercial growth.
* Manage editors, photographers, content creators, and producers to ensure consistent, high-quality output.
* Identify and grow talented team members, setting the direction, discipline, and dynamism to push creativity and output.
* Collaborate with internal departments such as marketing, commercial, and corporate communications for cohesive content strategies.
* Develop relationships with external talent from universities and agencies to scale content production efforts.
Content, Editorial, and Broadcast Strategy
* Develop the content and production/broadcast strategy aligned with the Club’s publicly stated Ambition and brand guidelines.
* Manage the Club’s master editorial calendar.
* Ensure a balanced approach across men’s, women’s, academy, Foundation, and corporate content.
* Generate ‘reason to care’ content, focusing on players’ off-field activities and personalities.
* Spearhead new content products, such as podcasts and docuseries, to reach beyond the current fan base.
* Collaborate with sponsors and partners to develop branded content that aligns with Club values and commercial goals.
* Introduce ideas from other sports and entertainment sectors.
Innovation and Commercialisation
* Ideate and launch new content-driven products that can be commercialised and extend audience engagement.
* Improve and expand existing platforms, including BluesTV, to boost fan interaction and revenue.
* Leverage AI tools to enhance matchday content production, ensuring quality and innovation.
* Implement cutting-edge content trends to set the Club apart from competitors.
* Lead the Club in becoming a benchmark for others in sports and entertainment.
* Optimise the new media studios.
* Ensure consistently high-quality products from the team.
* Drive the creation of pre-match/matchday shows that deliver the desired fan experience and commercial value.
Planning and Measurement
* Create an annual plan defining KPIs for content success in terms of engagement, brand reach, and commercial returns.
* Review content performance metrics regularly to adjust strategy for continuous improvement.
* Develop quarterly, monthly, and weekly plans to guide the team and update leadership on progress.
* Create a performance dashboard with KPIs and deliver regular reporting to senior leadership.
Budget Development
* Create and manage the budget for the team.
* Work closely with finance to track spend and identify cost-saving opportunities.
What we're looking for in you:
* Bachelor’s degree in film production, broadcast, media studies, or a related field.
* Proven experience in all forms of media and storytelling.
* Experience managing a team and leading complex projects from concept to delivery.
* Experience working in a newsroom-style environment.
* Experience in sports or football content production.
Skills & Abilities
* Strong media knowledge and creative storytelling skills.
* Excellent leadership skills with experience in driving change.
* Track record of delivering high-quality content on time and within budget.
* Strong understanding of digital and social media platforms.
* Attention to detail and commitment to producing high-quality work.
* Ability to inspire bold, creative thinking in others.
Personal Requirements
* Passion for football/sport, driven to stay ahead of the competition with new approaches.
* Flexibility to work evenings, weekends, and holidays as required by the football calendar.
Terms of Appointment
* 37.5 hours per week, Monday to Friday.
* Evening and weekend work will be required.
* 20 days’ annual leave (rising by 1 day each year to a maximum of 25 days after 5 years), plus 8 statutory bank holidays.
Special Conditions
* Applicants will be required to undertake a DBS check (previously a CRB check).
* Employment offer will be subject to a medical clearance process.
Birmingham City FC is committed to equality and diversity. We welcome applications from all sectors of the community and will consider candidates based on merit, regardless of gender, race, disability, or any other protected characteristic. If you require adjustments during the recruitment process, please let us know in your application.
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