Marketing Executive (Grassroots)
The Marketing Executive will develop and deliver engaging marketing campaigns to support the growth, awareness and engagement of grassroots football in Wales. They will create, plan and analyse marketing activities to increase the number of coaches, referees, volunteers, players and participants involved in football. They will also build close relationships with grassroots clubs to elevate their marketing and communication needs.
KEY AREAS OF ACCOUNTABILITY OR RESPONSIBILITY
The FAW is looking to recruit a Marketing Executive to develop and deliver engaging marketing campaigns for grassroots football in Wales. Working closely with the Marketing Manager and various internal teams, the successful candidate will implement their marketing plans and identify key opportunities to grow community-focused football and ensure initiatives are inclusive and available for all. They will own the marketing activities to increase the number of coaches, referees, volunteers, players and participants by using a mix of different channels and messages to reach the right audiences. They will also play a key role in supporting grassroots clubs with their marketing needs. Lastly, they will work closely with other departments to increase the amount of focus on community football via storytelling and communications.
The key accountabilities and responsibilities are as follows:
* Identify key opportunities to grow all aspects of grassroots football in Wales, by planning and owning marketing activities to grow the number of coaches, referees, volunteers, players and participants.
* Develop and deliver an annual marketing plan to drive participation for the different programmes and participants, ensuring opportunities are inclusive and open to all.
* Develop a close working relationship with grassroots clubs, Area Associations and schools to identify key opportunities in elevating their marketing needs and activities, including developing marketing toolkits and programme resources.
* Use of value-adding marketing techniques to grow the game by identifying and understanding different audiences and delivering personalised messages.
* Identify opportunities to engage and encourage more women and people with disabilities and from different backgrounds to become involved with football.
* Work closely with the Grassroots, Referee, Coach Education and Player Pathway departments on promoting different initiatives and programmes throughout the year.
* Work with the FAW’s communications department to identify opportunities in increasing the visibility of FAW’s grassroots initiatives.
* Work in collaboration with the FAW’s communications department to generate new content ideas to showcase the stories in grassroots football to drive engagement and sales.
* Analyse trends, data, demographics, and other information that can drive wider growth and engagement across grassroots football in Wales.
* Understand emerging digital and marketing channels, and how they can be utilised to better connect with new audiences.
* Maintain excellent relationships with key stakeholders including the FAW’s grassroots, commercial, communications, coach education, referee departments and with the clubs across Wales.
* Support the Marketing Manager in other related marketing activities.
* Create and present regular performance reports for internal and external stakeholders based on marketing activities.
* Collaborate with the other departments to ensure key messages are aligned and on brand.
* Implement and adhere to company policies and procedures.
PERSON SPECIFICATION
Qualifications:
* Educated to degree level in marketing or a related field, or the equivalent work experience.
* Two-three years’ experience in a marketing position, preferably in grassroots sports, community engagement or grassroots programme initiatives.
Knowledge, Skills & Experience - Essential:
* A strong knowledge and understanding of the grassroots landscape.
* A passion to grow football and make an impact on communities in Wales.
* Experience in developing and implementing marketing and content plans to increase sales, awareness and engagement.
* Experience in creating messaging and using a variety of marketing techniques and channels to target different audiences, such as email marketing, social media, advertising etc.
* Experience in ideation and creation of content for marketing purposes and social media channels using innovative tactics, such as writing articles, newsletter/social media copy to raise awareness of impactful stories from the community.
* Personal attributes including Customer Service, Creativity, Client Relationships, Interpersonal Communication, and Written and Verbal Communication.
* The ability to work as part of a team but also without supervision.
* Excellent organisational and planning skills.
* Ability to continually learn and adapt to change.
* Experience of Microsoft applications, for example Word, Excel, Powerpoint and Outlook are essential.
* The ability to work outside of normal working hours, when necessary during the football season.
Knowledge, Skills & Experience - Desirable:
* Previous experience of working with grassroots clubs.
* The ability to speak Welsh.
* Knowledge of Paid Ads, such as Meta Ads or Google Ads.
* The ability to design or use design tools such as Adobe Photoshop.
* The appointment of the successful candidate will be subject to an enhanced DBS check and two professional / personal references, to the satisfaction of the FAW.
FAW Values
Our values underpin the FAW vision and guide all aspects of our work:
Excellence – we approach every challenge with determination and a drive to deliver our very best in all we do. We display commitment, motivation, discipline and perseverance, and hold ourselves accountable for results. In every aspect of business and sport, we strive to excel.
Family – we promote a welcoming culture of warmth and belonging where everyone is embraced. Through the power of the collective, we’ll continue to expand our football family, welcoming anyone who wants to achieve great things for Wales
Respect – we believe that different ideas, strengths, interests, and cultural backgrounds are fundamental for success. We’ll earn the respect of others through our commitment to be open, honest, ethical and fair.
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