Job Title: Head of Marketing & Communications
Reporting to: Chief Revenue Officer
Location: Worcestershire County Cricket Club, New Road, Worcester, WR2 4QQ
Contract: Full time, permanent

Background

Worcestershire County Cricket Club is one of the 18 first-class county cricket clubs in England and Wales, with a proud history stretching back more than 155 years.

Our vision is to become Worcestershire’s premier destination for live sport, entertainment and hospitality, whilst providing great experiences for everyone who engages with the Club.

We are entering an exciting period of growth, with ambitious plans to grow our audiences, revenues and profile both on and off the field.

From filling New Road and growing our membership to reaching millions of people through digital content, developing our brands and attracting new audiences to cricket, marketing and communications will play a fundamental role in the next stage of the Club’s development.

We are passionate about our people and strive to create a welcoming, ambitious and supportive working environment that provides opportunities for our people to achieve their personal and professional goals.

Our values of Trust, Inclusiveness, Kindness, Resilience and Togetherness resonate across everything we do and define our culture and behaviours.

Purpose of the Role

The Head of Marketing & Communications will lead the marketing, brand, communications and content strategy for Worcestershire County Cricket Club, with responsibility for growing audiences, strengthening the Worcestershire and Worcestershire Rapids brands and delivering measurable commercial results.

Reporting to the Chief Revenue Officer and working across the Club, the role will lead the Marketing & Communications team and take ownership of how we attract, engage, convert and retain supporters, members, customers and audiences.

This is both a strategic and hands-on leadership role. The successful candidate will combine creative thinking with strong commercial judgement and data-led decision making, ensuring our marketing activity directly contributes to ticket sales, membership, hospitality, retail, venue enquiries, partner value and long-term audience growth.

The role will also oversee the Club’s communications, digital channels, content strategy and brand, ensuring Worcestershire CCC continues to build its profile locally, nationally and internationally.

Requirements

Key Duties and Responsibilities

Marketing Strategy & Revenue Growth

• Own and deliver the Club’s annual marketing strategy, campaign plan and marketing calendar.

• Develop and execute integrated marketing campaigns across paid, owned and earned channels.

• Drive measurable growth across ticketing, membership, hospitality, retail, conferencing and events.

• Develop strategies to attract new audiences while increasing engagement and value from existing supporters and customers.

• Work closely with Sales, Ticketing, Hospitality and Events teams to generate and convert both B2C and B2B demand.

• Own marketing budgets and ensure activity is focused on delivering measurable return on investment.

• Monitor market and consumer trends to identify new opportunities for audience and revenue growth.

• Continually test, measure and optimise marketing activity to improve effectiveness and conversion.

Brand & Creative

• Act as guardian of the Worcestershire CCC, Worcestershire Rapids, and New Road brands.

• Lead the continued development of the Club’s creative identity and campaign platforms.

• Ensure a consistent, distinctive and high-quality brand across cricket, commercial, venue and corporate communications.

• Lead the development of creative campaigns capable of engaging both existing supporters and audiences beyond traditional cricket fans.

• Maintain and develop the Club’s brand guidelines and ensure their consistent application across the organisation.

• Work with internal and external creative resources to ensure the Club produces high-quality and engaging marketing materials.

Digital, Content & Communications

• Own the Club’s digital, social media, website, content and communications strategy.

• Lead the creation of compelling video, editorial, social and digital content designed to grow reach, engagement and conversion.

• Continue to grow the Club’s digital audiences locally, nationally and internationally.

• Oversee cricket communications, media relations and proactive PR activity.

• Lead communications around major Club announcements, campaigns and reputational issues.

• Develop the Club’s live-streaming and digital content proposition as an important audience-growth platform.

• Ensure the Club’s website and digital channels provide an engaging and effective customer experience.

• Ensure commercial partners are appropriately and creatively integrated into relevant content and campaigns.

• Identify new platforms, formats and technologies that can improve the way the Club communicates with its audiences.

CRM, Data & Customer Journey

• Own the Club’s CRM and supporter marketing strategy.

• Develop audience segmentation and increasingly personalised customer journeys.

• Lead email marketing, marketing automation and database growth.

• Use customer behaviour, transactional data and campaign performance to improve acquisition, conversion and retention.

• Develop clear dashboards and reporting to demonstrate marketing performance and return on investment.

• Work closely with Ticketing & Membership to continually improve the digital customer journey from initial interest through to purchase and retention.

• Ensure appropriate standards of data quality, consent and compliance.

• Develop a culture in which customer insight and data are used to inform marketing and commercial decision making.

Audience Growth & Matchday Experience

• Develop strategies to grow attendances and attract new audiences to New Road.

• Lead marketing and fan-engagement plans across the County Championship, One Day Cup and men’s and women’s T20 cricket.

• Work collaboratively across the Club to continually improve the matchday customer experience.

• Develop initiatives specifically designed to engage families, young people and audiences who may not currently consider themselves regular cricket supporters.

• Use supporter feedback, customer insight and behavioural data to identify opportunities to improve the experience.

• Ensure the matchday experience reflects the Club’s brand and supports long-term audience development.

Membership

• Work closely with the Ticketing & Membership team to develop and deliver the annual membership marketing strategy.

• Drive membership acquisition, retention and engagement.

• Develop campaigns and customer journeys that clearly communicate the value of membership.

• Use data and insight to better understand different member segments and identify opportunities for growth.

Commercial Partnerships

• Work closely with the Partnerships team to maximise the marketing and audience value of the Club’s commercial partnerships.

• Support the development of creative partner activation campaigns that deliver measurable value for both the Club and its partners.

• Identify opportunities to integrate partners naturally into content, digital channels, campaigns and fan experiences.

• Provide audience, digital and campaign insight to support new business and partnership renewal conversations.

Leadership & Collaboration

• Lead, develop and inspire the Marketing & Communications team.

• Set clear objectives, priorities and performance expectations for direct reports.

• Develop the skills and capabilities of the team through regular feedback, coaching and development.

• Manage agencies, freelancers and external suppliers where appropriate.

• Work closely with Cricket, Sales, Ticketing, Hospitality, Events and other departments to ensure marketing priorities are aligned with wider Club objectives.

• Build a culture of creativity, experimentation, accountability and continuous improvement.

• Present marketing performance, audience insight and recommendations to the Executive Team and Board when required.

Measures of Success

Success in the role will be measured against an agreed annual scorecard which may include:

• Ticket and hospitality revenue growth.

• Membership acquisition, income and retention.

• Retail revenue growth.

• Conferencing and events lead generation.

• Digital audience reach, engagement and growth.

• CRM and customer database growth and engagement.

• Email and digital marketing performance.

• Marketing campaign conversion and return on investment.

• Fan and customer satisfaction.

• Partner activation and commercial value.

• Brand awareness and audience development.

Person Specification

Essential

You will have:

• Significant experience delivering successful marketing strategies and campaigns within a consumer-facing organisation.

• Demonstrable experience of using marketing to drive revenue, customer acquisition and retention.

• Strong practical experience using HubSpot or a comparable CRM and marketing automation platform, including audience segmentation, email marketing, automated customer journeys, lead generation, campaign management and performance reporting.

• Experience managing, developing and motivating a high-performing team.

• Strong understanding of brand development and creative campaign execution.

• Experience using data and insight to make commercial and marketing decisions.

• Excellent written and verbal communication skills.

• Strong commercial judgement and an understanding of how marketing contributes to organisational growth.

• The ability to operate both strategically and hands-on within a fast-moving organisation.

• Strong project management and prioritisation skills, with the ability to manage multiple campaigns and deadlines simultaneously.

• A creative and curious mindset with a willingness to test new ideas and challenge established approaches.

• The ability to collaborate effectively with colleagues across different functions and levels of an organisation.

• Flexibility to work evenings and weekends when required due to the nature of professional sport.

• Strong practical understanding of paid digital marketing, including campaign planning, audience targeting, optimisation, attribution and measurement of return on investment.

• Experience leading external communications, with the judgement and confidence to manage media relations, significant announcements and sensitive or reputational issues.

Desirable

It would be advantageous to have:

• Experience within sport, entertainment, leisure, hospitality, live events or another experience-led consumer business.

• Experience marketing live events and experiences.

• Experience managing PR, media relations and corporate communications.

• Experience developing video and digital content strategies.

• Experience working with commercial partners and integrating sponsors into marketing campaigns.

• Experience developing audiences beyond an organisation’s traditional customer base.

Other Responsibilities

We expect our people to demonstrate and promote our values at all times to ensure Worcestershire County Cricket Club’s brand is held in the highest regard both internally and publicly.

It is expected that you will:

• Be proactive in promoting inclusiveness across the Club and report any discrimination that you witness.

• Be committed to safeguarding and promoting the welfare of children, young people and adults at risk who visit or engage with the Club.

• Promote a positive environment that is welcoming, friendly and supportive.

• Foster a culture of togetherness and contribute to a strong team ethic.

• Represent Worcestershire County Cricket Club professionally at all times.

The nature of our work and the size of our team requires everyone at Worcestershire County Cricket Club to be flexible, motivated and an excellent team player.

This Job Description is not an exhaustive list of tasks but represents the key duties and responsibilities required by the role. The successful candidate may be required to undertake reasonable additional responsibilities from time to time.

Right to Work

You will need to have the Right to Work in the UK or be able to obtain this by the start date. Unfortunately, we are unable to offer visa sponsorship for this role.

Benefits

Hours, Benefits and Salary

• Full-time, permanent role working 35 hours per week over five days.

• Due to the nature of professional sport, some evening and weekend working will be required, particularly during the cricket season.

• Salary: £45,000–£50,000 depending on experience

• Contributory pension scheme.

• Death in Service cover.

• Paid time off at Christmas.

• Paid day off for your birthday.

• Access to Pluxee employee benefits and discount platform.

• Employee Assistance Programme.

• Free city centre parking.

• Stunning city centre location overlooking Worcester Cathedral.

• Complimentary tickets for various sporting venues across Worcester.

How to Apply

Please submit your CV together with a covering letter outlining your suitability for the role and why you would like to join Worcestershire County Cricket Club.

Closing date: Sunday 11th October 2026.

Worcestershire County Cricket Club recognises the positive value of diversity, promotes equality and challenges discrimination. We welcome and encourage job applications from people of all backgrounds.

The Club is committed to safeguarding and promoting the welfare of children, young people and adults at risk and expects all staff and volunteers to share this commitment.