Job Title: Fan & Audience Insights Lead
Job Grade: RL3 (Lead)
Reports to: Head of Insights & Strategy
Location : Vantage
Department : Marketing Services
Sub-department: Insights & Strategy
Salary: £50,000
Brentford FC is a progressive, community-focused Premier League club that values inclusion, development, sustainability and fresh thinking. Based at our west London stadium near Heathrow, we put fans first and work together with humility and ambition.
Benefits
- Private medical insurance, life assurance and wellbeing support
- Generous pension, holiday and salary-sacrifice benefits
- Cycle scheme, Loveelectric and Give As You Earn
- BenefitsHub discounts, match tickets and club discounts
- Learning and development opportunities to help you grow with us
- Access to match tickets
Role overview
The Insights & Strategy team uses data, research and analysis to drive fan retention, audience growth and commercial revenue. The Fan & Audience Insights Lead will deepen the club’s understanding of fan behaviour and attitudes, shape growth strategies, and act as a key advisor to Marketing, Fan & Community Relations, and Partnerships.
This role covers the full fan lifecycle. You will lead research into consumer trends, identify new growth opportunities, support campaign planning and A/B testing, and analyse fan interaction data such as ticketing and membership usage. You will also monitor fan sentiment through surveys and focus groups, represent Insights at fan group meetings, and help Partnerships demonstrate audience value and sponsor impact.
Key responsibilities
- Lead market intelligence and track emerging consumer trends
- Scope and deliver research projects aligned to growth goals
- Build audience strategies to attract new fans and deepen engagement
- Manage fan surveys and present strategic recommendations
- Analyse fan behaviour, ticketing and membership trends
- Lead relationships with fan groups and support key club decisions
- Support Partnerships with audience analysis and effectiveness reporting
- Build dashboards and reports for stakeholders
- Line manage a Senior Insights Executive
- Manage suppliers including SportBusiness, YouGov and Blinkfire
- Support wider off-field insight projects as needed
Skills and experience
- Strong experience in audience research, consumer insight and segmentation
- Ability to turn data into clear, compelling recommendations
- Strong report writing, presentation, Excel and PowerPoint skills
- Experience with surveys, focus groups and panel research tools such as YouGov or GWI
- Dashboarding experience; SQL/Power BI useful but not essential
- Social, ticketing, TV audience or partnership measurement experience beneficial
Brentford FC is committed to equity, diversity, inclusion and safeguarding. All appointments are made on merit, and successful candidates must uphold club policies, confidentiality and safeguarding responsibilities.
Safeguarding Statement
Brentford FC is fully committed to promoting equality, and to safeguarding the welfare of all children and adults at risk. Safeguarding is everyone’s responsibility and is a core part of the Club’s culture. All staff and volunteers share a collective duty to create and maintain a safe and supportive environment, both on and off the field.
To ensure this, all staff are required to complete regular safeguarding training appropriate to their role. This training supports a proactive and informed approach to safeguarding practice.
The successful candidate will be expected to understand, adhere to, and actively uphold all relevant safeguarding policies and procedures. This includes recognising signs of abuse or harm, responding appropriately, and reporting any concerns in a timely manner to the Club’s Safeguarding Team.
Brentford FC operates safer recruitment practices. We remind individuals that it is a criminal offence for a person barred from engaging in regulated activity to apply for a role that involves such activity.
Work Location: In person
