Head of Digital

5 months ago

Leeds, United Kingdom Professional Squash Association Full time

**Background**

The Professional Squash Association (**PSA**) is the governing body responsible for the administration of both men's and women's professional squash around the world. With close to 1,400 registered players and more than 200 tournaments taking place around the globe every year, the PSA World Tour and PSA Challenger Tour showcase the sport of squash at its highest level in some of the most unique and stunning locations worldwide.

To accelerate the growth of the professional game, the PSA has set up a subsidiary, Squash Media & Marketing (**SMM**), which is responsible for all commercial, marketing and media-related matters in relation to the PSA World Tour and PSA Challenger Tour.

SMM is currently going through an ambitious growth phase, following a recent investment from American sports entrepreneur Mark Walter, and monetisation of its digital assets is a key value driver in its business strategy.

As a result, SMM is looking for an experienced and passionate individual to lead on those efforts.

**Job Purpose**

To deliver on the digital ambitions and revenue targets of the PSA Group by enhancing, expanding and monetising all digital platforms and deriving greater value from the sport's increasing global fanbase.

**Reporting Line**

Chief Commercial Officer

**Key Responsibilities**

The key responsibilities of the Head of Digital include:

- Take full ownership of the PSA’s digital strategy and implementation with responsibility to align initiatives and drive results to achieve broader business priorities together with other department heads and the Senior Management Team.
- Lead, inspire and build out the digital team with clear vision, communication and goals.
- Forecast, manage and deliver on the digital budgets for the PSA Group in close collaboration with the Chief Commercial Officer and Chief Financial Officer.
- Assume responsibility for enhancing the usability, stability, and overall user experiences of the PSA Group’s existing digital platforms, including websites, apps, OTT platform, secure site and CRM.
- Drive exponential growth of SQUASHTV by scaling the subscriber and user base of the PSA’s OTT platform. Collaborate with the SQUASHTV Product Manager and external performance marketing specialists to increase subscription and advertising revenues and develop strategies to attract a larger audience and maximise engagement.
- Work with the Head of Partnerships to develop digital sponsorship opportunities.
- Increase advertising revenue generated from the sport’s digital content by implementing effective monetisation strategies across the PSA Group’s owned and operated channels and third-party platforms.
- Identify innovative ways to generate more revenue and create new direct-to-consumer (D2C) income streams by enhancing the digital product and service offerings to engage squash fans and players worldwide.
- Lead the PSA Group’s database strategy, developing direct relationships with squash fans by establishing a unified central customer database and implementing personalised omnichannel marketing communication strategies to enhance fan engagement across digital properties.
- Collaborate closely with the Head of Content to drive audience growth and engagement across the digital platforms of the PSA Group.
- Utilise digital analytics tools and data-driven decision-making to analyse user behaviour, engagement metrics, and conversion rates. Provide regular and robust reporting on all digital initiatives of the PSA Group and use insights gained from data analysis to optimise strategies, identify areas for improvement and drive results.
- Stay abreast of emerging digital technologies and trends, and evaluate their potential to enhance the organisation's digital presence.
- Ensure data privacy and security by implementing measures to protect user data and comply with relevant regulations, such as General Data Protection Regulation (GDPR).

**Skills, Knowledge and Experience**
- Established track record of building and monetising digital propositions for businesses.
- Proven experience in leadership positions managing and developing a team.
- Excellent knowledge of and broad experience in website/app development, database building, performance marketing, CRM, newsletter management, eCommerce and MarTech innovation.
- Ability to create strategic plans and tactical executions to achieve business objectives.
- Good interpersonal and written communication skills and demonstrable experience in working collaboratively with internal and external teams to achieve targets.
- Proactive in seeking opportunities, finding solutions and making things happen.
- Understanding of key business principles for sports organisations such as commercial, marketing, sales, content and events.
- Comfortable working with data to find actionable insights and converting these into strategies for the business.
- Experience working across the entire marketing mix to deliver commercial objectives.
- Desi

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