Job Description

As our new CRM & Digital Manager, you will be responsible for defining and executing our fan communication strategy, managing multi-channel journeys across diverse audience profiles, and overseeing the strategic development, launch, and day-to-day management of the new Wembley Stadium mobile app.



This is a newly created permanent role central to the digital evolution of Wembley Stadium.



The ideal start date is January 2026.

Key Responsibilities

You will be the core driver of our digital guest experience, leading activity across platforms and data:


App Strategy & Delivery: Oversee the full lifecycle of the new mobile app, from strategic development and launch through to day-to-day management. Multi-Channel Communications: Design, create, and deploy automated multi-channel guest journeys, ensuring communications are tailored to fan and hospitality profiles. Experience Enhancement: Elevate the event-day experience through bespoke content, automated updates, and seamless delivery of event-critical information ('know before you go'). Commercial Alignment: Define and deliver campaigns focused on driving app downloads, user registrations, retention, and engagement, ensuring alignment with wider commercial goals (e.g., F&B, ticketing). Performance Analytics: Utilise behavioural data and platform analytics to inform user experience (UX) enhancements, app functionality, and content strategy, providing insight on usage, downloads, and retention. Store Management: Manage and optimise the App Store presence, including updates and App Store Optimisation (ASO) strategies. Team Leadership: Line-manage the new CRM & Digital Executive, fostering their professional development. Cross-Functional Collaboration: Work cross-functionally with product developers, designers, and internal stakeholders to achieve business goals. Compliance: Ensure all app content and data usage is fully GDPR compliant and adheres to all relevant regulations.

Essential Experience & Skills

We are looking for an experienced digital specialist with the following core skills and knowledge:


Mobile App Experience: Proven experience managing or launching a mobile app platform, ideally within a high-volume environment such as sports, hospitality, or ticketing. Technical Understanding: Strong comprehension of iOS/Android app development processes and mobile UX best practices. Platform Expertise: Experience with enterprise-level Content Management Systems (CMS) (ideally Sitecore) and Email Service Providers (ESPs). Data & Decision Making: Comfortable working with performance data and dashboards, with a demonstrable ability to make insight-led decisions. Stakeholder Management: Excellent communication skills, with proven ability to manage internal and external stakeholders and drive cross-functional collaboration. Leadership: Prior experience in line management.

Desirable Qualifications

Previous experience with Braze CMS. Familiarity with fan engagement platforms or digital loyalty programmes. Knowledge of App Store Optimisation (ASO) best practices.

The Interview Process

Video Interview with the hiring manager.

Final Stage: Onsite interview at Wembley Stadium.

What's in it for you?

We are committed to ensuring everyone can flourish in their roles, to achieve this we have unique office spaces under the arch of the iconic Wembley National Stadium, which is the home of English Football. We are also delighted to offer a world-class, Elite Performance Centre, St. George's Park in Staffordshire which is an exceptional setting to develop and inspire high-performing England teams and leaders.



We pride ourselves in offering a competitive salary as well as great opportunities to develop and grow in your role. But that is not all; we also have a range of exciting benefits, some of which can be found below:


Access to event day tickets at Wembley Stadium, alongside a host of regular internal events throughout the season, encouraging you to connect and learn with your colleagues and look after your mental health and well-being. Free, nutritious lunches at Wembley Stadium and St. George's Park. Free private medical cover. A contributory pension scheme. An additional 'Thank You' days leave, volunteering days as well as 25 days annual leave (based on a full-time, permanent contract.*)
A hybrid working model which offers greater flexibility.

For more information on what it is like to work at The FA, please visit our FA Careers page, https://www.thefa.com/about-football-association/careers



Currently, we are working within a hybrid working model whereby the expectation is to work from your contractual location for part of the week, and as and when required by the team. The remaining days can be worked remotely. We will continue to monitor this model, and it may be adjusted in future if deemed necessary. The contractual location of this role can be found on the FA Careers page.



We are a diverse workplace, aspiring to represent football across the country. The Football Association actively promotes inclusion and diversity, encouraging you to be the best version of yourself at work.



We welcome applications from everyone and are proud to be an equal opportunities employer. If you have any particular requirements in respect of the recruitment or interview process, please mention this during your application.



As part of the FA's commitment to ensuring a safe environment for everyone in football, every employee will be required to complete a DBS check. The level of the check required will be based on the activity of the specific job role and in line with legislation and government guidance