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About the Role

This role provides strategic commercial leadership for the Women's Game, shaping the approach to audience growth, revenue generation, and commercial innovation to support the delivery of the Every Rose Action Plan and Women's Game business model. Operating at Senior Manager level, the role identifies and develops growth opportunities, influences senior stakeholders, and works across functional teams to embed Women's Game priorities and maximize long-term commercial value.

Responsibilities

Lead the commercial growth strategy for the Women's Game, shaping the strategic approach to audience acquisition, engagement, and retention in line with the Every Rose Action Plan and Women's Game business plan.
Influence and manage key stakeholder relationships across Marketing, Commercial Partnerships, Communications, Ticketing, Venue, Data & Insights, and Finance to ensure Women's Game commercial and audience priorities are embedded across organisational plans and delivery.
Partner with the Commercial Team to identify and develop innovative commercial opportunities that increase audience growth, commercial value, and long-term revenue generation.
Monitor commercial performance across the Women's Game portfolio, using data and insight to identify opportunities to maximise revenue, audience growth, and return on investment.
Lead the Women's Game strategic input into the organisation-wide Events Strategy and Ticketing Plan, working in partnership with the Strategic Projects Manager, Revenue to ensure the specific audience, pricing, sales, and commercial opportunities for the Women's Game are reflected within the wider strategy.
Lead commercial planning for the Women's Game, working in partnership with the Commercial Team and other relevant functions to translate strategic priorities into coordinated plans and activity.
Provide strategic reporting, analysis, and recommendations to the Strategy Lead, Women's Game, Executive Director, Executive, Board, and Council on commercial performance and progress against strategic objectives.
Represent the Women's Game in key internal and external forums, acting as a strategic commercial advocate and driving collaboration across the organisation.
Identify commercial risks and opportunities within the Women’s Game, recommending actions that support long-term commercial sustainability and delivery of the Women's Game business model.
Actively collaborate with colleagues to contribute to the development and delivery of the current strategic, business, and operational plans.
Act as an ambassador for, and promote the best interests of the RFU, including the promotion of our culture and core values – This Rose Means Everyone: Put The Team First, Shape The Future, Respect Each Other.
Undertake other duties as may be required from time to time as are consistent with the responsibilities of the post and the needs of the organisation.

Requirements

Proven experience developing and delivering commercial growth strategies within a complex, audience-led environment.
Demonstrated ability to use audience, commercial, and performance data to inform strategic decision-making.
Demonstrated experience identifying and progressing growth opportunities across areas such as commercial strategy, ticketing, audience development, or partnerships.
Strong commercial and financial acumen, including experience developing business cases, managing investment decisions, and evaluating return on investment.
Experience engaging, influencing, and advising senior leaders, providing recommendations that shape commercial decision-making.
Demonstrated ability to influence without direct authority, aligning multiple functions around shared commercial objectives.
Outstanding stakeholder management and communication skills, with the ability to build effective relationships across a complex organisation.
Experience leading complex cross-functional programmes and strategic commercial initiatives, working across multiple functions to achieve shared outcomes.
Demonstrated ability to balance multiple priorities, manage risk, and communicate effectively across a range of audiences.
Committed to embodying the ethos of our culture by using our three core values – Put The Team First, Shape The Future, Respect Each Other – to guide your day-to-day decisions, actions, and interactions.
Committed to actively contributing and building an inclusive culture through the role and day-to-day behaviours.
Strong understanding of the women's sport commercial landscape, audience behaviour, and fan engagement.
Experience working within sport, entertainment, or another audience-led industry.
Experience across ticketing, events, fan growth, and/or commercial partnerships.

Skills

Commercial Growth Strategy
Audience Acquisition
Audience Engagement
Audience Retention
Stakeholder Management
Commercial Opportunity Development
Performance Monitoring
Data Analysis
Insight Generation
Revenue Maximisation
Return on Investment Analysis
Event Strategy
Ticketing Strategy
Commercial Planning
Strategic Reporting
Risk Management
Collaboration
Communication
Influencing
Financial Acumen
Business Case Development
Investment Decision Management

Location

HQ - Allianz Stadium
Hybrid

Work Type

Fixed Term Contract
Full-time

Experience Level

Senior Manager level

Salary/Compensations

c. £68,000 per annum

Benefits

Variety of corporate discounts
Priority access to purchase match tickets
25% discount in Rugby Store and EnglandRugby.com
25 days of annual leave
Your birthday day off
Free access to the stadium gym
Life assurance of 4x your basic salary
Income protection scheme
Employee Assistance Programme (anonymous and confidential, emotional and practical support 24/7)
Pension Scheme (RFU will double match your individual contribution up to 10% of salary)
Ride-to-work scheme
Eyecare vouchers
Season ticket loans

About the Company

England Rugby or Rugby Football Union (RFU) is the national governing body for rugby in England.
Our purpose is to enrich lives, introduce more people to rugby union, and develop the sport for future generations.
We deliver three core activities: Rugby (supporting rugby from grassroots to performance level), Commercial (building partnerships and hosting matches and events), and Running the business (ensuring our organization and people can thrive).
At England Rugby, we are driving rugby union to better reflect the diversity of society and are working hard to make rugby a more inclusive space for all identities.
We believe hiring people from underrepresented groups into positions at all levels is vital to creating spaces and initiatives that better support those identities.
We know that representation is more than just getting people through the door, it’s about keeping people by responding to structural barriers relating to identities and valuing the insights that different lived experiences bring.
We have network groups that provide peer-to-peer support and drive forward change internally.
We support colleagues to develop, and each colleague has access to a personal coaching platform that can provide same-day one-to-one coaching.
We are pushing ourselves to create a more inclusive culture every day through role modelling our culture and core values; This Rose Means Everyone: Put The Team First, Shape The Future, Respect Each Other.
We know that flexible working is important to our colleagues, so our guiding principles are designed to support everyone to work in the way that suits them, their teams, and the organisation in the best way.

Equal Opportunity

We would love to see applications from disabled people, LGBTQIA+ people, people from ethnically diverse communities, people of faith, people from lower socio-economic backgrounds, and women and non-binary people.
We want you to have every opportunity to demonstrate your skills, ability, and potential. If there is anything we could do to support you through your application or to provide the best environment for your interviews, including assistance or adjustment, please reach out to recruitment@rfu.com.