CAREERS & JOBS (LOYALTY & CX)

Tottenham Hotspur Football Club is hiring: Loyalty Manager

Founded in 1882, Tottenham Hotspur Football Club is an English Premier League Club, based in North London.

Led by the late great Bill Nicholson, the Club became the first in England to win the League and FA Cup Double in 1961, and the first in the UK to win a European Trophy two years later. Spurs has since been home to some of the game’s great entertainers, including Jimmy Greaves, Glenn Hoddle, Paul Gascoigne, David Ginola, Gareth Bale, Heung-Min Son and Harry Kane.

In April 2019, the Club opened an iconic new stadium that sits at the heart of a £1billion sport-led regeneration of North Tottenham. The stadium is the largest football club stadium in London and is a multi-use venue with the ability to host a variety of events 365 days a year, including NFL, boxing, rugby, concerts, and other major events, plus visitor attractions including Stadium Tours and the Dare Skywalk.

The stadium development scheme has to date created more than 4,000 new jobs for local people, with circa £300m pumped into the local economy each year.

Tottenham Hotspur has:

• A clear strategy to develop talent from within its Academy, showcased by a strong track record of Academy players graduating to the first-team squad.
• A £100m state-of-the-art Training Centre that supports the Club’s ambition to attract, develop and retain the best talent.
• Commercial partnerships with globally recognised brands including AIA Group Limited (AIA), one of the world’s leading providers of life insurance services, and Nike, the world’s leading sports footwear and apparel company.
• A commitment to minimizing its environmental impact across Club operations, being named as the greenest in the Premier League for the past three years. Tottenham Hotspur is a signatory of the UN Sports for Climate Action Framework, committing to halve carbon emissions by 2030 and become net zero carbon by 2040.
• An award-winning Foundation that is renowned for creating opportunities to help enhance the lives of people in its local community through education, employment, health, and social inclusion programmes.

The Club is seeking a Loyalty Programme Manager to lead the design and implementation of a digital and physical loyalty programme across the whole football fan and event attendee ecosystem. The role will need to balance the programme between loyalty, engagement and attendance rewards and create an industry leading offering to our world class fans.

JOB PURPOSE

As Loyalty Programme Manager, you will develop and execute strategies that acknowledge, incentivise and reward engagement, attendance and spend across our football, wider sport and event offering. Leading the design and optimisation of a rewards programme, you’ll create meaningful connections between our teams, venues, and events with our most valued fans and customers.

Working with Digital Products, Commercial, Membership, Marketing and Data teams, you will craft personalised engagement initiatives by analysing customer behaviour patterns and engagement metrics to drive repeat engagement/attendance. Managing the technical aspects of the loyalty platform, you’ll ensure seamless integration with ticketing systems, memberships and digital products while overseeing program operations including points structures, reward catalogues, and exclusive member experiences.

Success requires understanding fan psychology, proven loyalty program experience, and the ability to balance member satisfaction with business objectives while creating data-driven strategies that increase customer lifetime value and foster emotional connections with our club.

KEY RESPONSIBILITIES

• Develop and implement comprehensive loyalty program strategies aligned with business objectives, including designing member benefits, rewards structures, and engagement mechanisms to drive customer retention and increase lifetime value.
• Lead the analysis of customer data and behavioural patterns to create targeted segmentation strategies, ensuring personalised experiences and communications across different member tiers and fan personas.
• Keep on top of the latest movements in this area, particularly in sport, to make sure the programme stays cutting edge.
• Oversee the day-to-day management of the loyalty platform, coordinating with the Digital Products teams to ensure seamless integration with existing systems and troubleshooting technical issues that impact member experience.
• Support the design and execution of targeted marketing campaigns to drive program enrolment, engagement, and redemption rates, working closely with marketing teams to ensure consistent messaging across all channels.
• Work with Digital Products Analyst to analyse program KPIs including member acquisition, retention rates, redemption patterns, and ROI, preparing regular reports for senior management and stakeholders.
• Manage relationships with third-party vendors and partners, negotiating contracts and ensuring delivery of promised services and experiences for program members.
• Create and maintain the program’s rewards catalogue, including exclusive experiences, merchandise, and VIP access, while managing inventory and budgets effectively.
• Collaborate with venue operations and event management teams to design and execute exclusive member experiences and VIP events that enhance the overall value proposition.
• Establish and maintain programme policies, procedures, and best practices, ensuring compliance with relevant regulations and industry standards.
• Create and manage the annual loyalty program budget, including forecasting, tracking expenses, and optimising programme costs while maximizing member value.
• Implement voice-of-customer initiatives to gather member feedback and insights, using this information to enhance program features and benefits.
• Develop strategies to reactivate dormant members and prevent member churn through targeted interventions and personalised retention campaigns.
• Some out-of-office hours work may be required, particularly for major events or digital campaigns.

PERSON SPECIFICATION

• Thinks ahead, generates innovative ideas.
• Values and respects others, builds relationships, collaborates.
• A team player, builds strong relationships and remains positive even in challenging times.
• Gets things done, delivers to the highest of standards, takes responsibility.
• Strong attention to detail and a passion for delivering exceptional experiences.
• A proactive, solution-driven approach to loyalty challenges.
• Ability to work efficiently in a fast-paced, high-pressure environment, balancing multiple projects.
• Strong communication skills, able to present concepts and ideas clearly to both technical and non-technical stakeholders.
• A keen interest in football and sports culture is desirable but not essential.

SKILLS AND EXPERIENCE

Essential:

• Experienced managing loyalty programmes, preferably within sports, gaming, entertainment, or hospitality sectors, with demonstrable success in driving member engagement and programme growth.
• Understanding of how to balance digital and physical experiences and rewards.
• A deep understanding of the loyalty industry and the tools which power a best-in-class delivery.
• Experience delivering a new programme and then managing it into maturity.
• Excellent project management skills with experience leading cross-functional teams and managing multiple stakeholders, including vendors, partners, and internal departments.
• Exceptional communication and presentation skills, with the ability to influence senior stakeholders and translate complex data insights into clear business recommendations.

Desirable:

• Understanding and experience of the gamification mechanisms in the gaming industry.
• Experience weaving ticketing and membership into the proposition.
• Experience delivering a similar proposition for a football club.

Safeguarding is fundamental to the success in all that we do. Successful candidates are to be reminded they would be subject to various background, DBS and reference checks for this role.

Tottenham Hotspur Football Club welcomes applications from anyone regardless of age, disability, race, or ethnic and national origins, religion or belief, or sexual orientation.

Source: Tottenham Hotspur Football Club