Fan Experience & Engagement Lead

Location: Glamorgan County Cricket Club (“GCC”), Sophia Gardens, Cardiff

Reports to: Commercial Director

Salary: £32-35k

Contract Type: Full-Time, Permanent

Role Purpose

Lead the delivery and continuous improvement of the fan experience across Glamorgan Cricket and Welsh Fire, owning key supporter touchpoints including matchday experience, member relations, retail operations, supporter engagement, fan feedback and in-stadium data capture.

The Fan Experience & Engagement Lead will play a key role in establishing and developing an in-house merchandise operation to allow the club to use retail as a new stream of engagement with supporters while strengthening brand connection, supporter insight and long-term commercial growth.

Working across Commercial, Marketing, Ticketing and Operations, the role will be responsible for turning positive experiences into repeat attendance, membership renewal and stronger supporter loyalty.

Job summary

The Fan Experience & Engagement Lead will:

• Own the end-to-end fan experience across Glamorgan Cricket and Welsh Fire matchdays.
• Oversee the supporter retail and merchandise experience, ensuring product availability, presentation and service standards are consistentlymaintained.
• Lead onmembercommunications, including member forums,newslettersand campaigns toencourage attendance to deepen their engagement with the Club.
• Manage matchday data capture initiatives that support the Club's CRM and audience growth ambitions.
• Support ticketing operations during peak sales periods and matchdays.
• Gather,analyseand act upon supporter feedback and customer insight.
• Work collaboratively across departments to embed a customer-first approach throughout the organisation.

Key KPIs

Retail & Merchandise Experience

• Core Product Availability
• Retail Experience Satisfaction Score
• Product sales
• Retail Standards Compliance

Fan Experience

• NPS
• Matchday Experience Rating
• First-Time Visitor Experience Score

Data & Audience Growth

• Number of New CRM Contacts Generated via Matchdays
• Percentage of Unknown Attendees Converted into Known Contacts

Membership & Supporter Relations

• Membership Renewal Rate
• Member Attendance Rate
• MemberSatisfaction

Nature and scope of the role

Retail & Merchandise Experience

• Lead the relationship with kit manufacturers and licensees.
• Oversee the supporter-facing retail and merchandise experience at Sophia Gardens.
• Ensure merchandise outlets are well presented, appropriatelystaffedand stocked.
• Work with suppliers and partners tomaintainproduct availability and service standards.
• Monitor supporter feedback relating to merchandise and retail operations.
• Support the development of retail activations and matchday merchandise initiatives.
• Work withtheMarketing department to ensure retail is working as a brand lever for the Club

Fan Experience

• Develop and deliver engaging matchday experiences across Glamorgan Cricket and Welsh Fire fixtures.
• Identifyopportunities to improve the supporter journey before, during and after matchdays.
• Work closely with Operations to ensure all fan-facing activity is delivered to a consistently high standard.
• Lead on relationships with in-bowl production agencies.
• Work closely with external stakeholders on the Matchday Experience Surveys and own the dissemination of this information internally.
• Work closely with the Partnerships team to maximise activation engagement and effectiveness.

Fan Insight & Data Capture

• Lead matchday data capture initiatives and work closely with the Audience & Revenue Growth Manager to support CRM growthobjectives.
• Identifyopportunities to convert unknown attendees into known and contactable supporters.
• Analyse supporter behaviour and feedback toidentifyopportunities for improvement.
• Produce regular reports and recommendations that improve satisfaction,retentionand attendance.

Membership & Supporter Relations

• Ownership of Matchday Guides
• Build andmaintainstrong relationships with members, supportergroupsand key stakeholders.
• Deliver memberforums and other member events.
• Support membership retention and renewal activity.
• Draft and deliver regular member newsletters and updates, includingcampaigns to increase member attendance throughout the season.

Ticketing Support

• Support ticketing operations during peak sales periods and matchdays.
• Assistwith supporter enquiries and customer service delivery during high-demand periods.
• Support membership and ticket fulfilment activities whenrequired.

Key Working Relationships

• Commercial Director
• Head of Marketing, Brand and Digital
• Head of Partnerships
• Ticketing Manager
• CRM & Growth Marketing Manager
• Stadium Manager
• Operations Manager
• Elected Board Members
• Members Advisory Group
• ECB

Personal attributes

Essential

• Passion for delivering exceptional customer and supporter experiences.
• Strong commercial acumen and understanding of how customer experience drives retention and revenue.
• Strong understanding of customer journeys and audience behaviour.
• Excellent communication and relationship management skills.
• Ability to build trust and influence across multiple departments.
• Strong project management and organisational skills.
• Experience using customer feedback and data to drive improvements.
• Strong attention to detail and commitment tohigh standards.
• Ability to remain calm and effective under pressure.
• A proactive, solutions-focused mindset.

This job description is only a summary of the role as it currently exists and is not exhaustive or comprehensive. Responsibilities and accountabilities may differ from those outlined, and other duties, as assigned, may be part of the job.

GCCC is firmly committed to creating a safe, inclusive and positive environment for everyone involved in cricket. In line with statutory expectations, ECB and Cricket Regulator requirements, and informed by guidance from the NSPCC, the NSPCC Child Protection in Sport Unit, and the Ann Craft Trust, we follow robust safer recruitment practices. All applicants will be subject to appropriate pre-employment checks, including self-declaration, references and, where the role requires it, an enhanced DBS check. We expect all staff, volunteers and partners to share our commitment to safeguarding children, young people, and adults at risk, and to uphold the highest standards of behaviour and integrity within the game.

Glamorgan Cricket welcomes applications from all backgrounds to ensure we deliver our ongoing EDI strategy and the ECB Inspiring Generations strategy to fulfil our purpose to connect communities and improve lives through cricket. We will also follow all safeguarding checks and will ensure any applicable training is completed.