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Head of Fan Experience

Head of Fan Experience – Arsenal FC

Arsenal Football Club was born when a group of workers at Dial Square armaments factory in Woolwich, notably exiled Scotsman David Danskin and Jack Humble, decided to form a football team to break the monotony of factory life.
Since that Dial Square team played its first match against Eastern Wanderers in 1886, Arsenal has gone on to become one of London’s most successful football clubs and one of the most famous names in modern football, with millions of followers and fans worldwide.

Steeped in history and tradition, Arsenal Football Club has thrived on a pioneering and innovative spirit that has existed throughout its 125 years in existence. While society and football may have changed during this time, Arsenal has always served to create a sense of community for people in Islington, across the UK and globally.
Arsenal Football Club exists to make our fans proud wherever they are in the world and however they choose to follow us. That pride is driven by success on the pitch. Success with our academy, women’s and men’s teams competing for and winning trophies. Playing and winning our way; with our unique and beautiful style of football.

Success for us also means winning off the pitch in all we do to ensure we live and breathe our values consistently. Acting with class and integrity in all club decisions and matters, working together and being sustainable are how we do things at Arsenal.
These elements make us who we are. We are always thinking about others, ensuring we get decisions and details right and committed to going above and beyond expectations for the team, the club, our fans and everyone. Together we are stronger and successful.

The club is entering a new and exciting chapter, both on and off the pitch. This is a fantastic time to join one of the best clubs in the league/Europe and help shape the next chapter and journey ahead.
How we perform in our head office and non-football related activities specifically leads to the funding and fuelling of our performances on the pitch. Our virtuous circle model is very special in football and to the way we operate and being able to immediately and directly play a key role in contributing to the success of this club in the future is a fantastic proposition and job responsibility.

The Role

Ticketing & Services Function
The Ticketing & Services Function is responsible for the sale and renewal of millions of tickets per season, providing excellent customer service to fans at all points of the buying cycle, including ticketing related activities on match days.
The function plays a leading role in selling out the stadium, building fan connections to the Club and managing the match day experience for our general admission fans.
Specifically, the Service Centre is there as the core communication hub for our global fan base to contact Arsenal. It handles circa 1 million contacts per annum, via telephone, email and face to face channels. For a team of approximately 30, this is an incredible effort and leading service centre.

The Role: Head of Fan Experience
Due to the incumbent being promoted within the club, the opportunity has arisen for a new head of fan experience to be appointed. This high-profile position / role works within the Ticketing and Services Department and plays a fundamental part in the planning and execution of the Arsenal Fan Engagement Experience strategy within the context of General Admission Ticketing and Fan Services, by developing and delivering continuous improvement programmes which make Arsenal a truly fan focused organisation, recognised for award winning levels of service. The role requires understanding of new technologies and tools to optimise operational efficiencies and the experiences for both fans and employees.

Outside of the Ticketing and Services function, the job holder has overall responsibilities for the experience provided to our general admission fans on match days. This covers a broad range of activities and contacts so virtual management; strong collaboration with various Arsenal departments and communications are essential.

The job holder will be responsible for the service standards of the Club’s outsourced ticketing provider, our partners and suppliers, ensuring a seamless and excellent level of service run across all contact channels.

This high profile, critical role will be responsible for all fan touch points across multiple product ranges. The job holder will manage the internal Service Centre consisting of 35 team members and four managers and be responsible for ensuring Arsenal consistently provides exceptional services and experiences to our fans worldwide.

Every interaction fans have with Arsenal Football Club is critical to building connections. This role is vital to enhancing fans engagement with the Club across all products and services, recognising the mutual value to fans and the club alike.

Key Responsibilities

  • Act as the fan experience champion internally and externally, ensure the high profile of the club’s values are strengthened in every interaction.
  • Provide input into projects as required to ensure that the Fan Experience view is represented.
  • To lead the delivery of best in class service, managing a team of 35 people handling circa 1 million incoming fan contacts per annum.
  • To define and successfully implement new technology platforms to enhance our service offering and improve data and analytical capabilities.
  • Lead, grow and develop the Service Teams driving high performing culture consistently meeting and exceeding KPIs, identifying ways to add value and drive sales through service culture.
  • To develop new service channels including the use of Social Media for service response and to identify ways in which increasing fan engagement through these channels.
  • Maximise the technological tools available to the department to drive fan experience and efficiencies.
  • To introduce new CRM capabilities that optimises the fan experience.
  • Manage complaints process across the Club, including EXCO correspondence.
  • Exploit match day duties to gather feedback from fans and to identify opportunities for improvement.

Specifically, the duties for the management of the Centre include:

  • Analysing daily, weekly, monthly reports and review to produce forecasts and plan resources to deliver against KPIs.
  • Ensures best practice retention strategies to secure optimal renewal rates.
  • Supports and drives continuous improvement across the various Ticketing and Service offerings.
  • Delivers a culture of robust performance management and staff development.
  • Devises and delivers a quality framework encompassing 360-degree feedback to deliver increased excellence of service.
  • Recruits and delivers training across the Service Centre/ Ticketing and Services Department as required.
  • Responsible for change management associated with enhancements or amendments to product offerings that enhance the fan experience, ensuring that change is seamless and with the best interests of fans and Arsenal FC.

Qualifications & Skills

The ability to engage and influence at all levels is crucial. The successful applicant must have high levels of integrity and understand that the ”how” is as important as the “what” for this unique business area. Acting with class is a core club value and what makes us unique. The job holder will be expected to live and breathe the club values consistently.

Required Specific Experience:

  • Expert in terms of the Fan Experience, confident in influencing others in terms of timelines and the change management of products and processes.
  • A passion for delivering sales through service.
  • Experience of managing a contact or service centre.
  • Experience in managing change to large scale programmes.
  • Successful design and implementation of technology programmes, specifically CRM.
  • Awareness and interest in exploiting social media as a communications channel.
  • Proven track record, at a ‘Head of level’ In Customer Services/Experience, ideally within a leading fast paced multi-channel, multi-product business.
  • Must have significant people leadership and management experience, having had full performance management and resource planning experience for a large team.
  • Demonstrable experience of devising and executing strategy and plans to deliver results.
  • Experience of dealing with multiple and diverse stakeholders at a senior level.
  • Demonstrable experience of leading sales teams to deliver results and a track record of delivering against targets.
  • The job holder has experience designing and delivering new customer contact strategies/channels.


  • Good working knowledge of Arsenal Football Club and the football industry.
  • Experience of dealing with large groups of fans or customers on a face to face basis.
  • Experience interacting with regulatory bodies, partners and suppliers.
  • Experience in establishing customer feedback mechanisms, dissecting the data and implementing actions to drive improvements.
  • The job holder has the knowledge and ability to implement the measuring of customer and fan satisfaction.


  • The ability to lead, develop and motivate a sales through service culture and be able to demonstrate strong people management skills through knowledge of performance management and coaching techniques.
  • Knowledge of managing change within a Contact Centre environment, process improvement techniques.
  • Complexity and problem solving.
  • Significant level of operational decision making desired – ultimately responsible for day to day operation of the Service team.
  • Strong with commercial acumen, able to think strategically, yet understands operational detail
  • A strategic thinker with a high degree of intellect as well as the imagination and realism to see strategy through to implementation.
  • Natural gravitas with strong professional ethos and personal credibility.
  • Decisive and able to make tough calls under pressure.
  • Creative and strategic thinker to provide effective solutions for the business and for fans
  • Highly motivated and proactive.
  • Ethical, hardworking and goal orientated with a strong personal commitment to deliver at pace.
  • Interact and influence at all levels of the organisation.
  • Always moving forward; strive to be creative and improve current ways of doing things.
  • Educated to degree level (or equivalent).

Applications must be submitted via SRi‘s Apply Now button above.
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Tagged as: Club, Fan Experience, Football, London, Ticketing, United Kingdom

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