CRM & Digital Manager

We're looking for a talented CRM & Digital Manager to lead our fan communication strategy, manage multi-channel journeys across diverse audience profiles, and take ownership of the strategic development, launch, and daily operation of the new Wembley Stadium mobile app.

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

As our CRM & Digital Manager, you'll be the driving force behind our digital guest experience, leading initiatives across platforms and data to enhance engagement and fan satisfaction.

What You'll Be Doing:

• Lead the full lifecycle of the new mobile app – from strategic development and launch to day-to-day management.
• Design, create, and deploy automated, multi-channel guest journeys tailored to different fan and hospitality profiles.
• Enhance the event-day experience through bespoke content, real-time updates, and seamless delivery of essential event information ("know before you go").
• Define and deliver campaigns to drive app downloads, user registrations, retention, and engagement, aligning with wider commercial goals (e.g. F&B, ticketing).
• Use behavioural data and analytics to inform UX improvements, app functionality, and content strategy – delivering clear insights on usage, downloads, and retention.
• Manage and optimise the app's presence in stores (iOS/Android), including regular updates and App Store Optimisation (ASO) strategies.
• Line manage the CRM & Digital Executive, supporting their growth and development.
• Collaborate cross-functionally with product developers, designers, and internal stakeholders to achieve key business objectives.
• Ensure all app content and data usage is fully GDPR compliant and adheres to relevant digital and data regulations.

We're looking for an experienced digital professional with the following:

• Proven experience managing or launching a mobile app platform – ideally in high-volume environments such as sport, hospitality, or ticketing.
• Strong understanding of iOS and Android app development processes, plus mobile UX best practices.
• Experience working with enterprise-level CMS platforms (ideally Sitecore) and Email Service Providers (ESPs).
• Confidence in using performance data and dashboards, with a strong ability to make data-driven, insight-led decisions.
• Excellent communication skills, with the ability to manage both internal and external stakeholders and foster cross-functional collaboration.

Desirable Qualifications:

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

The Interview Process:

• Initial 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,

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.