BADMINTON ENGLAND CHIEF OPERATING OFFICER - CANDIDATE BRIEF - SRI Opportunities
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BADMINTON ENGLAND CHIEF OPERATING OFFICER CANDIDATE BRIEF
THE OPPORTUNITY "Badminton England has a clear and bold vision for a new way that participation and the ‘selling of badminton’ to key audiences could be delivered in the future. It is an approach that will challenge traditional sector thinking in the area of sports development. I am seeking an outstanding individual to lead a new, game-changing Directorate with overarching responsibility for selling Badminton across participation, competition and events, marketing and communication and will establish a new approach to recruiting and retaining participants, fans and partners, based on changing consumer behaviour through a marketing and sales led approach. This would then provide the corner stone of our approach to shaping our strategy for participation growth in the next 2021-25 funding cycle onwards. With organisation wide commitment from the Board, Executive and staff, this is a hugely exciting opportunity to transform the way consumers engage with the sport." ADRIAN CHRISTY Chief Executive
BACKGROUND
OUR PURPOSE OUR VISION
To lead the growth and success of badminton in England To be one of the nation’s most popular sports and consistently
win medals at World, Olympic and Paralympic level
OUR VALUES
FOCUS OUR OBJECTIVES & STRATEGY
Pursuing goals with clarity, drive and determination MORE PEOPLE TAKING PART IN BADMINTON
• Grow grass roots badminton
AMBITION
Striving to attain excellence with motivation and passion WIN WORLD OLYMPIC & PARALYMPIC MEDALS
• A system that identifies and develops player potential
COURAGE
Having the confidence to evolve by making the right decisions • A system that delivers consistent World Class
for the right reasons performances
BUILD FINANCIAL RESILIENCE, BE A WELL GOVERNED
TEAMWORK
ORGANISATION
Understanding and respecting each others’ roles and being a
• Greater financial independence & sustainability
supportive unified team
• Demonstrate compliance with the UK Governance Code
WWW.BADMINTONENGLAND.CO.UK/ABOUT-US/
STATE OF PLAY
975,000
SPECTATORS ATTENDED
THE YONEX ALL ENGLAND
PLAYED BADMINTON EVERY MONTH
4.4M THE STATE
3 MEDALS 19% POSITIVE VARIANCE ON
3
THE ANNUAL BUDGET
1 X GOLD, 1 X SILVER
WEB
IMPRESSIONS OF PLAY AND 1 X BRONZE
WON AT THE EUROPEAN
JUNIOR CHAMPIONSHIPS
57% INCREASE
IN THE NUMBER OF WOMEN
8 MEDALS
4 X GOLD, 3 X SILVER
ACHIEVING A LEVEL 2 AND 1 X BRONZE
COACHING QUALIFICATION WON AT THE WORLD PARA-BADMINTON CHAMPIONSHIPS
A BRONZE MEDAL 3 MEDALS
28,600
3
AT THE WORLD 2 X GOLD AND
CHAMPIONSHIPS 1 X BRONZE
WON AT THE EUROPEAN UNDER 11S PLAYED BADMINTON THROUGH
CHAMPIONSHIPS THE RACKET PACK PROGRAMME
17% 638,000
33
NEW
INCREASE IN THE NUMBER
OF SENIOR CIRCUIT
WATCHED THE YONEX ALL
ENGLAND FREE ACROSS THE
+ JUNIOR
CLUBS
TOURNAMENTS HELD BBC’S DIGITAL PLATFORMS FORMED
14 Annual Report 2017-18 15
THE ROLE An excellent opportunity to work with a progressive thinking CEO and leadership team to challenge traditional thinking in sports delivery and to set a new blueprint for success in the future for growing a sport. Great opportunity for a sports focussed senior marketing and communications specialist from a complex business environment to shape the future and engagement of a leading British Olympic and Paralympic sport. As a member of the Corporate Management Team, this senior role is responsible for overseeing all aspects of Badminton England’s consumer focused, operational delivery. This includes ensuring that the appropriate levels of investment, governance, people management and financial controls are in place so that the sport of Badminton and key delivery networks are supported to grow the sport and its profile across the country. It is a role that is responsible for strategic leadership of all badminton delivery outside of performance and major events including marketing and sales, technology (IT) provision and digital change management, operational development and delivery of consumer facing activity, as well leading the strategic operations of badminton directly and through key strategic partnerships. Based at the National Badminton Centre in Milton Keynes, the role will also enable home / flexible working. Domestic travel is required.
KEY ACCOUNTABILITIES
LEADERSHIP STRATEGY
• To be a leader of Badminton England driving the delivery of the mission and strategic • Lead organisation wide strategic planning across participation, marketing, technology,
plan competitions and membership
• Management of central and remote teams • Deliver business wide strategies that can lead to considerable consumer growth and
revenues through partnership working
• To develop, engage, motivate and lead high performing teams that consistently deliver
against challenging objectives • Lead business wide marketing and communications strategies that will significantly shift
behaviour change and customer reach and engagement
• To act as an advocate for, and representative of, Badminton in England
• Put in place long term building blocks to drive stable commercial growth
• To be an ambassador of Badminton England’s values, displaying role model behaviour in
all situations • Work closely with key deliverers and stakeholders to deliver focussed operational plans
• To drive continuous improvement across the organisation, ensuring value for money and
return on investment
MARKETING AND COMMUNICATIONS
• To embed service excellence internally and externally • Lead the planning, creation and delivery of multi-channel marketing and
• To work in close collaboration with partners and volunteer networks whilst communications led campaigns to impact consumer behaviour
understanding their motivations and limitations • Utilise data and insight to drive marketing and communications strategies to great effect
• Drive strong affinity sales and marketing opportunities through partners and deliverers
CHANGE MANAGEMENT • Drive the best use of media amplification through paid for, owned and earned channels
• To manage extensive cultural change within the organisation in a focussed and with focus on shifting behaviour or sales
collaborative way
• Develop a strong business focus on creating a robust sales funnel focussed on moving
• To drive digital transformation and embed it within business culture including best people along the scale from being made aware of opportunities through to conversion
practice around procurement, training and ongoing monitoring and evaluation
• Lead best practice in the use of CRM, digital marketing and the use of data to create
• Deploy innovative ways of thinking and working to drive business efficiency and results deeper and longer-term relationships with consumers
• To put in place processes and team management to drive greater efficiencies and • Lead the development of robust digital strategies and infrastructures to drive business
collaboration thinking and ways of working
• Lead best practice in procurement, briefing processes and management of agencies
across media buying, creative planning, production and content creation
KEY ACCOUNTABILITIES
COMMERCIAL ACUMEN FINANCIAL MANAGEMENT
• Evidence of leading innovative approaches to generating new revenue • To act as an advisor to the Chief Executive, Finance Director and Board of
streams Directors on all finance and risk management issues associated with the
areas of responsibility
• Track record in growing a business or function through growing the customer
base • To advise the Executive Team and work closely with the Finance Director,
in particular aiding the understanding of related financial performance
• A background in sponsorship negotiation and new business development
information and how this relates to the achievement of the organisation’s
through partnerships required
objectives
• A broad understanding of different business models on and offline that have
• To work in partnership with the Executive Team to support the strategic
led to growth
planning and budgeting process
• Demonstrable track record in managing significant P&L’s and cost
• To partner with the Executive Team to produce reliable budgets, forecasts and
management
plans for Badminton England in identifying clearly the returns for badminton
in England and detailing all requirements in terms of working capital, cash
flow and additional resources associated with the areas of responsibility
• Actively review and improve, as appropriate, financial controls, performance
indicators, targets and reporting processes and make significant
improvements to levels of service, effectiveness and efficiency associated
with the areas of responsibility
• To ensure that projects and programmes are risk appraised and identified
risks are effectively managed with the relevant senior managers across the
business and key areas of operational delivery
• To oversee the management of invested funds, working with providers to
ensure effective return on investment
• To develop and implement partnerships with preferred suppliers that provide
value for money products and services
• To ensure effective cash management processes across the team
KEY ACCOUNTABILITIES TECHNOLOGY BUSINESS OPERATIONS • To work with the Executive Team in providing guidance and • To operationalise business and team strategies with optimal strategic level support for the development of integrated IT results infrastructures • To deploy resources effectively across strategic areas to drive • To drive the development of IT services associated with the areas impact and influence of responsibility and ensure that the technology provision is fit for • To identify and form strategic partnerships that deliver growth purpose for our customers, partners and colleagues geographically and financially to the greatest effect • To lead the innovation across the function, ensuring that • To lead the team to evaluate the ROI and payback on investments Badminton England sits at the leading edge of sports technology in revenue projects • To ensure effective and efficient service provision that is value for • To deliver a commercially viable badminton delivery structure, money developing income streams and managing costs effectively GOVERNANCE & STAKEHOLDER MANAGEMENT • To manage and influence a complex network of stakeholders at the highest levels • To form strategic partnerships that will deliver commercial or participation growth • To form high level working relationships with key strategic partners and funding agencies
PERSON SPECIFICATION QUALIFICATIONS & EXPERIENCE • Significant depth and breadth of experience of working at Board and Senior Executive level and delivering against strategic objectives and driving revenue growth • Proven track record in reviewing and where appropriate, leading and managing change to corporate culture and processes • Significant demonstrable experience of successful leadership of IT and operational functions including digital change management and transformation • Significant evidence of servicing the needs of the Board, senior executives and a range of diverse stakeholders • A proven track record and affinity with the strategic and political nuances of governing bodies (sports or otherwise) and the specific issues faced by senior executives • At least 15 years in senior brand marketing and communications role with strong digital focus and sales accountability • Strong operational understanding of retail and how it could be applied in a sporting context would be an advantage • Category management within a consumer facing environment would also be an advantage • Knowledge of the sporting political and delivery landscape an advantage but not essential • A working knowledge of public and private sector working including with volunteers would be an advantage • Demonstrable focus on KPI setting and the management of delivering strong returns on investment • Strong financial controls and large-scale P&L management
PERSON SPECIFICATION PERSONAL ATTRIBUTES • A passion for reaching, engaging and growing customers! • Outstanding leadership with high emotional intelligence, someone who will enthuse and inspire all the key stakeholders and work in collaboration with colleagues to achieve shared results • Able to bring together all the facets of complex business; can identify what is common in bringing people together to achieve success • A practical digital mindset - knows the journey and can see how to deliver it • The ability to capture data and insight - can present the value proposition; the trade-off for engagement • High-impact individual and articulate, tactful and open in communicating with others • Able to influence and quickly gain credibility with multi-disciplined disparate teams to achieve a common goal • Excellent visioning and purpose setting skills with an ability to lead others through change sympathetically • An analytical, numerate and disciplined strategic thinker who has the ability to think complex issues through and produce commercially sound judgments • The ability to juggle a number of priorities to deliver the right end result • Strategic vision and planning capability and ability to act as a change agent • Belief, authenticity, passion and the ability to inspire success and continued development in others • A high level of self-awareness, emotional intelligence and aptitude for conflict resolution. • Excellent communication skills with the ability to inspire, engage and communicate effectively with a diverse range of people • A creative thinker with a learning mindset and not afraid to challenge the status quo • Self-sufficient but team focussed
HOW TO APPLY SRI is a boutique global executive search and consulting firm focused on media, content, technology and sport. We work as one partner-led team with staff based in key global markets across eleven offices on four continents. We offer dedicated and specific sector, function and region expertise. Our services include executive search, board assessment, succession planning, salary benchmarking, advising clients on their internal and external hiring strategy, new market entry and multi-vacancy projects. To make an application please submit an up to date CV and cover note, or for a confidential discussion please make contact via the details below: ALISTAIR MILNER BECOO@sriexecutive.com +44 (0)207 092 6950 IMOGEN SAWYER BECOO@sriexecutive.com +44 (0)207 092 6950
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