The Challenge

Following administration, Worcester Warriors faced one of the most complex brand and commercial resets in professional sport. The club had lost significant parts of its customer database, digital infrastructure and fan engagement channels, while trust and confidence across supporters, partners and the local community needed to be rebuilt.

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The brief was not simply to “market a season”, but to rebuild a digital and commercial engine from the ground up, restoring credibility, re-engaging a disconnected fanbase, and creating a sustainable, data-led growth model that could drive ticket sales, hospitality, partnerships and long-term loyalty.

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The Strategy

I led a full end-to-end digital and marketing transformation, working directly with the CEO and Senior Leadership Team to build a connected ecosystem where brand, ticketing, CRM, content and commercial performance were fully aligned.

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The strategy centred on three pillars:

• First-party data & CRM-led growth: Rebuild the database, unify systems and create intelligent customer journeys that could drive retention, upsell and loyalty.

• Social-first fan engagement: Reignite emotional connection with supporters through storytelling, participation and community-led campaigns.

• Commercial integration: Ensure marketing actively supported sponsorship, hospitality and non-matchday revenue, not just awareness.

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What I Delivered

Digital & CRM Rebuild

• Led the full website relaunch, including UX, copywriting, SEO, analytics and performance tracking

• Implemented a connected ticketing and CRM stack, integrating:

  • Flicket for rugby ticketing and B2C events

  • A central marketing automation platform for journeys, segmentation and lifecycle campaigns

• Worked with internal IT and external developers to build APIs and unified data flows, creating a single customer view across ticketing, marketing, hospitality and venue bookings

• Rebuilt supporter databases lost during administration and introduced segmentation, loyalty logic and data-driven upsell paths

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Fan Engagement & Social Growth

• Reactivated dormant social channels after nearly two years of inactivity

• Handled the full announcement social and PR strategy for the team's return under the 'We Are Back' campaign

• Managed the full creative briefing and communications strategy for the team's new kit launch plus collaboration with Macron's e-commerce platform and in-person Sixways Store to drive fan merchandise sales and share of customer data

• Created the flagship “Guess the Warrior” campaign alongside creative agency Beard, blending trivia, video, quotes and community interaction to build anticipation around player announcements

• Delivered:

  • 8M+ campaign views

  • 500%+ profile growth

  • Channels now averaging 10M+ monthly views

• Built a full content strategy and creative framework across organic, paid and owned media

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Ticketing & Revenue Performance

• Delivered record-breaking season ticket sales: 4,600+ in six weeks (over £1.2M in revenue)

• Supported consistently sold-out home fixtures with peak attendances of 9,000 and a league-leading average of 7,000+

• Designed CRM journeys and paid media strategies that moved fans from awareness to loyalty

• Run of regular paid campaigns across search and Meta for ticket sales, with a recent campaign spend of £180 delivering over £14,000 in tracked ticket sales. Use of first aprty data tracking tools, Meta pixel, GA4 and APIs to ensure campaign performance

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Brand & Communications

• Led a full brand refresh and tone-of-voice framework across digital, matchday, hospitality and partner communications

• Managed all matchday communications across email, website, social and in-stadium platforms

• Oversaw PR and media liaison, including press releases, accreditation and broadcast support

• Worked with the RFU, Champ Rugby and ClubberTV to ensure that wider league communications were supported by club activity

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Commercial & Partnerships

• Created partner pitch decks, activation strategies and branded content frameworks

• Supported the delivery of £2M+ in new sponsorships, hospitality and commercial partnerships

• Regular partner activations and delivery of partnership inclusions

• Aligned marketing with the sales team to ensure follow-up processes were CRM-led and data-informed

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The Results

• Record season ticket sales in club history

• Rebuilt a first-party fan database and digital ecosystem from zero

• Sold-out hospitality and executive boxes

• Social channels transformed into high-reach, high-engagement community platforms

• Restored trust and connection between club, supporters and local businesses

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Ongoing Innovation

I am currently working with the team on the development of a ground-breaking fan and venue app, integrating:

• Ticketing and live scanning

• Loyalty and rewards

• Exclusive fan content and match insights

• Community features

• Room, event and venue bookings

The goal is to create a single digital home for the Warriors community, strengthening emotional connection while increasing lifetime value and data-led insight.

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My work also involves the ongoing fan engagement strategy, communications, matchday support and looking ahead to future campaigns such as player re-signings, kit launch and season-ticket renewal campaigns.