Job Description

Senior Brand Manager

Reports to: Director of Brand

Location: UK / Ireland/ Remote

Role Purpose

BOYLE Sports is one of the UK and Ireland’s most established betting and gaming brands, and we’re ambitious about where we go next.

A year on from the launch of our new brand identity and Back Yourself positioning, our focus is on building momentum: growing our presence in the UK, strengthening our position in Ireland and making BOYLE Sports one of the most distinctive and recognisable brands in the category.

We’re looking for a Senior Brand Manager to play a leading role in making that happen.

Reporting to the Director of Brand, you’ll have significant ownership across brand, creative and media, ensuring our creative is distinctive and consistent, our media investment works hard, and our internal teams and agency partners are aligned behind one clear brand ambition.

This role needs someone who can move comfortably between strategy and execution: with strong creative judgement, genuine media expertise and the confidence to challenge agencies, influence senior stakeholders and make great decisions quickly.

What You’ll Be Doing

Brand & Creative

• Act as a senior guardian of the BOYLE Sports brand across the UK and Ireland, protecting and strengthening our positioning, identity and tone of voice.
• Champion Back Yourself, ensuring our brand platform is consistently and creatively brought to life across every relevant customer touchpoint.
• Take senior ownership of creative development from brief through to delivery, ensuring work is strategically strong, distinctive and unmistakably BOYLE Sports.
• Partner closely with our in-house Creative team and lead relationships with external creative agencies, setting a high bar for the quality of the work.
• Lead major integrated campaigns across Sportsbook and Gaming, connecting brand, creative and media thinking from the outset.
• Build strong go-to-market plans around key sporting and cultural moments, ensuring BOYLE Sports shows up with impact.

Media & Effectiveness

• Play a leading role in BOYLE Sports' media strategy across the UK and Ireland, connecting investment to clear brand and commercial objectives.
• Bring strong knowledge of media planning and buying across TV, BVOD, OOH, digital, audio, social and emerging channels.
• Lead and challenge our media agency, ensuring recommendations are insight-led, commercially rigorous and deliver against our growth ambitions.
• Work closely with the Media Manager to optimise channel mix, reach, frequency, phasing and investment.
• Define clear success measures for brand and media activity and work with BI, research and agency partners to understand effectiveness, brand health and ROI.
• Stay close to the changing media landscape, identifying new opportunities that can give BOYLE Sports an advantage.

Leadership & Collaboration

• Work cross-functionally with Sportsbook, Gaming, Product, Retail, CRM, Performance, PR, Social and Sponsorship to create joined-up brand experiences.
• Work closely with the Sponsorship team to maximise our partnerships through advertising, media, retail, digital, content and customer activation.
• Build high-performing relationships with our creative and media agencies, ensuring they operate as an extension of our team while continually challenging them to deliver better work.
• Own and manage significant brand and media budgets, prioritising investment against our biggest opportunities.
• Manage and develop members of the Brand team, creating clarity, accountability and opportunities to grow.
• Be an internal champion for the BOYLE Sports brand, helping teams across the business understand it and apply it consistently.
• Support the Director of Brand on the continued evolution of our Sportsbook and Gaming brand strategy.
• Ensure all activity is delivered in line with relevant advertising regulation, Safer Gambling requirements and industry legislation.

What You’ll Bring

• 8+ years’ experience in senior brand, marketing or integrated communications roles, ideally within a fast-paced consumer business.
• A strong track record of building brands and delivering integrated campaigns that create both brand and commercial impact.
• Strong media expertise, with an excellent understanding of media strategy, planning and buying and the confidence to challenge agency recommendations.
• Excellent creative judgement, with experience leading major advertising campaigns from brief through to execution.
• Experience managing and getting the best from creative and media agencies.
• Strong understanding of brand strategy, positioning and long-term brand building.
• Commercial confidence, including experience managing significant budgets and making smart investment decisions.
• Strong leadership and influencing skills, with the ability to bring internal teams, agencies and senior stakeholders behind a clear direction.
• An analytical mindset and confidence using research, brand, media and commercial data to inform decisions.
• Experience managing and developing people.
• Experience in a regulated industry would be advantageous; knowledge of gambling advertising regulation and Safer Gambling principles is a plus.
• A genuine interest in sport and/or gaming.

Company:

BOYLE Sports is an international sports betting and gaming company, with an extensive online business and retail portfolio. Founded by John Boyle in 1982, the Irish family-owned firm has grown to become Ireland’s largest and most successful independently-owned bookmaker and has over 390 shops across Ireland and the UK. Its Head Office is located on the outskirts of Dundalk in the Republic of Ireland and the company currently employs over 2,700 employees across Ireland, the UK and Gibraltar. BOYLE Sports offers a world class betting and gaming experience with a ‘Customer First’ approach, committed to bringing customers closer to the action. Its mission is boosted by a rich sponsorship portfolio – the company is a proud principal sponsor of West Ham United Football Club and it stays at the heart of the action all year round by backing some of sport’s most prestigious events, including the Irish Grand National, the Irish Greyhound Derby and the World Grand Prix of Darts.