Sports Recruitment International

Name:  Charles Allen
Organisation: Arsenal Football Club
Position: Head of Marketing

CAREER

Who/what inspired you to cross from your career at Diageo to work in the sports industry?

After 25 years working in FMCG companies I was looking for a change of direction.  At this stage in my career I was keen to marry my professional marketing capability with something that I had genuine passion for.  When the opportunity came up as Head of Marketing at Arsenal Football Club it felt totally right.

What has been the highlight of your career so far?

Working on the launch plan for the sponsorship between Johnnie Walker and Team McLaren Mercedes, and being empowered to do so.

What does your typical day at Arsenal involve?

There is no such thing as a typical day at Arsenal!  Most of the marketing activity is focused on building our commercial revenue through growing our membership base.  In any day I can be involved in tasting new menus in our Stadium restaurants, to discussing fan events in Asia, to proof reading content for our match day programme, to long term pricing strategy.

What are the most challenging aspects of your job?

Balancing fan expectation with the need to drive the bottom line.

What are the most enjoyable aspects of your job?

Receiving feedback from fans when we have done something that has connected with them at a deep emotional level growing their affinity for the club and brand.

What tips would you give to students wanting to break into the sports industry?

It is a business like any other, it is very competitive.  Think carefully about how working in sport fits within your career and personal development plan.  It is not a hobby.

What are the most common mistakes you’ve seen candidates making?

Thinking that because they are a fan they are qualified to work in sport.

How has elite sport changed since you first entered the industry?

Having been an observer of this industry for longer than a participant what I have noticed is the growing professionalism in the commercial operations at many sporting institutions.  This necessarily creates more opportunity for marketers with solid experience, discipline and process acquired from across industry.


SPORT AND LIFE


Favourite sports to play/ participate in:

Long distance running.

Favourite sports to watch:

Football, tennis, boxing.

What in your opinion has been the sporting highlight of the past 12 months?

Arshavin’s goal against Barcelona in the first leg of the Champions League – best atmosphere at the Emirates stadium ever!

What do you believe will be the sporting highlight of the next 12 months?

Andy Murray winning a Grand Slam and the Olympic Games.

Non-sport hobbies:

Photography.

Where did you go for your last holiday?

Costa Rica.

What piece of technology would you be lost without?

My digital camera.