KEY RESULTS

• Drove consistently high ROAS of above 7.1x for Club Shop through Facebook & Instagram advertising

• Improved website design/ UX for 4 company owned websites

• Managed match day experience & entertainment for men and women's teams

• Ventured for the first time into regional OTT advertising

• Optimised the SEO for the Sandy Park and Exeter Chiefs Club Shop website traffic

• Filmed and edited videos in the absence of the videographer.

Website Design, UX, Content Management, PPC - Display, Facebook/ Instagram Ads, SEO, Technical, On-Page, Off-Page, Copywriting, Blogs, Social Media Management

SKILLS USED

DURATION

November 2022 - June 2023 (FT maternity contract)

POSITION

USEFUL LINKS

Marketing Executive

INTRODUCTION

Exeter Chiefs Rugby Club

Exeter Chiefs are a professional rugby team from England who play in the Gallagher Premiership or the top flight of the national division, the Heineken European Champions Cup and the Premier Cup.

I worked here as a Marketing Executive on a maternity contract for 8 months. It was wonderful to experience the fast-paced nature of the sports industry whilst working on a variety of paid media and digital marketing functions including a whole host of OTT advertising.

Fortunately, I was part of a successful Exeter Chiefs 22-23 Rugby Season, with Exeter Chiefs winning the Premier Cup and getting to the Semi-Finals of the European Heineken Champions Cup. In addition, Exeter Chiefs women won the Allianz Cup and reached the playoff final of the Allianz 15s during my time there.

WHAT I DID

Main Responsibilities

• Helped manage the marketing for Exeter Chiefs Men, Exeter Chiefs Women, Sandy Park, the Club Shop and summer stadium concerts.

• PPC - management of all paid advertising (Facebook & Instagram Ads, Google Adwords Display)

• Website maintenance of Exeter Chiefs main website, Club Shop, Sandy Park & Foundation & SEO for these websites.

• e-Commerce Marketing - increasing sales of the Club Shop

• Management of all OTT traditional advertising: billboards, radio, TV, media, bus stops, outdoor banners, monoliths, petrol pumps, posters, flyers, big screens in stadium, internal screens and more

PPC ADVERTISING

Generated ROI from Paid Ads

As a company, Chiefs hadn't run a lot of digital paid advertising campaigns before and the primary focus was on connecting up Meta's Advertising Manager to the four respective websites and separately, the TicketHub which was used to sell tickets for matches an events.

I ran brand awareness, consideration & conversion campaigns on Facebook, Instagram and Google as well as display advertising for brand awareness of the 22/23 Half Season Ticket and 23/24 Full Season Ticket campaigns.

CTR for Half Season Ticket Display Campaign, AdWords

Average ROAS from Club Shop PPC Campaigns

Average CPA for match ticket purchasers (men's & women's rugby)

7.1x

£1.89

Average monthly amount spent across all advertising campaigns

0.76%

£1483.21

VIDEO PRODUCTION

Filming & Editing

I occasionally helped film various Sandy Park events or match days in the absence of the videographer, which I really enjoyed getting the opportunity to do.

I also filmed these videos although the editing was done by the very talented full-time videographer, Ben Marshall:

• Sandy Park Christmas Parties

• Exeter Chiefs Community Team

Website Management

Exeter Chiefs and Sandy Park had four websites that I was responsible for looking after the maintenance and content of:

• Exeter Chiefs Official

• Sandy Park

• Club Shop

• Exeter Chiefs Foundation

I worked alongside the existing website design agency to redevelop the websites and make them more functional, minimalist and simplistic. In addition, I helped improve the digital processes and tracking of customers when they were purchasing match day, events, concerts or Exeter Chiefs Club Shop merchandise.

TASKS

highlights from my time at Chiefs

Gallery