Head of Marketing and Communications – 2023 Cycling World Championships, UK

The Union Cycliste Internationale (UCI), the international federation for cycling, currently stages individual World Championship eventsin each of its cycling disciplines (from Road and BMX Racing to Urban and Para Track Cycling) in different host cities around the world annually.

In 2023, the inaugural UCI Cycling World Championships (2023 CWC) will bring together 13 World Championships for different cycling disciplines in one unprecedented event for the first time ever which will see thousands of the world’s best cyclists vying to win the prestigious rainbow jersey. 2023 CWC is set to be the biggest cycling event to ever take place in the world.

The event was secured through a strong partnership between VisitScotland’s Events Directorate, the Scottish Government, Glasgow City Council, UK Sport and British Cycling. The event will be funded principally by Scottish Government, Glasgow City Council and UK Sport, as well as commercial and ticketing revenues.

BACKGROUND TO THE ROLE

Working to pre-established VisitScotland organisational processes and procedures, the Head Of Marketing & Communications will join 2023 CWC Ltd in a fixed-term position. This is a unique chance to be part of something different that will enhance Scotland’s reputation on a global scale as the perfect stage for events.

With less than three years to go until the World Championships, we now seek a Marketing & Communications specialist to assist with developing the 2023 CWC brand, digital, marketing and PR plans. Reporting to the Director Of Commercial, Marketing & Communications, the successful candidate will play a key role in leading the creation of a purpose-led event, not only maximising consumer & stakeholder engagement in the event itself, but also driving wider societal impact.

WHAT IS THE JOB?

The Head Of Marketing & Communications will play a hands-on role in developing the 2023 brand (working with external agencies), shaping and implementing the marketing, digital and communications plans and activity over the next 3 years.

You will work closely with key stakeholders such as Visit Scotland, Glasgow Life, British/Scottish Cycling, sportscotland, UK Sport, UCI and various charities and agencies such as Transport Scotland, Sustrans and Cycling Scotland to ensure we create a strong and compelling event brand, raise domestic and global awareness of the event and celebrate successes across Scotland in enabling more people to cycle more often.

Closer to the event, you will lead the marketing activity around ticket/hospitality/merchandise sales and over the next 2 years you will also ensure that our marketing and communications activity aligns with the wider policy objectives.

The main tasks of the role;

• Create a compelling, distinctive and engaging brand. As a brand-new event, this is a unique opportunity to build a very different type of event brand – that captures the imagination of national and international audiences.

• Play an active day to day role with internal teams, the UCI and external agencies to create a distinctive marketing programme for this new event that builds awareness, drives interest and community engagement.

• Work closely with the CEO and CWC Directors to build a proactive and reactive approach to PR, stakeholder engagement and reputation management.

• Ensure that the marketing programme not only builds consumer and commercial interest – but that it also supports the delivery of the strategic objectives of 2023 CWC, giving consideration for the broader policy objectives and the innovative nature of this inaugural event.

• Work with the UCI to build a promotional plan to ensure the global cycling community, sponsors and international fans are bought into the event.

• Ensure strong internal understanding of the event and lead a community programme in Scottish towns and cities to ensure strong positive support.

• Provide leadership in identifying segmented internal and external audiences. Ensure correct measurement and reporting systems are in place enabling a responsive and dynamic approach.

• Lead the process of developing a digital plan for 2023 CWC providing strategic direction and support for internal teams and external agencies as you build out the digital platforms, processes, protocols and content strategies.

• Work with the 2023 wider team, ambassadors, influencers, communities, partners and elite athletes to create strong stories of our vision for the event and local successes in helping to encourage more people to use bikes more often.

• Build proactive relationships with key stakeholders, funders and partners to support the key policy themes of cycling tourism, cycling participation, cycling for transport and the cycling economy.

• Build internal marketing, digital content creation and communications capability.