Brand Marketing Manager – Commonwealth Games Federation


Job Title- Brand Marketing Manager
Reports to Director of Marketing & Communication

Scope of Role

Business Area
Marketing & Communications

Key departments/areas of responsibility

Marketing and Communications team – Brand & campaign development and management, IP management & compliance.
Commonwealth Games Associations (CGAs) – Compliance and brand marketing management.
Host Organising Committees (OCs) – compliance & brand marketing management.
Partners / Sponsors – campaign integration, compliance and IP facilitation.

Job Dimensions
Campaign Budget Management
Cross-function responsibility

Overall, Job Purpose

The Brand Marketing Manager, will be responsible for developing, maintaining, and promoting the Commonwealth Sport Movements brand and identity to ensure a cohesive, impactful and inspiring presence. Working closely with the Director of Marketing & Communications, the wider Marketing and Communications and Commonwealth Games Federation Partners (CGFP) team to ensure the Movements brand is appropriately represented, positioned, communicated and protected within all events, marketing, communications, activations and channels. By effectively managing the brand, bringing it to life and increasing the visibility and profile of the movement amongst target audiences and stakeholders the Brand Marketing Manager plays a pivotal role in shaping the movements identity, perception and legacy, ultimately contributing to its success and long-term sustainability.

Brand Strategy Development: Develop, and facilitate the integration of the brand strategy throughout the CGF. Ensure all activity remains relevant and engaging and brings to life the Movements vision, values and mission. Establishing an enduring brand message that results in, growing engagement, building brand loyalty and increasing commercial revenue.

Brand Identity Management & Guidelines: Own and maintain the brand guidelines, ensuring they are current and evolve with the organisational strategy, including logo, colour palette, typography, and design elements and tone of voice. Ensure consistency in branding across all communication channels, merchandise, and event collateral.

Ensure the brand architecture is effective, communicated and adopted throughout the movement. Ensure it supports the Development teams community programmes as well as the Commonwealth Sport Foundation, enabling clearer, consistent brand identity, ascription and increased visibility. Create and disseminate brand guidelines to internal teams, Commonwealth Games Associations (GCS’s) external partners, sponsors, to ensure adherence to brand standards in all promotional materials and activities.
Assist in educating both internal and external teams and partners against improper use of the brand. With guidance and assistance from the legal team, develop and manage the brand protection programme with all partners and stakeholders including CGFP and IF’s, CGA’s and media.

Sponsorship Integration & Partner Management: Collaborate with commercial partners and sponsors where applicable to integrate sponsor branding in a way that aligns with the movements overall brand and enhances sponsor visibility where appropriate, while maintaining the integrity of the movements identity. Manage the IP and assets, rights programme and signoffs when required, developing processes and tools where appropriate to ensure swift effective support to commercial partners. Proactively identify opportunities to work with likeminded organisations / brands to create beneficial brand extension and visibility.

Marketing Management & Campaigns: Develop and execute public-facing activity in support of the organisation’s strategic plan. Develop brand & marketing campaigns that effectively communicate the movements brand message and value proposition to various stakeholders, including participants, fans/spectators, sponsors, and media. Coordinate, engage and manage external agencies, creatives, designers and more. Manage the briefing , development and execution of high quality marketing/ content initiatives, informed by research, expert external advisory and market understanding, that positions the GCF appropriately in across multiple territories, driving the desired outcomes.
Manage the design and delivery of marketing communications assets, including merchandise and event collateral when required.

Ensure all activity is measurable and conduct comprehensive evaluations of all campaigns, utilising research and data to analyse performance metrics to identify successes, challenges, and opportunities for refinement.

Brand Experience: Work closely with the Head of Digital to introduce the brand in to all digital touchpoints including, website design, social media profiles, email marketing, and digital advertising, to create a seamless and engaging brand experience online. Assist writing website stories and social content when required. Work closely with Media & Communications Manager to ensure all external communications align with the movements brand voice and messaging.

Audience Engagement: Develop strategies to foster deeper engagement with target audiences leveraging the brand’s unique attributes to create meaningful connections and build loyalty. Become the voice of the Fan using research and insights to develop fan engagement campaigns that retains and engagement fans year round, not just at games time. Work closely with the Head of Digital to ensure data is utilised and platforms are maximised to ensure an effective community is built and maintained.
Brand Performance Measurement: Establish key performance indicators (KPIs) to evaluate the effectiveness of branding efforts, such as brand awareness, perception, and loyalty. Monitor and
analyse data to identify areas for improvement and optimize future branding initiatives. Establish a measurement dashboard to demonstrate results and value.

Competence / Knowledge / Skills required


  • Experienced Brand Marketing Manager from an agency, or sports event environment. • Experience of brand planning and strategy.
  • Experience developing and delivering effective campaigns.
  • Experience of using and developing measurement tools and dashboards.
  • Experience using data, and research to set and report on KPI’s.
  • Experience working in complex, multi-stakeholder environments .
  • Experience of delivering across multiple territories/global.
  • Relevant tertiary Qualifications, in marketing, communications or business would be preferable coupled with a strong interest or involvement with sport, event marketing international relations and the Commonwealth movement.
  • Proven exceptional performance in building and delivering end-to-end marketing/content/advertising programmes across multiple territories.
  • Excellent written and analytical skills.
  • A keen understanding of and interest in creative marketing and the process it entails. • Possess strong brand acumen and judgement.
  • Ability to deliver high level professional presentations to a variety of stakeholders. • Proven ability to be creative and innovative.
  • Ability to deliver within a fast-paced complex environment, managing multiple tasks. • Sound understanding and previous IP, rights management experience.
  • Budget development and management skills.
  • Excellent interpersonal and relationship building skills ability to influence and bring people together and manage relationships – enjoys working in a team
  • Impeccable personal integrity with clear commitment to maintaining professional standards. • Agile and adaptable and curious.
  • Engaging and personable with an understanding of the need to adapt personal style to the relevant audience.
  • Diplomatic, embraces diversity, displays respect and loyalty to colleagues, the organisation and partners • Collaborative, committed, enthusiastic, and motivated
  • Passionate about Sport and the development of the Commonwealth Sport Movement. • Can think clearly and work effectively under pressure.
  • Exceptional attention to detail.
  • Quality orientated, sets and achieves the highest standards

All applications to be sent at by COB May 31st.