Glasgow 2026 Commonwealth Games – Job Description PDF Free Download
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Glasgow 2026 Commonwealth Games – Job Description
Job title:
Head of Marketing and Brand
Division:
Marketing, Communications & Engagement
Department:
Marketing
Reports to:
Chief Marketing & Communications Officer
Location:
Glasgow (flexible working options available)
Background to the Glasgow 2026 Commonwealth Games
In July and August 2026, Glasgow will host the Commonwealth Games. Approximately 3000
athletes and team officials from up to 74 nations and territories across the Commonwealth
will come together in a 11-day celebration of sport and culture. Events will take place
across Glasgow, entertaining around 500,000 ticketed spectators and reaching a global
broadcast audience of more than one billion.
Glasgow 2026 Limited, the Organising Company (the OC), is signatory to the Host
Collaboration Agreement (HCA) with the Commonwealth Games Federation (CGF) and
Commonwealth Games Scotland (CGS) and each have key parts to play in the planning and
delivery of the 2026 Commonwealth Games, both individually and collectively, to ensure
that the new format 2026 Commonwealth Games are a huge success.
The Glasgow 2026 Commonwealth Games will deliver a new event model, fuelled by the
success of 2014 and building on its legacy. Activating the Glasgow 2026 brand, building
mass awareness of the Games in the city, at home and overseas, driving ticket sales and
delivering first-class CRM are essential to the success of the project as well as delivering
first-class athlete and audience experience. We are looking for an enthusiastic and positive
individual, with a desire to achieve the highest possible standards for themselves, for
Glasgow 2026 and for everyone involved in the Commonwealth Games. This role will work
closely with Games partners such as the Commonwealth Games Federation (CGF),
Governments and Glasgow City Council, Games Sponsors and Event Delivery Partners.
The Head of Marketing and Brand will be responsible for the Glasgow 2026 brand and for
developing and executing a comprehensive, integrated marketing strategy to support the
delivery of a world-class event and to ensure that Glasgow 2026 meets its ticketing,
revenue and engagement targets, through innovative, inspiring, integrated campaigns. The
post holder will build, lead, and develop a marketing team and will be accountable and
responsible for brand management, marketing strategy and implementation, audience
segmentation, paid advertising, CRM and Glasgow2026.com, sponsor rights and benefits,
Glasgow 2026 mascot, driving ticket sales, contact centre operations and overseeing
publications.
This is an opportunity to be at the heart of a world-class event, working with passionate
professionals and visionary leaders who are committed to showcasing Scotland on the
international stage as well as delivering excellence for athletes and local communities.
Role Summary / Key Accountabilities
The Head of Marketing and Brand will be accountable for the successful development and
implementation of the Glasgow 2026 Brand and Marketing Strategies and to ensure a first-
class operation and service for Games family, competing athletes, sponsors and
spectators. Critical to success will be building mass awareness of Glasgow 2026 across a
broad local, national and international audience. This will require directing the end-to-
end marketing process across multi-channels, from audience research to campaign design
and execution, and campaign measurement.
This role will also take responsibility for promoting ticket sales for Glasgow 2026.
You will develop and implement a series of integrated marketing campaigns to drive mass
public awareness and support for the Games, with a focus on building emotional
connection with people and businesses across the city.
As a central function of the Organising Company, you will design and manage campaigns
that support functional areas across the business, including the Games Mascot strategy,
volunteer campaigns, ticket advertising, the development of pictograms, business
engagement, and supporting sponsor activation.
KEY RESPONSIBILITIES
Strategy, Brand Management and Stakeholder Relations
• Develop and implement integrated brand, marketing, and advertising strategies for
Glasgow 2026, including the development of an innovative digital marketing
strategy that maximises engagement opportunities with local, national, and
international audiences.
• Support the Chief Marketing and Communications Officer in all aspects of Games
messaging, promotion, campaign planning and brand management.
• Design and deliver a Glasgow 2026 market research programme and ensure all
strategic planning is insight led.
• Ensure all measures are in place and taken to protect the Glasgow 2026 brand to
safeguard its commercial value including the monitoring and approval of its usage.
This will include:
o Delivery of an accessible brand toolkit and guidelines
o Ensure adherence to this across all internal functional areas
o Development of a robust image strategy, directory and terms of use
o Co-design of a community brand to support the Games public engagement
programme.
• Manage the creation and dissemination of brand assets and kits to ensure a
consistent look and feel across every aspect of the Games, from community
engagement to look and venue experience.
• Ensure all activities are compliant with brand guidelines; and be accountable for
approvals, monitoring and reporting relating to brand usage.
Campaign Planning & Implementation
• Design, own and execute a comprehensive programme of key campaigns spanning
multiple aspects of Glasgow 2026 covering as volunteering, ticket sales, business
engagement and mascot launch, including writing inspiring creative briefs and
provide clear direction for colleagues on approach and dependencies.
• Design and execute paid marketing strategy ideation and implementation – linking
to both acquisition and retention through content marketing, Search Engine
Optimisation, Pay Per Click (Google and social ads) and web analytics.
• Establish a collaborative way of working with Games Partners to deliver a joint
marketing campaign calendar and ensure Games Partners are fully briefed and
engaged through the process of all campaign activity.
• Work closely with government agencies, sponsors, delivery partners, and
international sporting organisations to align brand messaging, maximise audience
reach for advertising campaigns and realise more marketing opportunities.
Customer Relationship Management & Publications
• Direct a sector-leading, integrated approach to CRM to encourage responsive,
personalised, two-way dialogue and high awareness and support for the Glasgow
2026.
• Oversee and deliver contact centre operations to ensure the highest possible
standards of customer service, reflecting Glasgow 2026 brand values.
• Direct and co-ordinate publication services, spanning the duration of the Games,
and ensuring accurate, high quality and timely publications.
Supporting an Integrated Marketing, Communications & Engagement Team
• Recruit, lead, and inspire the marketing and brand team, providing day-to-day
oversight, ongoing team building and development and performance reviews.
• Work collaboratively across the wider department (Head of Content, Head of Public
Engagement and Head of Media & Communications), to commission inspirational,
engaging content and to ensure campaigns are integrated and maximise owned,
shared, earned, and paid media opportunities.
• Procure and manage the Organising Company’s creative agencies and media buyer
to meet the needs of Glasgow 2026, proving day-to-day main point of contact and
ensuring the effective delivery of those contracts.
• Implement a sector-leading approach to audience insights and marketing
evaluation, and regular reporting of campaign impact and ROI on an OC-wide basis.
• Support the promotion of the Games' legacy, celebrating achievements and long-
term impacts on host communities.
• Work collaboratively with other functional areas to capture strategy, advertising
and collateral requirements and design bespoke marketing activity as required.
• In conjunction with our commercial agency and sponsor services, deliver collateral
and content that supports revenue generation. This will extend to collaborating
integrated planning of sponsor activation initiatives.
• Be responsible for producing marketing and publicity materials, including
copywriting; commissioning market research; editing; liaison with agencies;
designers, printers and distributors.
• Own and manage of all strategic and tactical promotions relating to the Games,
including with Partners, Sponsors and third parties.
• Manage the marketing budgets.
Responsibilities of the role will evolve during the lifespan of the Organising Company, and
it is likely that the role profile will evolve with the changing needs of the OC.
Knowledge & Experience
• Experience of working within an integrated marketing function, managing brand, and
advertising strategies and delivering marketing campaigns at a national level.
• Proven experience in the fields of major events, sports or consumer-facing brands.
• Proven campaign delivery expertise, delivering engagement and commercial goals.
• Proven experience of managing complex, multiple campaigns and projects.
• Proven track record in delivering tactical innovative marketing plans and campaigns.
• Expert knowledge of digital marketing and building a highly engaged audience network.
• Experience of securing local and national partnerships to maximise budgets.
• Extensive experience and understanding of creative and media agency landscape.
• Proven ability to build working relationships with external stakeholders
• Commercial awareness and a proven track record of working to budget.
• Experience of working in complex, fast pasted, matrix organisation
Personal Characteristics
• One Team approach – loyal and respectful to colleagues and partners.
• A high level of responsibility and accountability, acts in the interests of Glasgow 2026
• Highly collaborative, taking time to engage with a wider range of individuals
• Results driven and highly motivated.
• Displays a friendly, positive, can-do attitude
• Demonstrates the ability to ‘think big’ and always be creative
• Possesses first class communication and tactful, diplomatic influencing skills
• An informed, fair decision-maker, who places value on equality, diversity and inclusion.
• Calm and resilient under pressure
• Willing and able to spend time managing marketing initiatives both within and out with
normal working hours and occasionally at short notice.
