Présentation de l'entreprise
The FEI is looking for a Senior Manager, Growth Marketing on a 100% basis. The position is based in Lausanne, Switzerland, and the start date is to be agreed.
Senior Manager, Growth Marketing
Purpose of the Role
Reporting to the Director, Marketing, the Senior Manager, Growth Marketing role is responsible for leading FEI’s brand and content strategy and acting as the brand and content lead for Marketing, while owning growth marketing performance across paid media, direct-to-fan communications, and conversion KPIs, with the objective of increasing reach, followers, engagement, and advocacy, and driving measurable fan actions and value across FEI digital platforms, physical events, and stakeholder channels.
The role combines senior leadership with a strong hands-on contribution, requiring direct involvement in planning, briefing, drafting, optimisation, and delivery, working alongside a lean team to ensure brand consistency, platform fit, and performance impact.
Key Responsibilities
Brand Strategy & Creative Governance
- Lead the strategic development and day-to-day application of FEI brand and marketing messaging across campaigns, events and always-on content, ensuring consistency across FEI channels and key stakeholder use;
- Own and protect the FEI visual identity across all marketing touchpoints (look & feel, design system, templates and asset standards), ensuring consistent application across channels, campaigns and stakeholder usage;
- Own the marketing creative “north star” (tone, narrative, visual consistency), translating the FEI brand into practical guidance, briefs and approval processes;
- Maintain and evolve stakeholder-facing brand guidelines, including rules and approvals for FEI and event marks, ensuring consistent use by Organisers, National Federations and partners;
- Ensure brand and creative output supports both long-term brand equity and short-term growth outcomes (engagement, conversion, advocacy).
Content Strategy, Editorial Guardrails & Production Oversight
- Set the marketing content strategy and editorial guardrails across FEI and relevant third-party channels, ensuring content resonates with equestrian audiences while also attracting new fans;
- Oversee storylines, content priorities, planning and publishing cadence, ensuring alignment with campaign priorities, events calendar and channel strategy;
- Ensure the highest quality standards in content production, with explicit attention to equine welfare standards in how the sport is represented;
- Oversee influencer programme narrative, selection logic and output quality to reinforce brand credibility and performance outcomes;
- Provide hands-on direction when required on high-stakes content, sensitive topics, or moments of peak scrutiny (including rapid turnarounds).
Growth Marketing: Paid Media, Inventory & Conversion KPI
- Own paid media strategy and execution, including budget, channels, targeting and optimisation to deliver agreed growth and conversion KPIs;
- Own management framework for FEI’s digital advertising inventory (rules of the road, governance and evolution of inventory), and oversee availability planning with Commercial and the Marketing Campaigns Manager;
- Lead the end-to-end delivery of paid and branded campaigns across FEI digital touchpoints (concept, production briefing, partner/internal coordination, publication, optimisation, reporting), working with the Content and Marketing Campaigns Managers;
- Work closely with Business Intelligence to define measurement frameworks, ensure reliable reporting and translate insight into practical performance actions (creative, targeting, channel mix, landing flows);
- Develop event promotion toolkits and ready-to-use campaign packs (assets, messaging, timelines, specifications) to enable consistent implementation by Organisers and key stakeholders.
Direct-to-Fan Communications, CRM & Lifecycle
- Own direct-to-fan communications and lifecycle approach (segmentation, targeting, messaging and journeys) tied to growth and conversion;
- Define lifecycle use cases, messaging calendars and journey logic, working with the Director, Marketing (programme governance) and the Digital Product Manager (tools/implementation) to deliver;
- Identify and adopt tools (incl. AI/CRM) to improve marketing effectiveness and efficiency, ensuring ROI is measured and approaches refined;
- Ensure direct-to-fan communications are brand-consistent, performance-driven and aligned with platform behaviours (sharing, recommendation, interaction).
Channel Strategy, Community Growth & Digital Best Practice
- Lead the strategic development of marketing channel plans across FEI digital platforms (social, web, newsletters/direct channels), proposing changes as needed based on performance and audience behaviour;
- Drive community growth initiatives and best practices, ensuring clear KPIs and regular performance reporting;
- Act as digital change agent within the marketing function, encouraging adoption of effective tools, workflows and practices to increase impact.
Olympics & Major Moments
- Ensure strong, coordinated marketing coverage and fan storytelling of Olympic qualification storylines and Olympic/Paralympic moments;
- Work closely with relevant external stakeholders (e.g. IOC/OBS via internal leads) to support increased exposure and coherent narratives for FEI disciplines in the Olympic build-up.
Team Leadership & Hands-On Delivery
- Lead and develop a small team, directly managing the Content Manager, Marketing Campaigns Manager, Creative Designer and Video Content Designer;
- Ensure clear prioritisation, efficient workflows and high standards—while remaining personally involved in briefs, copy/messaging, approvals and optimisation decisions;
- Oversee collaboration with FEI Media House through the Content Manager, ensuring resource planning, output quality and delivery against priorities.
Partner Integration & Cross-Functional Delivery
- Work closely with Commercial team to ensure sponsor needs are integrated into marketing campaigns and digital inventory plans, without compromising fan experience or brand integrity;
- Identify and drive on-site marketing activation opportunities (fan engagement, brand presence, conversions) in coordination with Events and Commercial, ensuring activations support the fan journey and growth KPIs;
- Coordinate with Broadcast Production to align campaign and content priorities with live/non-live output and key distribution moments;
- Ensure agency/vendor support is effectively briefed, quality-controlled and managed to deliver outcomes at pace.
Administration, Budgeting & Governance
- Manage paid media budgets and relevant marketing project budgets, ensuring reporting, performance evaluation and continuous optimisation;
- Manage tenders/RFPs and agency/vendor relationships in line with FEI governance principles, ensuring tools and services remain fit for purpose.
Position Requirements
- Bachelor’s or Master’s degree in marketing, digital, business or equivalent;
- Minimum 7 years’ relevant experience across brand/content and growth/performance marketing, in sport/media/entertainment, with ownership of paid budgets and cross-channel content delivery;
- Demonstrated ownership of paid media strategy, budgets, optimisation and conversion KPIs (funnel thinking and performance discipline);
- Strong understanding of digital marketing fundamentals (paid search, CRM/lifecycle, web CMS ecosystems, targeting/retargeting, measurement and optimisation) as well as event-based campaigns and on-site fan journeys;
- Proven ability to lead content strategy and production workflows with high editorial standards, including equine welfare sensitivity;
- Strong creative judgement (briefing, evaluating and iterating creative for both brand impact and performance);
- Excellent written and oral English, with the ability to draft clear, compelling marketing messaging for informed audiences;
- Strong stakeholder management skills in a complex international environment; additional languages an asset;
- Willingness and flexibility to travel internationally on an occasional basis;
- Genuine passion for sport and fan engagement, with an instinct for storytelling and audience growth (equestrian a plus).
If you meet the position requirements, We want you! We are a dynamic Sports Federation and we would gladly receive your application. Please apply via the 'Apply' button below.
Only applicants being Swiss, resident of Switzerland with a valid work permit or EU citizen will be taken into consideration for the recruiting process.
Important information: Please note that the recruitment process for this position has been entrusted to a specialised Search Firm. By applying, you consent to the sharing of your information with this specialised Search Firm.
