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The Role of Consumer and Club Data Manager

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The Role of Consumer and Club Data Manager

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The role of Head of Consumer & Club Data Manager involves having strong logical reasoning skills and business intelligence to improve player performance as well as fan engagement and club operations. This role is highly flexible and is constantly handling different tasks to further help the team on and off the field. This role organizes and manages a team of analysts by making strong and educated decisions using data and analytics in order to drive high performance and quality. The role implements tools and strategies that are used to translate data into valuable business insights

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Recruiting Resources: How to Recruit and Hire Better

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This Analytics Manager job description template is optimized for posting to online job boards or careers pages and easy to customize for your company.

Nikoletta Bika

Nikoletta holds an MSc in HR management and has written extensively about all things HR and recruiting.

Analytics Manager responsibilities include:

Developing strategies for effective data analysis and reporting

Selecting, configuring and implementing analytics solutions

Leading and developing a team of data analysts

Job brief

We are looking for an Analytics Manager to organize our analytics function and manage our team of analysts. You will implement tools and strategies to translate raw data into valuable business insights.

In this role, we expect you to have strong logical reasoning skills and business intelligence. The ability to communicate effectively is essential. If you also have solid industry experience, we'd like to meet you.

Your goal will be to help our business use data to drive high performance and quality.

Responsibilities

Understand business needs and objectives

Develop strategies for effective data analysis and reporting

Define company-wide metrics and relevant data sources

Select, configure and implement analytics solutions

Lead and develop a team of data analysts

Oversee all analytics operations to correct discrepancies and ensure quality

Extract reports from multiple sources (e.g. operations, IT, customer feedback)

Build systems to transform raw data into actionable business insights

Apply industry knowledge to interpret data and improve performance

Keep abreast of industry news and trends

Requirements and skills

Proven experience as an Analytics Manager or Data Scientist

Solid experience in data analysis and reporting; industry experience is a plus

Background in market research and project management

Knowledge of Excel, R and SQL; familiarity with business intelligence tools (e.g. Tableau, SAS)

Superb communication skills

Analytical skills and strong organizational abilities

Attention to detail

Problem-solving aptitude

BSc/BA in Computer Science, Statistics, Data Management or a related field

Related Job Descriptions

Related Interview Questions

Related Topics

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Our Analytics Manager Job Description Template is perfect for recruiting the best employees from online jobs and career pages.

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The Responsibilities of Consumer and Club Data Manager

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The Responsibilities of Consumer and Club Data Manager

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The responsibilities of this role are to manage and oversee data collection and storage over multiple different events, develop regular reports that monitor and measure the vision and strategy of the company, support other departments with data insights to keep team members informed as well as driving strategic priorities. More responsibilities for this role include: coordinating staff to assist with the collection of data at various events, maintaining relationships with third party performance analysts and managing data tools and software's to ensure accurate data collection

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Sportspeople: Data Analyst - Football Australia

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Manage and provide analysis of football data; presenting and visualising insights to support strategies aimed at promoting and improving elite football in Australia.

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The Gold Coast Titans have been struggling on the field which can lead to a strong decline in fan support and engagement and overall community interest. The Titans finished 14th overall with the 4th worst defence in the NRL largely due to injuries sustained to their captain Tino Fa'asuamaleaui. If they continue to not perform on the field decreased fan support will follow along with decreased attendance at home games. This could also negatively impact stakeholders due to poor performance lowering brand value therefore making sponsorships harder to obtain.

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Overview

The Titans limped to a second-straight 14th-placed finish in 2024, although they picked up one less win than they did in the previous year.

They started the season with six straight losses, but stopped the rot with a 24-27 win over the Warriors in Auckland.

They hammered the same opponents 66-6 in round 16 - a result which was the biggest win in their history. That victory sparked a brief upturn in fortunes as they won four of the next five and had half an eye on the top eight, but five straight losses to end the year killed any faint hopes they had of a finals spot.

Highs

The 66-6 win over the Warriors in round 16 was a record-breaking score for the Titans, while a few individuals had career-best seasons.

None more so than winger Alofiana Khan-Pereira, who topped the NRL try-scoring charts with 24 in just 21 games. His try against the Broncos in round 22 saw him become the first player since 1962 to score 40 tries in his first 40 games in the top grade. A Queensland jumper looks a distinct possibility in 2025 if he keeps this form up next year.

20-year-old Keano Kini also established himself as the first choice full-back in the second half of the season. So much so, that previous incumbent Jayden Campbell is likely to remain in the halves for the foreseeable future.

David Fifita had a relatively strong year too, albeit a little inconsistent at times, while veteran half-back Kieran Foran rolled back the years and bagged 15 try assists in his 21 games.

Lows

Six straight losses to start the year left the Titans with an uphill battle for a top eight finish.

And, while some of their attacking play was scintillating at times, they conceded more than 27 points per game on average, giving them the fourth-worst-defence in the NRL.

Captain Tino Fa'asuamaleaui was also a big loss for them. The giant prop only played twice all year with his last appearance coming in round three.

Reasons to be positive in 2025

For starters, big Tino will hopefully be fit in time for the new campaign, which will make a big difference. The Titans' young guns will be better for getting a year's worth of first grade footy under their belts as well, so if they can just tighten up defensively, they'll be one of several teams with an eye on the top eight.

They lost six games by single digits in 2024, as well. Turn a few of those scores on their head, and the Titans could find themselves pushing up the ladder in 2025.

My 2024 prediction - 16th

Final 2024 position - 14th (+2)

Gold Coast exceeded my expectations this year, although as I suspected they were never serious contenders for the finals. Still, I hadn't expected to see Kieran Foran's renaissance or the emergence of talented youngsters like Keano Kini, so there's a good chance they'll push on again next year.

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Gold Coast Titans 2024 season review - rugbyleaguebooks.com

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Overview The Titans limped to a second-straight 14th-placed finish in 2024, although they picked up one less win than they did in the previous year. They started the season with six straight losses, but stopped the rot with a 24-27 win over the Warriors in Auckland.

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The Gold Coast Titans have been desperately trying to increase fan engagement by announcing new platforms and programs. In March 2024 the Titans announced their new League ability education platform with junior rugby league clubs across Australia. This program aims to assist junior rugby league clubs with educational and resource needs as well as upskill and increase the volunteers at community clubs. The Titans believe that this program will increase their overall fan engagement and showcase the community engagement opportunities that the Titans are trying to achieve.

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Author Titans.com.au Timestamp Wed 13 Mar 2024, 02:47 PM

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Titans launch Leagueability education platform

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The Gold Coast Titans have today announced their new online platform, sharing their ground breaking Leagueability program with junior rugby league clubs across the nation.

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Like many clubs in the NRL the Gold Coast Titans are attempting to integrate data across multiple platforms in order to enhance their operational efficiency and fan engagement. Chris Knell, the current Head of Consumer and Club Data for the Titans noted that the relatively small scale of NRL limits their ability to vertically integrate therefore making data management more difficult. However, Chris Knell considers the Titans to be one of the more progressive clubs regarding data management compared to other NRL teams.

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Ahead of CDAO Brisbane, Chris Knell, Gold Coast Titans' Head of Consumer and Club Data shares his thoughts on the current data and analytics challenges in the sporting world with Corinium's Vanessa Jalleh

Most industries and organisations face a myriad of challenges when it comes to delivering excellent results in data and analytics. For the sporting sector, capability is one of the hurdles data and analytics leaders are striving to overcome.

Chris Knell, who serves as Head of Consumer and Club Data for the Queensland based rugby league football club, Gold Coast Titans, says the scale of the individual clubs plays a role here.

"In the sphere of mainstream professional sports like the NRL and AFL, most clubs are small/medium size enterprises and so don't have the capacity to vertically integrate. This creates an environment where third parties must fulfil critical aspects of their operations, like ticketing and participation," he says.

"The downstream implications of this have traditionally been a very fragmented data environment, with many disparate sources that are difficult to align."

More Opportunities to Be Tapped

Knell says it is fair to say that the sports industry has been slow to react to the challenges presented, therefore missing out on the opportunities considering the proliferation of technology that has been presented to businesses, especially within administrations.

In fact, he notes that it has been the athletic parts of the business that have been better at parlaying data into performance.

"We've all seen how statistics driven sport is, but this extends far beyond the half time and full-time summaries we see. These days, players wear GPS monitors that capture hundreds of data points and coaches scrutinise games and develop game plans to the nth degree, and it's all based on data," he says.

"Up until recently it's been my observation that data was a bit of an afterthought. Businesses have failed to recognise the opportunity - and of late, the risks - that the data they have accumulated represents.

"This isn't a criticism; it's just been the way that the industry has evolved. When I started, there was never any consideration of the need for data professionals. The data function within our business fell to me because, in my capacity as the Head of Consumer, I was exposed to data more than anyone."

The other key challenge has been the need to pioneer data management in the context of the industry.

"I've lost count of the number of times a vendor has approached me about new technology that claims itself as the panacea to all our woes or the league has set about standardising data management. It's taken many false starts to understand what works and what doesn't. We've really been operating without a user manual or any real precedent, we've had to build it from the ground up," Knell says.

Knell says his answer above would not be complete without a reference to governance.

"Even though I consider our club to be one of the more progressive when it comes to data management, we've barely scratched the surface on the governance piece," he says.

"It's a major priority for us."

Centralising Data

The need to centralise data set in place a kaleidoscopic change for Knell and his team.

Though the gap between data literate and data illiterate organisations is still vast, Knell highlights that businesses who have made investments in this space (in systems, people, and cultural change) are beginning to show returns on this and it is not going unnoticed.

"In our business, this started with one simple concept - the need for us to centralise all our data," he says.

"As mentioned earlier, the fragmented data environment spawned from the traditional way of conducting business made it virtually impossible for us generate any commercial return or derive any meaningful insights to drive strategy.

"The process started in 2016 when we changed one of our operating systems. This was consolidated in 2019 with the introduction of our data warehouse, learning to write and interpret SQL, and produce dynamic BI reports. Marketing automation was also a major driver of the benefits we started to see from all the foundational work to 'get the plumbing right'."

Culture Shifts

Organisational culture is key to managing the challenges.

"It's something that we are doing well, but by no means is it something we would yet consider to be entrenched," Knell says.

"In my experience, outside of us having committed ourselves to centralising all our data, it's been the micro projects that we have been able to stand up and show wins from - either as a commercial return, unearthing a key insight or improving efficiency - that have piqued the interest of other areas of the business and been the catalyst for the start of their journey.

"We are very fortunate to have an incredibly supportive CEO, who believed in the vision we presented and helped us convince our board to make the initial investments we needed to get things moving."

Data Breaches

No conversation around data and analytics problem-solving is complete without mentioning the subject of data breaches.

"I can't go past the major data breaches we have seen recently," Knell says.

"We've been able to build a framework that is delivering value to our business yes, but in so doing we're creating an ever-increasing reliance on our data that demands proper governance.

"This extends beyond the security of our systems - a chain is only as strong as its weakest link. Proper data management policies that help educate employees - especially those exposed to data but for whom data management is not a skill - need to be prioritised."

Chris Knell will be speaking at CDAO Brisbane on February 27th and 28th, 2024 at the Brisbane Hilton. Join him and many other data and analytics leaders to learn about the latest trends and opportunities in the industry. Register here to attend.

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Gold Coast Titans' Data Exec Tackles Sporting Insights Challenges

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Ahead of CDAO Brisbane, Chris Knell, Gold Coast Titans' Head of Consumer and Club Data shares his thoughts on the current data and analytics challenges in the sporting world with Corinium's Vanessa Jalleh

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The Titans have explored many different partnerships, sponsors and more in order to identify and include all their key stakeholders. The Titans have supported grassroot stakeholders and charities through player appearances as well as donations of signed merchandise, creating strong community relationships. The Titans have also maintained relationships with local Aboriginal and Torres Strait Islander organisations such as the Preston Campbell Foundation and Deadly Choices. The Titans also offer education and rugby league development programs in schools to inspire younger students, setting them up for a pathway in rugby league.

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The Gold Coast Titans are proud to support our grassroots stakeholders, community partners and charities.

Donations

The Club understands that providing support to the community is important and the Gold Coast Titans assist a variety of not-for-profit and charitable organisations through awareness and fundraising activities, with donations of signed memorabilia and other merchandise.

Read More

Appearances

As an organisation that has built a reputation on its significant community contribution, we understand that with an elite national profile comes the added responsibility to work with the broader community to set a positive example and assist in addressing many of the social issues impacting society.

Read More

Gold Coast Titans proudly acknowledges the Traditional Custodians of the land on which we are situated, the Kombumerri families of the Yugambeh Language Region. We pay our respects to their Elders past, present and emerging, and recognise their continuing connections to the lands, waters and their extended communities throughout South East Queensland.

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The Gold Coast Titans are proud to support our grassroots stakeholders, community partners and charities.

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The NRL is constantly expanding to enhance their competitiveness with the introduction of new teams like the Dolphins. Another team in Queensland intensifies the competition for media attention, supporters and heightens the market share for the Titans and other Queensland NRL teams. Expanding the NRL also comes with significant financial investment. Newer teams that are introduced may attract funding therefore possibly diverting funding from already existing clubs like the Titans. The NRL has already stated a PNG team will be introduced in 2028 which could reduce funding for the Titans (NRL.com, 2024).

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Is bigger always better The commercial and legal challenges of expanding the NRL Part I

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For any rugby league fan in Australia, whispers of expanding the national first grade competition, the National Rugby League (NRL), brings great interest and debate. In recent months, the Australian Rugby League Commission (ARLC) Chairman Peter V’landys and NRL CEO Andrew Abdo have expressed concrete plans to add a second Brisbane-based club in 2023 and hope to introduce a further 18th club to the league by 2027.

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As Consumer and Club Data Manager it is vital that data analytics is used in order to enhance fan engagement and more. Utilizing data and analytics, marketing campaigns can be targeted that are aimed at increasing memberships and attendance. Previously the Titans have offered tailored membership packages which resulted in a record membership of 16,047 in 2024. By analysing feedback from fans as well as attendance patterns at gamedays the Titans introduced themed game days, improved amenities and more improving the overall satisfaction of fans as well as repeat attendance from supporters (Titans.com.au, 2024b).

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After a record number of Members in 2024, the Gold Coast Titans are excited to announce that Memberships are now open for 2025!

The NRL team has shown tremendous progress under new mentor Des Hasler, with many promising signs for the future.

With renewed determination, the club want their Members and fans to be a part of this journey.

If you're a Titans fan, this is your chance to secure a Membership package for 2025.

By doing so, supporters are not only backing the team but also fueling the energy and momentum that will propel the club next season.
Click here to view 2025 Membership Packages!
Whether you want to be there for every moment, choose specific games, support from home or further away, the Titans are giving you the flexibility to choose a package that best suits your lifestyle and preferences.

Why become a Member?

Membership means more to the Club than just a ticket to the football.

'The Legion' is the lifeblood of the Gold Coast Titans, the reason to play, and the way the club can show it's appreciation to it's biggest fans.

As a Titans Member, you'll get first access to the best seats on gamedays, invites to Member-only events, exclusively hear from players and coaches, be first to hear of signings and player news, meet-the-team opportunities, exclusive Members merchandise and more.

In 2025, the club welcomes back Tino Fa'asumaleaui from injury and continues it's journey in the new era under head coach Des Hasler.

Join us, and feel the energy.
Click here to view 2025 Membership Packages!

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Whether you want to be there for every moment, choose specific games, support from home or further away, the Titans are giving you the flexibility to choose a package that best suits your lifestyle and preferences.

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The Titans and NRL have previously met in May of 2021 to engage in conversations about the NRL expanding. The Titans were previously worried about a new team entering into South-East Queensland possibly hurting their fan support and financial performance. With a new team entering in 2028 the Titans can ensure an understanding of market dynamics to leverage data analytics in order to assess the factor and create strategic plans to maintain and grow their fan base whilst the NRL continues to expand.

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NRL and Titans engage in ‘positive conversations’ around expansion

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NRL chief executive Andrew Abdo has moved to ease Gold Coast’s fears the Titans would be cannibalised by a potential new franchise in south-east Queensland.

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Establishing a centralized data ecosystem in order to bring together consumer, ticketing, membership and performance analytics is vital for the Titans. The NRL has already recognized the importance of these data systems by modernizing their own data platforms therefore gaining a clearer view of their community which has led to improved decision making and fan engagement strategies. The NRL has partnered with Catapult which demonstrates the value of centralized data in sports (Ambler, 2021). If the Titans implement a centralized data system it can lead to more informed decision making, enhanced fan engagement and more.

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NRL kicks goals digitising decades of content, drills data to enhance fans’ experience - Microsoft Australia News Centre

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References

Ambler, W. (2021, September 1). The importance of centralised data & multi-team partnerships: NRL case study. Catapult. https://www.catapult.com/blog/centralised-data-nrl-case-study

Analytics Manager job description. (2017, April 12). Recruiting Resources: How to Recruit and Hire Better. https://resources.workable.com/analytics-manager-job-description

Balym, T. (2021, May 13). NRL and Titans engage in “positive conversations” around expansion. National Rugby League; NRL. https://www.nrl.com/news/2021/05/13/nrl-and-titans-engage-in-positive-conversations-around-expansion/

Education. (n.d.). Gold Coast Titans Community. Retrieved March 26, 2025, from https://www.titans.com.au/community/school-programs/education/

Gold Coast Titans’ Data Exec Tackles Sporting Insights Challenges. (2024, February 5). Www.coriniumintelligence.com. https://www.coriniumintelligence.com/content/gold-coast-titans-data-exec-tackles-sporting-insights-challenges

Microsoft News Center. (2021, March 30). NRL kicks goals digitising decades of content, drills data to enhance fans’ experience. Microsoft Australia News Centre. https://news.microsoft.com/en-au/features/nrl-kicks-goals-digitising-decades-of-content-drills-data-to-enhance-fans-experience/

Moller, J. (2021, July 22). Is bigger always better The commercial and legal challenges of expanding the NRL Part I. Nortonrosefulbright.com. https://www.nortonrosefulbright.com/en/inside-sports-law/blog/2021/07/is-bigger-always-better-the-commercial-and-legal-challenges-of-expanding-the-nrl-part-i

Notley, D. (2024, September 12). Gold Coast Titans 2024 season review - rugbyleaguebooks.com. Rugbyleaguebooks.com -. https://rugbyleaguebooks.com/gold-coast-titans-2024-season-review/

NRL.com. (2024, December 12). Papua New Guinea to join the NRL in 2028. National Rugby League; NRL. https://www.nrl.com/news/2024/12/12/papua-new-guinea-to-join-the-nrl-in-2028/

Reconciliation Action Plan. (n.d.). Gold Coast Titans Community. Retrieved March 26, 2025, from https://www.titans.com.au/community/indigenous/reconciliation-action-plan/

Requests. (2020). Requests. Gold Coast Titans Community. https://www.titans.com.au/community/requests/

Titans celebrate record crowds ahead of ’24 draw release. (2023, November 12). Gold Coast Titans. https://www.titans.com.au/news/2023/11/13/titans-celebrate-record-crowds-ahead-of-24-draw-release/

Titans.com.au. (2024a, March 13). Titans launch Leagueability education platform. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/03/13/titans-launch-leagueability-education-platform/

Titans.com.au. (2024b, July 2). US Round returns for Titans v Eels next Saturday at Cbus. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/07/02/its-an-all-american-extravaganza-for-titans-v-eels-at-cbus/

Titans.com.au. (2024c, August 22). Titans Legion continues to grow with record membership in ’24. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/08/21/titans-legion-continues-to-grow-with-record-membership-in-24

Titans.com.au. (2024d, September 18). 2025 Membership on sale now! Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/09/18/2025-membership-on-sale-now/

Titans.com.au. (2025, February). Five reasons to join the Legion as a Member in ’25. Gold Coast Titans; Titans. https://www.titans.com.au/news/2025/02/01/five-reasons-to-join-the-legion-as-a-member-in-25