Head of Customer Insight x2

Sport England

Directorate: Insight
Reports To: Strategic Lead – Customer Insight

Job Purpose

The Heads of Customer Insight, working closely with other directorates in Sport England, will shape the strategic development and implementation of our programmes of investment and enhance progress towards Sport England’s strategic outcomes.

The Heads of Customer Insight, working closely with other directorates in Sport England, will shape the strategic development and implementation of our programmes of investment and enhance progress towards Sport England’s strategic outcomes. The Head of Customer Insight primarily supports our Core Market directorate who focus on customers with an existing sporting and physical activity habit. This includes our work with National Governing Bodies of Sport.

Directorate KPIs

The role will help support the delivery of a number of the KPIs within Sporting Future; the ‘We Will’ commitments within Towards an Active Nation, and the (soon to be determined) targets for the business.

The Insight Directorate will focus on the key business issues and collaborate with all parts of the organisation to ensure that insight underpins effective strategy and investment. Externally, we will influence key decision makers within organisations critical to the successful delivery of our Strategy. Internationally, we will be the leading proponent of insight in community sport.


Direct Reports: 1 x Senior Customer Insight Manager / None

Budget: None

Location: 21 Bloomsbury Street, London

Key Contacts:

Internal: Senior colleagues across all directorates, Executive Team and Board members

External: Research, data and insight contractors, other research and insight experts and senior representatives from sport, physical activity and leisure organisations.

Key Duties and Responsibilites


  • Identify gaps in insight, knowledge and customer understanding and plan to address these gaps.
  • Manage the process of insight creation and use the insight to persuade and influence the design and delivery of programme strategies and investments, ensuring needs are met.
  • Develop and apply knowledge of the broad context of the sport and physical activity sector, identify relevant insights and make recommendations to meet the needs of stakeholders.
  • Contribute to the development and implementation of a management strategy to improve the capability and confidence of stakeholders to apply insight effectively.
  • Support internal and external stakeholders in understanding how to track and monitor the impact of interventions
  • Monitor the impact of the team’s support and influence on the decisions and actions of stakeholders.
  • Contribute to the direction and planning of the Customer Insight team and identify opportunities for improvement and innovation.
  • Support the Insight Directorate in becoming a hub for best practice

Relationship management

  • Develop and manage relationships with key internal and external stakeholders to promote the adoption of insight led planning and delivery.
  • Develop internal relationships to ensure programme insight needs are met and are connected to Sport England investment strategies
  • Act as a critical friend, providing persuasive intelligence and expert advice to investment programme leads and key delivery partners in order to influence major operational and investment decisions.
  • Build and extend insight/research networks with relevant experts and partners to exchange insight and understanding
  • Support, advise and provide constructive feedback to stakeholders and other colleagues to ensure continuous improvement

Team Management

  • Manage direct report through effective recruitment, training, performance management and frequent and regular guidance, support and coaching opportunities

Ad Hoc

  • Contribute to organisational-wide projects as required, ensuring successful implementation and review
  • Work flexibly to carry out any other duties that are within the colleague’s skills and abilities whenever reasonably required.
  • Follow Sport England’s policies and procedures in relation to other matters e.g. Health & Safety, Procurement and Financial control
  • Deputise for the Strategic Lead for Customer Insight and other members of the team as required.

Key Behaviours

  1. Leading & deciding
  2. Principles & values
  3. Adapting & coping
  4. Communicating, persuading & influencing
  5. Creating & conceptualising

Additonal Skill Requirements 


  • Proven ability to use market intelligence and customer insight to critique and influence decisions at senior level and identify and address gaps in customer understanding
  • Strong problem solving skills
  • Proven ability to analyse and interpret data and information and draw out insight and implications
  • Excellent written and verbal communication skills including proven ability to challenge and persuade senior decision makers in a constructive manner
  • Effective at building and maintaining strong relationships with stakeholders
  • Broad understanding and experience of research and analysis methodologies and wider strategic and decision making models
  • Ability to demonstrate the impact of insight in achieving strategic objectives and outcomes
  • Educated to degree level or equivalent vocational qualification
  • Intermediate MS Office skills
  • Effective, successful project management skills
  • Proven line management experience or equivalent experience of leading project teams


  • Intermediate data visualisation skills
  • A degree with elements of sociology, psychology or other behavioural sciences
  • Experience of applying behavioural insights in a sport or physical activity context
  • Experience of successfully commissioning and managing external contracts