I first worked with Neuchâtel Xamax on the website launched in 2011. As vice-president from 2012 to January 2020, I helped rebuild the club while leading its marketing and communications activities.
Since January 2020, I have served on the board and worked on marketing and communications strategy, with particular attention to fan experience and digital projects.
Canal Alpha regional television report from 2018, shortly before promotion to the top division. Original video in French.
Organisation chart: April 2012 – January 2020
My role at Neuchâtel Xamax
My role connects brand strategy, communications, commercial offers and fan experience. It has included coordinating websites and ticketing, season-ticket campaigns, sponsorship, merchandising and social media.
I work with the president, administration, internal specialists and external partners. The aim is to align priorities, resources and messages, then use results to guide subsequent actions.
The case studies on the website redesign, ticketing and fan relationships explore these projects.
Responsibilities and contributions at the club
- Delivered two websites and two microsites
- Implemented two ticketing systems
- Created a virtual-brick donation system
- Managed ten season-ticket campaigns
- Community management over ten years
- Created a video-on-demand service with Vimeo
- Procured and managed 200 metres of LED advertising boards
- Procured and managed two stadium screens
- Digital channel reporting
- Marketing budget and investment management
- Communications management
- Six online kit-selection campaigns
- Physical and digital advertising
- Implemented digital sales systems
- Public presentations and speaking since 2012
- Launched an esports section
- Created and managed advertising content
- Two branding campaigns with new logos
- Led club app projects
- Implemented two e-commerce platforms
- Created merchandise
- Designed hundreds of visuals
- Coordinated community managers and content creators
- Developed, managed and sold sponsorship offers
- Managed advertising inventory
- Created a stadium-screen tweet display system
- Created and managed a physical shop
- Paid social campaigns for matches
- Match programmes and flyers in InDesign
- Created and managed products and services
- Created and managed digital advertising inventory
Milestones in rebuilding Xamax
The rebuilding of Neuchâtel Xamax began in 2012 in the Swiss fifth tier, the 2e ligue interrégionale. Promotions followed in 2013 and 2014, with a return to professional football in the Challenge League in 2015 and the Super League in 2018.
I contributed as vice-president and head of marketing alongside the president, sporting teams, staff, volunteers and partners. My contribution focused on the brand, communications, offers and audience mobilisation.
Press coverage
Romain Molina is an independent French football author and investigative journalist. Original video in French.