Craig Wilson
Digital Media Manager @Leeds United
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WORK HISTORY
Digital Media Manager @Leeds United
Leeds, GB
Having been at Leeds United for over 10 years, in my role as Digital Media Manager, I am tasked with the day-to-day running of the club\'s digital platforms (website, email, social media etc) and photography, managing a dynamic and hardworking team to produce content that engages and entertains our passionate fanbase.Now covering around 92 games (First team, Academy and Womens) across a season, our key aim during the Championship and early Premier League years, was to improve the club\'s approach to social media, going from a late entrant to one of the most engaged clubs in the world.Over the last 9 years, the club\'s social followers have grown to 6 million, producing over 9.9 billion impressions and 600 million engagements across 64,746 posts. Through exclusive video content produced solely for our social channels, we also generated over 1.4 billion video views during the same period.During my time at the club, we have taken big steps in building up Leeds United\'s content department, nominated for Best Digital/Social Media team at the Football Business Awards, launching the club\'s Spanish account, and creating a best-in-class tech stack, onboarding the likes of Azzuu, Samba Digital, Opta, Stadion and WSC.Project managing two website launches, with the most recent being in 2024, leedsunited.com welcomes 5.6 million users on an annual basis, reading 42 million pages. This has continually increased year-on-year, as we expand the content we provide (live blogs, features, interviews, competitions etc).In 2025, we brought the club\'s photography in-house, hiring our first ever full-time club photographer, whilst partnering with Getty Images and ScorePlay to generate new revenue streams and evolve our services to players and sponsors alike.We have also worked closely with a range of partners including adidas, Red Bull, Hisense, EA Sports, Uber, Wish and JD Sports to ensure that their campaigns are executed as planned and meet their expectations.
EDUCATION
Newcastle College
Fda, Business Management (with Marketing)
Northumbria University
BA(Hons), Business with Marketing
SKILLS
ABOUT CRAIG WILSON
Overseeing Leeds United\'s digital transformation over the last 9 years, I have steered our online presence to become one of the most engaged in the UK\'s football industry, regardless of league or position. Not afraid to roll up my sleeves, I\'ve led on content planning, filming, editing and photography, whilst working in collaboration with a host of partners including Red Bull, adidas, EA Sports, NFL to expand our digital audience to over 6 million followers, generating billions of impressions.My commitment to producing captivating content that resonates with our diverse fanbase has yielded over half a billion engagements across numerous campaigns, leading to a change in the organisation\'s culture/perspective on digital, putting it at the forefront of decision making.Challenging the \'this is how it has always been done\' culture, the digital strategy we have put in place supports the club\'s ethos of connecting with fans globally, whilst also showcasing a passion for innovation and dedication to excellence in the digital sports arena.
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