Mike Paterson
Marketing Campaigns Manager @Glasgow 2026
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WORK HISTORY
Marketing Campaigns Manager @Glasgow 2026
Glasgow, GB
As Marketing Campaigns Manager for the Glasgow 2026 Commonwealth Games, I am responsible for developing and delivering integrated marketing campaigns that drive ticket sales, fan engagement, and volunteer recruitment for one of the world’s largest sporting events.My role covers the full campaign lifecycle — from strategy and planning to execution and optimisation — across digital, traditional, and experiential channels. Working closely with creative agencies, media partners, and internal teams, I ensure all campaigns are fully aligned with the wider Games Plan and brand strategy, maximising owned, earned, and paid media opportunities.Key responsibilities include:• Leading innovative multi-channel marketing campaigns to achieve ambitious engagement and commercial targets.• Managing campaign budgets, reporting, and performance analysis to ensure measurable impact.• Driving CRM and customer lifecycle marketing, growing databases and optimising communications to increase reach and conversion.• Collaborating with cross-functional teams to ensure consistent messaging and brand alignment.• Building relationships with key stakeholders, sponsors, and partners to identify marketing opportunities.• Overseeing audience research and insights to inform strategy and creative development.This role places me at the heart of delivering a global sporting and cultural celebration, helping to showcase Scotland on the international stage and ensuring Glasgow 2026 sets a new standard for major events.Key achievements so far include:• Growing the Glasgow 2026 database from scratch to a place where we are ready to go on sale with tickets and launch our volunteer programme to our robust and engaged audience.• Launching the Glasgow 2026 above the line brand campaign across Scotland with an unmissable multi-channel media mix,
EDUCATION
The Institute of Direct and Digital Marketing
Professional Diploma, Direct and Digital Marketing
University of Strathclyde
Bachelor's Degree, Marketing
Prince 2
Prince 2 Practitioner, Project Management
SKILLS
ABOUT MIKE PATERSON
Marketing & Commercial Leader with 10+ years’ experience in sports marketing, digital marketing, brand strategy, and commercial partnerships. Currently working with the Glasgow 2026 Commonwealth Games to deliver an altogether brilliant, reimagined major events experience. Prior to this, I was Head of Marketing & Partnerships at the Scottish Football Association, leading the full marketing mix for the Scotland National Teams, the Scottish Cup, and the national association itself.Skilled in digital transformation, fan engagement, stakeholder management, and revenue growth, with a strong track record of leading high-performing teams and building lasting partnerships.Passionate about the power of sport, entertainment, and marketing to create impact and connect audiences with experiences that matter.Key achievements include:• Delivering record ticket sales, revenue and sold-out memberships.• Securing multi-million-pound sponsorships, partnerships, and broadcast deals.• Driving digital growth for the Scottish FA, doubling our owned database, adding 500k+ social followers, and increasing advertising revenue by 600%.• Rebrand and brand re-positioning projects, driving significant increases in brand reputation and warmth.
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