Russell James is the Digital Engagement Director at The English Football Association, the governing body of Football in England.
Having previously led the Marketing function he stepped into a newly formed role to lead the development of the organisations digital programme building direct relationships with the fans, grassroots volunteers and players in the game. The work so far has involved the development of a single customer database and a step-change of The FA’s digital platform to directly support engagement in the game across both Men’s and Women’s football from elite to grassroots. The future potential of OTT, wearables and how technology innovation will shape the football experience for all is also a key part of his focus.
Russell joined The FA in 2014 following 10 years at Procter & Gamble in Europe building both the Olay and Head & Shoulders brands, and 3 years at Hilton Worldwide growing their luxury brand portfolio across EMEA.