Susan Black, Director of Communications, Liverpool FC
Susan Black鈥檚 journey from 桃子视频 student to a key figure at Liverpool FC is a testament to her unwavering ambition and a belief in the power of personal growth. This driven graduate has embraced challenges, seized unexpected
opportunities, and built a career that reflects her passion for making a positive impact on the world.
Role
My adventure at Liverpool FC kicked-off in the world of communications, and that storytelling spirit still fuels much of what I do. Our team is the voice of the club, from crafting thrilling press releases to connecting with our amazing community, as
we shape the future of our club.
But my role has evolved beyond just words. I鈥檝e dived headfirst into the unbelievable work of the Liverpool FC Foundation, guiding an incredible team of 120 passionate individuals who are making a real difference to the lives of people in Liverpool. We鈥檙e talking over 拢8 million raised annually for good causes 鈥 that鈥檚 impact!
To top it all off, I鈥檓 an Executive Director for Liverpool FC Women, cheering on our incredible players and contributing to the exciting growth of women鈥檚 football.
It鈥檚 a dream job - a real hat-trick of challenges and rewards!
My QM story
Queen Margaret College (QMC), back in the day, absolutely stole my heart...twice!
My path to higher education was a bit unconventional. After finishing school, I landed a job at NTL (now Virgin Media). But my thirst for improvement wasn鈥檛 quenched, and an opportunity to pursue a CIPR diploma at QMC presented itself 鈥 a chance to learn while juggling a full-time career.
My classmates were a vibrant mix of working professionals, and the programme was incredibly flexible. We鈥檇 meet every three months, tackling assignments between sessions. Classes were at the Corstorphine campus, conveniently scheduled over a weekend.
Emboldened by the enriching diploma experience, I decided to pursue a master's. QMC was the obvious choice 鈥 the quality of teaching I鈥檇 encountered during the diploma was simply unparalleled.
The master's was a different beast altogether. My international travel commitments with work added another layer of complexity. Jumping from a part-time diploma to a part-time master's felt like jumping from League 2 to the Premiership! I was out of my depth.
"I remember knocking on my lecturer, Mark鈥檚, door, confessing, 鈥淚聽don鈥檛 think I can do this.鈥 The support and reassurance I received聽were invaluable. Mark worked closely with me, breaking down聽one of the really challenging modules into manageable steps and providing the encouragement I needed to persevere."
My journey to my role today
Sport? Never really been my thing 鈥 a bit of hockey in my youth, but that was about it. So, imagine my surprise when NTL, my employer at the time, dived headfirst into sports sponsorship, particularly focusing on football clubs.
Suddenly, I, the communications person, was thrust into the spotlight, tasked with leading this exciting new venture. The big boss declared, 鈥淪usan, you鈥檙e perfect for this! Since you鈥檙e not a die-hard fan, you鈥檒l make decisions with your head, not your heart.鈥
And just like that, I was at the helm of NTL鈥檚 flagship shirt sponsorships with Celtic FC and Rangers FC. Talk about pressure!
Despite the initial shock, I embraced their thrilling journey into sports sponsorship. However, when Richard Branson took over and announced a move to London, it was time for a change.
To gain more global experience, I joined a PR agency in Leeds. Fast forward to 2011, and I received a call from Fenway Sports Group (FSG). My mind raced: a major sports retailer? A rugby team? After a series of intriguing conversations, the truth dawned
on me: it was Liverpool FC!
It was an exciting time to join the club. FSG, the new owners, were passionate about growing the global fanbase and forging strong commercial partnerships. My experience with NTL, particularly my work in sports sponsorship, proved invaluable. I
understood the inner workings of football clubs and the needs of sponsors.
When I started, Liverpool FC had a modest 232 employees. Today, we have over 1,000!
Typical matchday?
There鈥檚 no such thing as a 鈥渢ypical鈥 matchday. We have two Communications teams: the onsite squad, always ready for action, and the offsite support crew. I prefer to be at the ground, in the thick of things.
Our team? We鈥檙e like Duracell bunnies, always on the go. On matchday, we鈥檙e cheering for the team, and praying for a smooth operation. Tonnes of preparation goes into each game. We gather intel from safety, security, even the police, so we know what to
expect: a Nottingham Forest home game is a different beast compared to an away match against Manchester City.
The offsite team handles the day-to-day communications, while the onsite squad often finds themselves in the midst of a live crisis, constantly communicating with the remote team, adjusting strategies on the fly. It鈥檚 exhilarating!
Unforgettable moments: from Melwood magic to matchday miracles
Securing a world-class training facility for our Women鈥檚 team is a great memory. We bought back Melwood and transformed it to its former glory! And transforming our incredible charity work with our inaugural charity match at Anfield. We raised over 拢1
million for the Liverpool FC Foundation and the Hillsborough
Survivors Support Alliance.
"Whether it鈥檚 empowering our players or supporting our聽community, people are at the heart of everything we do. That鈥檚聽what makes it all worthwhile."
And as for those wise words from my NTL days? 鈥淢ake decisions with your head, not your heart鈥. I still live by them. It鈥檚 a philosophy that has served me well throughout my career.
