Samuel Todd
Rotherham,South Yorkshire
Summary
Strategic digital communications professional with expertise in crisis management, reputation management, and stakeholder engagement. Specialises in media relations, team leadership, and content strategy, enhancing social media and editorial initiatives. Experienced in organisational communications and audience development, delivering impactful campaigns through storytelling and content creation. Utilises DaVinci Resolve for video production and analytics for insights.
Overview
3
3
years of post-secondary education
12
12
years of professional experience
Work history
Head of Communications
Rotherham United Football Club
2015.02 - 2026.08
- Lead communications and digital media function for an English Football League club.
- Develop integrated communications strategies across social, video, broadcast, web and print channels.
- Advise senior stakeholders on messaging, reputation management and media engagement.
- Manage relationships with local, regional and national media organisations.
- Provide leadership for the communications team and coordinate delivery across all channels.
- Lead communications responses during periods of heightened scrutiny, including managerial changes, challenging sporting periods, major announcements and supporter-facing issues.
- Oversee editorial strategy, content planning and audience engagement initiatives.
Education
Bachelor of Arts - Sports Journalism
University of Huddersfield
Huddersfield 2010.09 - 2013.05
Skills
- Digital Communications Strategy
- Crisis & Issues Management
- Reputation Management
- Stakeholder Engagement
- Team Leadership
- Content Strategy
- Social Media Leadership
- Editorial Management
- Organisational Communications
- Audience Development
- Campaign Delivery
- Video Production
- Delegation expertise
- Networking proficiency
- Strategic storytelling
CAREER HIGHLIGHTS
- Progressed from volunteer to Head of Communications within a professional football club.
- Lead all communications and digital engagement activity for Rotherham United Football Club.
- Manage high-profile media relations and organisational communications.
- Delivered supporter engagement campaigns during the COVID-19 pandemic.
- Managed communications around sensitive organisational and football-related developments.
SELECTED DIGITAL PROJECTS
Rotherham United Promotion Show – conceived, scripted and directed a large-scale supporter engagement programme during lockdown., MillersMind Quiz – produced a recurring digital engagement series supporting charitable fundraising and fan engagement., Richard Wood Farewell Documentary – planned, directed and edited a long-form feature celebrating a club legend.
CRISIS & ISSUES COMMUNICATIONS
Extensive experience operating within a high-pressure environment where audience sentiment, media scrutiny and reputational considerations require accurate, timely and effective communications. Regularly responsible for managing messaging during sensitive operational, sporting and organisational developments while balancing the expectations of supporters, media, partners and senior stakeholders.
LEADERSHIP & STAKEHOLDER MANAGEMENT
- Provide leadership and operational oversight of the club communications function.
- Build productive relationships across commercial, marketing, supporter services, ticketing and football departments.
- Work closely with senior leadership to align communication objectives with organisational priorities.
Timeline
Head of Communications
Rotherham United Football Club
2015.02 - 2026.08
Bachelor of Arts - Sports Journalism
University of Huddersfield
2010.09 - 2013.05