Job Description

Vacancy for Head of Behavioural Insights

Salary: £45,650 (London office based) or £41,570 (Home or other national offices)
Location: Flexible Location

Job Summary

We are looking for an exceptional individual to lead the development of our understanding of behaviour change theory and practice to assist with tackling inequalities in sport and physical activity. Your strong track record in developing capability and confidence in others will be critical in supporting key stakeholders to put behavioural insight into practice.

Right now, the opportunities to get involved in sport and activity depend too much on your background, your gender, your bank balance and your postcode. Sport England are determined to tackle this and unlock the advantages of sport and physical activity for everyone.

That’s a big challenge we’ve set ourselves and to do this, we know we need exceptional data, insight and learning. We’re already having some success – we won an AURA Insight Impact award for the work we did shaping our ‘This Girl Can’ campaign.

But resting on our laurels won’t help us achieve our vision. We’re a well-established Insight team who want to continue to develop and challenge ourselves and improve what we do. We want to keep having an impact on colleagues at Sport England and across the sector – ensuring they have great insight at their fingertips and changing the way they think and act.

Operating at the heart of the organisation, the Customer Insight team advises and supports internal and external stakeholders to apply insight to the decisions they make – whether that’s designing and managing investments to address gaps in the market or tailoring advice to help partners target new groups of customers.

We are looking for someone experienced in influencing and challenging senior level decision makers. An individual who is passionate about putting behaviour change theory into practice and will stand up and advocate for the role of behavioural insight across the sport and physical activity sector.

We know we need to work differently to deliver on the key aspirations outlined in our strategy, ‘Uniting the Movement’, so you’ll bring a positive, resourceful and collaborative approach to developing innovative solutions. Bringing others along on the journey to drive evidence-based decision making is key so you’ll be empathetic, adaptable, persuasive and astute in building relationships.

Sport England recognises the positive value of diversity, promotes equality and challenges discrimination. We welcome and encourage job applications from people of all backgrounds, particularly where we are under-represented, currently, this includes disabled people and those from Black, Asian and minority ethnic groups. 

Role Purpose

The Head of Behavioural Insights will provide thought leadership and develop the capability and   capacity of Sport England and key partners to apply behavioural insights and ensure decisions   are made in line with current behavioural change thinking to enhance progress towards Sport   England’s strategic outcomes.

Skills & Experience


•Strong applied knowledge of behavioural understanding including behavioural psychology and behavioural economics

•Proven ability to bring together and distil behavioural insights to influence and persuade senior level decision makers

•Effective at building and maintaining strong relationships with stakeholders, including building confidence in others to apply insight or behaviour change thinking

•Excellent written and verbal communication skills including ability to share insight in an engaging and compelling way

•Strong analytical and problem-solving skills, with a positive and resourceful approach to developing innovative solutions

•Experience of acting as a ‘consultant’ or working in a policy environment

•Comfortable working with imperfect information and uncertainty whilst delivering a high standard of evidence-based recommendations

•Experience working in multi-disciplinary teams

•Proficient in MS Office

•Effective, successful project management skills


•Experience of applying behavioural insights to facilitate organisational change or to develop behavioural change campaigns or in a sport or physical activity context

•Experience of convening and leading groups to work collaboratively in generating and sharing insight to drive change at scale

•Educated to degree level or equivalent vocational qualification in a relevant discipline such as behaviour science, sociology or psychology

•Broad understanding and experience of research and analysis methodologies and wider strategic and decision-making models or frameworks

•Experience of successfully commissioning and managing external contracts

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