“I started out as a news reporter,” James says. “Covering local stories for the Southern Daily Echo before moving into video.”
It’s not the most obvious route to football stardom, but for James, it was a journey of following his passions that would take him from Southampton to Sydney, with pit stops at Perform (Omni-sports), England Rugby, and even the NHS.
After years in journalism, sports broadcasting and even a stint working on NHS campaigns during the pandemic, James found the perfect mix of sport, storytelling, and purpose when he joined Soccer Aid.
“I’ve always loved sport,” he explains. “But after the pandemic, I wanted more purpose. Soccer Aid gives me both - sport and helping children through UNICEF. It’s about making a difference while doing something I’m genuinely passionate about. It’s honestly my dream job.”
And he’s not exaggerating - the event has raised over £120 million for UNICEF since 2006.
But, dream job or not, it’s also an enormous one. Soccer Aid may only air for one night, but the team spend the better part of a year planning, filming, editing and coordinating every moving part - from celebrity shoots to sponsorship activations.
Want the full story? Hear how James made the leap from newsrooms to rubbing shoulders with Idris Elba at training camp in the full episode below.
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For most of us, planning a campaign that lasts a few months feels big. For James, it’s a year-round cycle built around one day - the Soccer Aid match itself.
“Everyone always asks me, ‘What do you do for the other six months of the year?’” he laughs. “But honestly, that’s when the strategy, analysis and planning happens. We’re already looking ahead to the next one before this one even airs. It never stops. ”
His team gears up in January, ready to launch Soccer Aid each March with a bang: huge PR moments, outdoor ads, talent reveals and social teasers. Then, from April to June, the campaign ramps up to its peak - the training week, where celebs and ex-pros live and train together before the big game. That’s when the content floodgates open.
“We produce hundreds of videos and thousands of posts during that period,” James says. “The shoots, edits, approvals, partner activations - it’s all go. Then, once it’s over, we look at what worked, what didn’t, and start shaping the next campaign.”
It’s a small team running a global-scale content engine, with everyone wearing multiple hats. “We produce around 300 video pieces and post nearly 2,000 times during the campaign. It’s intense, but it’s brilliant.”
For more behind-the-scenes stories from training week, listen to the full episode below:
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Like most great marketers, James doesn’t believe in picking between analytics and creativity - he believes in balance.
“Content is art and science,” he says. “You can use the data to guide what works, but you still need that spark - the thing that makes people care.”
Each platform gets its own strategy. Instagram is still the crown jewel thanks to its collab features with talent (“It’s where we get the most reach”), while TikTok skews younger and needs a totally different approach. Facebook might not be cool anymore, but it quietly performs best for Soccer Aid’s actual ticket-buying audience.
And sometimes? The simplest stuff wins.
“It’s always the 10-second clips you bash out in a rush that go viral,” James admits. “The polished masterpiece you love? That’ll be the one no one sees.”
Listen to the full episode to hear how James uses data without killing creativity.
Listen on Apple | Listen on Spotify
You’d assume a campaign this big runs with a team of dozens. Not quite.
“We’re a core team of about six during the campaign,” James says. “Social managers, editors, content leads - then we scale up with contractors as we need to. But we’re all remote, so the systems have to work perfectly.”
Tools like LucidLink have completely changed the game. “We shot 12 terabytes of footage this year,” he says. “LucidLink lets editors work in the same project through the cloud - no more passing hard drives around. It’s been a game-changer.”
There’s also Trello for tracking content pipelines, Sprout Social for scheduling and analytics, and Blinkfire - a tool that calculates the sponsorship value of organic posts by detecting brand logos in videos and images.
“It helps prove ROI to partners like adidas,” James explains. “When a post blows up, we can show the real value of that exposure - and that helps secure renewals and new sponsors.”
Want to hear more about how James uses data tools to justify organic ROI? Listen to the full episode below.
Listen on Apple | Listen on Spotify
Like every marketer right now, James and his team are navigating the rise of AI - cautiously, but curiously.
“AI’s coming whether we like it or not,” James says. “It’s already changing the way we work.”
His team uses it in small but practical ways - for copy suggestions, logging footage, and creating mock assets for players who can’t physically attend shoots. It’s not about replacing people; it’s about making space for the creative work that matters.
“Right now, it’s about efficiencies,” he explains. “Let it handle the repetitive stuff so your team can focus on ideas.”
Listen to the full episode to hear where James sees AI fitting into content creation long-term.
Listen on Apple | Listen on Spotify
The final part of our chat takes a more personal turn - and honestly, it’s one of our favourite Vs the World sections yet.
James opened up about the realities of being a dad to a two-year-old while leading such a high-pressure role.
“Working from home means I get to see my daughter more,” he says. “But it also means she occasionally bursts in mid-call waving a dinosaur.”
He’s found that the only way to cope is acceptance. “Some mornings you’re just late. That’s fine. Stressing doesn’t change it.”
It’s a reminder that even at the top of your game - managing campaigns seen by millions - balance is still a work in progress.
James’ story is a brilliant reminder that content isn’t just about campaigns — it’s about passion, purpose, and people. From running a lean, data-driven content machine to raising millions for children around the world, his approach is proof that creativity and structure can work hand in hand.
Here’s some of our favourite takeaways from James:
Listen to the full episode with James Maden for all the stories, insights and Soccer Aid moments we couldn’t fit in here.
Listen on Apple | Listen on Spotify
If you haven’t already, connect with James and follow Soccer Aid on Instagram, TikTok and Facebook. They’re proof that content with purpose really does hit differently.
And don’t forget, for expert help with your SEO, content strategy, or brand storytelling, connect with Abbie on Linkedin or get in touch with us here at Monday Clicks.
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