Newcastle United are gearing up for a major period of recruitment, both on and off the pitch, as the club looks to strengthen its technical and commercial operations. On the football side, the Magpies are set to make a key appointment in their first team coaching setup with the hiring of a senior performance analyst.
This role will carry a specific focus on set-pieces, building on the work already begun under set-piece coach Martin Mark, who joined the club in the summer. The decision comes after Newcastle have enjoyed a noticeable uptick in set-piece goals in recent weeks, including both strikes in their win over Crystal Palace.
Malick Thiaw’s header from Bruno Guimaraes’ corner represented Newcastle’s 13th goal from a set-piece this season across all competitions, a tally that does not include penalties.
While the team has shown improvement in attacking dead-ball situations, defensive lapses from set-pieces have remained an area of concern, with several avoidable goals conceded this season. Eddie Howe has acknowledged both the positives and negatives in this area, stressing that although the team does not dedicate excessive training time to set-pieces, small tactical adjustments can still produce meaningful improvements.
“We’ve been good in set-plays as well. We’ve scored a lot of goals ourselves that way and I think we’re getting better in that respect. We back ourselves that even though we’re not necessarily training, we can make tweaks and change our set-up. We’ve got to do better in that respect [of conceding from set plays],” Howe explained.
The new senior performance analyst will report to Thomas Coffield, Newcastle’s head of performance analysis, and will lead the club’s set-piece study. The successful candidate will be tasked with delivering evidence-based, data-driven analysis and video insights, working closely with Howe, Martin Mark, and the rest of the first-team coaching staff to inform training sessions and tactical planning.
The club is seeking an analyst capable of elevating Newcastle’s performance in both attacking and defensive dead-ball situations, ensuring that the team maximizes opportunities while minimizing vulnerabilities.
Off the field, Newcastle’s new chief executive officer, David Hopkinson, is preparing to restructure the club’s commercial operations after the departure of Peter Silverstone, the previous Chief Commercial Officer.
Hopkinson has confirmed that the club is actively seeking two world-class C-suite appointments to reshape its strategic direction. “Very shortly, we’ll be in the marketplace looking for a Chief Strategy Officer,” Hopkinson told The Gazette. “We’ll be looking for a Chief Marketing Officer.
With Pete’s departure, we’re going to take the opportunity to think about whether we should have someone focusing exclusively on revenue. Pete had an overview on marketing and revenue – we’re going to do that differently moving forward.”
Hopkinson emphasized that Newcastle is not just restructuring roles but also prioritizing world-class talent to drive the club forward. He revealed that early discussions have already taken place with potential candidates who are eager to join the club’s vision. “Some of it is structure, but then some of it is, ‘Who is the talent that is in that structure?’ I want to make sure that we’re recruiting world-class talent.
I don’t know how long that will take, but we’re having world-class talent put their hand up for us. I had two conversations [in December] with folks that are saying, ‘Look, I see where this is going, I want to be part of it, it’s a rocket ship, I see that, and I want to get on that rocket ship’. They’re both foreigners.”
The dual focus on recruitment both in high-level tactical analysis for the first team and executive leadership for the club’s commercial operations signals a clear intent from Newcastle to compete on multiple fronts.
By bringing in a top-tier set-piece analyst, Newcastle aim to refine their technical edge in key match situations, translating statistical insights into goals and points on the board. Meanwhile, world-class appointments at the executive level are expected to maximize revenue streams, marketing potential, and overall brand growth, positioning the club for sustained success both on the field and commercially.
| Appointment | Role | Focus | Reporting Line | Objective |
|---|---|---|---|---|
| First Team Senior Performance Analyst | Tactical & set-piece analysis | Video and data-driven insights on attacking and defending set-pieces | Head of Performance Analysis (Thomas Coffield) | Improve Newcastle’s set-piece efficiency and inform training sessions |
| Chief Strategy Officer | Executive C-suite | Club-wide strategic planning and business growth | CEO (David Hopkinson) | Develop and execute long-term strategy for sporting and commercial success |
| Chief Marketing Officer | Executive C-suite | Marketing, branding, and revenue growth | CEO (David Hopkinson) | Enhance global brand presence and optimize commercial opportunities |
With these moves, Newcastle United are taking a methodical approach to long-term growth. On the football side, targeting tactical inefficiencies in set-piece play could directly improve match outcomes.
Meanwhile, the focus on securing elite executive talent ensures the club is positioned to expand its commercial footprint, capitalize on sponsorship opportunities, and maintain competitiveness in a rapidly evolving Premier League landscape.
By aligning strategic recruitment on and off the pitch, Newcastle are aiming to become a club capable of sustained domestic and European success while building a global presence.
These appointments reflect a dual philosophy: improving immediate performance while laying the foundation for future growth. Newcastle United are making it clear that ambition extends beyond transfer markets and matchday results it includes building a high-performance infrastructure across all levels of the club.
With world-class talent being courted for both technical and executive roles, the Magpies are sending a message that they are serious about closing the gap on the Premier League elite and establishing themselves as a top-tier club in every aspect of operations.
