Head of Sales and Ticketing

Overview: We are seeking a dynamic and results-oriented Head of Sales and Ticketing to lead our sales strategy and ticketing operations for our multi site attraction. This role will be crucial in establishing the attraction in the marketplace, driving ticket sales, and ensuring sustained revenue growth. The ideal candidate will have a proven track record in sales leadership within the entertainment or hospitality industry, with a strong focus on building and executing effective sales strategies, optimising performance, and achieving ambitious growth targets.Building strong relationships of leadership internally and externally by ensuring our core values; Pioneers, Act, Trust, Hunger, Excellence, Nimble, Talent and Smart have visibility within the business.Role and responsibilities:Sales Strategy Development:Develop and implement a comprehensive sales strategy to drive ticket sales and revenue for the new attraction.Identify key market segments, opportunities, and sales channels to maximize reach and penetration.Set clear sales objectives, targets, and KPIs aligned with the overall business goals, ensuring effective execution.Develop a ticketing matrix and approach to both direct sales and third party sales working with external partners to plan and implement the blend.Set pre-opening targets and milestones, and report to key stakeholders the process and implementation approach.Market Establishment & Growth:Lead efforts to establish the attraction as a must-visit destination in the market, building relationships with key partners, tour operators, and corporate clients.Develop and execute strategic initiatives to drive group sales, partnerships, and corporate bookings.Continuously explore new opportunities for growth, including cross-selling and upselling of related products and services.Research and respond to sales strategies in market that have impacted a similar product in the long term attraction space.Find the best in market partners to reach volume and yield, and negotiate and execute deals with third party vendors and service providers as needed.Sales Campaign Management:Design and manage targeted sales campaigns to generate interest, drive conversions, and maximize revenue.Collaborate with the marketing team to align sales campaigns with broader marketing initiatives, ensuring cohesive messaging and outreach.Utilize data and analytics to monitor campaign performance, making data-driven adjustments to optimize results.Pivotadapt strategy and approach and communicate effectively with the team and inter-departmentally to ensure sales focus remains effective and based on success.Maximise data, CRM and company wide opportunity to build audience, loyalty and retention - alongside return visitations and effectiveness of cost of sale.Sales Performance & Metrics:Implement robust tracking and reporting systems to monitor sales performance, providing regular updates to senior management.Analyse sales data to identify trends, challenges, and opportunities, making strategic recommendations for improvement.Ensure the team meets or exceeds monthly, quarterly, and annual sales targets.Support venue and site teams in breaking down sales and key targets to be performatively effective on site for helping deliver volumes - such as day tickets and customer conversion.Be a key driver for development and optimisation for the wider experienceproduct where sales opportunities remain under utilised.Client Relationship Management:Establish and maintain strong relationships with key clients, partners, and stakeholders, ensuring high levels of satisfaction and loyalty.Develop tailored sales proposals and presentations that effectively communicate the value of the attraction to potential clients.Handle negotiations and close deals that meet both client needs and business objectivesReview deals, partnerships and effectiveness and continue to ensure advantageous terms and efficiency in investment for Path.Keep across new players in the market, disrupters and new opportunities to reach audiences and convert across all channels.Budget Management:Oversee the sales budget, ensuring efficient allocation of resources and maximizing return on investment.Contribute to annual budget creation at group and site level.Track and manage expenditures, ensuring campaigns are delivered within budget and provide a strong return on investment.Monitor expenses and ensure that all sales activities are conducted within budget parameters.Report on budget and cash management as and when required.Team Leadership & Development:Build, lead, and mentor a high-performing sales and ticketing team, fostering a culture of excellence, accountability, and continuous improvement.Provide coaching and development opportunities to ensure the team is equipped to meet and exceed sales targets.Set performance standards and regularly evaluate the team's progress, implementing corrective actions when necessary.Ensure KPIs are set and regularly reviewed.Ensure performance reviews take place and development plans are set.Ensure customer facing ticketing function is optimised, and best use of labour for best conversion and customer experience.Health and Safety:Proactively support the Company's health and safety agenda.Ensure all team members are aware of their Health and Safety responsibilities as required by the company Health and Safety Policy, monitor compliance with procedural requirements.To be aware of and comply with safe working practices as laid down under the Health and Safety policy as applicable to your place of work, including awareness of any specific hazards in your Workplace.Ensuring the wearing of appropriate protective clothing provided by or recommended by the Company will be obligatory and ensure this is applied across all departments where applicable.Report any defects in the building, plant or equipment according to company procedures.Ensure that any accidents to team members, customers or visitors are reported immediately in accordance with correct procedures and ensure awareness of these procedures across the company.Attend Statutory Fire and any relevant Health and Safety training, be fully conversant with and abide by all rules concerning Fire and Health and Safety. Be vigilant in ensuring this is managed effectively across the operation.To be fully conversant with all Risk Assessments for your departments chemical and hazardous substance regulations, Fire and Bomb Procedures and ensure the team are up to date and proactively manage their responsibilities in these areas.Experience:Proven track record of experience in a senior sales role, preferably within the entertainment, hospitality, or attractions industry.Proven track record of driving sales growth, with experience in market establishment and revenue optimization.Strong background in B2B sales, partnership development, and client relationship management.Skills:Exceptional leadership and team management skills, with a focus on performance-driven results.Strong strategic thinking and problem-solving abilities, with the ability to develop and execute effective sales strategies.Excellent communication and negotiation skills, with the ability to influence and close deals at all levels.Proficiency in sales analytics and CRM tools, with a data-driven approach to decision-making.Equal OpportunitiesThe Path Entertainment Group is committed to promoting equality of opportunity for all and will not discriminate against individuals on the basis of race, color, ethnicity, national origin, sex, gender identity, gender expression, sexual orientation, age, marital status, disability, religion, pregnancy, veteran status, or any other legally protected characteristic in the engagement of personnel. This commitment extends to compliance with all applicable laws and regulations, including those governing equal employment opportunities in the United States.

Created: 2025-02-14