Marketing Executive – Ticketing, Hospitality and Retail

Full time EFL Hospitality Marketing Retail Ticketing

Job Description

The Marketing Executive (Ticketing, Hospitality and Retail) is responsible for implementing and executing
sales strategies that drive revenue for matches,premium experiences and the club’s retail offering. This role
involves collaborating with marketing and sales teams to design engaging promotional campaigns aimed at
increasing fan engagement and boosting ticket sales.


CLUB RESPONSIBILITIES
▪ Continually work towards the Club’s corporate strategic goals.
▪ Communicate, promote and protect the Club values to enhance a service centered ethos and celebrate what
makes SAFC unique.
▪ Attend all professional development events and actively engage in a personal development plan and
integrated appraisal process.
▪ Ensure compliance with all the policies and procedures contained within the Staff Handbook, paying regard
to the Equal Opportunity, Dignity at Work and Health & Safety and security policies.
▪ Ensure the Club’s Safeguarding rules and regulations are adhered to at all times in accordance with current
legislation.


CORE RESPONSIBILITIES/ACCOUNTABILITIES
▪ Create and implement targeted sales strategies for General Admission (GA) and premium seating options
to maximise ticket revenue for matches and special events.
▪ Contribute towards the club’s wider matchday strategy, including themed fixtures and content programs.
▪ Conduct thorough market research to identify trends, competitor offerings, and fan preferences, using
insights to refine sales approaches.
▪ Design and execute innovative and creative marketing campaigns that highlight GA and premium seating
experiences, utilising email marketing, social media, digital and OOH advertising to attract diverse fan
segments.
▪ Engage with the creative team to ensure updated collateral is available to promote ticketing, retail
products and premium seating options, including promotional videos, imagery and graphics.
▪ Foster strong relationships with fans by developing personalised communication strategies, ensuring they
are informed about ticket offers, exclusive events, and club news.
▪ Track, analyse, and report on ticket sales performance, adjusting strategies as needed to meet or exceed
sales targets for both GA and premium spaces.
▪ Work closely with the marketing, operations, and CRM teams to ensure seamless ticketing experiences
and cohesive promotional messaging across all platforms.
▪ Address fan inquiries and concerns regarding ticket purchases, seating options, and match-day
experiences, ensuring a high level of customer satisfaction.

▪ Assist in planning and executing match-day events and hospitality experiences for premium ticket
holders, enhancing the overall fan experience at the stadium.
▪ Build and maintain relationships with corporate partners and local businesses to promote group sales
and corporate hospitality packages for premium seating.
▪ Collaborate effectively with the club’s retail partners on campaigns to promote the SAFC’s retail offering,
including key calendar launches.
▪ Provide regular updates to management on sales trends, fan engagement metrics, and campaign
effectiveness, contributing to strategic decision-making.
▪ Prepare for and execute reactive matchday campaigns to drive revenue across our ticketing, retail and
premium seating options.
▪ Plan, book and deliver elevated video and photography projects to assist with the delivery of marketing
campaigns.


PERSON SPECIFICATION
▪ Bachelor’s degree in Marketing, Business Administration, Sports Management, or a related field.
▪ Experience: Minimum of 2 years’ experience in ticket sales, event marketing, or a related role within the
sports or entertainment industry.
▪ Proven track record of achieving sales targets and driving revenue growth through effective marketing
strategies.
▪ Excellent verbal and written communication skills, with the ability to engage fans and stakeholders
clearly and persuasively.
▪ Strong analytical abilities to interpret data, assess market trends, and make informed decisions that drive
ticket sales.
▪ A genuine enthusiasm for football and a deep understanding of fan culture and preferences.
▪ Ability to collaborate effectively with cross-functional teams, showing flexibility and adaptability in a fastpaced environment.
▪ Strong commitment to providing exceptional customer service and enhancing the fan experience.
▪ Innovative and creative thinker, able to generate fresh ideas for promotions, fan engagement initiatives
and campaigns.
▪ Excellent organisational skills, with the ability to manage multiple projects and deadlines effectively.
▪ Ability to build relationships with corporate partners and local businesses to enhance sales opportunities.


EQUAL OPPORTUNITIES
Sunderland AFC is an equal opportunity employer. We are committed to a policy of treating all employees and
job applicants equally. Our aim is that all colleagues should be able to work in an environment free from
discrimination, harassment and bullying.


SAFEGUARDING CHILDREN & VULNERABLE ADULTS
Sunderland AFC recognises that the safeguarding and protection of children and vulnerable adults is of
paramount importance within the organisation. Sunderland AFC owes a duty of care to safeguard all children
and vulnerable adults involved in activities organised by the football club. Sunderland AFC will ensure that
safety and protection is given to all children and vulnerable adults involved in activities through adherence to
the Safeguarding guidelines adopted by the Club