VP of Tournament Ticketing-Tourn. Business Affairs

Posted on Dec 15, 2018 by PGA TOUR

Ponte Vedra Beach, FL 32004
Leisure & Sport
Immediate Start
Annual Salary
Full-Time
Golf's premier sports organization, the PGA TOUR, seeks a highly motivated, results oriented individual with a passion for sports to assume of the role VP of Tournament Ticketing. This position focuses on working with individual tournaments to develop strategic marketing plans for ticket sales, fan development and revenue maximization. This position is a high travel position and will report to the SVP of Tournament Business Affairs. The candidate will be an integral part of the development and execution of marketing plans including strategic marketing ideas and will assist the tournament with recommendations for outlets to help them execute against the plan. This position will also work closely with the TOUR's ticketing services team who will ensure that the ticketing system is setup in accordance with the marketing plan. This position will also work closely with Ticketmaster's agency and analytics team, the tournaments agency/agencies, and the TOUR's New Venture Marketing team. The PGA TOUR sanctions over 100 golf tournaments a year across 5 TOURS (PGA TOUR, PGA TOUR Champions, Web.com Tour, PGA TOUR LatinoAmerica, PGA TOUR Canada). The primary focus of this position is on 40 PGA TOUR events. Candidate should be experienced in creating strategic marketing plans for ticketing and experienced in the development of fully integrated marketing plans, with particular focus on digital marketing campaigns, SEO, direct sales, A/B testing protocols and use of creative tools to measure, benchmark and increase sales. The positions objective is to deliver to each tournament an effective marketing strategy / plan and help each tournament ensure that they are using the appropriate tools to execute against this plan. This position will also consult with the tournament during the sales cycle, review the results of the plan with the tournament and recommend changes for the following year as well as help the tournament budget their marketing spend appropriately for the following year Requirements
  • 10+ years marketing experience with track record of leading marketing teams and driving sales growth
  • Thorough understanding of the full marketing mix (including traditional/awareness based media and digital/direct tactics, standard reporting methods, and digital data
  • Track record of agency management with multiple agencies across brand strategy and creative, media buying, direct marketing and analytics
  • Ability to influence and build consensus within complex, matrixed organizations.
  • Strong relationship management
  • Salesforce or other CRM software experience preferred
  • Ticketmaster/Archtics experience strongly preferred
  • Well-organized and detail oriented
  • Exceptional communication and writing skills
  • BS/BA in marketing, communications or equivalent
  • Requires travel to tournament offices to establish the marketing plan initially for 20 plus events but growing to as many as 30 plus events within 3 years Responsibilities
  • Oversee the strategy and development of local marketing plans specific to each tournament, with focus on driving admissions revenue
  • Liaise with tournament directors, staff and their agencies to provide guidance on how to move the strategic plan into execution
  • Provide counsel on best practices for ticketing pricing and sales strategy
  • Consult with tournaments during the execution of their plan, including making recommendations for adjustment to these plans
  • Work with tournaments to develop and implement key performance metrics to use as the basis for developing marketing budget models and ticketing decisions
  • Responsible for establishing growth targets for ticket sales and meeting targets set for each sales cycle
  • Assist in analyzing marketing data (campaign results, conversion rates, traffic etc.) to help shape marketing strategies for the following year / sales cycle
  • Partner with Brand Marketing on fan engagement and fan development strategies to drive attendance to live events
  • Leverage best practices across events
  • Reference: 598259528

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