Head of Ticketing

DEPARTMENT

Commercial

SALARY

Competitive

CONTRACT / WORKING HOURS

Permanent /Flexible 40 per week (inclusive of Stadium events)

LOCATION

Swansea.com Stadium, SA1

BENEFITS

25 days holiday, plus bank holidays

Cycle to Work Scheme

EV Car Scheme

Complimentary Gym Benefit

Private Medical Insurance & Health Cash Plan -

2 x Complimentary home match tickets

RESPONSIBLE TO

Head of Commercial

DIRECT REPORT

Ticketing Manager

KEY RELATIONSHIPS

Internal: Head of Departments, Finance & Football Administration

External: Football League & Other Football Clubs

THE ROLE

The Head of Ticketing will be responsible for developing and leading the organisation’s ticketing strategy, with a strong focus on commercial performance, data analysis, customer insight and long-term growth. The role will provide strategic oversight of ticketing performance, using data and market insight to optimise revenue, improve customer experience and inform wider business decision-making.

Working closely with Marketing, Finance, Hospitality, Operations, Commercial and other key stakeholders, the Head of Ticketing will ensure that ticketing activity is aligned to organisational objectives, while identifying opportunities to maximise revenue, improve efficiency and enhance the supporter journey.

ROLE RESPONSIBILITIES

•Develop and lead the organisation’s overall ticketing strategy, ensuring it supports wider commercial, audience and organisational objectives.

•Own and drive ticketing performance, including sales forecasting, revenue optimisation, pricing strategy, inventory management and demand analysis.

•Analyse ticketing and customer data to identify trends, opportunities and risks, translating complex data into clear, actionable insights and recommendations.

•Establish and monitor key ticketing KPIs and performance measures, providing regular analysis, reporting and strategic insight to senior leadership and key stakeholders.

•Develop robust forecasting, reporting and modelling to support commercial planning, decision-making and long-term ticketing strategy.

•Use customer and audience insight to understand purchasing behaviour, demand, segmentation and engagement, identifying opportunities to improve conversion, retention and customer value.

•Lead the ongoing review and optimisation of ticketing systems, processes and technology, identifying opportunities to improve efficiency, data quality and the customer experience.

•Work closely with Marketing and Commercial teams to develop data-led sales strategies and campaigns, ensuring ticketing insight informs campaign planning, targeting and performance evaluation.

•Collaborate with Finance to ensure accurate daily reporting of takings and revenues, establishing robust end of day procedures and resolving any discrepancies or transaction errors

•Identify and implement opportunities to maximise ticketing revenue and yield, balancing commercial objectives with customer experience and accessibility.

•Provide strategic insight into sales performance, demand and market trends, supporting longer-term planning and organisational decision-making.

•Ensure ticketing activity complies with all relevant legal, financial, regulatory and data protection requirements, maintaining appropriate governance and controls.

•Lead, develop and support the ticketing team, establishing a culture focused on performance, insight, continuous improvement and exceptional customer experience.

•Act as the organisation’s senior subject matter expert on ticketing strategy, performance and customer insight, representing ticketing at senior leadership and cross-functional meetings.

•Build strong relationships with internal stakeholders, external partners and ticketing providers to ensure the organisation continues to maximise the value and capability of its ticketing operation.