Senior Director, Championship Ticketing and Experiences

USGAWednesday, March 13, 20190 application(s)
Employer Name USGA
Job Title Senior Director, Championship Ticketing and Experiences
City Liberty Corner
State New Jersey
Country USA
Job Region Northeast
Job Category Administration
Event Management
Marketing & Sales
Operations
Salary Range 150-170k
Job Reference Sr Dir, Championship Ticketing and Experiences
Job Level Senior Level

From the USGA Handicap System to national amateur championships, to modernizing the delivery of the game’s Rules and supporting sustainable golf course management practices, the United States Golf Association promotes the health of a game that inspires, challenges, and rewards like nothing else can.

Are you looking to join a dynamic team that works together to promote and conserve the true spirit of the game of golf? 

The Senior Director, Championship Ticketing and Experiences will lead the organization’s relationships with ticket buyers defining, differentiating, and delivering a unique value proposition and experience across a variety of customer needs and investment levels.  This role will be responsible for developing annual go-to-market plans for ticketing, including development of packaging, pricing, and revenue models; identification, negotiation and management of partnerships to support these plans, and oversight of the fulfillment and service of fans for each championship.  This position will also integrate these customer needs and opportunities across various functions within the USGA – in support of U.S. Open Championships strategies and annual operating plans – including the development and presentation of ongoing analytics and solutions that drive revenue and customer satisfaction.  Within a constantly changing industry and with championship venues that change annually, this position will thrive as a creative problem solver and strategic thinker who is nimble and collaborative, has experience leading change management, and is thoughtful in assessing risks against opportunities for growth and continuous improvement.

 

WHAT YOU CAN EXPECT: 

STRATEGY

Lead and develop go-to-market strategies, inclusive of packaging, pricing, and profit analysis, for all 4 U.S. Open Championships

  • Identify products/experiences to sell that meet the needs of the market and our customers to maximize sell-through and utilization
  • Create offers to leverage special audiences and key sales windows
  • Conduct research and industry benchmarking to inform strategy

Identify opportunities to improve the fan experience from through purchase through attendance, including:

  • Integration and delivery of mobile ticketing for the U.S. Open and U.S. Women’s Open in the championship apps
  • New opportunities to leverage technology that will enhance customer satisfaction, engagement, and drive incremental revenue
  • Lead customer-first effort to create truly connected and integrated fan experience by partnering with internal teams and external agencies and partners that connects ongoing initiatives and capabilities in a way that optimizes the experience for the fan

Maintain industry relationships and knowledge of industry trends to identify areas of opportunity and collaboration:

  • Serve as lead for relationship with AXS, USGA’s exclusive ticketing provider
  • Establish and lead identification of any secondary partner(s) and new revenue streams
  • Collaborate with other events and properties in and beyond golf to share best practices and understand learnings and opportunities to evolve

Co-lead the development and integration of the U.S. Open strategy in support of the championship vision, including annual plans and measures to drive continuous improvement and impact in service to onsite fans

 

OPERATIONS

Oversee ticketing operations pre, during, and post championship including:

  • Database management and communication to ticket buyers including fan guide, prohibited items, emails, onsite push notifications, etc.
  • Website content and customer journey
  • Product experience (e.g. décor and programming in conjunction with operations)
  • Credentialing and access control (production and distribution)
  • Customer service and remediation
  • Will call
  • Fulfillment (individual and group ticket/hospitality sales)
  • Admission gates and scanning
  • Third-party relationships (technology, printing, fulfillment, etc.)
  • Barter or comp arrangements
  • Surveying / customer feedback
  • Parking pass production

Set business policies and processes for sales, resale, comp tickets, and special audiences

Package and present projections and ongoing analysis of inventory and sell-through to share with leadership and internal dependencies including:

  • Monitor current market trends
  • Analyze sales data in order to minimize risk and maximize profit
  • Present risks and considerations for internal planning
  • Identify new process improvement opportunities

Collaborate with marketing to match offerings with promotional plans to maximize sell-through of inventory

 

MANAGEMENT

Serve as the department leader – setting objectives, plans, and process – for the ticketing teams (U.S. Open, U.S. Women’s Open, U.S. Senior Open, U.S. Senior Women’s Open, and in select years, the U.S. Amateur)

Develop and manage annual budgets, including detailed forecasting, revenue growth, and expense management from planning to implementation, including:

  • Secure cost projections from operations and vendors
  • Manage against budget projections to mitigate risk and maximize net revenue
  • Make recommendations on investments to deliver value with return (ROI)

Identify and implement strategic, creative, and innovative opportunities to optimize revenue and fan satisfaction and engagement

Recruit, hire, manage and develop the function’s personnel (~6 individuals)

Package important strategies and results for executive leadership and board communications

 

WHAT YOU BRING TO THE USGA:

  • A minimum of a BA/BS degree in business or related field; or equivalent work experience
  • A minimum of 10 years of experience in sports and/or entertainment ticketing
  • Proven ability to create and execute strategic plans at the departmental level and see concepts and programs through from inception to execution
  • “Passionate problem solver” mindset with experience creating, managing, and measuring multiple complex and integrated projects across several stakeholders and planning cycles
  • Proven ability to partner, communicate, and collaborate across multiple disciplines and organizational groups
  • Strong client service orientation and experience
  • Excellent relationship building and account management skills
  • Experience creating, managing, and measuring multi-platform digital and experiential activation programs
  • Excellent communication and presentation skills with attention to detail
  • Proven ability to establish, measure, and analyze results to drive growth and improvement  
  • Proven ability to establish a collaborative team environment
  • Management and development of 3 direct reports and 6 team members
  • Core understanding of the USGA and its Championships
  • General knowledge of golf industry
  • Advanced level proficiency in Microsoft PowerPoint, Excel and Word required
  • Travel required 20% of the time

 

About the USGA:

The USGA celebrates, serves and advances the game of golf worldwide.  Founded in 1894, we conduct golf’s premier professional and amateur championships, including the U.S. Open and U.S. Women’s Open.  With The R&A, we govern the sport via a global set of playing, equipment and amateur status rules.  Our operating jurisdiction for these governance functions includes the United States, its territories and Mexico.  The USGA Handicap System is utilized in more than 40 countries and our Course Rating System covers 95 percent of the world’s golf courses, enabling all golfers to play on an equitable basis.  The USGA campus in Liberty Corner, New Jersey, is home to the Association’s Research and Test Center, where science and innovation are fueling a healthy and sustainable game for the future.  The campus is also home to the USGA Golf Museum, where we honor the game by curating the world’s most comprehensive archive of golf artifacts.  To learn more, visit usga.org.  

The United States Golf Association is an Equal Opportunity Employer

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