Head of Ticketing, Swansea City AFC

Permanent, full-time | 40 hours per week, including stadium events

ICP Search is proud to be managing the search for Swansea City AFC's next Head of Ticketing.

This is a key commercial appointment at an exciting time for the Club. The successful candidate will lead Swansea City's ticketing strategy and performance, using data, customer insight and commercial judgement to optimise revenue, improve the supporter journey and support the Club’s wider growth ambitions.

Reporting to the Head of Commercial and managing the Ticketing Manager, you will be the Club’s senior subject-matter expert for ticketing. You will work closely with colleagues across Commercial, Marketing, Finance, Hospitality, Operations and Football Administration, as well as external ticketing partners and other clubs.

The opportunity

This is more than a ticket-office management role. You will take strategic ownership of ticketing performance, including pricing, yield, inventory, forecasting, customer segmentation, reporting, systems and process improvement.

Key responsibilities

• Develop and lead the Club's overall ticketing strategy, aligned to commercial, audience and organisational objectives.
• Own ticketing performance, including sales forecasting, revenue optimisation, pricing strategy, inventory management and demand analysis.
• Analyse ticketing and customer data, translating insight into practical recommendations that improve revenue, conversion, retention and customer value.
• Establish and monitor ticketing KPIs, dashboards and performance reporting for senior stakeholders.
• Build robust forecasting, reporting and commercial models to inform decision-making and long-term planning.
• Use audience insight to understand purchasing behaviour, segmentation, demand and engagement.
• Work with Marketing and Commercial colleagues on data-led sales campaigns, targeting and performance evaluation.
• Review and improve ticketing systems, technology, processes and data quality to enhance efficiency and supporter experience.
• Work with Finance to ensure accurate reporting of takings and revenue, effective end-of-day procedures and prompt resolution of discrepancies.
• Lead, develop and support the ticketing team, creating a high-performing and customer-focused culture.
• Ensure ticketing activity meets relevant legal, financial, regulatory and data-protection requirements.

About you

You will bring significant experience from a senior ticketing, box office or ticketing-strategy role within a complex, high-volume and customer-facing environment.

You will combine commercial instinct with strong analytical capability. You will be comfortable using data and customer insight to make decisions, influence stakeholders and identify opportunities to improve revenue and experience.

We are particularly interested in candidates who can demonstrate experience of:

• Ticketing strategy, pricing, revenue management, yield and inventory optimisation.
• Ticketing platforms, CRM/customer data and associated technology.
• Sales forecasting, budget management, dashboards and commercial reporting.
• Customer segmentation, purchasing behaviour, conversion and retention.
• Leading teams in a fast-paced, operationally demanding environment.
• Working effectively across Marketing, Finance, Commercial and Operations.

Experience within football is valuable, but we also welcome applications from major venues, live entertainment, hospitality and other high-volume ticketing environments.

What Swansea City AFC offers

• Private medical insurance and health cash plan.
• Complimentary gym benefit.
• EV car scheme and Cycle to Work scheme.
• Two complimentary home-match tickets.
• Relocation support for the right candidate.

Swansea City AFC is committed to equal opportunities, safeguarding and creating an inclusive workplace. Applications are encouraged from all individuals who meet the core requirements of the role, including women, disabled people and people from ethnically diverse communities who are currently under-represented within the organisation.

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