The role
To accelerate and expand United Utilities' Access & Recreation (A&R) commercial offer by identifying and developing high-value revenue opportunities and A&R commercial strategies to deploy across the recreation estate. Accountable for driving substantial year-on-year income growth, shaping a scalable A&R business model, and ensuring that commercial performance becomes a major, reliable contributor to reinvestment in recreation, heritage and catchment outcomes. Requires a proven track record of growing commercial activity in leisure, visitor attractions or outdoor experience sectors.
Key Accountabilities
Deliver Significant Income Growth
Lead the delivery of ambitious annual revenue targets across A&R
Develop and implement pricing, revenue optimisation and product strategies that materially increase income while maintaining high visitor satisfaction.
Identify underperforming revenue streams and implement turnaround plans.
Introduce structured income assurance and commercial performance controls to protect and maximise revenue.
Commercial Strategy & Scalable Business Development
Build a robust 3–5 year commercial growth plan that transforms A&R from a maintenance-led activity into a scalable income-generating business.
Develop new commercial propositions with strong financial returns, aligned to the Recreation / Regenerate / Realise land categories.
Produce compelling business cases with demand modelling, cost estimates, Return On Investment forecasts and risk assessments.
Benchmark UU's commercial strategy against leading organisations such as Forestry England, National Trust etc
Concessions & Partner Performance Management
Drive stronger commercial performance from all existing operators through active relationship management, negotiation and clear performance expectations.
Redesign commercial terms and agreements to secure better returns for UU and reduce leakage.
Lead commercial tendering processes with Procurement and Property to bring in new partners, offers and income streams.
Project Delivery & Implementation
Deliver new revenue-generating assets such as kiosks, water access points, pop-up activities and seasonal attractions.
Coordinate with Engineering and Capital Delivery for small infrastructure improvements that unlock income growth.
Data, Insight & Performance Reporting
Use visitor data, footfall, pricing analysis and financial metrics to target growth opportunities and refine propositions.
Produce high-quality insight and performance reports for the Head of A&R and senior leadership.
Monitor competitive landscape and evolving market trends across leisure, outdoor recreation and tourism.
Stakeholder Management & Reputation
Work collaboratively with environmental, heritage and community stakeholders to ensure commercial growth is responsible and sensitive to special landscapes.
Support communication plans that demonstrate how revenue enables reinvestment back into the land and local communities.
Skills & Experience
A strong, evidenced record of delivering significant commercial growth in relevant sectors such as visitor attractions, outdoor activity centres, leisure, concessions, events or tourism.
Demonstrable experience increasing income across multiple revenue streams (e.g. parking, concessions, activities, events, retail or hospitality).
Proven ability to design and deliver commercial strategies and business cases that secure investment and achieve high ROI.
Track record of improving performance of commercial partners or concessionaires through negotiation and structured performance management.
Experience delivering commercial projects end-to-end, from concept through to launch.
Highly commercial mindset with strong analytical, financial and negotiation skills.
Ability to turn insight into clear commercial actions.
Strong relationship-builder able to influence senior leaders, partners and stakeholders.
Skilled at balancing commercial ambition with environmental, safety and heritage constraints.
Capable of working in a partner-led model, driving results without large in-house operational teams.
Experience working in protected landscapes, heritage sites or water-based recreation settings.
Familiarity with commercial leases, revenue-share models, or concession structuring.
Degree or equivalent experience in business, management, land, recreation management, environment or leisure sectors.
Chartership in a relevant discipline e.g. Chartered Member Of The Landscape Institute (CMLI)
Professional commercial, project or negotiation qualifications advantageous (e.g. APM, CIM, negotiation training).
Results-driven with relentless focus on growth and improvement.
Creative, opportunity-focused and commercially curious.
Confident, persuasive and comfortable with pace and ambiguity.
Strong judgement and attention to detail.