Job Title: Head of Sales
Reporting to: Chief Revenue Officer (CRO)
Location: Worcestershire County Cricket Club, New Road, Worcester, WR2 4QQ
Contract term: Full time, permanent
Background:
Worcestershire County Cricket Club is one of the 18 major county cricket clubs which make up the England and Wales Cricket Board. We play to the highest level of professional cricket with a history stretching back over 155 years.
Our vision is to become Worcestershire’s premier destination for live sports, entertainment & hospitality, whilst providing great experiences for everyone who comes to New Road.
We are passionate about our people and strive to make our working environment a welcoming and inclusive one, fuelling ambition with opportunities and support to help our people achieve their personal and professional goals.
Our values of Trust, Inclusiveness, Kindness, Resilience and Togetherness, resonate across everything we do at the Club and define our culture and behaviours.
Purpose of the Role:
An exciting opportunity has arisen for a Head of Sales to lead and grow all revenue streams across Worcestershire County Cricket Club, spanning membership, ticketing, hospitality, sponsorship, advertising, conferences, meetings, private parties and retail.
You will form a key part of the Audience, Revenue & Experience (ARX) Department leadership team, working cross‑functionally to align audience growth, revenue and experience outcomes. You will set the sales strategy, build and coach a high‑performing team, deliver robust pipeline and forecasting, and hit ambitious income and margin targets while ensuring outstanding experiences for members, supporters and ARX partners.
Key Duties and Responsibilities:
1) Strategy, planning & performance
•Own the multi‑year sales strategy and annual plans for each revenue line; set targets, pricing/yield and inventory strategy.
•Build segmented go‑to‑market plans for B2C (membership, ticketing, retail) and B2B (hospitality, sponsorship, advertising, corporate events).
•Maintain accurate forecasting, pipeline coverage and scenario planning; report performance and insight to the CRO and senior leadership.
2) Leadership & team development
•Lead, coach and develop a team of four managers/specialists; set clear KPIs, run regular performance reviews and support professional development.
•Foster a data‑driven, customer‑centric and collaborative culture with strong standards of activity, quality and accountability.
•Recruit, onboard and resource the team to deliver peak‑period coverage (matchdays, seasonal demand, major events).
3) Membership & ticketing (B2C)
•Grow membership volume, value and retention; deliver compelling benefits, renewal plans and targeted acquisition campaigns.
•Optimise ticketing yields, promotions and occupancy across formats/fixtures; ensure frictionless digital journeys and compliant access control.
4) Hospitality, conferences & private events (B2B)
•Design and package matchday hospitality and year‑round events (conferences, meetings, private parties) aligned to client needs and venue capability.
•Drive proactive new business, account‑based outreach and repeat bookings; partner with Operations to ensure delivery excellence and upsell pathways.
5) Sponsorship & advertising (B2B)
•Lead sponsorship and advertising sales from prospecting through to negotiation, contracting and onboarding.
•Shape rights packages, pricing and proposals; collaborate with Marketing on creative brand activations and with Delivery on measurement/fulfilment.
•Maximise renewals and multi‑year agreements through demonstrable ROI and stakeholder relationships.
6) Retail & merchandising (B2C)
•Own retail trading performance (on‑site and online); set range, pricing, promotions and stock/markdown strategies with strong cash and margin control.
•Coordinate with suppliers and internal teams to deliver timely product launches and matchday peaks.
7) Data, systems & process
•Champion best‑in‑class use of CRM, ticketing and EPOS systems; ensure clean data, funnel hygiene and meaningful dashboards.
•Implement standard operating procedures for forecasting, discount governance, approvals and contract management.
•Ensure compliance with relevant regulations (data protection, consumer law, ASA/advertising, health & safety in collaboration with Operations).
8) Cross‑functional collaboration
•Work closely with Marketing on campaigns, content and brand positioning; with Finance on budgeting, pricing and credit control; and with Operations on event delivery and retail operations.
•Represent Sales at internal forums and with the Board when required; be a visible leader on matchdays and major events.
Key performance indicators (KPIs)
•Total ARX revenue and gross margin by stream.
•Membership growth, retention and lifetime value.
•Ticketing yield, occupancy and average order value.
•Hospitality/event revenue, conversion rate and repeat bookings.
•Sponsorship new business won, renewal rate and average contract term/value.
•Retail revenue, gross margin %, stock turn and cash tied up in stock.
•Pipeline coverage, win rate, forecast accuracy and debtor days (with Finance).
•Net Promoter Score/CSAT and partner satisfaction.
Other responsibilities:
We expect our people to demonstrate and promote our values at all times to ensure Worcestershire County Cricket Club’s brand is always held in the highest regard both internally and in public. It is expected that you will:
· Be proactive in promoting inclusiveness across the club and reporting any discrimination that you witness.
· Be committed to safeguarding and promoting the welfare of children, young people and adults at risk that visit the Club.
· Promote a positive environment that is welcoming, friendly and supportive.
· Foster a culture of togetherness and commit to contributing to a strong team ethic.
· Be passionate about delivering excellent customer service to everyone that comes through our doors.
The nature of our work and the size of our team here at Worcestershire County Cricket Club requires everyone to be flexible, motivated and an excellent team player.
This Job Description is not an exhaustive list of tasks but represents the key duties and responsibilities required by the role. You may be required to take on such reasonable additional or other responsibilities and tasks as we need from time to time.