Head of Ticketing

Organisation

Swansea City AFC

Salary

Competitive

Location

Swansea

Contract type

Permanent (Full time)

Closing date

13 September 2026

Job Description

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.

Experience & Knowledge
•Significant experience in a senior ticketing, box office or ticketing strategy role, ideally within a complex, high-volume customer-facing environment.
•Strong understanding of ticketing strategy, pricing, inventory management and sales optimisation.
•Proven experience using data and customer insight to drive commercial decisions and improve performance.
•Strong knowledge of ticketing systems, platforms and associated technologies, with the ability to identify opportunities for optimisation and innovation.
•Experience of developing forecasts, budgets, performance reports, dashboards and commercial analysis.
•Strong understanding of customer purchasing behaviour, audience segmentation and the factors that influence ticket sales and conversion.
•Experience working collaboratively with Marketing, Finance, Commercial and Operations teams to deliver shared organisational objectives.
•Experience of leading, developing and motivating a team within a fast-paced, performance-focused environment.
•Knowledge of relevant legal, financial, regulatory and data protection requirements relating to ticketing and customer data.

Skills & Abilities
•Highly analytical, with the ability to interpret complex data and translate it into clear, commercially focused insights and recommendations.
•Strong strategic thinker, able to move beyond day-to-day operations and identify long-term opportunities for growth, efficiency and revenue optimisation.
•Excellent numerical and financial skills, with the ability to understand performance drivers, identify trends and challenge assumptions.
•Strong reporting and presentation skills, with the ability to communicate data and insights effectively to senior leadership and stakeholders.
•Excellent organisational and planning skills, with the ability to manage multiple priorities and deliver against strategic objectives.
•Strong commercial awareness and an understanding of the balance between revenue generation, customer experience and organisational objectives.
•Confident decision-maker who can use evidence and insight to make informed recommendations and drive change.
•Strong stakeholder management and influencing skills, with the ability to build effective relationships across the organisation and with external partners.
•A proactive approach to continuous improvement, innovation and problem-solving.
•Strong leadership skills, with the ability to create a high-performing, collaborative and accountable team culture.
•Excellent attention to detail, particularly in relation to data accuracy, financial reporting and performance analysis.

Personal Qualities
•Strategic and forward-thinking, with the ability to anticipate trends and identify future opportunities.
•Commercially minded, with a strong focus on maximising performance and value.
•Data-led and curious, with a genuine interest in understanding what the data is telling us and why.
•Customer-focused, ensuring strategic and commercial decisions ultimately contribute to an excellent customer experience.
•Collaborative and influential, able to work effectively across departments and bring stakeholders together around shared objectives.
•Confident and credible, with the ability to challenge constructively and influence decision-making at senior level.
•Adaptable and innovative, comfortable working in a changing environment and embracing new technologies, systems and approaches.
•Results-focused, with a strong sense of ownership and accountability for delivering measurable outcomes.

How to apply

Please complete an Application Form, available at https://irecruit.efl.com/vacancies/3256/head-of-ticketing.html. If you require the application form in an alternative format, please email jobs@swanseacity.com GENERAL STATEMENT Should an adequate number of applications be received prior to the closing date, Swansea City AFC reserve the right to remove this advert. Due to a high demand in applications the Club will be unable to respond to those applicants who have not been shortlisted for interview. SAFEGUARDING & WELFARE The Company is committed to safeguarding and promoting the welfare of children and young people involved in activities and event at the Company. As part of the Company’s recruitment and selection process any offers of work involving working in regulated activity with children are subject to a satisfactory enhanced DBS Disclosure and barred list check (depending on the level of supervision, frequency, and nature of contact with children). The Company may also conduct online searches of candidates who have been shortlisted as part of its safer recruitment procedures. Appropriate references will be required. EQUALITY, DIVERSITY & INCLUSION STATEMENT Swansea City AFC strives to ensure it provides an environment where everyone's rights, dignity and individual worth is respected and takes a zero-tolerance approach to any form of discrimination. Equal Opportunity is an integral part of our recruitment and selection process, and we welcome applications from all individuals who feel they meet the core requirements of the role. We are particularly encouraging applications from women, disabled people and individuals from diverse ethnic communities who are currently under-represented within the organisation.

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