Head of Premium Sales – England Rugby
England Rugby

The Head of Premium Sales will be responsible for delivering the annual RFU Executive Private Suites and Debenture income. They will manage the annual Suites and Debenture profit and loss including renewals and Account Management activities to achieve budgets and the effective co-ordination and management of all related match specific activity.

The role will require balancing personal sales activities and targets alongside line management of the overall team and subsequent co-ordination of their activities in order to achieve the above goals. A key focus will be on adding value to existing processes, implementing new best in practice sales approaches and harnessing CRM and market insight to optimize and grow revenues and ensure accurate & timely sales planning and reporting.

Accountabilities:

• Develop and execute a sales plan to optimise and grow seasonal and match by match revenues.
• To include various techniques with a primary focus on pro-active outbound activity for sales.
• Co-ordinate and drive the communication, planning, and execution for all sales and renewals of boxes and debentures.
• To include personally soliciting and winning new business to achieve annual sales targets.
• Line Manage the team: To include;
• Mentoring.
• On-going development.
• Performance development reviews and coaching to achieve KPIs.
• Effective deployment and prioritisation.
• On-going development of sales approaches and techniques:
• Reviewing/implementing best in practice sales approaches.
• Utilise market segmentation to influence targeting approach.
• Utilising CRM system data to drive effective prospecting activity and gain insight on existing customers.
• Maintain accurate records of all sales and business development activities; prepare and present weekly sales forecasts using CRM functionality.
• Be responsible for, with support from the Venue Sales and Member Service Director, business planning development including budgets, forecasts, priorities and general strategic analysis.
• Be responsible for the Account Management of Members.
• Manage the team to achieve operational excellence within the cost budget.
• Work closely with Marketing, Legal and Communication teams to drive engagement and growth of the membership.
• Oversee utilisation of CRM by all members of the team
• To ensure prospect and customer records are up to date and recorded on CRM as required.
• To ensure effective use and on-going maintenance and management of CRM
• To ensure CRM return on investment targets are met.
• Liaise with the internal CRM team to improve utilisation and to develop marketing campaign briefs and execution plans using the Marketing Campaign management tool.
• Be in attendance on match-days to build and develop existing and new client relationship.
• Ensure the high standards of member service both pre, during and post sales are maintained.
• Where necessary attend commercial and networking events, relating to sales activity and/or member management.
• To liaise closely with other RFU Departments, providing timely and accurate information as required.
• Actively monitor personal performance at work, looking to consistently contribute to personal objectives and team goals, and focus own activities accordingly.
• Actively collaborate with colleagues to contribute to the development and delivery of broader RFU strategic, business and operational plans.
• Act as an ambassador for, and promote the best interests of, the RFU at all times, including the promotion of the RFU Core Values.
• Undertake such other duties as maybe required from time to time as are consistent with the responsibilities of the post and the needs of the RFU.

Person Specification:

Qualifications and Experience:

• Experience of premium hospitality sales and client/membership management.
• Educated to degree level or equivalent career experience.
• Significant sales and management training/experience.
• Extensive sales experience (including data driven selling at high volume).
• Experience of managing and utilizing a CRM system to drive revenue growth through effective prospecting and pipeline activity management.
• Proven personal track record of proactively prospecting and securing new high value business from a mix of blue chip and SME business.
• Management of a high performing sales team.
• Track record of delivering against sales targets.
• Experience of selling to a diverse customer base.
• Experience of dealing with multiple and diverse stakeholders.
• Leadership skills with the ability to set a vision and manage people to deliver.
• Excellent sales and interpersonal skills.
• Persuasive written and verbal communication skills.
• Actively helps others succeed by setting clear & stretching objectives for the department including themselves, closely monitoring progress, providing support and feedback.
• Recognizes and rewards behaviours that drive results.
• Exposure to and understanding of customer service excellence.
• Excellent level of knowledge regarding all areas of hospitality product offerings as well as industry and competitor developments.

Skills and Personal Attributes:

• Sound personal qualities such as communication skills, the ability to work in a team environment, self-motivation, enthusiasm, and ability to work under pressure.
• Clear and effective management skills.
• Commitment to driving continuous improvement in their working environment.
• Highly motivated and proactive.
• Target driven and focused.
• The ability to make sound and decisive decisions under pressure.
• A practical approach to problem solving.
• Diligent, organised, and methodical.
• High level commercial thinking and behaviours.
• Encourages open and regular communication across the organization.
• Is visible and stays in touch with all levels.
• Ethical, hardworking and goal orientated with a strong personal commitment to deliver at a pace.

Additional Information:

• All Role Holders must maintain an appropriate standard of confidentiality. Any disclosures of confidential information (including personal information kept on computer or other media) made unlawfully outside the proper course of duty will be treated as a serious disciplinary offence.
• Personal circumstances must allow the candidate to work extended hours on occasion during times of peak activity including evenings and weekends.
• Role holders not based at the Twickenham headquarters must be available to work from there as and when required.
• The role description, person specification, role grade and role title may be subject to change at the discretion of the RFU and in accordance with business developments. Any changes will be communicated to the role holder as appropriate.

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