Director, Consumer Sales

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Las Vegas Motor Speedway (LVMS) and Sonoma Raceway (SR) are key locations in a network of the Speedway Motorsports family across the country.

Our company maintains a consistent focus on four core principles :

• Care for Teammates
• Be Remarkable
• Impact Community
• Relentlessly Improve

In addition to leading the ticket team at LVMS & SR, the Director of Consumer Sales must hold themselves and their team accountable for taking our best practices the last mile optimizing them for maximum value to your teammates, customers, and corporate clients while sharing insights on how to improve our company.

The Director of Consumer Sales will also be expected to maintain an active role on Speedway Motorsports task force teams to help improve overall corporate effectiveness and efficiencies with specific responsibilities including :

• Consistently participate in the creation, enhancing and utilization of Speedway Motorsports business processes and the utilization of marketing templates including why based budgets, business plans, project briefs, budgets and ticket selling creative.
• Consistently leverage internal and external resources to measure and improve best practices including the following :
• Pricing for tickets and upsells
• Renewal and retention campaigns
• Upselling
• Group sales resources and integration of technology to grow the groups segment
• Customer communications (email automation, texting, outbound & inbound calls)
• Ticket agent compensation
• Recruitment and training of event, seasonal and full-time sales staff
• Website purchase processes
• Mobile tickets utilization
• and others
• Participate in the day-to-day and event-related ticket agent scheduling processes with consideration to the timing for inbound and outbound campaigns across multiple tracks specifically including Sonoma Raceway (SR) in California.
• Work with the ticketing and marketing department leads to review and prioritize concepts for new revenue streams by researching and benchmarking best practices among peer leagues & organizations.

Ticket Sales Training & Development is a key part of taking care of the LVMS & SR Ticketing team and the Director of Consumer Sales will be expected to :

• Supervise and direct staff and support teams (i.e. Marketing, IT or others) to achieve sales and development goals while providing training and mentorship as needed with the goal of enhancing professional development and personal growth for your teams.
• Identify, recruit, hire, coach and develop leaders in our business with a commitment to building a culture that revolves around preparation, teamwork, positivity, hard work, fun, recognition and daily personal and professional development.
• Ensure ticket agents are motivated, empowered and leveraging sales tools and incentives which help with the achievement of sales and satisfaction goals.
• Ensure timely and accurate reporting commission and bonus payments for staff.
• Leverage Fan360, PowerBi and other tools to create audiences, programs and workflow for agents that optimize overall efficiency for agents.
• Leverage timely sales contest and incentives to drive sales and employee motivation.
• Consistently communicate plans to improve the working conditions for you and your team.

Communicating well with our customers is critical to being known for remarkable events and the Director of Consumer Sales will be expected to :

• Understand and clearly communicate each track’s and each event’s brand positioning to ticket agents and ultimately customers.
• Lead the creation of overall ticket, upsell and camping sales budgets and reporting for retention and acquisition (supported by SM Director of Analytics).
• Participate in the creation and communication of business plans, marketing objectives, tactical plans and budget recommendations for every major NASCAR & NHRA race weekend using approved templates.
• Work directly with marketing and communications teams to develop and enhance the overall marketing / communication plans while creating, measuring and enhancing revenue generating campaigns for tickets, camping and upsell products.
• Defining and enhancing customer acquisition and retention messaging and upselling opportunities which optimize consumer, group and corporate ticket revenue.
• Utilize customer experience surveys (based on CSS data) in order to identify areas improvements for customer acquisition and retention.
• Support corporate and group business leaders with ticket revenue projections and the tactics (i.e. Fevo) which help the achievement of sales goals.

Owned Asset / Analytics Management

Consistently review and provide recommendations for improving customer communication resources, track websites and the app to optimize ticket sales, renewals or engagement.

We are looking for the following skills and experience for this role :

• Proven work experience as a Director or Manager of Ticket Sales (or other senior ticketing roles)
• Demonstrate experience in designing and implementing successful ticket selling campaigns
• Experience with ticket systems (Ticketmaster preferred) and CRM tools and techniques
• Excellent leadership and communication skills in a dynamic team environment
• Strong analytics and project management skills

Strategic mindset with the ability to make difficult decisions.

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