Utah Royals FC, Real Salt Lake, Real Monarchs, and the RSL Academy are united by a shared mission of winning together through development. We are committed to building world-class teams by investing in people—developing players, staff, and leaders through collaboration, growth, and a high-performance culture. If you’re passionate about sport and motivated to grow your career in a purpose-driven organization, we invite you to join us.
SUMMARY:
The Senior Director of Ticket Sales will provide strategic leadership and oversight of all ticket sales operations for Utah Royals FC, driving sustainable revenue growth, maximizing stadium attendance, and expanding the Club's fan base. This senior leadership position is responsible for developing and executing comprehensive ticket sales strategies across season memberships, premium seating, group sales, mini plans, and single-match ticket sales while establishing a high-performance, results-driven sales culture.
The ideal candidate is an accomplished sports sales executive with extensive experience leading successful ticket sales organizations, developing and executing revenue growth strategies, and building high-performing teams. This individual will leverage industry expertise, market intelligence, and data-driven decision-making to identify new revenue opportunities, optimize ticket yield, strengthen customer retention, and position Utah Royals FC for long-term commercial success.
RESPONSIBILITIES INCLUDE:
- Provide strategic leadership and oversight of all Utah Royals FC ticket sales operations, including season memberships, premium seating, group sales, mini plans, and single-match ticket sales.
- Develop and execute short- and long-term ticket sales strategies aligned with the Club's financial objectives, attendance goals, and overall business priorities.
- Establish annual revenue budgets, sales forecasts, performance benchmarks, and key performance indicators (KPIs), ensuring accountability for achieving or exceeding established goals.
- Lead, develop, and mentor the Utah Royals FC ticket sales team, fostering a culture of accountability, professional development, collaboration, and consistent revenue performance.
- Evaluate and optimize sales organizational structure, staffing, processes, and resources to maximize productivity and operational effectiveness.
- Oversee ticket pricing strategies, inventory management, revenue optimization, and yield management initiatives to maximize average ticket price and overall ticket revenue.
- Analyze market trends, customer purchasing behaviors, competitive positioning, and sales performance to identify growth opportunities and inform strategic business decisions.
- Collaborate with executive leadership and cross-functional departments, including Marketing, Digital, Communications, Partnerships, and Fan Experience, to develop integrated revenue-generating initiatives.
- Establish and expand strategic relationships with corporate partners, community organizations, youth soccer programs, and other key market segments to drive new business development.
- Develop and implement comprehensive season ticket member acquisition, retention, and renewal strategies designed to increase customer lifetime value and long-term fan loyalty.
- Oversee CRM utilization, ticketing technology, sales reporting, and pipeline management to ensure accurate forecasting, operational efficiency, and data integrity.
- Identify opportunities to introduce innovative ticket products, sales channels, promotional strategies, and fan engagement initiatives that support revenue growth.
- Prepare and present sales performance reports, revenue forecasts, strategic recommendations, and business updates to executive leadership.
- Serve as a senior representative of Utah Royals FC at matches, industry events, community engagements, and business development opportunities.
- Partner with organizational leadership to establish long-term ticketing strategies that support the continued growth of Utah Royals FC and women's professional soccer.
- Perform other duties as assigned.
MINIMUM QUALIFICATIONS:
- Bachelor's degree in Business Administration, Sports Management, Marketing, or a related field, or an equivalent combination of education and relevant professional experience.
- Ten (10) or more years of progressive sales experience within a professional sports organization, collegiate athletics department, or comparable sports sales environment, with substantial experience in ticket sales and revenue generation.
- Five (5) or more years of progressive leadership experience managing sales teams, including responsibility for sales strategy, revenue performance, employee development, and organizational growth.
- Demonstrated track record of consistently achieving or exceeding significant ticket sales and revenue goals within a competitive sports environment.
- Proven experience developing and executing comprehensive ticket sales strategies, managing departmental budgets, and forecasting revenue.
- Extensive knowledge of season ticket membership programs, premium seating, group sales, customer acquisition, retention strategies, and ticketing revenue optimization.
- Demonstrated ability to recruit, develop, coach, and lead high-performing sales professionals while establishing clear performance expectations and accountability.
- Advanced proficiency with CRM platforms, ticketing systems, sales analytics, and performance reporting tools.
- Strong business acumen, financial literacy, analytical capabilities, and strategic decision-making skills.
- Exceptional leadership, communication, negotiation, and executive-level presentation skills.
- Proven ability to collaborate effectively with senior leadership and cross-functional business partners.
- Ability to work evenings, weekends, holidays, and matchdays as required by the Club's event calendar.
- Ability to successfully pass a background check.
PREFERRED QUALIFICATIONS:
- Experience serving in a Director-level or higher ticket sales leadership position within a professional sports franchise.
- Experience managing ticket sales operations within Major League Soccer (MLS), the National Women's Soccer League (NWSL), or another major professional sports league.
- Demonstrated success growing ticket revenue, expanding season ticket membership bases, and increasing attendance in emerging or developing sports markets.
- Experience with Ticketmaster, SeatGeek, Archtics, Salesforce, or comparable ticketing and CRM platforms.
- Advanced experience with dynamic pricing, inventory optimization, ticket yield management, and revenue forecasting.
- Strong understanding of the women's professional sports landscape, the NWSL, and emerging trends in sports business and fan engagement.
- Established professional network within the sports business community, including corporate sales, ticketing, and strategic partnerships.
PHYSICAL DEMANDS AND WORK ENVIRONMENT:
The job requires regularly lifting/pushing up to 10 pounds and occasionally lifting/pushing more than 25 pounds or exerting heavy force, in a wide disparity or environmental conditions. The job involves standing, stooping, bending, lifting, pushing, etc.
The Club provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.
We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.
Note: The need may arise to revise, supplement, or rescind portions of this job description, and the Club reserves the right to do so at any time. Employees shall be required to meet the qualifications and perform the duties of any revised job description.