Brief

Non Match Day Sales, Marketing and Events Leadership at Southampton Football Club.

Objective

To drive significant growth in non-match day sales and establish Southampton Football Club as a premier venue for concerts and events.

Strategy and Implementation

Non-Match Day Sales Growth: Led the team to a 226.5% increase in non-match day sales turnover over 5.5 years.
Vision and Strategy: Created and executed a clear sales and marketing strategy, achieving year-on-year revenue growth.
Client Partnerships: Worked closely with clients to tailor offerings, exceed expectations, and maximise profitability.
Sales Targets: Managed a high volume of 2,500 non-match day events annually, consistently meeting sales targets.
Concert Project Director: Coordinated key stakeholders, ensuring effective communication and timely delivery of responsibilities.
Concerts and Major Events: Secured contracts for high-profile concerts including Robbie Williams’ 'Heavy Entertainment Show', The Rolling Stones' 2018 'No Filter' concert, and future concerts for Take That and Rod Stewart.
Operational Collaboration: Partnered with the stadium’s operational team to deliver high-standard events and exceptional customer service.
Budget Management: Oversaw all incoming sales, invoicing, debtors, and collaborated with the finance department to manage cash flow and P&L.
Website Development: Led the creation, development, and launch of the company website in 2014.
Cross-Selling Spaces: Successfully marketed 12 function spaces with capacities ranging from 10 to 2,000, including the Cruise Terminals.

Team Excellence: Inspired and developed an award-winning team, securing 'gold' for the non-match day mystery shopper award and 'bronze' for the best stadium events venue award in May 2018.
Team Development: Grew the department from 2 to 11 staff, creating a culture of excellence and supporting personal development.
Website Development: Led the creation, development, and launch of the company website in 2014.

Results

Revenue Growth: Achieved substantial growth in non-match day sales turnover.
Successful Concerts: Secured and delivered high-profile concerts, enhancing the stadium's reputation as a premier event venue.
Team Development: Developed a high-performing, award-winning team.
Client Satisfaction: Exceeded client expectations through tailored event offerings and excellent service.

Timescale

6 years from April 2013 – December 2018.

Testimonials

“I would like to thank you for the years of dedicated service you gave to the club. Your energy and passion were infectious and you should be rightly proud of your achievements in helping to create a first-class events team that has really helped to place St Mary’s on the map as a credible and alternative events venue.”

— David Thomas, Chief Commercial Officer | Southampton Football Club

“Sam and I worked together at SFC and she did a great job helping to grow sales in a fast-paced environment. When we took the decision to move back into hosting large scale concerts at St Mary's after a long absence, Sam embraced the challenge and was instrumental in the delivery of a hugely successful event. An excellent project manager with the commercial expertise required!”

— Toby Steele - Experienced CFO with Managing Director and M&A background

Southampton Football Club