Role summary
Lead all commercial activities for this heritage and cultural programme including partnerships, sponsorships, retail, and revenue generation, ensuring delivery of financial targets and integration of commercial opportunities across programming and operations.
Responsibilities
- Develop and execute the overall commercial strategy aligned with asset objectives and financial targets
- Define revenue models across all streams including sponsorships, retail, F&B, ticketing, and activations
- Lead revenue planning, forecasting, and target setting in alignment with cultural programming plans and overall asset financial expectations, in coordination with Finance & Performance
- Own delivery of revenue targets and ensure alignment between commercial activities and financial performance
- Continuously optimize revenue streams through pricing, product mix, and commercial innovation
- Develop and manage a structured sponsorship and partnership strategy aligned with programming and marketing plans
- Identify, negotiate, and secure high-value sponsorship and partnership agreements
- Design sponsorship packages, in collaboration with Programming and Marketing teams, that integrate with cultural programming, experiences, and the visitor journey
- Manage relationships with sponsors and partners to ensure delivery of contractual obligations and value realization
- Drive long-term strategic partnerships that enhance both revenue and experience
- Source, secure, and manage both commercial and non-commercial partners supporting cultural programming and broader asset operating model and strategic initiatives
- Maintain and manage relationships with key government and cultural partners, ensuring alignment with programming objectives and overall asset priorities
- Oversee all retail, F&B, and commercial activations across the site
- Define commercial mix, tenant strategy, and allocation of retail and F&B spaces
- Manage performance of operators and vendors to ensure quality, compliance, and revenue delivery
- Ensure commercial offerings are aligned with cultural programming and visitor experience
- Monitor sales performance and optimize commercial operations accordingly
- Work closely with Programming to embed commercial opportunities within cultural experiences
- Ensure programming supports revenue generation through activations, sponsorships, and retail integration
- Align commercial activities with visitor flow, dwell time, and engagement strategies
- Balance commercial objectives with cultural integrity and experience quality
- Ensure commercial partnerships and revenue initiatives are fully integrated into cultural programming
- Monitor and analyze performance across all revenue streams including sponsorship, retail, and F&B
- Track KPIs including revenue per visitor, conversion rates, and commercial yield
- Identify underperforming areas and implement corrective actions
- Provide regular reporting and insights to GM and overall leadership team
- Oversee commercial vendor and operator selection in coordination with Procurement
- Manage contracts, commercial terms, and performance agreements
- Ensure compliance with operational, financial, and brand standards
- Maintain strong relationships with operators to ensure consistency and performance
- Align commercial strategy and performance with Asset Management direction and expectations
- Provide input into business planning, budgeting, and revenue forecasting cycles
- Coordinate with Group functions where required
Qualifications
- Strong commercial and revenue generation experience
- Experience in sponsorships, partnerships, and retail operations
- Negotiation and contract management skills
- Ability to link commercial strategy with experience delivery
- Financial and performance management capability
- Experience overseeing retail, F&B, or commercial operations within large-scale venues, events, or destinations
- Strong understanding of commercial mix and tenant strategy
- Strong understanding of operator management and performance optimization
- Strong understanding of revenue generation through on-ground activations
- Experience working within large-scale events, festivals, or entertainment platforms
- Experience working within destination or precinct-based environments
- Ability to link visitor experience with revenue generation
- Strong understanding of revenue planning, forecasting, and performance tracking
- Strong understanding of commercial KPIs including revenue per visitor, conversion, and yield
- Ability to use data and insights to optimize commercial performance
- Proven experience leading commercial teams and managing cross-functional collaboration
- Ability to operate in fast-paced, high-pressure environments
- Ability to operate in complex, multi-stakeholder settings
- Experience working with government entities and large organizations