What does a Sales and Ticketing Manager do?

In theatre, a Sales and Ticketing Manager is responsible for maximising sales and revenue for the venue or organisation. This involves creating ticketing strategies that increase income and develop and grow audiences.

The Sales and Ticketing Manager will oversee and manage the Box Office Manager and box office team to make sure ticketing processes are effective and that a high level of customer service is in place.

In some venues, the role of Ticketing Manager is combined with the Box Office Manager, but usually the Box Office Manager is responsible for the day-to-day running of the box office, whereas the Ticketing Manager has more of a strategic sales overview.

What are the main responsibilities of a Sales and Ticketing Manager?

  • Developing sales and ticketing strategies to maximise revenue
  • Managing the Box Office Manager and box office team
  • Creating sales strategies for other areas e.g. theatre bars, membership schemes and donations
  • Overseeing the CRM (customer relationship management) system
  • Working on pricing and initiatives such as ticket offers, working closely with the marketing team
  • Managing relationships with third-party ticket agents and other places where tickets may be sold
  • Looking after website development and ensuring the booking process works well for customers
  • Generating finance and sales reports and analysing the data
  • Ensuring the box office team and any other relevant departments are operating with high customer service standards

Search opportunities on the Get Into Theatre website

What qualifications do I need to be a Sales and Ticketing Manager?

There is no specific qualification needed to begin a career in sales and ticketing but it may be useful to consider courses and qualifications that develop numeracy skills and help you learn about sales and marketing, such as business studies.

Find training opportunities here

What skills do I need to be a Sales and Ticketing Manager?

  • Strong numeracy skills
  • Good communication
  • Ability to analyse data
  • Strategic thinking
  • Commercial understanding
  • IT skills
  • Attention to detail
  • Good written skills

What does a career in sales and ticketing look like?

You may begin your career as a staff member in the box office or as a part of the front of house team, before working your way up to Box Office Manager and then Ticketing Manager. Alternatively, you could be working in sales and ticketing in another industry before moving into the theatre industry.

Search The Stage Jobs for current vacancies

How much can I earn as a Sales and Ticketing Manager?

The average salary for a Sales and Ticketing Manager in theatre ranges between £27,000 and £35,000.


Photo by Anna Shvets from Pexels

Published: 27 April 2022

Get personalised theatre opportunities

From an organisation? Share your opportunity

You can list your training, outreach or funding opportunities for free and within minutes. Set up an account now and we’ll start helping you reach the people you need…
Read me aloud