What does the Head of Sales do?

The Head of Sales plays a crucial role in revenue generation through ticket sales, memberships, and other income streams. This position involves strategic planning, team management, and collaboration with marketing and other departments to maximise the theatre’s commercial success.

What are the main responsibilities of the Head of Sales?

  • Develop and implement sales strategies 
  • Set, monitor, and achieve sales targets
  • Lead, manage, and motivate the sales team
  • Recruit, train, and develop sales staff
  • Maximise ticket sales 
  • Develop and manage membership and subscription programs
  • Work closely with the marketing team to develop and execute promotional campaigns 
  • Analyse market trends, customer behaviour, and sales data 
  • Customer relationship management
  • Budgeting
  • Prepare regular sales reports for senior management
  • Networking with corporate clients and sponsors
  • Gather feedback from customers and sales staff 

What qualifications do I need to be the Head of Sales?

A degree in Business Administration, Arts Administration, Marketing, Sales, or a related field can be beneficial, while working your way up to Head of Sales.

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What skills do I need to be the Head of Sales?

  • Strong sales skills 
  • Knowledge of sales techniques, pricing strategies, and revenue management
  • Excellent leadership and team management skills.
  • Exceptional verbal and written communication skills
  • Ability to effectively present sales strategies and performance reports to senior management
  • Strong analytical skills to interpret sales data, market trends, and customer behaviour
  • Ability to make data-driven decisions and adapt strategies based on insights
  • Strong customer service skills
  • Ability to build and maintain relationships with customers and corporate clients
  • Ability to work collaboratively with other departments to achieve common goals
  • Strong interpersonal skills for effective teamwork and partnership building
  • Flexibility to adapt to changing market conditions and customer preferences
  • Innovative mindset to explore new sales opportunities and approaches

What does a career as the Head of Sales look like?

Starting in roles such as Box Office, Sales Representative, Account Manager, or Customer Service positions provides foundational sales experience. You can advance to roles such as Sales Manager or Marketing Manager before becoming Head of Sales.

How much does the Head of Sales earn?

The Head of Sales can typically earn anywhere between £25k+ per year. 

The above is a guide. Pay, salary or fee can vary depending on the theatre or company, as well as your personal experience. National institutions or commercial productions can pay in excess of the above, with profit-share or community theatre paying less. 

You can find theatre jobs via The Stage Jobs here 


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