This leader owns Hartford Athletics' ticket demand strategy and is responsible for growing paid attendance, season ticket memberships, group sales, and long-term fan engagement. The Director of Ticketing & Fan Growth leads the ticket sales team while serving as the club's chief advocate for understanding the marketplace, defining compelling ticket products, identifying target audiences, and connecting those audiences with memorable Hartford Athletic experiences.
The role is equal parts strategist, sales leader, marketer, and evangelist. Success comes from constantly asking: Who should be coming to our matches? Why would they come? What products and experiences will motivate them? How do we continually evolve our offering to make Hartford Athletic one of Connecticut's premier entertainment experiences?
This role manages a team of Account Executives and works cross-functionally with Marketing, Operations, and Service to achieve aggressive revenue goals while delivering an exceptional fan experience.
Sales Leadership & Team Management
- Lead, coach, and develop a team of Account Executives and ticket operations staff, building a high-performance, accountable sales culture
- Set individual and team sales goals, KPIs, and performance metrics with Executive Leadership
- Conduct regular 1-on-1s, training sessions, and performance reviews
- Recruit, hire, and onboard top sales talent as needed
- Design and implement sales compensation structures and incentive programs
Revenue Generation & Ticket Strategy
- Own all ticket revenue strategies, including season tickets, mini/flex plans, group sales, premium seating and VIP suites, memberships, and single-match initiatives
- Design pricing, packaging, and promotional strategies that maximize attendance and long-term customer value
- Achieve and exceed annual revenue targets set by Executive Leadership
- Forecast sales projections and manage departmental budgets
- Analyze sales data, market trends, and the competitive landscape to inform strategy
Audience & Fan Growth Strategy
- Identify and prioritize target audience segments, including youth soccer families, businesses, schools, community organizations, Hispanic communities, young professionals, and other emerging markets
- Own the fan journey from awareness through first purchase, repeat purchase, season ticket membership, renewal, and advocacy
- Develop innovative ticket products, memberships, experiences, and promotions that differentiate Hartford Athletic
- Serve as the club's expert on ticket products, continually refining offerings based on market demand and fan feedback
Season Ticket Member Growth
- Oversee strategies to grow the season ticket member base year-over-year
- Develop upgrade and upsell programs for existing members
- Create targeted campaigns for high-value prospect segments
- Build and maintain relationships with key accounts and community leaders
Marketing Partnership
- Partner with Marketing to define campaign objectives, audience targeting, creative needs, promotional calendars, and measurable ticket sales goals
- Act as an evangelist for Hartford Athletic by building relationships throughout Connecticut, representing the club in the community, and championing its mission and matchday experience
Sales Operations & Process Management
- Manage the CRM system (HubSpot) and ticketing platform (SeatGeek) for optimal sales efficiency, in partnership with Ticket Operations
- Establish best practices for lead management, pipeline development, and sales reporting
- Use CRM and ticketing data to evaluate buying behavior, retention, conversion, and campaign effectiveness
- Ensure accurate tracking of all sales activities and revenue attribution
- Optimize sales processes and eliminate bottlenecks
Game Day & Event Responsibilities
- Attend all Hartford Athletic home matches and Trinity Health Stadium events
- Oversee game day sales operations and on-site activations
- Host prospective buyers and key clients in premium seating and VIP areas
- Lead by example in creating memorable fan experiences; gather ongoing fan feedback to improve the product
- Resolve escalated customer issues as needed
We are seeking a commercially minded leader who thinks beyond selling tickets. This individual is curious about consumer behavior, energized by building relationships, creative in solving demand challenges, and relentless about finding new audiences. They combine analytical discipline with entrepreneurial thinking and inspire both staff and fans through their passion for the club.
- Paid attendance growth
- Season ticket growth and retention
- Group sales revenue
- New audience acquisition
- Sales team performance
- Marketing partnership effectiveness
- Fan satisfaction and repeat purchase rates
Experience
- Minimum 5 years of progressive sales experience (sports-specific a plus)
- Proven track record of achieving and exceeding sales quotas
- Experience managing, developing, and motivating sales teams
- Professional or collegiate sports sales experience strongly preferred
- Demonstrated success in B2B and B2C sales environments
Skills & Competencies
- Exceptional leadership and team-building abilities
- Strong strategic thinking, audience segmentation, and analytical skills
- Excellent verbal and written communication
- Proficiency with CRM platforms (HubSpot preferred) and ticketing systems (SeatGeek preferred)
- Advanced skills in Microsoft Office Suite (Excel, PowerPoint, Outlook)
- Data-driven decision maker with strong business acumen
- Ability to work under pressure and manage multiple priorities simultaneously
Personal Attributes
- Self-motivated leader with an entrepreneurial mindset
- Passionate about sports, soccer, and community engagement
- Results-oriented with high attention to detail
- Adaptable and solution-focused when facing challenges
- Strong relationship builder with emotional intelligence
- Commitment to diversity, equity, and inclusion
- USL Championship or minor league sports experience
- Knowledge of the Hartford/Connecticut market and business community
- Experience with integrated sales models (tickets + sponsorship + hospitality)
- Conversational Spanish language proficiency
- Bachelor's degree in Business, Sports Management, Marketing, or a related field
- Ability to work extended hours including evenings, weekends, and holidays
- Regular attendance at all home matches and select away matches
- Office-based with frequent off-site meetings and events
- Physical ability to navigate stadium environments and stand for extended periods
- Travel as needed for league meetings, conferences, or professional development
- Competitive base salary plus significant earning potential through bonuses and commissions
- Comprehensive benefits package (health, dental, vision insurance)
- Company equipment (laptop, phone stipend)
- Apparel allotment and employee merchandise discounts
- Complimentary tickets for family and friends
- Professional development opportunities within a growing organization
- The chance to build something special in Connecticut's growing soccer market
Hartford Athletic is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.
