Director of Group Sales

TITLE: Director of Groups

DEPARTMENT: Ticket Sales & Service

REPORTS TO: SVP, Ticket Sales & Hospitality

TYPE: Full-Time Regular

FLSA: Exempt 

ROLE TYPE: People Manager

OUR CLUBS 

Seattle Sounders FC and Seattle Reign FC are entering an exciting new era as one soccer family with a shared commitment of excellence and growth on and off the pitch. Each club has independently forged a rich history of performance while connecting deeply with the community. Our clubs are continually pushing the boundaries of what's possible while fostering an inclusive culture- championing causes and building community connections to expand our reach and impact. Each match is an opportunity to bring together our community, celebrating our resilience, inclusivity, and a commitment to excellence. United in professional dedication- we are two clubs with one shared vision of progress and greatness. 

POSITION SUMMARY 

The Director of Group Sales will lead the strategic vision, execution, and innovation of all group ticketing initiatives across both clubs. Reporting to the SVP of Hospitality & Ticketing, this role is responsible for leading a high-performing team of Group Sales Executives, crafting and executing innovative sales campaigns, and curating group experiences that captivate fans, deepen their engagement, and drive revenue growth.

ESSENTIAL DUTIES AND RESPONSIBILITIES 

• Lead the group sales strategy to grow ticket revenue through new business, creative group experiences, and targeted outreach campaigns.
• Design and lead incentive-based sales initiatives that encourage proactive outreach and high-value customer interactions.
• Own annual planning, budgeting, and forecasting for group sales.
• Establish sales targets, KPIs, and performance metrics; monitor results and implement performance-improving initiatives.
• Recruit, hire, train, and mentor Group Sales Executives, fostering a collaborative and accountable team environment.
• Provide regular feedback and conduct performance evaluations, while building clear career development pathways for direct reports.
• Cultivate a sales culture centered on innovation, teamwork, continuous learning, and exceeding goals.
• Leverage Salesforce CRM and other reporting platforms to monitor sales pipelines, analyze campaign performance, and identify areas of opportunity.
• Use data and AI-driven insights to improve forecasting, tailor customer engagement strategies, and drive efficiency.
• Oversee the ideation, planning, and implementation of group experiences (e.g., themed nights, in-game activations, on-field moments).
• Work cross-functionally with Marketing, Analytics, and Community Engagement to align group programming with broader club goals.
• Partner with Marketing and Business Strategy & Analytics to refine lead generation, social media targeting, and campaign analysis.
• Contribute to organizational efforts to enhance DEI outcomes and community engagement through inclusive group programming.

QUALIFICATIONS   

• Proven experience leading high-performing sales teams in a fast-paced sports environment.
• Track record of exceeding revenue goals through creative group offerings and full-menu ticket solutions.
• Strong background in crafting impactful fan experiences via strategic outreach and exceptional service.
• Expertise in coaching and developing talent to elevate both team and individual success.
• Demonstrated commitment to diversity, equity, and inclusion, and to living organizational values and our Mission to Create Moments, Enrich Lives, and Unify and Uplift Through Soccer, with a track record of promoting these values in all interactions.
• Proficient in CRM systems, ticketing platforms, Excel, and leveraging AI to optimize sales processes and client interactions.
• Analytical and composed problem-solver, with a detail-oriented and logical approach.
• Highly organized with the ability to prioritize, multitask, and manage dynamic team needs.
• Resilient and adaptable leader committed to high standards of performance and innovation.
• Demonstrated success in using CRM for pipeline management and sales forecasting.
• Comfortable giving feedback, coaching performance, and conducting reviews to support growth.
• Enthusiastic about using AI to modernize sales tactics and elevate fan experiences.
• Exceptional communicator with strong planning and coordination skills for cross-team collaboration.
• Bilingual (Spanish/English) or multilingual preferred.

WORK ENVIRONMENT