Guest Experience Director

POSITION: Guest Experience Director

LOCATION: Wimbledon, UK

TERM: Permanent, full time

ABOUT 54 GROUP:

54 is a sports and entertainment agency operating across five regions and eight offices: United Kingdom (London, UK), Europe (Sotogrande, Spain), MENA (Riyadh, Saudi Arabia & Dubai, United Arab Emirates), APAC (Singapore & Adelaide, Australia) and USA (West Palm Beach, Florida & New York). It works with rights holders, governing bodies, household brands and major investors who share its belief in the power of sport. 54 comprises three service areas each consisting of two divisions: 1. Strategic Advisory (Consultancy and Data & Insights), 2. Asset Optimisation (Operations and Commercial), 3. Activation & Engagement (Events and Marketing). At its core, the company has an unwavering belief in embracing the opportunities offered by pushing at the edges of conventional wisdom to turn the improbable into the unignorable.

TEAM OVERVIEW:

Guest Experience is a core function of 54’s fast-growing Events division, responsible for delivering many of the moving parts across our events portfolio for a range of stakeholders. Our events include LIV Golf, the Aramco Team Series and E1 Series, amongst others. Our guests comprise tournament/ event fans and spectators, players, VIPs and commercial partners, other tournament stakeholders as well as team members. We ensure a smooth and effective experience for all through guest management, logistics and the curation of event experiential elements to help drive brand fans and event commercialisation.

ROLE OVERVIEW:

Reporting to the Head of Guest Experience, the Guest Experience Director EMEA & Americas provides leadership, communication, oversight and guidance to a team of events staff delivering Guest Experience elements of each event in the region. Responsible for team working across Europe, the Middle East and Americas, the role is focused on the effective management of the team and provision of necessary guidance and oversight to deliver 54’s contracted portfolio of events to standards, to push innovation and to support our business expansion. Day-to-day leadership on key flagship events is also expected.

The desired candidate must demonstrate seniority and a history of managing teams and client relationships, as well as significant large-scale international events experience, with specialist expertise in elements of Guest Experience, particularly hospitality, F&B, fan experience, accommodation, transportation, VIP programs, guest management platforms and communications/ CRM.

The candidate must be comfortable managing a variety of relationships and have the flexibility to travel internationally and work in different cultures. They must boast strong personal motivation and be comfortable working remotely and unsupervised, with the ability to manage multiple projects and tight deadlines. Excellent interpersonal and communication skills are essential, as are a positive and collaborative attitude.

An interest in, and understanding of, professional sports and their ecosystems is advantageous.

KEY ROLES & RESPONSIBILITIES:

Specifically, the Guest Experience remit includes:

Hospitality, F&B and Experiential:

1. Optimisation of design and delivery of hospitality spaces and services
2. Procurement of catering suppliers and F&B concessions
3. Conceptualisation, formatting and delivery of special events including welcome parties, gala dinners, panel discussions and prizegiving ceremonies
4. Curating brand partners and suppliers to help drive the event experience
5. Provision of front-of-house host/ hostess staff
6. Collaboration with sister agencies on fan village elements.

Accommodation & Logistics:

1. Procurement, contracting and management of hotel room blocks for various groups
2. Scheduling and delivery of transportation services including airport transfers, VIP courtesy cars and team buses
3. Procurement and provision of branded team clothing
4. Event schedules
5. Printed items

• Guest Management

1. Guest Management (CRM) Systems, invitations, registration & communications
2. Guest journeys
3. Accreditation
4. VIP guest programs and services
5. Gifting elements and trophies
6. Customer service elements to support ticketing teams
7. Pro-Am tournaments.

The Guest Experience Director EMEA will be tasked with:

1. The leadership and line management of the Guest Experience events team in the region
2. Supporting the creation and ongoing update of Guest Experience Scopes of Work, Standard Operating Procedures and workflow management pertinent to the region, in order to provide the team with necessary tools and frameworks for best practice
3. Recruiting and appointing Guest Experience permanent and freelance team members to fulfil event project delivery in the region
4. Providing the necessary training and upskilling of all team members, and overseeing the personal development and progression of permanent team members, in the region
5. Ensuring the welfare and positive employee experience of all Guest Experience staff in the region
6. Effective two-way communications including chairing team meetings, 1-2-1s, providing email updates, delivering and receiving written and verbal feedback, presenting client updates, hosting team ‘away days’, contributing insights to senior management, cross-departmental collaboration with colleagues, and presenting to staff during company forums.
7. In conjunction with the wider business, manage any insurance, legal, health and safety obligations associated with the team’s responsibilities on events in the region
8. Overall responsibility for the successful and on-budget delivery of Guest Experience elements of events in the region
9. Supporting in the development of new business or host venue agreements in the region
10. Support in the maintenance of client relationships in the region.

SALARY AND BENEFITS:

• Competitive Salary
• Annual Discretionary Company Bonus – up to 8% - 3% Company & 5% Individual
• 25 days annual leave (+ public holidays), pro-rated
• Employee Assistance Program (EAP)
• Private Healthcare
• Staff clothing
• Hybrid working with a preference for 3+ days a week in the office when not travelling
• Days off in lieu of weekend days worked on events

WORKING HOURS & TRAVEL:

• Office working hours 09.00 to 17.30 weekdays with an hour for lunch. Longer working hours may be required during events
• Up to 16 weeks travel per year anticipated, covering some weekend working on events.