Commercial Admissions & Guest Experience Leader

Absolute Works; Lancashire; On-site; GBP 32,000 - 42,000; Full time

Job summary

Sandcastle Waterpark is seeking an Assistant Commercial Manager to lead Admissions and Guest Services, drive ticketing performance and upsell opportunities, and grow group bookings.

You’ll balance outstanding guest service with a strong commercial mindset, using data to optimise pricing, promotions and revenue across all departments, including Food & Beverage and Retail, in a busy visitor attraction.

Qualifications

• Experience in a visitor attraction or other high‑volume customer‑facing environment.
• Experience leading Admissions, Front of House or Guest Services.
• Experience managing and developing a Guest Services team.
• Experience handling group bookings, group sales or reservations.
• Experience using ticketing, booking or admissions systems.
• Experience driving sales, upselling, conversion or revenue performance.
• Experience developing ticket packages, promotions or add‑on products.
• Experience using commercial data and KPIs to improve performance.
• Experience with Accesso ticketing systems would be a significant advantage.

Responsibilities

• Lead and support the day‑to‑day operation of our busy Admissions team, ensuring an efficient and welcoming guest arrival experience.
• Drive primary ticket sales performance, identifying opportunities to increase revenue, conversion and yield.
• Develop and expand ticket packages, upgrades and add‑ons to increase value for both the guest and the business.
• Identify and implement effective upselling opportunities throughout the booking and admissions journey.
• Monitor ticket performance, sales trends, booking patterns and guest behaviour to identify commercial opportunities.
• Support the development and implementation of pricing, promotions and ticketing strategies.
• Work confidently with ticketing and admissions systems; experience with Accesso or similar ticketing platforms would be a strong advantage.
• Work alongside Marketing and other departments to ensure ticket products, promotions and packages are commercially effective and operationally deliverable.
• Lead and develop the Group Bookings operation, ensuring enquiries are converted into confirmed bookings wherever possible.
• Manage the guest journey for groups from initial enquiry through to arrival and post‑visit follow‑up.
• Identify opportunities to grow group business, packages and additional revenue.
• Lead and develop the Guest Services team, ensuring consistently high standards of service.
• Support the management of guest enquiries, feedback and complaints, resolving issues confidently and professionally.
• Ensure Guest Services remains commercially aware, identifying appropriate opportunities for upgrades, additional products and future visits.
• Build strong relationships with group organisers, schools, organisations and other key customers.
• Support the daily commercial operation across Admissions, Guest Services, Food & Beverage, Retail and third‑party partners.
• Maximise revenue across both primary and secondary spend.
• Drive performance through effective pricing, promotions, packages, upselling and product development.
• Monitor key commercial metrics including revenue, yield, spend per head, conversion and secondary spend.
• Use data and insight to identify trends, opportunities and areas for improvement.

Skills

Leadership

Commercial mindset

Guest services

Sales upsell

Data analysis

Stakeholder management

Team development

Education

IOSH Managing Safely

Level 3 Food Safety

Tools

Accesso

Job description

Sandcastle Waterpark is seeking an Assistant Commercial Manager to lead Admissions and Guest Services, drive ticketing performance and upsell opportunities, and grow group bookings.

You’ll balance outstanding guest service with a strong commercial mindset, using data to optimise pricing, promotions and revenue across all departments, including Food & Beverage and Retail, in a busy visitor attraction.