Head of Retail & Licensing

WRU - Welsh Rugby Union; Cardiff; On-site; GBP 63,000 - 77,000; Full time

Benefits offered by this job

Salary Sacrifice Pension (5% employee

Life assurance scheme

WRU Group Ticket Allocation

One additional paid day off (birthday)

Employee assistance programme

Team Tactics – hybrid working

Free stadium parking and gym

WRU Group store and tour discounts

WRU Group partnership offers

Eye Care Voucher Scheme

Cycle to Work Scheme

Job summary

The Welsh Rugby Union seeks a Head of Retail & Licensing to lead its retail and merchandise strategy, driving revenue growth across physical stores, stadium retail, e-commerce and licensing. Based primarily at Principality Stadium, Cardiff, you will own the retail strategy and partner with suppliers and operations to maximise commercial value.

Reporting to the Chief Commercial Officer, you will manage the retail operating partner, shape product ranges and launches, and develop new licensing

Qualifications

• Proven experience developing and delivering retail strategies that have generated revenue and profit growth.
• Strong commercial mindset with ability to identify opportunities and drive retail performance.
• Experience managing external retail partners, suppliers or significant commercial relationships.
• Understanding of retail operations, including inventory, forecasting and merchandising.
• Experience across physical and digital retail channels, including e-commerce performance.
• Commercial and financial acumen, including budgeting and performance analysis.
• Ability to combine strategic thinking with operational delivery.
• Strong stakeholder management and ability to influence senior colleagues.
• Proactive, independent with capacity to lead commercial initiatives.
• Interest in sport and brand identity; appreciation of fans and merchandise.

Responsibilities

• Lead development and delivery of an ambitious retail strategy to grow revenue and profitability.
• Manage the retail operating partner to drive performance across stores, stadium retail and e-commerce.
• Develop commercially successful merchandise ranges, coordinate launches and stock availability.
• Shape the licensing strategy with new products, partnerships and revenue streams.
• Rethink how WRU reaches customers using insight and innovation to improve fan experience.

Skills

Retail strategy development

Commercial mindset

External partner management

Retail operations

Omnichannel / e-commerce

Budget management / financial acumen

Strategic + operational delivery

Stakeholder management

Independent / proactive

Interest in sport / brand

Job description

The Welsh Rugby Union is seeking a Head of Retail & Licensing to lead the next phase of its retail and merchandise strategy, creating new opportunities for commercial growth, product development and fan engagement.

This is an opportunity to shape how one of rugby's most recognised brands approaches retail, merchandise and licensing, developing its commercial potential across physical stores, e-commerce and partner-led channels.

Reporting directly to the Chief Commercial Officer, you will take ownership of the WRU's retail strategy, working with key partners to maximise revenue, improve profitability and develop new commercial opportunities.

Location: Principality Stadium, Cardiff

Working arrangements: Primarily office-based, with some flexibility

Closing Date: 16 November 2026

Salary: £70,000 per annum, plus an annual bonus opportunity of up to 20% of base salary

The impact you'll make

You will lead the development and delivery of an ambitious retail strategy, identifying opportunities to increase revenue, improve profitability and maximise the commercial value of the WRU brand.

A central part of the role will be managing the WRU's retail operating partner, driving performance across physical stores, stadium retail, e-commerce and other channels. You will provide commercial direction and oversight, ensuring effective delivery across product ranges, pricing, stock availability and major events.

Working closely with the technical kit supplier and internal teams, you will help develop commercially successful merchandise ranges, coordinate product launches and identify opportunities to increase sales.

You will also shape the WRU's licensing strategy, exploring new products, partnerships and revenue streams that extend the brand's reach and strengthen its connection with supporters.

Beyond existing operations, you will have the opportunity to rethink how and where the WRU reaches its customers, using commercial insight and innovation to develop its retail presence and improve the fan experience.

Your Skills And Experience

• Proven experience developing and delivering retail strategies that have generated measurable revenue and profit growth.
• A strong commercial mindset, with the ability to identify new opportunities, develop propositions and improve retail performance.
• Experience managing external retail partners, suppliers or significant commercial relationships, including establishing performance expectations and driving results.
• Strong understanding of retail operations, including inventory management, demand forecasting, product availability and merchandising.
• Experience working across physical and digital retail channels, with an understanding of e-commerce performance and customer behaviour.
• Commercial and financial acumen, including experience managing budgets, analysing performance and making informed commercial decisions.
• The ability to combine strategic thinking with the operational understanding needed to ensure effective delivery.
• Strong stakeholder management skills, with the confidence to influence senior colleagues and work collaboratively across multiple business functions.
• A proactive and independent approach, with the experience and judgement to establish new ways of working and lead commercial initiatives.
• An interest in sport and an appreciation of the relationship between supporters, merchandise and brand identity.

Experience within sport, consumer brands, retail operators or other relevant retail environments would be welcomed.

This role offers an opportunity for an experienced retail professional to take genuine ownership of a developing commercial function, helping shape the future of retail and merchandise at the Welsh Rugby Union.

The Perks

• Salary Sacrifice Pension (5% employee contribution, matched by WRU)
• Life assurance scheme
• WRU Group Ticket Allocation (in line with ticketing policy)
• One additional paid day off (birthday leave)
• Employee assistance programme
• Team Tactics – hybrid working arrangements
• Free stadium parking and gym
• WRU Group store and tour discounts
• WRU Group partnership offers
• Eye Care Voucher Scheme
• Cycle to Work Scheme

Our Values

The WRU Group are committed to developing a culture whereby all employees are equally valued and respected. Our aims, together with our vision and mission, are underpinned by our core values and beliefs which embrace: Integrity, Excellence, Success, Courage, Family & Humour.

Inclusion At The WRU

The WRU Group are committed to building diverse, high-performing and engaged teams across Welsh Rugby. We are ambitious about providing a people first culture where everyone can belong, be heard and respected. We are happy to talk to you about our Crys I Bawb EDI Strategy (2024-2029) and you can also read more about our commitment in our Equality, Diversity and Inclusion Policy.