Senior Director, Ticket Sales & Service

ASM Global; Gainesville (FL); On-site; USD 140,000 - 230,000; Full time

Job summary

Legends Global seeks a Senior Director of Ticket Sales & Service to lead UF athletics revenue strategies and premium sales execution for the Ben Hill Griffin Stadium transformation project in Gainesville, FL. You will partner with Florida Athletics and Legends stakeholders to drive strategic direction, revenue growth, and a best-in-class client experience.

You will oversee a cross-functional team, manage premium sales campaigns, and ensure alignment with project milestones and regulatory

Qualifications

• 8+ years of management experience leading high-volume sales teams.
• Bachelor's degree preferred.
• Proven leadership experience in coaching, mentoring, hiring, training and performance management.
• Entrepreneurial mindset with partnership orientation.
• Expertise in financial analysis, planning, budgeting and deal structuring.
• Excellent interpersonal and communication skills.
• Ability to present recommendations to senior management.
• Strong organization and ability to multi-task.
• CRM and ticketing systems knowledge.

Responsibilities

• Develop revenue-generating sales strategies for UF athletics.
• Collaborate with stakeholders to drive overall sales strategy and customer satisfaction.
• Oversee premium sales team recruitment, onboarding and development.
• Lead regular sales training to boost productivity and performance.
• Support outbound sales efforts and client meetings.
• Analyze sales data to shape future campaigns and lead sources.
• Create dashboards and CRM reports to track performance.
• Plan and manage budget and business plan; support premiums goals.
• Proactively pursue new business through outreach and events.
• Track daily revenue and communicate performance to Legends stakeholders.
• Maintain relationships with customers and embody the Legends brand.
• Ensure compliance with laws and company policies.

Skills

Leadership

Coaching & mentoring

Communication skills

Strategic thinking

Organization & planning

Negotiation

Delegation

CRM & ticketing systems knowledge

Education

Bachelor's degree

Tools

CRM software

Ticketing systems

Job description

Senior Director, Ticket Sales & Service | Univ. of Florida

Location: Gainesville, FL

Time Type: Full time

Job Description

THE ROLE: Senior Director, Ticket Sales and Service

LOCATION: Gainesville, FL

ABOUT LEGENDS GLOBAL

Legends Global is the premier partner to the world’s greatest live events, venues, and brands. We power unforgettable experiences through a fully integrated suite of premium services—delivered seamlessly through our white-label model to keep our partners front and center.

With a global network of more than 450 venues, hosting 20,000 events and welcoming 165 million guests annually, Legends Global brings unmatched scale and expertise across every touchpoint—from feasibility and consulting to sales, partnerships, hospitality, merchandise, venue management, and world-class content and booking.

At Legends Global, you’ll help shape the future of sports and live entertainment, working on projects that leave a lasting legacy alongside people who play to win. Our core values—Align, Scale, Connect, Team, Win—guide how we show up every day and at every level.We surround our people with experts to learn from, build a culture rooted in collaboration, and recognize real impact. If you’re driven to work on the biggest stages in sports and entertainment and want to be part of the unstoppable team behind the world’s greatest live events, venues, and brands—this is where you belong.

About the Role

The Senior Director, Ticket Sales and Service serves as a Legends Global leader for the University of Florida’s Ben Hill Griffin Stadium transformation project. In conjunction with the SVP, Project Lead this role supports the client relationship with Florida Athletics leadership, sets the strategic direction for revenue generation and project execution, and leads a high-performing cross-functional team. Success in this role means delivering strong commercial performance, trusted executive partnership, and a best-in-class experience throughout the multi-year stadium renovation initiative.

About the Project

The University of Florida is undertaking a transformational renovation of Ben Hill Griffin Stadium from 2027 through 2030, with Legends Global engaged to lead sales execution tied to premium seating, hospitality experiences, and long-term revenue strategy. This role partners closely with Florida Athletics and internal Legends stakeholders to align project milestones, product strategy, and commercial outcomes in a high-visibility collegiate environment.

WHAT YOU’LL DO (KEY RESPONSIBILITIES)

• Develop sales strategies and campaigns to maximize revenue for the University of Florida athletics.
• Work collaboratively with key stakeholders to develop and implement the overall sales strategy to maximize revenue and customer satisfaction in conjunction with the expectations of the organization(s).
• Oversee all premium sales team members recruiting and onboarding in partnership with HR leadership.
• Create and implement regular sales training initiatives to increase premium sales rep productivity and elevate overall sales team performance.
• Assist the premium sales team with their outbound sales efforts and new business client meetings.
• Analyze historical and current sales data and performance metrics to determine future sales campaigns and new lead sources for the premium sales team.
• Work to create dashboards and virtual CRM reports to manage and track campaign performance and premium sales rep productivity.
• Participate in planning meetings to discuss organizational revenue opportunities and collaborate with other stakeholders to support and further the premium sales department goals.
• Assist in the creation and management of a budget and business plan.
• Proactively solicit new business by sales outreach, creating presentations, leading sales events and engaging in new client prospecting.
• Responsible for daily revenue tracking, campaign management and the regular communication of premium sales team performance to the Legends team and other key stakeholders.
• Maintain and grow relationships with customers and be a positive ambassador of the Legends brand internally and externally.
• Ensure compliance with all federal, state, and local regulations and adherence to all Legends company policies and procedures.

WHAT YOU BRING (QUALIFICATIONS & EXPERIENCE)

• Minimum of 8 years' management experience leading high-volume sales teams.
• Bachelor's Degree Preferred.
• Proven leadership experience in a sales environment including coaching, mentoring, hiring, training, and performance management.
• Resourceful and innovative, with an entrepreneurial spirit and partnership-oriented mindset.
• Expertise in financial analysis, planning, budgeting and deal structuring.
• Excellent interpersonal and communication skills.
• Ability to develop and deliver sound recommendations to senior management.
• Organization and planning skills, ability to prioritize and handle multiple tasks.
• Ability to work both traditional and non-traditional hours (nights, weekends, holidays).
• Ability to delegate effectively.
• Knowledge of Customer Relationship Management (CRM) and various ticketing systems.

WORK ENVIRONMENT & TRAVEL

• This role operates in a dynamic, client-facing environment with regular interaction across university, venue, and corporate stakeholders.
• The position is expected to be based in or closely connected to Gainesville, Florida, with onsite presence required to support the project and client partnership.
• Travel and schedule flexibility are required based on business needs, stakeholder meetings, project milestones, and event-related demands.

COMPENSATION

Competitive pay, commensurate with experience, skills, and qualifications. This role may also be eligible for an incentive. Legends Global offers a competitive total rewards package, including medical, dental, vision, life and disability insurance, paid vacation, and 401k plan.

DEPARTMENT

Legends Global Sales

REPORTS TO

SVP, Project Lead