Manager, Ticket Package Sales and Strategy

Position Summary

The Manager, Ticket Package Sales and Strategy plays a critical role in driving revenue, increasing attendance, and enhancing the overall fan experience for the Pittsburgh Penguins. This role leads the development, execution, sales and performance tracking of theme nights, promotional games, ticket initiatives, and strategic fan engagement programs across the regular season and postseason.

Working cross-functionally with Group Sales, Marketing, Game Presentation, Community Relations, and Partnerships, this position leverages fan insights and data to create compelling theme night ticket packages that support revenue objectives, build brand affinity, and bring the team’s culture to life.

Key Responsibilities

Ticket Strategy & Revenue Optimization

• Proactively sell Heritage, Theme, and Community night ticket packages
• Develop and implement annual and multi-game ticket strategies to drive single-game and group sales revenue
• Analyze market trends, pricing models, and buyer behaviors to optimize demand-based pricing, inventory allocation, and offer structures.
• Partner with Ticket Sales leadership to create targeted campaigns that support theme nights, community events, partner-driven initiatives, and last-minute ticket offers.
• Track sales performance for promotional games; adjust strategies in real time to maximize attendance and yield.
  
  

Theme Nights & Promotions

• Lead the strategic planning, execution, and expansion of all theme and promotion-based games (e.g., Heritage Night, Pride Night, Military Appreciation, Youth Sports, etc.).
• Collaborate with Marketing and Game Presentation to ensure cohesive storytelling, branding, and in-game programming.
• Create detailed promotional briefs outlining objectives, audiences, assets, timelines, and cross-department responsibilities.
• Coordinate with Community Relations to align promotion nights with organizational values and outreach initiatives.
• Oversee creation and distribution of promotional items (giveaways, specialty merch, activations) in partnership with Marketing.
• Gather and incorporate fan feedback and requests into the promotional planning process.
  
  

Cross-Functional Collaboration

• Serve as the primary liaison between Ticketing and internal departments for all promotional game initiatives.
• Assist group sales team by proactively selling theme nights and building sound strategic plans to ensure ticket package sell through
• Align with CRM/Data teams to target audiences, segment lists, and measure performance.
• Partner with Marketing and Retail/Merchandise teams on co-branded items, limited editions, and promotional tie-ins.
  
  

Project Management & Operational Execution

• Manage theme night calendars, timelines, workflows, and approvals.
• Lead production meetings and communication across stakeholders to ensure seamless execution on game day.
• Maintain promotional inventory, budget tracking, and vendor relationships.
  
  

Analysis, Reporting & Continuous Improvement

• Produce post-game and season-long reports assessing revenue impact, fan engagement, attendance lift, and ROI.
• Identify opportunities for new theme nights, fan segments, and experiential activations based on data and industry trends.
• Evaluate promotional items, distribution processes, and audience feedback to continuously refine strategies.
  
  

Qualifications

• Bachelor’s degree in Marketing, Business, Sports Management, or related field (or equivalent experience).
• 3–5 years of experience in ticket sales, guest services, promotions, or event planning.
• Demonstrated success in revenue-driving strategy, fan engagement initiatives, promotional planning, and ticket sales.
• Strong project management skills with the ability to manage multiple initiatives and deadlines.
• Data-driven mindset with experience analyzing sales trends, audience insights, and campaign performance.
• Excellent communication and cross-functional collaboration skills.
• Passion for elevating the guest experience and innovating within a dynamic, fast-paced environment.
• Ability to work evenings, weekends, and holidays during the season.
• Proficiency in Microsoft Office, Salesforce, and Wolfcyle
  
  

Success Measures

• Growth of single-game and theme night revenue
• Attendance lift for promotional games
• Execution quality and guest experience feedback
• Positive internal feedback from cross-functional partners
• Introduction of new, innovative theme night concepts
• Year-over-year improvement in specialty ticket package revenue
  
  

We are an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, national origin, sex, sexual orientation, age, disability, gender identity, marital or veteran status, or any other protected class.