Strategy & Market Development
Develop, execute & own a Sports & Entertainment sector business development plan aligned to the resort’s commercial strategy and revenue targets
Map and prioritise target accounts including professional and semi-professional clubs, universities, national squads, academies, governing bodies, agencies, production companies and location managers
Identify and develop new revenue streams such as pre-season training camps, mid-season warm-weather style camps (UK-based), wellness and recovery breaks, end-of-season trips, player retreats, filming packages, and content-led brand activations
Monitor competitor activity in the region (stadia hotels, city centre hotels and other resorts) to ensure Whittlebury Park maintains a clear point of difference
Account Acquisition & Relationship Management
Proactively prospect, qualify and convert business from target clubs and organisations (e.g. MK Dons, Northampton Town FC, Brackley Town FC, Northampton Saints and similar clubs within 90 minutes’ drive)
Build long-term, multi-level relationships with key decision-makers, e.g. Directors of Rugby/Football, Team Managers, Operations Managers, Player Liaison Officers, Team Logistics, Sports Scientists, and agents
Develop account plans for high-value key partners, including clear revenue targets, activity timelines and retention strategies
Host familiarisation visits, site inspections and hospitality experiences, showcasing bedrooms, spa, leisure, golf, meeting space and private dining options
Ensure outstanding post stay follow-up to secure repeat business and multi-year agreements where possible
Sports Team & Performance Requirements
Work closely with Marketing, Conference Sales & Operations, Leisure & Spa, Golf and F&B teams to develop sports-specific offerings, which may include:
Nutritionally balanced performance menus and hydration stations
Flexible meal times around training, match and travel schedules
Secure and discrete team check-in, floor or wing allocations and controlled access
Meeting rooms configured for analysis sessions, medical / treatment rooms and kit storage
Use of leisure club and outdoor space for recovery and light training sessions
Act as internal advocate for sports and entertainment clients, briefing operational teams clearly on preferences, non-negotiables and contractual obligations
Filming & Location Business
Position Whittlebury Park as a “location of choice” for film, TV, streaming, branded content and photography through:
Promotion of the estate’s diverse backdrops (hotel, spa, golf course, woodland, lakes, event spaces and open countryside)
Packaging of location hire with accommodation, catering, parking, unit base, green rooms and production offices
Creation of rate cards and flexible pricing structures for different levels of production
Build relationships with location managers, production companies, studios and regional film offices; ensure Whittlebury Park is listed on appropriate location databases and directories
Manage filming enquiries from first contact through contract, risk assessments, insurance requirements and on-the-day coordination alongside the Operations team
Commercial & Revenue Management
Work with Revenue Management and Conference & Event Sales to shape rate strategies and inventory allocation for teams and productions, balancing yield with long-term value
Negotiate commercial terms including rates, inclusions, cancellation policies, and exclusivity where appropriate
Prepare accurate and timely business cases for major opportunities (e.g. full-site buys/exclusivity, long-stay productions, large-scale training camps)
Maintain an active pipeline in the CRM system, ensuring data quality and robust forecasting for the Commercial Director and wider leadership team
Marketing & Brand Collaboration
Partner with the Marketing team to create segment specific campaigns and assets: sports and filming brochures, videos, case studies, web content and social media activity
Represent Whittlebury Park at trade shows, networking events, match days, business clubs and industry forums
Support PR activity by securing testimonials, imagery and stories from clubs and productions (subject to NDA and brand guidelines)
Ensure all activity aligns with the Whittlebury Park brand, values and guest experience standards
Reporting & Governance
Provide monthly reporting on pipeline, conversion, revenue performance and key account activity
Track and analyse segment performance (sports, entertainment, filming) and recommend tactical actions during need periods
Ensure all contracts align with company policies, legal requirements, health & safety and insurance standards
Maintain accurate records of all negotiations and agreements
Sales Culture & Momentum Leadership
Lead and energise proactive telesales activity across the Commercial team, including the planning and delivery of focused telesales days and campaigns
Create a high-energy, high-accountability sales environment that celebrates activity, effort and results
Act as a visible champion for outbound sales, consistently reinforcing the importance of prospecting, follow-up and conversion
Publicly recognise and communicate sales wins, big bookings and breakthroughs to drive momentum and positive competition
Work with the Commercial Team to embed a “hunter mindset” across the team, encouraging confidence, resilience and commercial curiosity
Support and coach colleagues on sales conversations, objection handling and value-led selling (without line management responsibility)
Key Performance Indicators (KPIs)
Revenue & Profitability
Total incremental revenue from sports teams & entertainment accounts (rooms, F&B, spa, golf, events)
Number and value of multi-year agreements secured, ensuring diversity of account portfolio
Average length of stay and ancillary spend per team / production
Business Development Activity
Number of qualified new accounts opened in target segments per quarter
Volume and quality of client meetings, site visits and familiarisation events
RFP/Proposal conversion rate
Strategic Impact & Relationships
Number of key accounts with active account plans
Retention and repeat business rate from teams and productions
Internal feedback from Operations on clarity of information and collaboration
Brand & Market Presence
Visibility of Whittlebury Park in relevant sports and filming networks, directories and trade press
Case studies and PR opportunities generated (where permitted)
