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Georgia Swarm | Chief Revenue Officer | Duluth, GA


Background

The National Lacrosse League is North America’s professional indoor lacrosse league featuring the world’s best players. Founded in 1986, the NLL ranks third in average attendance for professional indoor sports worldwide behind only the NHL and NBA. The 2018-19 NLL season marks the league’s 33rd year. The NLL has nine teams playing in the major markets of the United States and Canada. NLL teams each play an 18-game regular season schedule (nine home and nine away) that begins in December and runs through April, followed by the Champion’s Cup Playoffs. All games are played on the weekends.

The Georgia Swarm began as the Minnesota Swarm in 2004. Over the 11 seasons in Minnesota they made the playoffs seven times and made the division finals twice. Starting with the 2016 season, the franchise moved to Georgia and began playing at the Infinite Energy Center. Since the move, the Swarm have made the playoffs all three seasons and won the NLL Championship in 2017. John Arlotta founded the franchise and has been with the organization since its inception. Currently co-owned by father & son John & Andy Arlotta, and managed by President Andy Arlotta, the club has enjoyed tremendous on-field success, but more modest revenue growth. Ownership wants to prioritize revenue growth and envisions significant upside for the franchise and new Chief Revenue Officer (CRO). John & Andy Arlotta are looking to attract a dynamic, hungry revenue driver to take over the reins of all revenue lines and build a strong revenue growth story for the franchise. For the right candidate with the right experience and qualifications, ownership is open to exploring this person overseeing the marketing functions as well.

Any interested candidates should contact Turnkey Search directly. Contacting the Georgia Swarm will only delay consideration of your qualifications.

Position Summary

The Chief Revenue Officer (CRO) for the Georgia Swarm will be responsible for all revenue-related functions, including ticket sales, premium sales and corporate partnerships, with the clear goal of increasing paid attendance, drop count, partner programs and revenue and overall gross revenue, including metrics evidencing growth of the team and the brand. The CRO will lead a team to create and implement strategies to raise the profile and relevance of the Swarm, both on and off the field. The CRO will be charged with the challenge of catapulting the Swarm nationally in efforts to attract fans, the media and sponsorship partners.

Additionally, the CRO will be a primary liaison with ownership, which will involve an on-going interaction regarding all sales efforts. Specifically, the CRO will be responsible for planning and implementing ticketing package programs, go-to-market strategy to on-board new clients, and developing both short- and long-term sales projections. Additionally, the CRO will be responsible for recruiting, mentoring, managing and developing a sales and service staff for both ticket and corporate sales. The role will manage all aspects of the sales process from strategy development, lead generation and sales in addition to overseeing the first-class service of the team’s season ticket members.

The individual who serves as CRO shall possess well developed sales, communications, leadership and team building skills. The CRO will have an entrepreneurial mindset; he/she must be able to move quickly and adapt to changing situations. This individual must be driven to succeed and have a work ethic to match. More than any other trait, the CRO must be a person of unquestioned integrity who is clearly capable of collaborating with the staff, vendors, business leaders, and the community at large to ensure the continued growth and success of the Georgia Swarm.

Duties and Responsibilities

  • Drive revenue generation effectively to achieve goals in increasing ticket and sponsorship revenue, game attendance, merchandise opportunities, etc.

  • Develop, implement and lead sales strategic plans for achieving annual and long-term revenue and profitability growth targets. Maintain focus on maximizing profitability, creating new revenue streams, and reducing operating expenses that lead to tangible economic value creation.

  • Maximize profit and return through the overall management of the team’s P&L.

  • Confer with ownership of the Swarm to establish short term and long-range strategic business plans and goals.

  • Develop, implement, and utilize robust metrics strategies that can be used to monitor team progress and report up to ownership.

  • Build and manage a world class sales & service organization to deliver the highest level of performance and service to fans, customers, partners and all Swarm constituencies.

  • Develop and implement strategic sales and performance goals, forecasts and strategies to meet or exceed ticket sales revenue benchmarks in corporate, season, group and individual ticket sales.

  • Drive marketing partnerships forward not only from a new business perspective, but also from a retention/growth approach, by delivering the best activation programs and services in the market and in the industry.

  • Collaborate with Lacrosse Operations to develop cohesive and integrated programs utilizing players and coaches.

  • Establish and maintain relationships with industry influencers and key strategic partners; assist sales representatives with fostering relationships and negotiating deals.

  • Assist in the development of strong grass roots programs that promote ties within the Georgia community to develop an affinity with the team, lacrosse and attract new fans.

  • Establish a positive, upbeat, collaborative, cohesive, close-knit working relationship with other key departments.

In certain situations, ownership is open to evaluating the possibility of this CRO also overseeing the marketing functions. If so, the responsibilities would be as follows:

  • Utilize the marketing tools including game presentation, advertising, communications, social and digital media to drive consumers towards making the decision to purchase.

  • Lead the marketing department, including creative, branding, promotions, and other functions.

  • Create the storytelling behind the Swarm, with a focus on growing the brand and its impact.

  • Synergize the sales and marketing departments in an effort to maximize revenue-driving marketing.

Qualifications, Skills and Education Requirements

  • Bachelor’s degree in in sports management, sales, marketing, business administration or related field from a four-year college or university.

  • Five (5) years of relevant experience in senior level executive leadership positions in sports and/or entertainment organizations, including, as a strong preference, participatory sports.

  • Outstanding sales, leadership, management and motivational skills, as well as excellent communication skills with the ability to work under pressure.

  • Talented self-starter with an extremely creative mind, strategic ideas and focus on achieving excellence.

  • Expertise in the Salesforce platform, including both as a salesman and a leader of a sales team.

  • Detail oriented, logical, and possessing a methodological approach to managing multiple projects within deadlines and budget.

  • Excellent oral, written and presentation skills, possessing the ability to express ideas clearly and concisely.

  • Excellent organizational skills and the ability to multi-task and work in a fast-paced environment.

  • Assertive, passionate and goal-oriented creator and manager of new business with a drive and initiative to succeed at the highest levels.

  • Successful with managing and performing in multi-tasking environment.

  • Team-oriented with a healthy and positive attitude.

  • Experience developing planning tools, budgets, projections, etc.

  • Ability to work in a fast-paced, collaborative, team-oriented environment with the capability of interfacing and maintaining effective relationships with all departments and employees.

  • Ability to build strong relationships with outside vendors; possess strong negotiation skills.

  • Involved and excited about the Swarm’s franchise and business success.

Competencies

  • Adaptability: Managing competing demands; able to deal with frequent change, delays or unexpected events; able to know when to make decisions and when to change course; able to accept accountability; able to respond quickly and effectively to the most sensitive inquires and complaints; etc.

  • Analytical: Ability to synthesize very complex and/or diverse information sets; anticipate potential problems or issues and take corrective measures before problems arise; sharp and quick on feet in reaction to quickly developing situations; able to read, write, negotiate and close complex agreements, etc.

  • Business Acumen: Strong business intuition; understand financial, legal and customer implications of all decisions; displays orientation toward profitability; strong knowledge of marketplace competition; spots opportunities; exploits opportunities; constantly looking for ways to grow and improve business; open-minded toward new business opportunities; etc.

  • Communication & Presentation Skills: Wonderfully charismatic and articulate; speaks clearly and persuasively; responds well to questions; has strong group presentation skills; writes clearly and informatively; presents numerical data effectively; able to read, interpret and critically analyze written and quantitative information; able to write and deliver speeches using original and innovative techniques; etc.

  • Leadership: Provide vision and inspiration to superiors, peers, subordinates and community; ability to execute, energize others, and make tough decisions.

  • Marketing Orientation: Constantly setting expectations and tone to create and communicate the Swarm “experience” with all internal and external constituencies.

  • Team Building Skills: Build strong, cohesive and diverse work force; treat all people with respect; work with integrity and ethically; uphold ownership values; maintain confidentiality; able to recruit and retain top talent; employee training and development; etc.