WHO WE ARE LOOKING FOR

As the Head of Sales & Marketing – Premium F&B you will set and lead the commercial strategy for these spaces. You will be accountable for driving significant Food and Beverage revenue growth, creating high-value hospitality propositions, and embedding a seamless journey from initial sale through to delivery of the guest experience.

Working in close partnership with the Director of F&B Operations, Premium Sales leadership and Marketing Director, the role will design and execute compelling offers for premium members, suite holders, and partners. It will also lead, develop and inspire the F&B Sales team, while spearheading marketing campaigns, promotions and client engagement programmes that deliver retention, repeat business, and sustainable long-term growth.

Premium food and beverage sits at the heart of Co-op Live’s premium proposition, shaping the arena’s reputation as a leading destination for entertainment and hospitality. Across the suites, galleries, lounges and clubs, we deliver exceptional dining, bespoke drinks, and immersive activations that define the elite guest experiences.

A FLAVOUR OF THE DAY TO DAY

Sales & Revenue Leadership

• Own the premium F&B sales strategy for the Co-op Live and deliver against annual revenue targets.
• Work with Co-op Live Premium Sales and Partnerships teams to integrate F&B into suite and membership propositions.
• Lead the design of tailored F&B packages and upselling initiatives that increase spend per head.
• Coach and support the F&B Sales Executives to maximise client engagement and revenue.

Client Relationship Management

• Act as senior point of contact for Co-op Live Premium F&B clients, including suite holders, members, and partners.
• Build and maintain long-term relationships that drive repeat business and retention.
• Oversee account management standards across the Sales Exec team to ensure excellent service from initial contact to post-event follow-up.

Marketing & Promotion

• Lead the F&B marketing strategy to promote all F&B spaces, products and F&B wayfinding in the venue, developing campaigns, sales collateral, and promotions in partnership with the Premium Sales team.
• Oversee digital and print marketing activity to promote offers and packages pre-event and during live events.
• Support the Co-op Live partnerships team in enhancing sponsor activations and creating premium experiences.

Commercial & Operational Integration

• Collaborate with F&B managers and culinary teams to align sales commitments with operational delivery.
• Attend planning meetings to ensure accurate forecasting and integration of sales activity into event operations.
• Analyse sales data, competitor activity, and market trends to inform pricing and product development.

Team Leadership & Development

• Manage, mentor, and develop the F&B Sales Executive, ensuring clear objectives and growth opportunities.
• Embed a culture of accountability, customer focus, and high performance within the team.
• Provide regular reporting and insights on sales activity, pipeline, and revenue performance.

SKILLS AND QUALIFICATIONS

Knowledge & Experience

• Proven senior sales/marketing leadership experience in F&B, premium hospitality, or venue/events industry.
• Track record of delivering significant revenue growth and managing client relationships at senior level.
• Strong understanding of F&B operations and premium guest expectations.
• Partnership experience working with leading F&B brands in the live entertainment space.
• Experience managing and developing a small sales team.
• Commercially astute with strong analytical and forecasting skills.

Skills & Attributes

• Inspirational leader who motivates and develops others.
• Excellent communicator with strong negotiation and relationship-building skills.
• Highly organised with ability to manage multiple projects and deadlines.
• Creative, commercially minded, and guest-focused.
• Confident in presenting to clients, partners, and senior stakeholders.
• Flexible to work evenings and weekends to support major events.

Desirable

• Experience in stadia, arenas, or large-scale venues.
• Experience using CRM and booking systems.
• Familiarity with partnerships, sponsorship activation, and brand marketing.

How to apply: Please submit your CV to talent@eastlandsvsl.com with the subject line” Job Title” Application - [Your Name]”

Application Deadline: 15th October 2025

What else is in it for you?

• Competitive pay.
• Staff meals / staff meal allowance.
• Opportunity for personal training and development.
• Cross-exposure to the wider business.
• Sick Pay.

BE YOU. WITH US.

We’re committed to creating an inclusive environment where everyone feels welcome, respected, and empowered to thrive.

Wherever you come from, and wherever you're going — we’d love to hear from you.

If you require any additional support or adjustments during the application process, please contact us at talent@eastlandsvsl.com — we’re here to help.

If successful in your application, you will be required to provide eligibility to work evidence in line with the ‘Eligibility to Work in the UK’ requirements.