Commercial Sales and Events Manager

Job Title: Commercial Sales and Events Manager

Department: Wembley Park Estate Operations

Responsible to: Head of Income Generation, Wembley Park

Responsible for: N/A

Date profile: February 2026

To generate income and maintain value from the Wembley Park estate and public realm assets through the development and implementation of a range of commercial activities and ensure that activities are planned and managed to deliver maximum contributions. 

To be responsible for the implementation and management of key commercial contracts, delivering maximum contributions through fulfilment of WP obligations and the development of positive relationships to build loyalty, stakeholder relations, and to add incremental value.

Ensure that key commercial contracts deliver maximum commercial and stakeholder value.  Ensure a 1^st class service, deliver a quality product at all times and ensure that all parties fulfil their legal obligations.

·        Drive revenues and sales opportunities through use of the Wembley Park asset portfolio, including (but not limited to) advertising/media rights packages, branded experiential and activations, events – ranging from intimate to major festivals, digital infrastructure

·        Develop and execute sales campaigns to secure commercial contracts for the Wembley Park parking assets on non-stadium event days.

·        Negotiate and manage commercial contracts to ensure that incomes, costs and profits meet agreed targets and execution meets agreed standards. Particular focus on driving income from  Wembley Park’s media, branding & experiential assets on Stadium event days.

·        Seek new and innovative ways of creating and exploiting commercial contracts to exceed profit targets agreed.

·        As required by Head of Income Generation, be responsible for key interfaces with Wembley National Stadium Ltd, Jacksonville Jaguars, FA, Realm, Open Media and 3^rd

·        Develop sales campaigns to potential third-party event operators to use the public realm to Wembley Park commercially.

·        Account manage 3^rd party event operators through the planning and operational phases of their event, ensuring all aspects of the event delivery comply with Wembley Park estate guidelines as well as all statutory and licensing requirements. These events will include but are not limited to Tuff Nutterz, LDNX, GSK Tech Fest, and Weekly Farmer’s Markets, Flea Markets, Antiques Markets and FA Fan zones on the Wembley Park estate.

·        Manage the ambush compliance obligations between Wembley Park and the FA / WNSL for all stadium event days. This will include managing the approval process for all media sales for media assets owned by Open Media and Wembley Park respectively.

·        Provide support to Quintain in respect of all and any commercial, media and branding activities as may be required from time to time.

·        Through the Head of Income Generation, Wembley Park and the Estate Leadership Team, ensure that all commercial activities are managed in accordance with current legislation and appropriate relationships are maintained with relevant authorities such as Brent Council, Metropolitan Police and other statutory agencies.

·        Remain fully cognisant of the law and ensure that all commercial activities are delivered in compliance with statutory and licensing requirements, specifically dealing with London Borough of Brent Health Safety & Licensing (for licences pertaining to entertainments, market operations, alcohol, advertising and branding and other ad hoc uses) and, when necessary all other statutory agencies as required (Brent Council, the Police, ambulance and fire services).

·        Undertake additional relevant duties which fall under the general scope of the role, as directed by your Manager, raising any issues with capacity so they can be properly managed.

·        Participate in the full year and half year Performance Development Review process as reviewer and reviewee, meeting the standards and timescales required by the Company.

·        At all times ensure that your understanding and skill level regarding the Company’s IT systems are up to date, as applicable to your role. Undertake IT training as required to ensure full and proper use of the available technology.

·        Work within the Company’s policies and procedures, governance framework and standards, as detailed in the Company handbook.

·        Remain knowledgeable about Group activities, benefiting from all forms of internal communication provided and acting as a positive ambassador for the Company at all times.

·        Embrace the Company’s values of Be Smart, Transform and Inspire through demonstration of the Company behaviours.

·        Use materials and resources effectively and efficiently to minimise waste and consider the impact of potential actions on the environment before taking business decisions.

·        Experience in a relevant proactive sales or business development environment. An event, venue or advertising background is preferred

·        Knowledge of the events market, promoters, brand owners, activation and advertising agencies. Understanding of their drivers and what creates value for all parties.

·        Negotiation and commercial skills from first contact to contract.

·        Ability to price opportunities and create budgets for each piece of activity.

·        Management of internal and external resources to deliver contractual obligations, maximise income and margin and create optimum event delivery.

·        Ability to market Wembley Park as a place for commercial activity.

·        Collaborate and network with stakeholders and externals to create new opportunities.

·        Creative, astute, commercial, entrepreneurial, seeing opportunities often before others to earn commercial income.

·        Proven experience in event management

·        Degree qualification

·        Health and Safety/ Crowd management training advantageous

·        Knowledge of licensing legislation preferred

·        IT literate with intermediate to advanced Excel skills and knowledge of Smartsheet.

·        Excellent communication skills

·        Good interpersonal and influencing skills

·        Detailed planning experience

·        Exceptional organisational and administrative skills

·        Ability to prioritise and meet deadlines

·        Budget planning and management

·        Negotiation and liaison with agencies