Director Ticketing Strategy & Analytics

The Best Players Need the Best People.

The Director, Ticketing Strategy & Analytics will serve as a key member of the PGA TOUR Events and Fan Research & Analytics team responsible for deriving data-driven insights that support primary and secondary market pricing and strategic growth initiatives. This position will work with a diverse group of stakeholders including marketing, sales, event leadership, and ticketing, leading the development of a year-round, budget-supported strategy for ticket pricing across PGA TOUR Events.

The Director will lead the building of models and dashboards that power decision-making, delivering crisp, actionable insights to stakeholders and driving high-end results in dynamic pricing, special offers, and promotions. This role combines analytical and optimization expertise, business acumen, and the ability to influence outcomes across diverse stakeholders, serving as the primary liaison and industry expert from the Fan Research & Analytics team to marketing, ticketing, and event leadership.

Qualifications

• Bachelor's degree in business or a related field required

• Minimum 10 years of work experience in data strategy, analytics, or a business intelligence role, preferably within a major professional or collegiate sports team or league (NHL, MLB, MLS, NBA, NFL, NCAA); industry experience is not required

• Proven experience leading cross-functional initiatives

• Strong technical proficiency, including advanced Tableau skills for dashboard development and visualization best practices

• Strong Excel and PowerPoint skills

• Intermediate-to-advanced SQL proficiency

• Experience with Python or R, or AI development applications (e.g., Cursor), preferred for statistical modeling, automation, or data manipulation

• Familiarity with fan data platforms, CRM systems, or ticketing data ecosystems a plus

• Salesforce CRM experience preferred, but not required

• Ability to distill complex data into simple, actionable insights for senior leadership

• Strong interpersonal skills, with the ability to influence cross-functional teams and build trusted partnerships

• Familiarity with budgeting and working with budgets to justify strategic decisions

Responsibilities/Duties

Analytics & Execution

• Build and maintain pricing models (dynamic/variable pricing) and demand forecasts, incorporating strength of field, day-of-week, seasonality, promotions, and historical purchase behavior

• Analyze primary and secondary market data (resale pricing, transfer trends, no-show rates) and surface findings that inform pricing and inventory decisions

• Oversee ticketing dashboards and self-service reporting tools used by Marketing, Sales, and Ticketing to track ticketing KPIs

• Continuously review ticket sales offers in coordination with event marketing strategy and recommend adjustments to that strategy

Cross-Functional Collaboration

• Partner with Marketing to align campaign timing and promotions with demand signals, and analyze campaign performance after the fact

• Partner with Ticketing on inventory management and capacity adjustments

• Manage third parties supporting ticket sales strategy initiatives, including secondary market strategy and dynamic pricing partners, and travel package providers

• Oversee event data capture, consolidation, and distribution across ticketing systems

• Partner with Ticketing to develop and assist in implementing a consistent fan experience across PGA TOUR events

Process Support

• Lead and improve documented processes and playbooks for pricing execution across markets

• Lead the tracking and reporting of core ticketing KPIs (yield, sell-through rate, average ticket price, renewal rate, secondary market spread, etc.)

• Oversee data quality and consistency checks across ticketing data sources