Head of Event Strategy

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. 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); 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
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
Cross-Functional Collaboration Partner with Marketing to align campaign timing and promotions with demand signals, and analyze campaign performance after the fact
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
Process Support Lead and improve documented processes and playbooks for pricing execution across markets
Oversee data quality and consistency checks across ticketing data sources

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