Director Ticketing Strategy & Analytics

About the Role

The Director, Ticketing Strategy & Analytics will serve as a key member of the PGA TOUR Events and Fan Research & Analytics team, deriving data-driven insights that support primary and secondary market pricing and strategic growth initiatives. This position will collaborate with diverse stakeholders including marketing, sales, event leadership, and ticketing to develop a year-round, budget-supported strategy for ticket pricing across PGA TOUR Events. The role involves building models and dashboards to power decision-making, delivering actionable insights, and driving results in dynamic pricing, special offers, and promotions.

Responsibilities

• 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.
• Cross-Functional Collaboration
  • Partner with Marketing to align campaign timing and promotions with demand signals and analyze campaign performance.
  • Partner with Ticketing on inventory management and capacity adjustments.
  • Manage third parties supporting ticket sales strategy initiatives, including secondary market strategy, dynamic pricing partners, and travel package providers.
  • Oversee event data capture, consolidation, and distribution across ticketing systems.
  • 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.

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.