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About the Role

The Head of Commercial Marketing is responsible for driving demand generation, customer acquisition, audience growth, and revenue across Olympia Events' commercial portfolio, including venue hire, conferences, corporate events, live entertainment, hospitality, premium experiences, ticketed events, and The Addison membership offering. This role leads the commercial marketing strategy, budget, and team to deliver measurable business outcomes, with success measured through marketing's contribution to venue hire enquiries, pipeline growth, ticket sales, hospitality revenue, membership growth, customer lifetime value, and overall marketing ROI.

Responsibilities

Develop and deliver the commercial marketing strategy across venue hire, conferences, exhibitions, corporate events, live entertainment, hospitality, memberships, and ticketed experiences, ensuring activity aligns with revenue targets, sales pipelines, and business objectives.
Lead B2B demand generation and pipeline growth, driving qualified venue hire and event enquiries through integrated campaigns, account-based marketing (ABM), content marketing, CRM automation, lead nurturing, and sales enablement programmes.
Own audience acquisition and ticket sales performance, delivering data-led consumer marketing strategies through paid media, segmentation, conversion optimisation, retargeting, CRM, and loyalty initiatives to increase attendance, ticket revenue, and return on investment.
Drive hospitality and membership growth, leading marketing activity for premium experiences, VIP packages, corporate entertaining, and The Addison membership programme, with accountability for acquisition, conversion, retention, referrals, and revenue performance.
Lead CRM, data, and performance marketing, overseeing customer journeys, database growth, segmentation, marketing automation, attribution modelling, reporting, and continuous optimisation to maximise customer lifetime value and marketing effectiveness.
Provide strategic leadership and commercial accountability, managing marketing budgets, developing a high-performing specialist team, and partnering closely with sales and business leaders to achieve revenue targets and deliver measurable commercial outcomes.

Requirements

Significant senior marketing leadership experience (typically 10+ years) with a proven track record of delivering revenue growth through both B2B demand generation and B2C customer acquisition strategies.
Demonstrated success within venues, live entertainment, events, hospitality, sports, membership organisations, or similarly commercial and customer-focused environments.
Strong expertise in performance marketing, CRM, marketing automation, audience development, customer lifecycle management, and digital acquisition channels.
Proven experience managing substantial marketing budgets and translating marketing investment into measurable commercial results.
Strong commercial and financial acumen, with the ability to interpret customer, revenue, pipeline, and performance data to drive strategic decision-making.
Inspirational and collaborative leader with experience building high-performing teams, influencing senior stakeholders, and creating accountability through clear objectives, metrics, and performance management.

Skills

Performance marketing
CRM
Marketing automation
Audience development
Customer lifecycle management
Digital acquisition channels
B2B demand generation
B2C customer acquisition
Account-based marketing (ABM)
Content marketing
CRM automation
Lead nurturing
Sales enablement
Paid media
Segmentation
Conversion optimisation
Retargeting
Loyalty initiatives
Data analysis

Location

London

Work Type

Full-time

Experience Level

10+ years senior marketing leadership experience

Benefits

25 Days Annual Leave
Life Assurance
5% Pension Contribution
Healthshield Cover
Employee Assistance Programme
Eye Care Support
Cycle to Work Scheme
Employee Referral Scheme

About the Company

Legends Global is redefining excellence in sport, entertainment and live events.
We provide end-to-end solutions – from venue development and event programming to revenue strategy and hospitality.
We take a 360-degree, data-driven approach across Partnerships, Hospitality, Merchandise and Attractions, working with leading clients to deliver outstanding experiences that resonate worldwide.
Our organisation is committed to fostering an inclusive and forward-thinking environment where diversity drives innovation and collaboration.
Guided by our values of Align, Scale, Connect, Team and Win... we create a culture where everyone has the opportunity to thrive.
Olympia London is a landmark where heritage meets modern ambition, with seven versatile event spaces under one historic roof, Olympia London is one of the world’s most distinctive event destinations.
Since opening in 1886, its iconic Victorian spaces have hosted global conferences, exhibitions and consumer shows at an extraordinary scale.
We are committed to leading the entertainment industry towards a greener, faster, and more innovative digital future.
We aim to be an inclusive organisation, trusted and admired by our colleagues, customers, and suppliers.
Join us and make a significant impact from day one.

Equal Opportunity

We are committed to active inclusion, diversity, and equal opportunities.
This commitment begins with our recruitment and selection process.
We welcome discussions about flexible working arrangements.
If you need reasonable adjustments at any stage of our recruitment process, please let us know in your application.
We are dedicated to providing a fair and transparent assessment process and will do our utmost to accommodate your needs.