Stratford Oaks Golf Club
Golf Commercial Manager
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Golf Commercial Manager
Role Purpose
The Golf Commercial Manager will be responsible for driving commercial growth across Stratford Oaks Golf Club, with particular focus on the Academy, Driving Range, Swing Studios, Custom Fitting, Retail, Corporate Golf, Societies, Functions, and Events.
This is a proactive, sales-led role focused on generating new business, developing new income streams, increasing utilisation of the Club’s facilities, and building long-term relationships with customers and commercial partners.
The Golf Commercial Manager will take ownership of the sales journey from lead generation through to conversion and effective operational handover. Working closely with the Club Manager, Reception, Food & Beverage, and PGA Professional teams, the successful candidate will ensure new business is both commercially successful and operationally deliverable.
Performance will be measured against clear revenue, sales, pipeline, and utilisation KPIs.
Key Responsibilities
Business Development & Sales
- Proactively identify and generate new business across the Club’s golf, Academy, and events offering.
- Develop and maintain a strong pipeline of prospective customers and commercial opportunities.
- Prepare proposals and quotations, follow up opportunities, and convert enquiries into confirmed business.
- Build relationships with local businesses, corporate clients, golf societies, and other potential partners.
- Develop existing accounts to increase repeat business and overall customer value.
- Work towards clearly defined monthly and annual revenue and sales targets.
- Regularly report sales activity, pipeline value, conversion, and performance against agreed KPIs.
Academy & Commercial Development
- Lead the commercial development of the Stratford Oaks Academy, identifying new products, audiences, and income streams alongside increasing utilisation of existing facilities.
- Develop and launch initiatives such as corporate Academy experiences, leagues and competitions, beginner programmes, seasonal events, group experiences, and other commercial products.
- Drive revenue across the Driving Range and Swing Studios through increased utilisation and new customer acquisition.
- Work alongside the PGA Professional team to increase coaching, custom fitting, and associated retail sales.
- Identify opportunities to cross-sell between the Driving Range, Swing Studios, coaching, custom fitting, retail, golf, and Food & Beverage.
- Continually review market opportunities and introduce new ideas that maximise the commercial potential of the Club’s facilities.
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Corporate, Society & Events Business
- Generate and convert new business across corporate golf, societies, functions, meetings, and private events.
- Develop compelling packages combining golf, Academy facilities, and Food & Beverage.
- Build and manage relationships with corporate clients and society organisers to drive repeat and referral business.
- Develop a strong forward-booking pipeline across golf and clubhouse events.
- Support the commercial performance of visitor golf and Club-led events where appropriate.
Commercial Calendar
- Own and maintain an annual Club Commercial Calendar.
- Develop a planned programme of commercial events and activities designed to maximise utilisation of the Academy, golf facilities, and clubhouse throughout the year.
- Identify quieter trading periods and create targeted events, promotions, and products to generate additional revenue.
- Coordinate commercial activity across Golf, Academy, and Food & Beverage to ensure a joined-up approach to sales and promotions.
- Review the commercial performance of events and initiatives to determine which should be developed, repeated, or changed.
Sales Administration & Operational Handover
- Maintain accurate records of leads, opportunities, quotations, and confirmed business.
- Ensure confirmed bookings are correctly entered into the appropriate Club systems.
- Capture all information required by operational teams to successfully deliver each booking.
- Provide clear and timely handovers to Reception, Food & Beverage, PGA Professionals, and other relevant teams.
- Follow up customers following significant bookings to gather feedback and identify repeat or additional sales opportunities.
The Golf Commercial Manager is responsible for securing, developing, and correctly handing over the business, rather than managing the day-to-day operational delivery of each booking.
Key Performance Indicators
Performance will be measured against an agreed annual commercial plan, with KPIs including:
- Total Academy revenue
- Driving Range revenue
- Swing Studio revenue and utilisation
- Custom fitting activity and associated retail revenue
- Society golf revenue
- Function and private event revenue
- Number and value of repeat society and corporate bookings
- Value of active sales pipeline
- New business revenue generated
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Specific financial and activity targets will be agreed annually and reviewed regularly with the Club Manager.
Who We’re Looking For
We are looking for a commercially driven salesperson and business developer who enjoys creating opportunities rather than simply managing incoming enquiries.
The successful candidate will be confident prospecting for new business, building relationships, developing commercial ideas, preparing proposals, and closing sales. They will combine this commercial instinct with the organisation required to manage multiple opportunities and ensure confirmed business is effectively handed over to operational teams.
You are likely to be:
- A proven salesperson or business development professional with a track record of achieving commercial targets.
- Proactive and comfortable generating leads and approaching prospective customers.
- Commercially creative, with the ability to turn ideas into viable products and revenue streams.
- Confident managing a sales pipeline and working towards measurable KPIs.
- An excellent relationship builder with strong communication and negotiation skills.
- Exceptionally organised, with excellent time-management and prioritisation skills.
- Comfortable balancing new-business development with account management and sales administration.
- Customer-focused and able to understand the requirements and culture of a members’ golf club.
- A self-starter who takes ownership and accountability for results.
- Comfortable working collaboratively across multiple operational departments.
Experience
Previous experience within golf would be advantageous but is not essential. Candidates from sales, business development, sport, leisure, hospitality, events, or other customer-focused commercial environments would be strongly considered.
Most importantly, candidates should be able to demonstrate a successful track record of generating leads, converting opportunities, developing customer relationships, and delivering measurable revenue growth.
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