Director, Ticket Sales Marketing

The Summer Olympic and Paralympic Games will be hosted in Los Angeles, California in 2028, returning to the United States for the first time in over 30 years. 2028 will be the first time LA hosts the Paralympic Games, creating an opportunity to expand awareness, understanding and inclusion of people with disabilities.

LA28, the organizers for the 2028 Olympic and Paralympic Games in Los Angeles, is on a mission to create an unparalleled Games experience for athletes, fans, partners, our community and our people. Our vision is to collectively create what’s next through sport, community and the power of our differences.

The 2028 Olympics and Paralympics will represent LA and leverage the strength of our community’s diversity and creativity as we collectively work to design a Games that we all want to be a part of. We do this by focusing on people and by inviting everyone into the story of the LA28 Games.

The LA28 organizing committee is an independent, non-profit organization that is privately funded and governed by a board of directors. 

Our Vision is to collectively create what’s next by harnessing sport, community and the power of our differences. Our Mission is to create an unparalleled Paralympic and Olympic Games for athletes, fans, partners, our community and our people.

Values and Behaviors:

• Optimism – Embody a positive, enthusiastic, and solution-oriented attitude in everything we do; challenge the status quo, inspire and support one another to achieve our best; have our eyes on the future and believe we can make a meaningful impact
• Integrity – We communicate openly and honestly, listen, and respectfully value multiple perspectives; we do what we say and are accountable for everything we do; we do the right thing, always. Even when it isn’t easy
• Excellence – We hold ourselves to the highest standard and expectations; we live our values and truths and persevere through challenges; we are continuous learners and adapt and pivot with speed to meet changing needs
• Inclusion – We seek to represent, include, empower and level the playing field; our work reflects the communities we serve and the world in which we live; we leverage our platforms to bring awareness to issues relevant to who we are
• Co-Creation – We are authors of a shared story. Everyone contributes their unique voice to our shared mission; we share pride in our accomplishments and ownership of our shortcomings
• Boldness – We embrace creativity, courage and outside-the-box thinking; we are unafraid to take risks, explore unconventional solutions, and learn from the process; we are innovators, disruptors, and challengers of the status quo

Director, Ticket Sales Marketing:

The Ticketing department is responsible for developing a robust Ticket Sales, Marketing, and Ticket Operations strategy for the Olympic and Paralympic Games. This encompasses maximizing revenue through sold-out and fully attended events, while ensuring accessible pricing and broad access to the General Public. 

Reporting to the Head of Ticketing for LA28, the Director of Ticket Sales & Marketing will serve as the strategic engagement leader for sales communication, customer journey, audience development, and oversee campaign reporting. In addition, this position will be responsible for managing our paid media strategy for ticketing in close collaboration with LA28 marketing, while also serving as the primary point of contact for our Ticket Service Provider asset creation.  

Key Responsibilities:

Ticket Strategy Development  

• Define and develop the Ticket Sales communication & Marketing strategy including customer segmentation, timing and sequencing of sales, paid marketing strategy and brand positioning 

• Plan, create, and execute email marketing campaigns’ in collaboration with LA28 marketing team, including campaign brief development, copy development and audience segmentation management.

• Develop key communications strategy, including ticketing objectives and mission statement 

• Lead production of ticket sales guides inclusive of look and feel, key ticket information (e.g., pricing maps, competition schedule, etc.), rules and regulations and overall view for games ticketing process  

Marketing 

• Manage the ticket marketing budget in tandem with LA28 Marketing 

• Develop go-to-market communications and action plan 

• Work with Marketing Data Executive to develop and deliver campaign recaps, updates and tailored reporting with accuracy and in a timely manner, including recommendations for future execution 

• Develop and manage LA28 ticketing lead generation plan (including paid media strategy) 

• Develop and deliver a robust content marketing and demand generation strategy that aligns with growth objectives, builds interest, and awareness 

• Segment customer profiles and create targeted email campaigns to maximize personalization and relevance 

Cross-Functional Collaboration  

• Establish close working relationships with key functional areas to ensure the ticketing strategy maximizes revenue opportunities while supporting the overall Games strategy 

• Coordinate and collaborate on marketing plan, paid media strategy, activities, and timelines with LA28 ticketing partner and LA28 Marketing 

• Work with key internal FAs to launch the stakeholder newsletter 

• Laisse with Hospitality partner, On-Location, to align go-to-market strategies and activation plan 

Background & Qualifications:

• Minimum 8+ years of relevant industry experience
• In-depth knowledge of CRM software [Salesforce Preferred] and content management systems
• Expertise in SEO/SEM and Google Analytics
• Experienced managing a paid media budget and agency
• Demonstrated commitment to Diversity, Equity, Inclusion, and Belonging [DEIB]
  • Awareness of the diversity and demographic landscape of Los Angeles and how to leverage equitable ticket strategies to increase access and inclusion for historically excluded communities
• Proficient in creative tools
• Professional sprots/Ticket Marketing background preferred
• Strong analytical skills
• Project management skills
• Proficient in Microsoft Office products (Word, Excel, PowerPoint)
• Site visits may be required to local venues
• Occasional travel outside of Los Angeles may be required

Location and Working Conditions:

• The majority of work may be conducted in an office setting, requiring extended periods of time using computers, phones and other office equipment
• Must be capable of maintaining focus and attention to detail during long periods of analysis and strategic planning
• Work hours may vary but our office is currently working on a hybrid 4-day a week in office model.

Education:

• Bachelor’s Degree Required or equivalent work experience 

Submission Requirements:

• Resume

LA28 does not provide relocation assistance.

The annual base salary range for this position is $135,000.00 - $170,000.00. The pay scale provided is the range that LA28 reasonably expects to pay as starting base compensation for this role. All LA28 compensation remains subject to final determination based on individual candidate qualifications, experience, or other reasonable criteria consistent with LA28’s operational business needs and applicable law.

LA28 is committed to operating fair and unbiased recruitment procedures allowing all applicants an equal opportunity for employment, free from discrimination on the basis of religion, race, sex, age, sexual orientation, disability, color, ethnic or national origin, or any other classification as may be protected by applicable law. We strive to build a team that is diverse, inclusive and encourages qualified candidates of all backgrounds, perspectives, and identities to apply. We will consider all qualified candidates with criminal histories in a manner consistent with local law. We assess applications based on relevant skills, education, and experience a candidate can add to our team.