Senior Director, Non-Operated Event Commercial Strategy

This position leads the PGA Tour’s revenue advisory and development support for the non-operated events portfolio. The role is responsible for developing and advancing the Tour’s approach to supporting non-operated events in strengthening event-level revenue, commercial performance and long-term business sustainability.

Serving as a senior commercial advisor to non-operated events, the Senior Director partners with event leadership to assess opportunities, establish commercial priorities, strengthen sales capabilities and implement best practices. The role also leads efforts to identify, develop and advance revenue opportunities, including direct support of event-level partnerships when appropriate. The Senior Director leads a team responsible for commercial support across the non-operated events portfolio and works closely with PGA Tour enterprise commercial teams to connect opportunities, relationships and insights across the broader commercial ecosystem.

Qualifications

• Bachelor’s degree in Business, Marketing, Sports Management or a related field, or equivalent combination of education and relevant experience.

• 12+ years of progressively responsible experience in commercial strategy, business development, sponsorship, sales, sports business or a related field, including leadership experience.

• Demonstrated experience developing commercial strategies, identifying business opportunities and driving revenue growth.

• Strong consultative and relationship-management skills with demonstrated ability to advise senior business leaders and influence outcomes without direct authority.

• Experience leading and developing teams and establishing clear priorities and performance expectations.

• Strong understanding of sponsorship, partnership development, hospitality and other revenue-generating models within sports, events or related industries.

• Strong business and financial acumen with the ability to evaluate commercial performance, market opportunities and business value.

• Demonstrated ability to work cross-functionally and effectively navigate a complex, matrixed organization.

• Excellent communication, presentation, negotiation, judgment and problem-solving skills.

• Ability to travel and work evenings, weekends and holidays as required by the events schedule.

Responsibilities

• Lead the PGA Tour’s commercial advisory and revenue development support model for non-operated eventss, establishing priorities, capabilities and approaches that strengthen commercial performance across the portfolio.

• Serve as a senior commercial advisor to non-operated events, partnering with event leadership to assess performance, identify opportunities and provide strategic guidance to support sustainable revenue growth.

• Lead the development of revenue planning frameworks, forecasts and performance measures that support non-operated events in establishing and advancing short- and long-term revenue objectives.

• Establish and evolve commercial best practices, tools, resources and service models that strengthen pricing, inventory, margin, renewals, sales effectiveness and traditional and emerging event-level revenue opportunities, products and experiences.

• Identify and develop new business opportunities through referrals, introductions, relationship development and direct commercial engagement.

• Support and, when appropriate, participate directly in the development, negotiation and closing of event-level commercial partnerships.

• Drive incremental PGA Tour revenue through the established commercial services model associated with business generated or secured through the team’s efforts.

• Oversee visibility into commercial pipelines across the non-operated events portfolio, using forecasting, performance data, market insights and trends to identify gaps, prioritize opportunities and recommend actions to strengthen results.

• Establish and track measurable commercial outcomes, including revenue generated or influenced through the team’s direct involvement, and evaluate the effectiveness of revenue development and advisory efforts.

• Build commercial capability within non-operated events through consultation, coaching, training and best-practice sharing with event leadership and sales teams.

• Partner with PGA Tour enterprise commercial teams to connect existing Tour partners with appropriate event-level opportunities and identify locally developed relationships with broader enterprise potential.

• Collaborate across the non-operated events business organization and other PGA Tour functions to ensure commercial support reflects the broader needs and opportunities of non-operated events.

• Lead, develop and manage the non-operated events commercial strategy team, establishing clear responsibilities, performance expectations and development opportunities.

• Evaluate portfolio commercial performance and continually evolve the support model based on business needs, results and emerging opportunities.

• Continually evaluate portfolio commercial performance and evolve revenue strategies, tools and support models based on results, changing market dynamics and emerging opportunities.