Worcestershire County Cricket Club has strengthened its commercial leadership team with two new appointments, as the organisation continues to scale its business operations both on and off the field.
The significant changes at the club on New Road, Worcester, also include the promotion of Joe Tromans to Chief Revenue Officer, alongside the appointment of Dominic Walker as Head of Marketing and Communications and Charlotte Little as Head of Hospitality.
These appointments support the Club’s recent commercial growth, which has seen matchday hospitality revenue double over the past two years and non-matchday venue hire and events increase by 25 per cent over the last three years. As expectations from supporters, members and customers continue to rise, the strengthened commercial team will reinforce the Club’s commercial operation, improve the customer experience and ensure the business can continue to scale and grow effectively.
Joe Tromans, who steps into the Chief Revenue Officer role after seven years driving the Club’s commercial team, said: “The Club has grown significantly in recent years, both in terms of demand and the standards people expect. To underpin that, we recognised the need to strengthen the team and the appointments of Dominic and Charlotte who are proven in their fields, will raise the bar across the business. This is about establishing the right structure to deliver and support our expanding operations.”
Dominic Walker joins the Club as Head of Marketing and Communications following nine years with FTSE 100 housebuilder Barratt Redrow. His role will focus on improving the customer journey across physical and digital touchpoints, from pre-match engagement and ticketing through to matchday experience and post-event communication.
Dominic comments: “As expectations change, it’s important that the experience at the club feels cohesive and well considered, whether someone is engaging with the club online or walking through the gates on a matchday. There’s a real opportunity to improve how people experience Worcestershire at every stage, and to connect the work happening across teams more closely.”
The club’s operations have also been strengthened with the appointment of Charlotte Little as Head of Hospitality. Little, who has spent a decade working in hospitality, joins from Hagley Hall in Worcestershire, where she was General Manager for over three years. She will lead the Club’s hospitality operations across matchdays and wider events such as corporate functions and weddings, focusing on excellence in customer experience, food, beverage and front-of-house standards.
Charlotte adds: “Our ambition is to enhance standards further still. That applies to food and drink quality, service delivery and the overall experience, whether someone is visiting a private hospitality space, a larger event space or attending the ground on a non-matchday. We want our excellence all round to keep people coming back.”
Both Walker and Little will work closely with Tromans to align marketing, communications and hospitality closely across the business, with a shared focus on delivering a more cohesive experience for customers engaging with the Club, both at New Road and online.
First reported at: businessmondays.co.uk
