About Get Golfing CIO

Get Golfing CIO is a charity dedicated to improving lives through golf. We are a thriving and innovative organisation operating 13 sites, serving over 7,000 members and welcoming more than 160,000 visitors each year.

With a team of circa 500 people and annual revenues of approximately £25million, we reinvest all operating surpluses back into our venues, courses, the development of our people, and community-focused charitable initiatives local to each of our sites.

Our Head Office is based at Redlibbets Golf and Country Club in Kent.

We generate revenue through a diverse range of activities including memberships, golf days, green fees, retail, events, functions, and food & beverage. We believe that “our courses are for golfers, while our clubhouses are for everyone”, a principle that underpins our approach to accessibility, community engagement, and commercial growth.

Our values are Collaboration, Accountability, Respect and Enjoyment.

For more information, please visit: www.getgolfing.org

Role Overview

Job Title: Chief Commercial Officer

Reporting to: Chief Executive Officer

Direct Reports:

· Head of Golf Sales

· Head of Venue Sales

· Group Retail Manager

· Brand & Marketing Manager

· Select General Managers

The Chief Commercial Officer is the Executive responsible for commercial growth, revenue generation and brand development across Get Golfing CIO. The role has executive responsibility for developing, optimising and growing both existing and new income streams that support the charity's long-term financial strength, customer experience and charitable impact.

Role Purpose

The Chief Commercial Officer will lead the commercial growth agenda of Get Golfing CIO, creating the conditions for sustainable revenue growth across existing operations whilst identifying, developing and integrating new commercial opportunities that strengthen both the organisation's financial sustainability and its charitable impact.

The role has responsibility for developing both existing and new income streams across the organisation, including golf sales, venue sales, retail, brand and marketing, commercial partnerships, digital channels and the commercial integration of newly acquired sites.

The CCO will identify, evaluate and develop new commercial opportunities that enhance customer experience, strengthen the Get Golfing brand and generate sustainable long-term income to support the charity's mission.

The CCO will also provide executive oversight of key commercial partners and agencies, ensuring external relationships deliver measurable value, innovation and performance aligned to Get Golfing's commercial strategy and long-term objectives.

As a member of the Executive Team, the CCO will contribute to the strategic direction and leadership of the organisation.

In addition to functional responsibilities, members of the Executive Team will be expected to provide executive leadership to a portfolio of Get Golfing venues, supporting GMs, driving organisational performance and ensuring consistent delivery of the Group's strategy.

Key Responsibilities

1.       Commercial Strategy & Growth

·       Develop and deliver a rolling three to five-year Commercial Strategy aligned with Get Golfing's wider organisational strategy.

·       Identify and develop new revenue opportunities across the organisation.

·       Build long-term commercial capability that supports sustainable growth.

·       Develop innovative customer propositions and revenue streams.

·       Evaluate emerging market opportunities and changing customer behaviours.

·       Lead commercial planning across the estate.

·       Foster a culture of commercial excellence, innovation and customer focus.

2.       Golf Sales, Memberships & Revenue Growth

Lead the commercial performance of all golf-related revenue streams including:

·       Membership acquisition and retention.

·       Green fee sales.

·       Golf societies.

·       Corporate golf.

·       Golf days and events.

Responsibilities include:

·       Pricing strategy.

·       Yield management.

·       Sales performance.

·       Customer acquisition.

·       CRM strategy.

·       Forecasting.

·       Membership growth initiatives.

·      Establish and monitor KPIs including membership growth, conversion rates, average yield and customer retention.

3.       Venue Sales

Lead the strategy and performance of all non-golf sales activities including:

·       Weddings.

·       Wakes.

·       Celebrations.

·       Conferences.

·       Corporate meetings.

·       Christmas parties.

·       Private events.

·      Drive sales performance, customer conversion, pricing strategy and commercial standards across all venues.

4.       Retail & Ancillary Revenues

Develop a group-wide retail strategy covering:

·       Golf retail.

·       Buggy hire.

·       Trolley hire.

·       Practice facilities.

·       Online retail opportunities.

·       Product sourcing.

·       Merchandising.

·       Supplier relationships.

·      Identify and develop additional ancillary revenue opportunities across the estate.

5.       Brand, Marketing & Digital

Lead the development and protection of the Get Golfing brand.

·       Employer Brand

·       Consumer Brand

·       Brand Standards

·       Customer Proposition

Responsibilities include:

·       Brand strategy.

·       Marketing strategy.

·       Digital marketing.

·       Website.

·       Social media.

·       Public relations.

·       Customer communications.

·       Campaign planning.

·       Content strategy.

·       Customer insight.

·       Reputation management.

·      Ensure a consistent brand experience across every customer touchpoint.

6.       Commercial Partnerships & Innovation

Develop strategic partnerships that strengthen both commercial performance and charitable impact.

Including:

·       Corporate partnerships.

·       Sponsorship.

·       Strategic alliances.

·       Community partnerships.

·       Supplier partnerships.

·       Digital partnerships.

·      Identify innovations that improve customer experience and create sustainable commercial advantage.

Provide executive oversight of key commercial suppliers and strategic agencies by:

·       Building collaborative, high-performing partnerships.

·       Leading regular strategic performance reviews.

·       Monitoring delivery against agreed objectives and key performance indicators.

·       Ensuring commercial partners remain aligned with Get Golfing's strategic priorities and brand standards.

·       Challenging and supporting partners to drive innovation, continuous improvement and measurable return on investment.

·       Acting as the senior escalation point for significant commercial issues.

7.       Commercial Performance, Insight & Revenue Optimisation

Develop a culture of commercial excellence through the effective use of customer insight, data and performance reporting.

Responsibilities include:

·       Revenue analytics.

·       Pricing strategy.

·       Commercial reporting.

·       Benchmarking.

·       Customer insight.

·       Performance dashboards.

·       Revenue optimisation.

·       Commercial best practice.

·      Support General Managers in identifying and delivering revenue growth opportunities across every site.

8.       Customer Experience

·       Develop a group-wide customer experience strategy.

·       Ensure every customer interaction reflects the Get Golfing brand.

·       Use customer insight to improve satisfaction, loyalty and advocacy.

·       Work with Operations to continuously improve the customer journey.

·       Champion innovation that enhances the overall visitor experience.

9.       New Sites & Commercial Integration

Provide commercial leadership for acquisitions, mobilisation and integration of new venues, ensuring each site is successfully incorporated into the Get Golfing brand whilst maximising its commercial potential.

Including:

·       Commercial due diligence.

·       Market analysis.

·       Revenue forecasting.

·       Brand integration.

·       Sales mobilisation.

·       Membership transition.

·       Commercial integration.

·      Ensure new venues successfully adopt the Get Golfing commercial model whilst respecting their local identity.

10.  Leadership & Governance

·       Act as a member of the Executive Team, contributing to organisational strategy.

·       Build high-performing commercial teams.

·       Foster a culture of accountability, collaboration and continuous improvement.

·       Work closely with the COO, CFO and CPO to ensure aligned delivery.

·       Coach and support General Managers in developing commercial capability.

·       Champion customer-focused thinking and innovation across the organisation.

11.  Financial & Commercial Performance

·       Own commercial budgets and revenue targets.

·       Deliver agreed income growth.

·       Develop accurate forecasts and reporting.

·       Monitor KPIs across all commercial functions.

·       Identify opportunities to improve yield, margins and return on investment.

·       Ensure marketing expenditure delivers measurable commercial outcomes.

Requirements

Essential

·       Executive or Director-level commercial leadership experience.

·       Proven track record of delivering significant revenue growth within a multi-site organisation.

·       Experience leading high-performing sales and commercial teams.

·       Strong experience across multiple revenue streams including sales, marketing and customer acquisition.

·       Experience developing and implementing commercial strategy.

·       Demonstrable success identifying and delivering new commercial opportunities.

·       Experience managing strategic commercial partnerships, outsourced providers or marketing agencies.

·       Experience using customer insight, CRM and commercial analytics to improve performance.

Desirable

·       Experience within hospitality, leisure, golf or member-based organisations.

·       Experience in a charity or purpose-led organisation.

·       Experience supporting acquisitions and commercial integration.

·       Experience leading digital transformation or e-commerce initiatives.

·       Experience developing strategic partnerships and sponsorship opportunities.

1.       Skills & Capabilities

a)       Strategic & Commercial

·       Outstanding commercial acumen with the ability to translate strategy into delivery.

·       Strong financial awareness and commercial judgement.

·       Excellent understanding of pricing, yield management and customer lifetime value.

·       Ability to identify emerging market opportunities.

·       Data-driven decision making.

b)      Growth & Innovation

·       Ability to develop new income streams.

·       Entrepreneurial mindset with the discipline to deliver sustainable long-term growth.

·       Commercial creativity balanced with disciplined execution.

·       Strong understanding of customer behaviour and market trends.

·       Comfortable challenging traditional approaches to unlock growth.

c)       Sales, Brand & Marketing

·       Proven ability to build high-performing sales functions.

·       Excellent negotiation and influencing skills.

·       Strong understanding of brand development and digital marketing.

·       Customer-focused approach to commercial decision making.

·       Experience building productive strategic partnerships with external organisations.

·       Excellent presentation and communication skills.

d)      Leadership

·       Credible and visible leader with the ability to influence at all levels.

·       Strong coaching and performance management capability.

·       Ability to build collaborative relationships across diverse teams.

·       High emotional intelligence and personal resilience.

·       Demonstrable success building high-performing commercial functions capable of sustaining long-term growth.

e)       Change & Transformation

·       Experience leading organisational growth and transformation.

·       Comfortable operating in ambiguity.

·       Able to build new functions and improve existing ones.

·       Brings pace, structure and clarity to a growing organisation.

2.       Personal Attributes

·       Commercially ambitious with a long-term perspective.

·       Strategic yet pragmatic.

·       Innovative and curious.

·       Collaborative by nature.

·       Highly accountable.

·       Passionate about delivering exceptional customer experiences.

·       Strong relationship builder.

·       Comfortable balancing commercial performance with charitable purpose.

·       Personally aligned with the mission and values of Get Golfing CIO.

Benefits

For this senior role, we are offering the following

package:

- A salary of circa £100k per annum

- The opportunity to earn a performance based bonus of up to 30% of salary

- Discounted food, beverage and golf retail

- Free golf at all of our venues

- Private Medical Insurance (including family

cover)

- Pension

- Competitive annual leave allowance

- Mileage and travel expenses for work related travel

The non-financial benefits include:

- Being part of a purpose led organisation

- Shaping the future direction of Get Golfing at an exciting stage in our development

- The ability to deliver long lasting impact

- Working in a high performance and supportive environment