Stadium Tours Manager

Reports to: Head or Retail Operations, Stores and Stadium Tours

Responsible for: 2 Team Leaders and approximately 30 Tour Guides

Location: St James' Park, Newcastle upon Tyne

The Stadium Tours Manager will lead the development, commercial growth and day‑to‑day operation of Newcastle United Stadium Tours, creating memorable, high‑quality experiences that increase visitor numbers, revenue and customer satisfaction. Fan engagement?

You will be leading one of the top tourist attractions in the North East , this is a key opportunity to grow the scale and commercial performance of the operation. The successful candidate will develop the Stadium Tour proposition, identify new revenue opportunities, improve the customer journey and ensure every visitor receives an engaging and authentic Newcastle United experience.

The role will lead approximately 30 Tour Guides and 2 Team Leaders, creating a high-performing, customer‑focused culture and ensuring the team has the skills, knowledge and motivation to deliver an exceptional experience.

The Stadium Tours Manager will also help develop and bring to life Newcastle United's football heritage, including its memorabilia displays and archive, ensuring these assets continue to grow and provide compelling content and opportunities for visitors.

This is a commercially focused visitor experience role for an ambitious manager who can combine customer experience, commercial thinking, operational excellence and people leadership.

• Own the commercial performance of Stadium Tours, with responsibility for increasing visitor numbers, revenue and profitability. P&L management?
• Develop and implement an annual commercial plan, identifying opportunities to grow volume, yield and customer spend.
• Identify and develop new revenue streams, products, packages and experiences.
• Review pricing, capacity and availability to maximise revenue while maintaining a strong customer proposition.
• Identify opportunities to increase spend per visitor through premium experiences, upgrades, retail, hospitality, official club partners, merchandise and other relevant Club propositions.
• Work with commercial, marketing, ticketing, retail and digital teams to maximise sales and cross‑selling opportunities.
• Develop partnerships with travel operators, tourism organisations, universities, schools and other relevant organisations to increase awareness and sales.
• Monitor competitor and visitor‑attraction trends and use data to identify opportunities for growth.
• Set and monitor clear KPIs including visitor numbers, revenue, yield, conversion and customer satisfaction.

• Own and continually improve the end‑to‑end customer journey, from booking and pre‑arrival through to the tour and post‑visit experience.
• Develop a compelling Stadium Tour proposition that reflects the heritage, personality and ambition of Newcastle United.
• Lead the development of new tour products, seasonal experiences, special events and visitor experiences.
• Bring new ideas and best practice from the wider visitor attraction, tourism, entertainment and customer experience sectors.
• Use customer feedback, reviews, research and data to improve the experience.
• Ensure tour content, storytelling and visitor touchpoints are engaging, accurate and aligned with the Club's brand.
• Explore appropriate use of technology, digital content and interactive experiences to enhance the visitor journey.
• Work with relevant Club teams to ensure Stadium Tours reflects current Club developments, events and activity at St James' Park.

• Lead the successful day‑to‑day operation of Stadium Tours, ensuring a safe, efficient and consistently…