General Manager - Commercial Strategy & Event Planning

Role Purpose

The General Manager, Commercial Strategy & Event Planning is a senior leadership role responsible for supporting the CCO in shaping and coordinating the commercial strategy across multiple Business Units (BUs). The role acts as a strategic integrator across the organisation—aligning event planning, precinct activation, commercial programmes, and operational readiness.

The GM oversees the precinct‑wide event planning framework, leads precinct activation, manages the Raising the Game funding scheme, and ensures strong cross‑functional alignment with Operations, Marketing, Finance, Partnerships, Sports and Entertainment Procurement, Community Sports, Retail, Casual Leasing, and other internal BUs.

Key Responsibilities

1. Strategic Support to the CCO

• Work closely with the CCO to develop, refine, and support the execution of overall commercial strategies across multiple BUs.
• Coordinate horizontally across different functions (Marketing, Partnerships, Sports and Entertainment Procurement, Community Sports, Retail, Casual Leasing) to ensure senior‑level alignment and delivery.
• Provide the CCO with strategic analysis, commercial insights, feasibility assessments, and recommendations.
• Lead strategic initiatives assigned by the CCO and drive cross‑functional collaboration.

2. Event Planning & Portfolio Coordination

• Oversee the precinct‑wide event calendar, ensuring strategic coherence across concerts, sports events, community programming, and commercial activation.
• Lead the Event Planning Team to implement a rigorous event assessment and approval process, including operational efficiency, operational readiness, risk review, and commercial implications.
• Partner with all internal BUs to ensure resource alignment, planning visibility, and operational clarity.
• Serve as a senior point of contact for high‑value commercial stakeholders (promoters, corporates, brands, partners).

3. Raising the Game – Funding Scheme Ownership

• Lead the coordination of the Raising the Game funding scheme by working closely with the Sports Team on budget planning, funding allocation, and forecasting for all supported sports events. Partner with Operations to ensure reasonable and transparent rechargeable structures, helping reduce unnecessary pressure on the fund and maintaining financial discipline across events. Oversee submission accuracy, documentation, KPI tracking, and post‑event reporting to ensure full compliance and effective fund utilisation.
• Ensure tight governance, accurate documentation, financial traceability, and audit readiness.
• Work with internal BUs and Finance to forecast funding needs, track budget utilisation, and support ROI analysis.

4. Budget Coordination & Commercial Governance

• Support the CCO in commercial budgeting across BUs, including consolidation of financial inputs, scenario modelling, and risk identification.
• Drive coordination across BUs to ensure commercial accountability, performance tracking, and alignment with commercial strategies.
• Strengthen governance on commercial decisions, approvals, contract compliance, and cross‑BU process consistency.

5. Precinct Activation & 3rd‑Party Event Development

• Lead the Precinct Activation Team to deliver a year‑round programme of events, brand activations, mall activations, festivals, pop‑ups, and community programmes.
• Collaborate with tenants, sponsors, agency partners, and commercial stakeholders to co‑create activation concepts that enhance precinct vibrancy, and commercial value.
• Align activation efforts with the event calendar, marketing strategy, and broader commercial direction under the CCO.

6. Commercial Stakeholder Relationships

• Maintain senior relationships with promoters, corporates, agencies, production companies, sponsors, and venue partners.
• Act as a commercial liaison to ensure expectations, operational delivery, and commercial outcomes are aligned across internal teams.
• Escalate and resolve strategic issues that impact the precincts commercial performance.

Qualifications & Experience

• Bachelors degree in Business, Marketing, Events, Finance, or related disciplines; MBA preferred
• 12+ years of experience in strategy, sales and marketing, commercial coordination, planning, events, or management role
• Strong experience coordinating large cross‑functional teams and stakeholders
• Proven ability in financial governance, funding programmes, budgeting, and commercial evaluation
• Strong communication, stakeholder management, and leadership capabilities
• Fluent in English and Chinese

Other Requirements

• Able to work flexible hours aligned with event schedules
• Occasional travel for promoter and stakeholder meetings