Purpose:
The Commercial Manager acts as the strategic architect of all football-related commercial assets and sponsorship inventories under Plan B Eleven’s football unit. This person owns the design, valuation, and development of all monetizable assets — ensuring the Sales team has powerful, well-structured products to sell and that each package reflects the market value, creativity, and competitive positioning of football products.
They bridge commercial strategy, product design, and sales enablement, turning rights and ideas into sellable packages that align with partner approvals, financial targets, and brand innovation.
Key Responsibilities by Pillar
1. Product & Inventory Development
- Design, structure, and document all football sponsorship packages — including broadcast, on-ground, digital, and experiential assets.
- Continuously audit existing inventories to identify underutilized assets and revenue gaps.
- Develop new commercial concepts (e.g., digital fan engagement, hybrid sponsorship activations, co-branded content, data integrations) to increase inventory value.
- Work with partners (FAT, Thai League, Mono/Jas, AIS) to identify new sellable assets within existing rights frameworks.
- Maintain a centralized “Inventory Bible” (master list of all current and potential assets with availability, pricing, and description).
2. Pricing & Valuation
- Conduct market benchmarking of sponsorship rates (local leagues of other sports, international benchmarks, media CPMs, etc.).
- Develop commercial valuation models for all inventory types, in coordination with the VM team.
- Ensure each package has an approved cost, margin, and rate card, regularly updated based on market conditions.
- Support bespoke client requests by calculating incremental value or cost impact before approval.
- Recommend discounting guidelines or tier structures for Sales team use.
3. Sales Enablement
- Build, update, and refine sales decks and collateral every two weeks with the latest inventories, visuals, case studies, and performance data.
- Train the Sales team on new packages, value propositions, and key selling points.
- Provide the Sales team with competitive insights, success stories, and proof of performance.
- Develop standard sales toolkits — e.g., rate sheets, pitch templates, client case summaries, FAQs.
- Serve as the “go-to” person for all product-related sales questions to speed up deal closures.
4. Market Intelligence & Innovation
- Continuously track sponsorship trends in Thailand and globally (naming rights, digital assets, fan data monetization, sustainability tie-ins, etc.).
- Research competitor leagues, clubs, and media products for benchmarking.
- Identify and pilot new revenue streams — e.g., fan engagement platforms, micro-sponsorships, interactive digital experiences, or data-led packages.
Prepare quarterly innovation reports proposing new ideas and monetization models for management approval
5. Cross-functional Coordination
- With Finance: Align on pricing, margin targets, and profitability tracking.
- With Marketing Comms & Creative: Co-develop visuals, storytelling, and success cases to strengthen sales materials.
- With Partners (FAT, Thai League, Mono/Jas, AIS): Validate inventory rights, approval for new ideas, and ensure deliverability.
- With Account Managers: Ensure accurate handover after sales and maintain product clarity during execution.
- With Management: Present commercial plans, updates, and innovation proposals for approval.
6: Cross-Functional Coordination & Client Pipeline Dashboard
- Act as the central bridge between Sales, Marketing, and Creative teams, ensuring full visibility of client and prospect statuses.
- Maintain a live client pipeline dashboard showing:
- All prospects currently in the pipeline.
- Clients already pitched (with proposal status and pending actions).
- Potential leads identified for next-cycle pitching.
- Coordinate with the Sales team to keep opportunity stages updated (proposal sent, negotiation, won/lost).
- Align with the Marketing team to prepare communication and creative materials according to client timelines and priorities in the pipeline.
- Track internal dependencies (e.g., pending creative deliverables, proposal deck status) to ensure nothing delays sales readiness.
- Provide you with a clear overview of commercial progress and upcoming opportunities, focusing on pipeline momentum and cross-team accountability rather than post-sale reporting.