Ron Campbell

Top-Tier Revenue Generator & Executive Sales Leader with over 30 years' expertise, offering proven track record as a sales powerhouse for consistently exceeding sales goals, providing visionary leadership in implementing creative sales/marketing strategies that significantly increase revenue and capitalize on new business opportunities. Innovative, forward-thinking approach to generating new business in fluctuating, tight markets; rely on instincts backed by analytics in pinpointing customers' needs, building loyalty founded on integrity and commitment; collaborate effectively with cross-functional business groups to ensure sales strategies align with corporate goals. Highly approachable as manager and coach for inside/outside teams recognized for 'lead by example' mindset; open to sharing ideas and learning from others; excellent communication, presentation and negotiation skills in closing the deal; well-versed in professional sports/entertainment markets and their associated products/amenities/services.

VP, TICKET SALES - ARIZONA CARDINALS FRANCHISE, NATIONAL FOOTBALL LEAGUE (NFL) - Tempe, AZ

(2019-01 - 2023-12)

Upon promotion, continued with same responsibilities for generating revenue from all ticket sales with greater input into corporate strategic planning. Designed/implemented and revamped targeted ticket sales packages aligned with fluctuating team performance to capitalize on business opportunities. Provided leadership and direction in designing specific programs and packages of tickets and perks to retain current season ticket holders, focusing on needs analysis, renewal rates and upgrading/improving seat location.

Generated/attracted new business through creative ticket plans and partial season ticket offerings, collaborating with Marketing Department to determine which demographics to target. Sales team conducted outbound calls in the call center, along with email blasts, face-to-face visits, and creative signage to increase brand awareness. Led morning 'huddles' with sales team of 12 inside sales representatives and 12 account executives to review sales strategies and current campaigns, identify top prospects, resolve any problems and address/discuss any obstacles sales team was encountering.

• In 2023 created 'partial ticket plans' that offered select season tickets through an incentivized seat location option to boost ticket sales. Developed comprehensive sales program for team to contact every past and current season ticket holder. The incentivized plan was later expanded to provide an upsell opportunity offering a better seat location for full season ticket purchasers.
• Increased participation, revenue, and sponsorships during an inaugural weekend 5K Fun Run with 500 runners in 2022 to 750 in 2023. Collaborated with Community Relations and Sponsorship Departments to contact church, sporting and civic groups to drum up interest. Runners were gifted with tickets to a game, many of which purchased season tickets. Attracted big-name sponsors such as including Albertson/Safeway, Cigna and Coca-Cola/Dasani with opportunities for hospitality booths at the finish line.
• Successfully generated new sales of $8.5-10M annually with strategies to convert un-renewed inventory.

SENIOR DIRECTOR, TICKET SALES - ARIZONA CARDINALS FRANCHISE, NATIONAL FOOTBALL LEAGUE (NFL) - Tempe, AZ

(2008-01 - 2019-12)

Developed and mentored successful sales team of 12 inside sales representatives and 12 account executives to increase ticket sales at all levels, including season tickets holders, luxury suites and premium/club seats. Collaborated with Marketing Department to design ticket packages and sales strategies to both retain current season ticket holders and attract new business based on analysis, servicing a CRM database of over two million customers.

• Initiated innovative promotional packages to sell distressed inventory in less desirable seating locations, marketed as an E-ticket and complimentary parking pass at discounted rates, resulting in a reduction in lost revenue from unsold seats. In 2016 and 2017 sold 1,000 seats valued at $200/seat.

VP, GUEST RELATIONS - PHOENIX COYOTES HOCKEY CLUB, NATIONAL HOCKEY LEAGUE (NHL) - Glendale, AZ

(2007-01 - 2008-12)

Leadership role in creating synergies between the Arena (full and part time staff), Phoenix Coyotes, Arizona Sting, Westgate City Center and Aramark to accomplish customer service goals, including event staff and guest services programs which enhanced the Jobing.com guest experiences. Built and managed cohesive teams with direct reports in Security, Guest Services, Suite Services and Parking and Traffic departments.

VP, PREMIUM SEATING - PHOENIX COYOTES HOCKEY CLUB, NATIONAL HOCKEY LEAGUE (NHL) - Glendale, AZ

(2005-01 - 2007-12)

Recruited to boost sales and service elements for this franchise, with oversight of $12M in Luxury Suites, Loge and Premium Club Seat products. Responsible for preparation of budget and sales plans, as well as establishing pricing for all Premium products. Played a key role in marketing efforts in assisting staff in delivering sales presentations, along with recruiting/ coaching sales/marketing teams.

• When first joined the organization, only 50% of luxury suites were sold with approximately 40 of unsold inventory, resulting in decreasing this inventory to a single digit through a strategic marketing campaign.

MANAGER, PREMIUM SALES & SERVICE - MIGHTY DUCKS HOCKEY CLUB, NATIONAL HOCKEY LEAGUE (NHL) - Anaheim, CA

(1998-01 - 2005-12)

Headed the largest revenue-generating stream for Arrowhead Pond of Anaheim for the solicitation, sales and service of all Luxury Suites and Premium Club Seats, generating $22M in revenue. Contributed to marketing activities of personal appearances, presentations, telemarketing, direct mail campaigns and on-site at games, including initiating surveys to determine customers' interests to target specific markets. Liaised with Chambers of Commerce and community businesses to increase club's presence/improve image.

• Increased Club Seat occupancy to highest level since 2001; brought Luxury Suite program to 100% occupancy with a nest for the first time since 1999.
• Designed and introduced two highly effective sales programs: Centerstage and Executive Pack.
• Consistently surpassed all established sales goals and increased personal new sales YOY.
• Recognized with a promotion due to leadership, quality of service, networking, relationship building, team building and dedication.

Sales and Management - Nordstrom, Inc. - CA

Over seven years sales and management experience managing all aspects of a $5.5M department, including collaboration with buyers/vendors to maintain product quality, training/motivating 10-member salesforce, designing advertising/promotional campaigns and building ongoing customer loyalty. Trained directly under the auspices of one of the Nordstrom family as an aspiring protégé.

Washington State University