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Vice President, Barracuda Business Operations - San Jose Barracuda (San Jose · CA)

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Ticket Sales and Services: Ticket Sales Management
TITLE: Vice President, Barracuda Business Operations
POSITION TYPE: Full Time, Exempt
COMPANY: Sharks Sports and Entertainment, LLC
REPORTS TO: Senior Vice President, Revenue
POSTING DATED: August 22, 2022


Team Teal
Born in 1991 by emerging through a shark’s mouth, Team Teal has grown into a multi-faceted organization that includes the SAP Center, the NHL San Jose Sharks, the AHL San Jose Barracuda, three Sharks Ice facilities, and the non-profit Sharks Foundation. Additionally, we plan on growing our organization through expansion in the Bay Area and surrounding communities in Northern California.

We work and play in Silicon Valley, and are deeply influenced by the technology, innovation, diversity, and commitment to excellence that surrounds us. Our culture is transforming to reflect those values, with an eye towards a pioneering, forward-thinking, and inclusive environment in sports and entertainment.

We live, work, and innovate by a set of Pioneering Principles:

T – Team success is more important than individual success
E – Exceptional experience is non-negotiable in everything we do
A – Appreciate others for their diversity and opinions
M – More risk leads to more rewards and expands our comfort zones

T – Trust that all teammates have the best intentions
E – Empower all teammates to make informed decisions
A – Always say what you really mean and do what you say
L – Lead by showing the respect to others you expect from them

We strive to unite people through a shared love of ice sports, entertainment, and our hometown. We are Teal Together; we are Team Teal.

Position Overview:

The Vice President, Barracuda Business Operations is responsible for leading all efforts to drive revenue and increase brand awareness for the San Jose Barracuda. This leader will play a pivotal role in the inaugural season of the brand new TechCU Arena, opening in August 2022. It will be home to all Barracuda home games, the 2022 NHL Rookie Faceoff and the 2024 AHL All-Star Classic.

The Vice President will have autonomy over the Barracuda business while closely collaborating with key internal stakeholders throughout Sharks Sports & Entertainment. This ideal candidate will be an expert communicator, keeping all of Team Teal up to date with relevant Barracuda news.

The Vice President will have a strong background in sales and marketing with a focus on creating exceptional experiences for our fans. The Vice President will have a vision for how we can evolve the business operations of the Barracuda, innovating and leading the AHL with our approach.

Essential Duties and Responsibilities:

  • Directly supervise and develop full-time Barracuda staff responsible for Ticket Sales, Suites, Corporate Partnerships and Marketing. Marketing efforts also include promotion of the Sharks Ice facilities.
  • Hire, train, motivate, and evaluate departmental staff, with the primary objective of achieving department revenue goals.
  • Member of Revenue+Brand leadership group, aligning multiple functions across sales and marketing.
  • Develop and execute strategy to maximize the inaugural season of TechCU Arena.
  • Create and document critical departmental processes like new client onboarding, touch point program, campaign development, commission and more.
  • Proactively communicate pertinent Barracuda news and updates with all of Team Teal.
  • Cultivate and maintain a best-in-class culture rooted in our Pioneering Principles.
  • Serve as the primary liaison to the AHL league office for meetings, reporting, conferences, and other requests as needed.
  • Serve as an alternate Governor for the organization and attend Board of Governor’s meetings.
  • Be a thought leader and subject matter expert on AHL Business Operations throughout the sports and entertainment industry with a digital profile across multiple platforms.
  • Pioneer the future of the AHL by advocating for innovative opportunities and staying current on industry trends.
  • Collaborate with Tech CU Arena GM to ensure the guest experience meets or exceeds our customers’ expectations, including but not limited to tickets sales, guest services, parking programs, security, and scheduling.
  • Interface with hockey representatives to ensure that the business needs are fulfilled.

  • Develop and implement sales and service strategy to achieve maximum revenue via Ticket Sales, Suites and Corporate Partnerships.
  • Achieve team and individual sales targets.
  • Actively participate in the sales and renewal process with Account Executives, providing support and coaching when appropriate.
  • Regularly overdeliver for our fans, providing exceptional experiences for all guests.
  • Lead development and implementation of comprehensive pricing philosophy and strategy for all Barracuda products.
  • Develop close working relationships with key internal stakeholders like Revenue+Brand, Finance, Business Analytics and Technology, Facilities and others to ensure necessary collaboration.
  • Ensure CRM platform is being used effectively to track customer interactions, sales pipelines and reporting needs.
  • Key contact with AHL TBS department and league corporate partnership initiatives.
  • Profit and loss responsibility, including revenue forecasting, expense budget adherence, pipeline management, compensation plan creation, periodic sales incentives, and others as needed.

  • Manage marketing staff responsible for implementing Barracuda marketing, fan engagement, and content plans that support ticket sales, partnership sales increase, and brand awareness. Marketing staff will also collaborate on marketing and content plans for the Sharks Ice facilities.
  • Oversee development and execution of advertising plan in coordination with Integrated Marketing group
  • Oversee development and execution of marketing activations in coordination with Integrated Marketing group and the AHL.
  • Oversee development and execution of content plan in coordination with Integrated Marketing, Creative+Entertainment, and Media Relations groups.
  • Oversee execution on Barracuda digital platforms including and Barracuda social media accounts as well as Sharks Ice digital platforms.
  • Work together with Community group to execute Barracuda-related community initiatives.
  • Collaborate with Global Partnerships and Integrated Marketing groups to develop and deliver partnership assets.
  • Manage relationship with the AHL and leagues content platform – AHLTV


  • 12+ years of relevant experience required with a background in Partnerships, Ticket Sales and Marketing at a sports and entertainment property preferred.
  • 7+ years of supervisory experience preferred, including proven hiring, training, coaching, and leadership skills.
  • Experience managing and uniting multiple business functions through a shared strategic vision preferred.
  • An excellent written and verbal communicator that is comfortable sharing ideas across functions, to different levels of the organization, and with clients.
  • Knowledgeable of emerging industry trends with long-term vision for the department.
  • Aligned with our Pioneering Principles (below) and in particular:
  • A master collaborator with a team-first mentality who can build strong interpersonal relationships.
  • Willing and able to think beyond the status quo and take risks.
  • A believer in creating exceptional experiences, both internal and external.
  • Someone that appreciates diversity of thought and seeks different perspectives to solve problems.
  • Respect for processes and trust in teammates to accomplish shared objectives.
  • The ideal candidate is comfortable with technology and is digitally savvy. Experience with Microsoft Suite, a CRM system, ZoomInfo, YouGov, SponsorUnited, DigiDeck, LinkedIn Sales Navigator and other sales technology a plus.
  • Strong organizational skills, time management skills and attention to detail required.
  • Ability to prioritize and manage multiple tasks/projects and support multiple high-level executive positions.
  • Bachelor’s degree (B.A.) or equivalent professional experience required.

What We Offer:

  • Competitive compensation
  • A robust package of healthcare benefits; 401(k) retirement.
  • Central office location in downtown San Jose at the heart of Silicon Valley; convenient access to Caltrain, VTA, major freeways and free parking.
  • The opportunity to work with a variety of passionate individuals, committed to innovating exceptional sports and entertainment opportunities in our hometown.
  • An inclusive culture which values diversity of background and a passion to improve our SSE’s commitment to change with impact on our community and industry.
  • Potential for flexible scheduling and telework opportunities.

This position is not eligible for U.S. work authorization sponsorship.

Our Commitment to Diversity, Inclusion & Belonging
Here at Team Teal, we recognize and celebrate that individuals come with a wealth of experience and talent well beyond any list of required skills and qualifications – in fact, we believe diversity of backgrounds and skills, combined with passion, are the most important keys to meaningful innovation and excellence. Therefore, we encourage people from all backgrounds to apply to our positions. Please let us know if you require accommodations during the interview process. Sharks Sports and Entertainment is an equal opportunity employer. We enthusiastically accept our responsibility to make employment decisions without regard to race, religious creed, color, age, sex, sexual orientation, gender identity, gender expression, national origin, marital status, medical condition as defined by state law (genetic characteristics or cancer), physical or mental disability, military service or veterans’ status, pregnancy, childbirth and related medical conditions, genetic information, or any other classification protected by applicable federal, state, and local laws and ordinances.

Job Questions:

  1. Do you now, or will you in the future require sponsorship for U.S. work authorization?

  2. If you are not currently located in the San Jose area, would you consider relocating?

  3. Were you referred to this position by anyone?

  4. Are you a veteran of the United States Armed Forces?