Head of Non-Raceday & Live Event Products @ Victoria Racing Club

Peeps Consulting have been engaged to recruit the Head of Non Raceday and Live Event Products at Victoria Racing Club. Please see the job description below and follow the prompts to apply.

Reporting to: Executive General Manager – Product & Innovation

Location: Melbourne

Employment Type: Permanent Full-time

Values: Think VRC | Create Joy | Be Gutsy | F-Learn | Care Deeply

Purpose

This role is accountable for leading the strategy, innovation, development and optimisation of onsite and venue led products and experiences across non race day and live events including MICE (Meetings, Incentives, Conferences and Exhibitions) to cement Flemington as a destination beyond racing for corporates, public, community and eventers. This role ensures the product strategy maximises utilisation, meets commercial objectives, high profitability and exceeds consumer expectations whilst aligning Flemington as a year-round destination and cultural precinct, aligned with the VRC strategic growth initiatives.

Stakeholders

Internal | C-Suite, Executive General Managers, Department Heads & Managers

External | VRC Members, Customers & Clients, Key Partners & Corporate Clients, Flemington Hospitality Partner, Suppliers & Vendors, and Industry Networks & Associations. 

Focus

Product Strategy, Innovation and Development

• Own the end-to-end product life cycle for all Flemington non-race day and live event products from research and ideation

• Deliver strategies that are informed by market, customer, and competitor analysis to understand key corporate segments, sectors and pillars of growth, consumer behaviour to inform product development, positioning, innovation and growth

• Define product value propositions, robust pricing tiers, robust profitability models and audience

• Define the corporate and consumer engagement strategy and sales funnel for each product to maximise market opportunity and conversion

• Non race day products across Flemington venues including MICE

• Live events (concerts, festivals, cultural, community, parking, partner led events and VRC owned events)

• Productisation of Flemington as 365 bookable venue

• Utilisation, revenue per day, per space and commercial yield from all non race day and live events

• Develop and maintain product roadmaps that establish our unique market position and align with the VRC organisational strategy

• Ability to manage the strategic development of a portfolio of high volume and diverse onsite and venue led products

Commercial and Performance Management

• Own product performance metrics including occupancy/sell-through, revenue, customer satisfaction, and repeat visitation

• Partner with finance on forecasting, budget, pricing models, and P&L management for each product

• Monitor product performance through sales data, customer insights, and operational metrics

• Analyse performance and insights to refine and re-imagine products to improve year-on-year performance outcomes

Cross-Functional Leadership

• Collaborate with the VRC Hospitality partner sales team and VRC Corporate Sales team to promote our unique selling proposition, key products and venues, go-to-market sales approach and conversion targets

• Work with Marketing team to develop go-to market plans, campaigns, and product messaging

• Align with Racing and Operations teams to ensure delivery feasibility and quality, operational readiness, and risk mitigation

• Work with Customer team to ensure products complement member expectations and programs and drive member engagement growth

• Provide clear direction, leadership, and workflow prioritisation to support team growth and performance

Stakeholder Engagement

• Build strong relationships across internal teams, Flemington hospitality partner, suppliers, creative agencies, and racing industry stakeholders

• Prepare and present product updates, insights and recommendations to Executive Leadership Team and Board

Success Measures (KPIs)

• Sell-through, occupancy, yield and revenue performance across all products

• Positive member, customer and partner satisfaction scores

• Positive internal team engagement scores

• Successful launch and adoption of new or improved product and event experiences

• Strong stakeholder alignment and partner satisfaction

• Strong positive uptake by ELT of new product innovation

• Year-on-year growth in audience segments and product engagement

Core Capabilities

• Product & Experience Portfolio Leadership Lead the end to end strategy, development and delivery of large scale live experience and corporate hospitality products across major events, MICE, and premium venues, ensuring alignment to brand, audience and commercial objectives.

• Customer Led Experience Design Champion a customer first, insight driven mindset to translate audience data and feedback into compelling, best in class experiences that elevate engagement, satisfaction and loyalty.

• Commercial & Financial Acumen Drive strong commercial outcomes through confident decision making, effective ownership of multi million dollar event portfolios, and disciplined management of P&Ls across high volume, diverse venue and precinct products.

• Strategic Decision Making Under Pressure Operate effectively in complex, high pressure environments, balancing risk, opportunity and operational constraints across multiple concurrent events and tight racing delivery timelines.

• Cross Functional Leadership & Influence Build strong working relationships and lead collaboratively across operational, marketing, commercial and partner teams, using clear communication and influence to align stakeholders and deliver outcomes.

• People Leadership & Team Development Provide inspiring and inclusive leadership to guide, motivate and develop high performing teams, fostering accountability, capability uplift and strong engagement during peak delivery periods.

• Innovation & Continuous Improvement Apply creative and forward thinking approaches to continuously improve live experience propositions, embracing innovation to deliver world class events and set new benchmarks for racing and entertainment in Melbourne.

• Operational Excellence in Live Events Demonstrate strong planning, execution and delivery discipline across large scale, high profile live events, ensuring consistency, safety, quality and premium experience standards.

• Contribute to a positive and respectful team environment that values open communication, creative collaboration, and mutual support.  

• Manage workload effectively, with guidance from leaders, to maintain a healthy balance between high-quality creative output and personal wellbeing.  

• Support an inclusive workplace where diverse perspectives are valued, and feedback is encouraged, constructive, and solution focused.

Qualifications & Experience

• 10+ years in product strategy, corporate event sales, major events, live events, hospitality, or similar fields

• Experience in stadium/venue sales or large-scale products, corporate events is highly desirable

• Tertiary qualification in Events, Business, Marketing, or Product Management preferred

Values

Think VRC: We deliver with one purpose and plan. We’re one VRC team.

Create Joy: We design every experience, for our members, customers and each other, to create joy.

Be Gutsy: We are grounded in our heritage; we’re brave and curious in our pursuit of a bigger future.

F-Learn: We fail but learn, treating setbacks as opportunities for growth.

Care Deeply: We genuinely care about each other: our people, our members, are customers and our community.

If you possess the skills and experience for this role please send your CV to info@peepsconsulting.com.au