The Challenge

Sixways is a multi-purpose venue hosting conferences, exhibitions, weddings, hospitality, seasonal events and large-scale public activations. Following administration, the venue needed to:

• Rebuild its commercial pipeline

• Modernise its digital and CRM systems

• Support the sales team with better tools, data and marketing alignment

• Increase non-matchday revenue and brand visibility

 

The Strategy

I developed a venue-first growth model that treated Sixways like a B2B and B2C brand, not just a location. The focus was on:

• Supporting the team in building CRM-enabled sales journeys for corporate and event bookings, creating a seamless experience from enquiry to conversion

• Performance marketing to drive seasonal and public events

• Professionalising brand presentation and digital assets

​

What I Delivered

Digital & Systems Infrastructure

• Supported the team in optimisation tools within Events500 as their new core B2B and venue booking platform

• Integrated CRM and marketing automation to support:

  • Lead tracking

  • Follow-up workflows

  • Sales pipeline visibility

  • Campaign attribution

 

Sales Enablement & Brand Tools

• Designed digital brochures and venue sales packs for corporate, hospitality and events teams

• Helped build CRM-supported follow-up processes to ensure no enquiry went unmanaged

• Created branded pitch templates and commercial proposal frameworks

 

Performance Marketing & Events Growth

• Led paid and organic campaigns for large-scale public and seasonal events

• Delivered:

  • 35% year-on-year growth in Christmas party bookings

  • Sold-out Fireworks Nights in 2024 and 2025 (4,500+ tickets per event)

• Used CRM and audience data to refine targeting, messaging and timing

 

Hospitality & Executive Engagement

• Supported the comemrical and hospitality teams to achieve sold-out corporate hospitality and executive boxes for Worcester Warriors through integrated marketing and partner communications

• Developed branded guest journeys, email comms and event experience frameworks

 

Partnerships & Commercial Strategy

• Worked with leadership to develop naming rights, sponsorship and venue partnership propositions

• Built multi-touchpoint activation strategies across website, email, social and in-venue branding

 

The Results

• Strong recovery and growth in non-matchday revenue

• Improved conversion rates through CRM-led follow-up processes

• Sold-out public events and increased seasonal demand

• A professional, consistent and commercially credible brand presence across all digital and sales touchpoints

 

Beyond the Venue

Sixways now operates as a connected commercial ecosystem, where marketing, sales, partnerships and customer experience are driven by shared data, aligned messaging and long-term relationship building, not just one-off bookings.