General & Commercial Manager

Key Accountabilities:

The post-holder should develop the commercial strategy of the railway to continually improve its financial performance and to ensure the effective delivery of company business. In line with the overall aims of the charity and trading subsidiary, the postholder should continually assess existing and new markets in order to maximise the organisation’s exposure and potential revenue streams.

 

Qualifications and experience:

The postholder should ideally have;

a recognised qualification (at least NVQ level 4) in a business related discipline and be able to demonstrate previous experience of commercial management, business strategy, financial management, project management, event planning, marketing or public relations.
significant experience of developing a business/service including identifying and capitalising on opportunities.
significant experience in implementing culture change within an organisation to enable business growth and expansion
demonstrable experience of managing a small team of direct reports to achieve outcomes while developing individuals and a service/business.
previous experience of engaging effectively with stakeholders and excellent customer service skills.

 

Previous experience of the tourism sector, heritage railways and/or charitable sector would be advantageous but is not essential.

 

Main duties and responsibilities:

1. RAILWAY OPERATIONS:

1.1 Through the Railway Manager, ensure the safe operation of all railway operational activities within the scope of the railway’s Safety Management System.

1.2 Through the Engineering and Infrastructure Supervisors, ensure all engineering and infrastructure activities are undertaken in a safe and compliant manner, meeting or exceeding industry standards of compliance.

1.3 Ensure all staff are identified as Competent to undertake their roles, within the scope of the railway’s Competence Management System.

1.4 Create and sustain a culture of positive staff and volunteer engagement in order that standards are adopted across AVR railway operations, by choice rather than demand.

1.5 With the Board of Directors, agree the annual public timetable and work with the relevant departments in the successful delivery of these.

 

2. VISITOR SERVICES:

2.1 Manage and ‘own’ the visitor experience at the Avon Valley Railway, regularly refreshing and developing the offer to increase visitor satisfaction and encourage repeat visits.

2.2 With the Directors, Trustees and Visitor Services & Volunteering Officer, develop a Heritage Interpretation Strategy to tell the railway’s stories.

2.3 With the Visitor Services & Volunteering Officer, develop a formal and informal learning programme, ensuring the offer remains relevant and curriculum-focussed.

 

3. VOLUNTEER MANAGEMENT:

3.1 Ensure volunteering remains at the heart of the organisation. Lead the Visitor Services & Volunteering Officer in the creation of systems and processes that successfully recruit, retain and engage with volunteers across the organisation.

3.2 Lead and deliver regular communication activities and products to improve and maintain engagement of volunteers at the railway.

 

4. EVENTS & COMMERCIAL ACTIVITIES:

4.1 Lead the Visitor Services & Volunteering Officer in the creation and development of an annual programme of public events to attract current and new audiences.

4.2 Lead on the delivery of Christmas train services, ensuring that they remain the profitable operation that they have become.

4.3 Lead the Catering Manager in the delivery of daily Buffet operations and the development of the on-train dining offer to maximise revenue within the facilities and resources available.

4.4 Lead the Railway Manager in the delivery of the Railway Operations with an aim of reaching a break even financial state within the operations of the railway

4.5 Explore opportunities for new events and marketing opportunities to improve and build on the Railway’s current reputation and income. Ensure all new income generation activities are fully, scoped, costed and authorised prior to launch.

4.5 Keep abreast of local competition as well as the wider market and trends to ensure the business continues to meet customer expectations.

 

5. MARKETING:

5.1 Create an annual marketing plan to provide year-round promotion of the railway and its activities to meet or exceed income targets. Ensure the active delivery of this plan through the Visitor Services & Volunteering Officer and social media volunteers.

5.2 Ensure the website and online booking system remains up to date and in line with customer expectations.

5.3 Ensure the sustained roll-out of corporate brand standards to all marketing materials.

5.4 Represent the railway as required and promote the interests of the organisation, both commercial and charitable, to stakeholders at all levels

 

6. STAFF MANAGEMENT:

6.1 Line manage all the paid staff in the organisation, ensuring high standards of induction, training and leadership of individuals. Undertake formal annual staff reviews of direct reports and regular informal 1:1 meetings.

6.2 Recruit any new positions as required, using the AVR recruitment process

6.3 Be responsible for the administration of monthly payroll, working with the AVR third-party payroll provider in the correct and timely delivery.

 

7. FINANCE & ADMINISTRATION:

7.1 Be responsible for the proper accounting of all monies received, and expenditure made, by the Avon Valley Railway Company Ltd. Be the main point of contact with the third-party book-keepers/auditors and successfully manage this relationship on an ongoing basis.

7.2 Ensure all daily and period financial records are kept in line with the organisation’s policies and procedures.

7.3 With the Finance and other Directors, create the annual budget for the railway and ensure income targets and expenditure budgets are met at all times.

7.4 Undertake day to day financial administrative duties such as creating and reconciling invoices and the payment of suppliers.

7.5 Attend and actively contribute to monthly Board of Directors meetings (currently held in the evenings of the third Monday each month). Provide a written financial and commercial update and commentary.

 

8. HEALTH & SAFETY:

8.1 Ensure compliance is made with all legislation pertaining to the organisation. This will include, but is not limited to Health & Safety law, Railway Safety, Fire safety, Food Safety and Licensable activities (sale of alcohol, music performances etc).

8.2 Ensure adherence with all safety documentation as outlined in the Safety Management System and create/adopt new documentation as appropriate.

8.3 Keep abreast of, and adhere to, changes in legislation.

8.4 Be responsible for key holding and Duty Management.

 

9. GENERAL:

9.1 Undertake other duties which may arise in conjunction with the role of General Manager / Commercial Manager as may be reasonably requested from time to time by the Board of Directors.

 

Benefits:

Free parking
On-site parking

 

Schedule:

Monday to Friday
Weekend availability

 

Application deadline: 05/05/2025.

 

Work Location: In person.

Tagged as: commercial management, commercial manager