Head of Retail & Licensing

Head of Retail & Licensing

The Welsh Rugby Union is seeking a Head of Retail & Licensing to lead the next phase of its retail and merchandise strategy, creating new opportunities for commercial growth, product development and fan engagement.

This is an opportunity to shape how one of rugby's most recognised brands approaches retail, merchandise and licensing, developing its commercial potential across physical stores, e-commerce and partner-led channels.

Reporting directly to the Chief Commercial Officer, you will take ownership of the WRU's retail strategy, working with key partners to maximise revenue, improve profitability and develop new commercial opportunities.

Location: Principality Stadium, Cardiff
Working arrangements: Primarily office-based, with some flexibility

Closing Date: 16 November 2026

Salary:£70,000 per annum, plus an annual bonus opportunity of up to 20% of base salary

Application:Submit your CV and Cover Letter via email towru@eisg.com

We are utilising the support of EISG to manage this recruitment process. Please do not apply via our careers page, as your application may not be considered.

The impact you'll make

You will lead the development and delivery of an ambitious retail strategy, identifying opportunities to increase revenue, improve profitability and maximise the commercial value of the WRU brand.

A central part of the role will be managing the WRU's retail operating partner, driving performance across physical stores, stadium retail, e-commerce and other channels. You will provide commercial direction and oversight, ensuring effective delivery across product ranges, pricing, stock availability and major events.

Working closely with the technical kit supplier and internal teams, you will help develop commercially successful merchandise ranges, coordinate product launches and identify opportunities to increase sales.

You will also shape the WRU's licensing strategy, exploring new products, partnerships and revenue streams that extend the brand's reach and strengthen its connection with supporters.

Beyond existing operations, you will have the opportunity to rethink how and where the WRU reaches its customers, using commercial insight and innovation to develop its retail presence and improve the fan experience.

Your skills and experience

To succeed in this role, you will bring:

• Proven experience developing and delivering retail strategies that have generated measurable revenue and profit growth.

• A strong commercial mindset, with the ability to identify new opportunities, develop propositions and improve retail performance.

• Experience managing external retail partners, suppliers or significant commercial relationships, including establishing performance expectations and driving results.

• Strong understanding of retail operations, including inventory management, demand forecasting, product availability and merchandising.

• Experience working across physical and digital retail channels, with an understanding of e-commerce performance and customer behaviour.

• Commercial and financial acumen, including experience managing budgets, analysing performance and making informed commercial decisions.

• The ability to combine strategic thinking with the operational understanding needed to ensure effective delivery.

• Strong stakeholder management skills, with the confidence to influence senior colleagues and work collaboratively across multiple business functions.

• A proactive and independent approach, with the experience and judgement to establish new ways of working and lead commercial initiatives.

• An interest in sport and an appreciation of the relationship between supporters, merchandise and brand identity.

Experience within sport, consumer brands, retail operators or other relevant retail environments would be welcomed.

This role offers an opportunity for an experienced retail professional to take genuine ownership of a developing commercial function, helping shape the future of retail and merchandise at the Welsh Rugby Union.

Application process

The Executives in Sport Group are retained on behalf of the Welsh Rugby Union to appoint a Head of Retail & Licensing.

Submit your CV and Cover Letter via email towru@eisg.com

We ask that applicants complete our diversity monitoring form. You are not obliged to answer any of these questions, but the more information you supply, the more effective our monitoring will be.

https://forms.cloud.microsoft/e/9MbgNUnrBj

Please note that due to the volume of applications received, we are unable to provide specific feedback on unsuccessful applications.

The Perks

As a permanent member of the WRU Group, you will have access to our full range of employee benefits, including:

• Salary Sacrifice Pension (5% employee contribution, matched by WRU)

• Life assurance scheme

• WRU Group Ticket Allocation (in line with ticketing policy)

• One additional paid day off (birthday leave)

• Employee assistance programme

• Team Tactics – hybrid working arrangements

• Free stadium parking and gym

• WRU Group store and tour discounts

• WRU Group partnership offers

• Eye Care Voucher Scheme

• Cycle to Work Scheme

Our Values

The WRU Group are committed to developing a culture whereby all employees are equally valued and respected. Our aims, together with our vision and mission, are underpinned by our core values and beliefs which embrace: Integrity, Excellence, Success, Courage, Family & Humour.

Inclusion At The WRU

The WRU Group are committed to building diverse, high-performing and engaged teams across Welsh Rugby. We are ambitious about providing a people first culture where everyone can belong, be heard and respected. We are happy to talk to you about our Crys I Bawb EDI Strategy (2024-2029) and you can also read more about our commitment in our Equality, Diversity and Inclusion Policy.