Job Description

The Head of Entertainment & Events is accountable for developing and executing a commercially focused entertainment and events strategy that maximises revenue, builds strategic partnerships and positions Sun International as a premier destination for world-class entertainment experiences. This role drives growth through strategic deal-making, innovative programming and the effective utilisation of venues and brand assets, ensuring that every event and partnership contributes to sustainable business performance, market competitiveness and exceptional guest engagement.





Key Performance Areas:


Define and implement a commercial entertainment and events strategy that drives revenue growth, venue utilisation and profitability Provide strategic oversight and commercial direction for Sun International's portfolio of major sporting events (e.g., Nedbank Golf Challenge, Sunshine Tour), ensuring they align with brand and revenue objectives, while relying on operational event teams for execution Identify, negotiate and secure high-value entertainment deals and partnerships that deliver strong financial returns and align with brand strategy Develop innovative commercial models and partnership structures to increase revenue, optimise occupancy and enhance the guest experience Use market intelligence and data insights to inform strategic decisions and continuously improve the return on event investments Lead negotiations with promoters, agencies, production companies & brand partners securing mutually beneficial deals to grow revenue & exposure Build, negotiate and manage partnership agreements with key stakeholders, ensuring alignment with Sun's business and brand objectives Pursue strategic alliances & joint initiatives to unlock new income streams, enhance market reach and strengthen the brand's entertainment offering Ensure all contractual and commercial terms are optimised for profitability and comply with Group policies and governance standards Oversee the planning, execution and performance of entertainment events across all Sun International venues and properties Collaborate with Big 4 Properties to align event strategies, operational plans and transitions where necessary Ensure exceptional quality and guest experience across all entertainment and event activations, maintaining brand integrity & operational excellence Conduct post-event reviews to measure success, assess partner performance and inform continuous improvement Be present and visible during major events to represent the brand, engage stakeholders and ensure flawless execution Promote and grow the Sun brand through innovative entertainment concepts, high-impact events and strategic partnerships Drive demand for venues by leveraging relationships with promoters, artists, entertainment agencies and sponsors Develop creative promotional initiatives to attract audiences, such as bundled packages or exclusive offers that increase attendance & engagement Represent Sun International at events, conferences and networking opportunities to position the brand as a leading entertainment destination Partner with central marketing, digital & revenue management teams to package & market event offers to maximise customer interest & revenue Align entertainment and event initiatives with the broader Group marketing and brand strategy Ensure cross-property collaboration to maximise efficiency, share best practices and deliver a consistent entertainment experience across venues Lead, inspire and develop a high-performing entertainment and events team that delivers excellence and innovation Coach and mentor event managers and specialists to build commercial capability, negotiation skill and strategic thinking Identify and nurture high-potential talent within the entertainment and events function to ensure long-term capability growth


Bachelor's degree in business, Marketing, Event Management or related field 10+ years' relevant experience in entertainment, events or venue management, inclusive of 5 years at senior management level Proven success in revenue generation, partnership development and high-value deal negotiation within the entertainment or hospitality sectors Established network within entertainment, live events and brand partnership industries * Demonstrated ability to manage large-scale events, complex stakeholder relationships, and multimillion rand budgets