Rob Williams has joined The Ticket Factory as operations director, while Kelly Whitehead has been recruited as client services director. Gail Webb has been appointed as consumer sales and marketing director.
The trio will work with managing director Stuart Cain to develop The Ticket Factory's online marketing and e-commerce capability following an investment in software and hardware upgrades to increase speed in ticket sales.
The aim is to increase sales – currently 2.5 million tickets each year – and improve efficiency online.
Cain said: "The ticket agency world is too insular and key players have to stop obsessing about each other and look at the wider world.
"People want to buy tickets the same way they buy clothes through ASOS or books through Amazon. These changes are designed to bring top end e-commerce thinking into The Ticket Factory and freshness to what we do."
Of the new staff, Williams previously worked at Nottingham's Capital FM Arena, where he developed consumer-friendly online ticketing solutions, while Whitehead has extensive experience in ticketing at Avalon, lastminute.com, AEG Live and Mean Fiddler. Webb was previously head of digital for the NEC Group.
The appointments come as the Birmingham-based agent has opened an office in London, which Cain added was an important part of the business strategy as it "puts us closer to the live industry".
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