General Manager - Birmingham
Full-Time / Permanent
up to 70k + excellent benefits including healthcare, wellbeing support, 23 days' annual leave plus bank holidays, life assurance, meals on duty, and more.
A passionate, data-driven leader who can inspire teams to deliver best-in-class food and beverage experiences at Birmingham City Football Club.
This role carries full accountability for creating an exceptional matchday and non-matchday hospitality offering that reflects the club's ambition, heritage, and growing vision-across high-volume kiosks and bars, premium lounges and boxes, major conferences and events, and an expanding fan zone and external estate.
This is a flagship opportunity for a dynamic and inspirational senior hospitality professional, experienced in operating at scale across stadiums, live events, conferences, and complex multi-outlet environments. We're seeking a true people leader and food enthusiast with the capability to drive consistency, quality, and innovation at benchmark and global standards.
You will be at the heart of the club's long-term transformation, playing a key role in its journey towards a new Sports Quarter. This includes helping position St. Andrew's at Knighthead Park as a leading reference venue within the Levy portfolio and across UK and global stadia.
Working in close partnership with the club, Levy, and a network of third-party and street food partners, you will lead the evolution of a joined-up, best-in-class hospitality ecosystem. This role is not about maintaining the status quo—it's about driving new concepts, increasing spend per head, and redefining fan experience across all touchpoints.
About Levy
Levy is about elevating experiences. As a leading global hospitality partner, we design and deliver unforgettable guest moments that prioritise people and the planet.
Trusted by iconic venues and sporting institutions, we bring innovation, insight, and operational excellence to every partnership—working collaboratively with clubs and partners to create industry-leading, future-focused hospitality destinations.
The Role
Planning
- Collaborate closely with Birmingham City FC leadership and Levy stakeholders to define and deliver clear, measurable strategic plans
- Work with the club and Levy leadership to position Birmingham City Football Club as a flagship, benchmark venue within the Levy portfolio—piloting new concepts, technology, and fan experience innovations
- Maintain a structured, data-led, and results-driven approach with a focus on continuous improvement
- Monitor football, retail, and hospitality trends to ensure the club remains competitive at a Premier League and global stadia standard
- Lead planning and delivery of capital projects, fan experience enhancements, and future-facing initiatives aligned to the Sports Quarter vision
Operations
- Own and lead the delivery of exceptional food, beverage, and service standards across a complex, multi‑outlet stadium environment
- Ensure full operational readiness across high-volume matchdays, premium hospitality, conferences, and large-scale external events
- Lead the continuous evolution of retail, bar, and hospitality concepts to ensure Birmingham City FC is recognised for industry‑leading fan and guest experiences—not just matchday execution
- Coordinate multiple partners, including street food operators and external vendors, to deliver a consistent, seamless experience across internal outlets, fan zones, and external spaces
- Drive a fan‑first, experience‑led culture across all teams and touchpoints
- Maintain best‑in‑class quality, presentation, and service standards aligned with brand and global benchmarks
- Oversee supplier and partner relationships to ensure quality, innovation, and cost control
- Lead health & safety and compliance across all areas of the operation
- Act as the senior operational link between the club, Levy, partners, and internal teams
People
- Build and lead a high-performing, scalable team structure across permanent and event-based workforce
- Develop and execute recruitment, training, and deployment strategies for high-volume operations
- Create an engaged, high-energy culture centred on pride, accountability, and delivering exceptional fan experiences
- Drive performance through clear KPIs, coaching, and succession planning
- Ensure strong, consistent communication across all levels and functions
- Recognise and reward performance while fostering long-term talent development
- Maintain full HR, legal, and compliance standards
Financial & Business Development
- Hold full accountability for financial performance across a complex, multi-channel F&B operation
- Treat the stadium as a multi-channel business, leveraging data, insight, and fan feedback to grow revenue across retail, hospitality, conferencing, and external events
- Partner with Finance to deliver robust forecasting, budgeting, and P&L management
- Drive revenue growth through innovation, commercial strategy, and enhanced guest experience
- Continuously identify opportunities to increase spend per head while protecting margin and quality
- Build strong commercial awareness and accountability across all departments
What We're Looking For
- Proven senior leadership experience in large-scale, multi‑site or complex F&B operations
- Strong background in stadiums, arenas, or high-volume event environments
- Experience managing diverse, multi-channel hospitality operations
- Demonstrated ability to operate at scale and deliver against benchmark or best-in-class standards
- Strong stakeholder management, including working with club executives, partners, and external brands
- Passion for people development and building high-performing teams
- Strong food, drink, and hospitality expertise
- Track record of delivering innovation, change, and business growth
- Commercially astute with full P&L accountability
- Excellent communication, influencing, and leadership skills
- Resilient, adaptable, and solutions-focused
- Flexibility to work evenings and weekends aligned to the football calendar
What You'll Get in Return
- Competitive salary with bonus and full benefits package
- 23 days' holiday + bank holidays + birthday off + holiday purchase scheme
- Healthcare & wellbeing support (Aviva Digicare, Medicash)
- 24/7 Employee Assistance Programme
- Enhanced family leave benefits
- Discounts on shopping, entertainment, and fitness memberships
- Pension scheme & life assurance
- Ongoing training and career development
- Meals on duty
Why Join Us?
Levy UK & Ireland, part of Compass Group, partners with leading venues and clubs like Birmingham City FC to deliver world-class hospitality.
This is a unique opportunity to shape a flagship operation within a transformative club environment—working at the forefront of fan experience, innovation, and large-scale hospitality.
You'll play a central role in defining the future of hospitality at Birmingham City FC, helping set new standards for the industry while creating unforgettable experiences for fans and guests alike.
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