Regional Bus Commercial Lead

We have a fantastic opportunity for a Head of Commercial – Scotland and York, to join our Commercial team on a full time permanent basis. This is a hybrid role with frequent travel required.

The Head of Commercial for Regional Bus is the single point of accountability for regional commercial performance. Responsible for commercial results and the local customer proposition, they balance customer, financial, and stakeholder outcomes.

The role focuses on executing market plans, working closely with commercial colleagues, First Bus Centres of Excellence, and Regional Leadership Teams to drive performance and growth.

Key Responsibilities

Regional Performance

• Accountable for all lines of regional revenue performance, covering volumes, yield and ancillary income. Deeply understand the levers that drive revenue performance in the local market, from national and local funding and multi-operator schemes, to on bus passenger performance and ancillary revenue.




• Own the commercial inputs into the regional budgeting and forecasting processes. With support from Commercial Analysts, provide detailed trading performance updates to senior leadership, and ensure data becomes insight that translates to recommendations for improvement.




• Tailor the Regional Bus customer proposition to the local audience, to create detailed market plans spanning a short to long-term horizon. These ambitious plans will give focus to sustainable passenger and performance growth. Work closely with Centre of Excellence partners (such as Network, Marketing, Data & Analytics (D&A)) to execute these plans.




• Make informed trade-offs between stakeholder, customer and shareholder requirements. Balance short- and long-term revenue delivery, operational deliverability versus commercial return, and local- and national strategy.

Collaboration for Results

• Working with the Director of Customer Proposition to create detailed market plans, and to align pricing requirements with the national framework. Also, feeding into Proposition roadmaps for digital, customer experience and D&A




• Supporting the Heads of Network to maximise route performance, ensuring stakeholder, political and customer requirements are represented.




• Supporting Regional Directors (and their teams) with stakeholder engagement, owning all relationships that support the delivery of commercial objectives.




• Collaborating with the Director of Commercial Delivery and Director of Network on commercial bids and contract renewals. Where required, engage with the First Bus ‘Business & Coach’ division to fulfil local contract and customer needs.




• Partnering with Service Delivery Directors and their teams to ensure that commercial and operational outcomes are aligned, and contractual commitments delivered.




• Alongside the Director of Commercial Delivery, optimising funding and Concessionary Scheme outcomes.




• Championing new ventures that drive ‘off bus’ and ancillary revenue. Support with the running of pilots to test new initiatives to drive passenger volumes and revenue.

Stakeholders and Partners

• Support Regional Directors (and their teams) to navigate complex stakeholder and political environments, championing the optimal bus model (e.g., Enhanced Partnership or franchising) for the market.




• Successfully negotiate BSIP (and other) funding arrangements with Local and Combined Transport Authorities, in line with the centrally devised framework.




• Ensure proportionate returns from multi-operator schemes, and the delivery of commitments within Enhanced Partnership agreements.




• Develop partnerships with Private Sector companies to increase volumes and/or secure investment in initiatives that could support modal shift.

Leadership Capability & Execution

• Where required (region-dependent), lead the Commercial Management/ Support Team; Develop regional commercial capability and succession.




• Act as the commercial ‘go to’ for the Regional Director and their leadership team.




• Give focus as much to ‘how we do things’ as to ‘what we do;’ Build lasting rapport and engagement with colleagues and partners.




• Ensure consistent application of commercial standards and governance, adhering to the First Bus “Divisional Authorisation Policy”.

Skills & Experience

• Senior commercial leadership experience in a multi-site structure.




• Highly analytical, with demonstrable experience in budgeting, forecasting and cost-benefit analysis.




• Ability to move between horizon-level planning and intricate, immediate decision-making.




• Demonstrated ability to prioritise and provide clear direction, and to make progressive and pragmatic decisions in complex environments.




• Solid stakeholder and relationship management; A confident negotiator.




• Strong understanding of network planning, pricing and bidding processes.




• Resilient and delivery focused.




• Able to deliver performance through influence and collaboration.

Salary – competitive, plus up to 30% annual bonus

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