As the club turns its attention to the start of a new season, preparations this year are extending far beyond the boundary rope.
While activity around the ground continues at pace, significant progress has also been made behind the scenes, with the club’s commercial team undergoing a period of evolution over the winter months.
With the wheels firmly in motion and the summer drawing ever closer, Chief Revenue Officer Joe Tromans has been reflecting on a series of commercial enhancements designed to elevate the supporter experience and strengthen the Club’s foundations off the field.
These developments come at a time of renewed ambition, where there is a heightened sense of ambition following a landmark 2025 campaign that delivered the club’s first silverware in seven years.
Improving how supporters engage with the club, from match day to digital experiences, has been central to the commercial strategy, ensuring that 2026 is best set to be one of the most progressive and rewarding years in the club’s recent history, both on and off the pitch.
At the heart of this evolution is the club’s “people first” ethos, exemplified by two key appointments within the commercial department.
Dominic Walker has joined as Head of Marketing and Communications, bringing extensive experience and creative vision following a highly successful ten-year spell with FTSE 100 house builder, Barrat Redrow.
Dominic has made an immediate impact, leading several initiatives, including the launch of the Club’s new playing and replica kit in partnership with Macron. His focus will be on raising the club’s profile, strengthening commercial partnerships and enhancing both the match day and digital experience for members and supporters alike.
Further strengthening the commercial offering is the arrival of Charlotte Little as Head of Hospitality. Joining from Hagley Golf Club and Hagley Hall, Charlotte brings a passion for excellence and a strong commitment to quality.
Charlotte will be leading the team into 2026 with a renewed energy, focussing on delivering the highest possible standards by working closely with local suppliers to improve everyone’s match day journey.
With the commercial team now operating at full strength, work is well underway to deliver a more engaging, welcoming and premium experience across all areas of the Club.
Supporters can hear more about the changes forthcoming by watching the full conversation with Joe and his team, as they outline everything to look forward to at Visit Worcestershire New Road this season.
