Case Studies
Share this article:
A new leader for Chelsea FC’s next chapter
With serious stadium pedigree and a sharp commercial edge, Bonnie’s not just setting the pace — she’s raising the bar.
The challenge
Chelsea FC is on a mission to become the most commercially successful club in football. Following new ownership and a wave of executive hires, they were ready to reshape how the stadium and all its assets perform commercially.
They needed a Venue Director to lead many revenue lines across Stamford Bridge, including match-day tickets, hospitality, private boxes, events, hotels, the museum and tours—a £80m+ revenue responsibility, with ambitious growth targets and a team of 35+ to lead.
The brief came directly from Chief Revenue Officer, who wanted someone with proven experience, energy and the ability to modernise the entire sales function.
This wasn’t a ceremonial role. It needed someone who could lead from the front, drive change and deliver immediate results.
Our approach
With stakes this high, nothing was left to chance. We ran a wide-reaching, deeply targeted search — across and beyond our network — to find the right leader.
We built a target list of 150 companies across sport, hospitality, entertainment, private members clubs, aviation, luxury, and events. From that, we identified 225 relevant individuals, and filtered it down to the 50 most compelling profiles.
We kept the employer anonymous. That meant every conversation focused on what really mattered: capability, chemistry and ambition. NDAs were only signed by the final few, once we were sure they were right for the role.
We spoke to senior figures from brands like Formula 1, Caprice Holdings, The Savoy, The O2, IMG, and Red Bull Racing. But one name stood out.
The result
Bonnie Rolfe was the clear choice.
A seasoned commercial leader with deep stadium experience and a fantastic reputation in the sector, she had everything Chelsea was looking for:
- Proven success reshaping and leading high-performing sales teams
- A strong track record in driving ancillary revenue
- A commercial mindset grounded in data, strategy, and customer segmentation
- Gravitas, credibility and instant respect at board level
And a calm, clear leadership style that’s built for change.
The perfect fit
Bonnie’s now in place, and already setting the tone for what’s next at Stamford Bridge. From team structure to sales KPIs, Bonnie’s laying down the foundations for a more agile, performance-led operation.
For Chelsea FC, this was more than a hire. It was a statement. For us, it’s another example of how the right person, in the right position, makes all the difference.
Recent posts
A handpicked digital heavyweight for L Catterton
L Catterton appointed Tracy Barwin, an exceptional digital leader with 15+ years of experience across brands like Nike, Uniqlo, Hunter Boots and Monsoon Accessorize.
Continue readingA new General Manager of Insurance for Monzo
Princedale places Phoebe Hugh in this pivotal new GM Product leadership role with the ambitious digital bank
Continue readingPlacing Executive Roles for a Global Luxury Client
Hiring executive digital leadership roles to enhance their customer centricity.
Continue readingRetained Executive Search for a Global Luxury Hotel Brand’s New Retail SVP
Headhunting for one of the world’s most definitive luxury hotel brands
Continue reading