The Ticket Factory has hired new commercial director Noel Edwards.

Edwards has returned to the company after 15-year run in the entertainment industry.

Edwards considers himself to be ‘returning home’, after beginning his career answering phones at what was then NEC Box Office. The company has now become a national ticketing agent, and Edwards has been tasked with helping to grow the business’ client base and wider commercial offering.

Edwards has years of experience from roles with ticketing platform Crowdsurge, Songkick, and event travel and ticketing specialists Kaboodle.

He said: “I am truly thrilled to be back where it all started for me. It feels very much like a case of returning home but naturally the business is completely unrecognisable to the one I joined as a customer service and sales representative back in 2002.

“The Ticket Factory has grown so much over the years and I’m joining at such an exciting time for both the company and Birmingham as a whole.

“I started my career at the then NEC Box Office as part of the client services team, before moving into the business development team. It then rebranded and formed The Ticket Factory we know today. It really was a fantastic grounding for me in what was a young and passionate team.

“I have some fantastic memories of my first spell with the business, including being nominated for a rising star ‘new bosses’ award by my peers. Helping to set up and rebrand to The Ticket Factory alongside some talented colleagues was also a highlight of my first stint, and it’s extremely satisfying to see how that brand is flourishing today.

“I’m sure in my new role as commercial director I will encounter some familiar faces along the way – and certainly a lot of new ones as I get stuck in to my new position.”

Director of ticketing at The Ticket Factory, Richard Howle, said: “In Noel we know we have appointed someone with vast experience in the ticketing and entertainment industries, with an already strong affinity and connection to both The Ticket Factory and NEC Group.

“It is a fantastic story to have Noel back in the fold and I’m delighted that he is joining us to help grow both our client base and wider commercial offering, shaping The Ticket Factory’s long-term strategy.”

The Ticket Factory tickets for events across the UK in sectors including music, theatre, sport, comedy and exhibitions, as well as functioning as the NEC’s box office, selling tickets to shows at Arena Birmingham and Resorts World Arena.