The ticketing agency for Birmingham’s biggest venues has appointed a new commercial director from inside its ranks.

A restructure of the commercial team at The Ticket Factory, which runs the box office for the NIA, LG Arena and NEC, sees assistant general manager Peter Monks promoted to commercial director responsible for new business growth and development.

The new structure will see the creation of three new jobs.

TTF, which is part of the NEC Group, was known as the NEC box office and established when the National Exhibition Centre opened in 1976.

It moved from an in-house box office to a national ticketing agent in 2007.

Will Quekett, general manager of TTF, said: “Our ticketing business is booming and in order to continue to expand we are investing heavily in business development.

“Consequently we have created a senior new position, commercial director, and will be shortly be recruiting a new business development manager and business development executive with contacts and expertise in commercial sport, music and theatre in particular.”

Mr Monks has been with the NEC Group for 14 years, starting his career at the International Convention Centre in 1998.

He later joined the sales team for the National Indoor Arena (NIA) and LG Arena before moving to the then NEC Box Office in 2005.

Mr Monks said: “I am looking forward to building on this success and expanding the business development team to further enhance our national inventory of concerts, shows and events, by providing our clients and customers with a real alternative to existing ticket agents.”

TTF sells more than 2.5 million tickets a year for a variety of comedy, concerts, sporting events, exhibitions and theatre shows UK wide.

The company also operates Bookings Direct, a national ticketing agent for artists like Kylie Minogue and Eric Clapton and shows like WWE and X Factor, and was the sole ticket agent for the Queen’s Diamond Jubilee Pageant in the grounds of Windsor Castle, the Aegon International tennis championships in Eastbourne and the Chelsea Flower Show.

TTF was also the first organisation in the world to roll out a “buy and reserve” ticketing technology on Facebook in partnership with its technology partner Audience View.