The Ticketing Factory (TTF) has appointed former Really Useful Theatres Group executive Richard Howle as director of ticketing.

In his new role, Howle will look to expand the firm’s technological potential, as well as improving the user experience for clients and ticket-buyers.

TTF, which is owned by UK venue operator NEC Group, sells around 2.5m tickets each year for a range of comedy events, concerts, sporting events, exhibitions, theatre performances and visitor attractions.

Earlier this month, TTF entered into its first API technology deal through a partnership with West End ticketing provider London Theatre Direct (LTD).

Prior to Howle’s four and a half years as Really Useful Theatres’ commercial director, he accrued 18 years’ industry experience, including time as head of box office, ticketing and international sales director at marketing agency AKA Promotions.

Howle is also currently the director of governing council of the Society of Ticket Agents and Retailers (Star).

Phil Mead, NEC Group’s managing director, said: “Richard’s appointment will serve to further strengthen the offering of the Ticket Factory in an increasingly competitive marketplace. It has a unique partnership with the NEC Group Arenas, and with Richard’s direction, the businesses will be able to work even closer together to provide a seamless experience for clients and customers alike.”

Howle added: “I am thrilled to join the Ticket Factory and to bring my experience of running in-house ticketing operations to the role. It is a company I have long admired with a well-deserved reputation for delivering excellence.

“I am looking forward to building the Ticket Factory brand at this pivotal point in the company’s history, having just celebrated its tenth anniversary. Over the past decade, the Ticket Factory has established itself as an industry challenger in a highly competitive, fast-moving industry and has an exciting future ahead.”

The firm last month signed several sporting partners, such as England Netball’s Vitality International Tri Series, the International Association of Athletics Federations (IAAF) World Indoor Championships and Table Tennis England’s 2018 International Table Tennis Federation Team World Cup.