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About the Role
This role is responsible for leading the Conference & Events Sales function, driving revenue and profit growth, maximising venue utilisation, and enhancing market presence through proactive sales and strategic marketing & communication initiatives. The successful candidate will provide strong leadership to the Sales team whilst working closely with various internal and external partners to develop and implement sales and marketing strategies that increase brand awareness, generate qualified leads, strengthen customer relationships, and deliver ambitious commercial targets.
Responsibilities
- Lead, motivate, and develop the Conference & Events Sales team to achieve and exceed revenue, profit, conversion, and activity targets.
- Finalise development and execute the annual sales strategy, refining plans for core existing business, identifying new business opportunities, emerging market segments, and new revenue streams.
- Drive proactive business development activities, including corporate engagement, networking, exhibitions, account management, and partnership development.
- Maximise revenue opportunities across conferences, meetings, exhibitions, dinners, hospitality, and premium event spaces by leveraging the USP’s of the venue.
- Create and execute targeted campaigns that generate awareness, enquiries, and bookings across all event sectors in collaboration with the Marketing team.
- Amplify messaging across Club channels where appropriate with the Communications team.
- Develop and refine venue positioning strategies to ensure the business remains competitive within the marketplace and celebrate its USP’s.
- Identify opportunities to increase market share through digital marketing, social media activity, content creation, email campaigns, and industry partnerships.
- Utilise customer insights, CRM data, market intelligence, and booking trends to shape marketing initiatives and sales strategies.
- Support the promotion of key venue developments, new products, and seasonal sales campaigns to drive incremental revenue.
- Analyse market trends, competitor activity, and industry developments to identify growth opportunities and emerging customer needs.
- Build and maintain relationships with key corporate clients, agencies, event organisers, and industry partners.
- Lead strategic negotiations and manage high-value accounts to maximise profitability and long-term retention.
- Champion a culture of commercial awareness across the sales team, ensuring a balance between revenue growth and operational delivery.
- Act as a member of the senior commercial leadership team, contributing to wider business objectives and strategic planning.
- Foster strong working relationships with internal and external partners to ensure an exceptional customer service and delivery through the sales to delivery journey.
- Lead regular sales meetings, performance reviews, and development sessions to drive engagement and continuous improvement across the C&E sales team.
- Provide clear reporting and recommendations to senior leadership on performance, opportunities, risks, and market trends.
Requirements
- Proven experience in conference, events, hospitality, venue, or hotel sales leadership.
- Strong commercial acumen with the ability to identify and capitalise on revenue opportunities.
- Experience developing sales and marketing strategies that generate measurable business growth.
- Exceptional leadership, coaching, and stakeholder management skills.
- Strong understanding of CRM systems, sales analytics, digital marketing, and market segmentation.
- Results-driven, highly organised, and confident working in a fast-paced commercial environment.
Skills
- Sales Leadership
- Revenue Growth
- Profit Growth
- Marketing Strategy
- Demand Generation
- Business Development
- Stakeholder Management
- CRM Systems
- Sales Analytics
- Digital Marketing
- Market Segmentation
- Commercial Acumen
Experience Level
- Experienced
- Leadership
About the Company
- This role is for a company seeking to enhance its market presence and drive commercial growth in the conference and events sector.