Head of Event Sales

Role Summary

The Head of Event Sales is responsible for leading the event sales team and driving revenue growth through effective sales strategies, relationship-building and account management. This role involves managing client relationships, developing sales plans, and working closely with the operations and planning teams to ensure seamless event execution. The ideal candidate will have extensive experience in sales within the events or hospitality industry, strong leadership skills, and a results-driven approach.

Key Responsibilities

Sales Strategy and Business Development

Ownership of the Sales Events P&L and hitting the budget target

Responsible for up to 4million events revenue

Develop and implement strategic sales plans to maximize revenue and market share in the events sector and close gaps that appear across the year.

Identify new business opportunities, client segments, and market trends to stay ahead of competitors and attract new clients.

Set sales targets and KPIs for the event sales team, monitoring progress and adjusting strategies as necessary to achieve revenue goals.

Collaborative across departments to support them hitting and exceeding budget

Plan and deliver marketing activities to impact revenue

Team Leadership and Performance Management:

Lead, mentor, and motivate the event sales team, providing direction, training, and support to achieve high performance.

Conduct regular team meetings and one-on-one sessions to review performance, provide feedback, and set individual goals.

Foster a positive, collaborative, and goal-oriented team culture, encouraging continuous improvement and professional growth.

Client Relationship Management:

Build and maintain strong relationships with key clients, understanding their needs and providing customised event solutions.

Act as a senior point of contact for major clients, handling complex enquiries and resolving any issues to ensure satisfaction.

Conduct client meetings, presentations, and site visits to showcase the venues capabilities and secure bookings.

Cross-Departmental Collaboration:

Work closely with the operations, planning, programming, Membership, Partnership and marketing to ensure all event sales align with operational capacities and brand standards.

Communicate client requirements and event details to relevant departments, ensuring seamless coordination and execution.

Collaborate with marketing to develop promotional materials, campaigns, and strategies to support event sales initiatives.

Financial Management and Reporting:

Develop and manage the event sales budget, tracking expenses and revenue to ensure profitability.

Prepare regular sales reports and forecasts for SLT, analysing performance and identifying areas for growth.

Monitor competitors and market trends, adjusting sales strategies to remain competitive and meet revenue targets.

Contract Negotiation and Proposal Development:

Oversee the preparation of event proposals, presentations, and contracts, ensuring alignment with client requirements and company policies.

Set up and manager new event agency commission structure for new business as required

Negotiate contracts with clients, securing favourable terms while maximizing revenue.

Ensure all contracts are accurate, legally compliant, and aligned with the companys standards and guidelines.

Marketing

Be able to identify event marketing requirements to support budget growth

Identify, plan and run industry events for lead capture

Identify and target key accounts with marketing campaigns

Qualifications & Requirements

Bachelors degree in Sales, Business Administration, Hospitality Management, or a related field.

7+ years of experience in event sales, with a proven track record of achieving sales targets and managing high-profile client accounts.

Strong leadership and team management skills, with experience in mentoring and developing sales talent.

Excellent negotiation and relationship-building abilities, with a client-focused approach.

Strategic thinker with strong analytical skills and a results-oriented mindset.

Proficiency in CRM software, event management systems (Triple seat would be adventitious), and Microsoft Office Suite.

Knowledge of the events and hospitality industry, including current trends, competitor landscape, and market opportunities.

Flexibility to work evenings, weekends, and travel as required for client meetings and events.

Key Competencies

Communication

Teamwork

Solutions Focused

Compassionate

Creativity & Innovation