Director of Sales Performance in London

Reporting to the Group Chief Commercial Officer, the Director of Sales Performance will own the conversion of sales enquiries into contracted revenue across the Iconic Hotels & Resorts portfolio, leading the central events team and the property sales teams.

The remit is defined by the enquiry, not by the segment.

It covers every enquiry the Global Sales team sources or routes into the portfolio, whether that is group accommodation, meetings, incentives, conferences and events, leisure or any other segment the team develops, together with the yield of the meeting and event space that supports it.

Where the Global Sales team creates demand and manages group-level relationships with agencies, consortia and key accounts, this role owns every enquiry from the moment it is received to the moment it is contracted, along with the systems, standard operating procedures, data standards and reporting that make sales performance measurable.

The role is also the single point of contact between the hotels and the Global Sales team, responsible for aligning the two in both directions, so that global account strategy translates into consistent activity at property level and the properties' needs, capacity and market intelligence shape that strategy in return.

This senior leadership role is pivotal to improving conversion rates, response times and proposal quality across all properties, brands and segments, and to embedding a single, consistent commercial operating model as the portfolio grows.

Key Responsibilities

• Own the conversion rate for every enquiry the Global Sales team sources, as a reported commercial number, by segment, by hotel and by lead source, and set the enquiry response standards that drive it.
• Cover every segment the Global Sales team sells into, including Groups, MICE, M&E and leisure, applying the same conversion standards, systems and reporting to each, so that no enquiry @type sits outside the operating model.
• Act as the single point of contact for every hotel on sales matters, owning the strategic and tactical alignment between the Global Sales team and the property sales teams in both directions.
• Lead the property sales teams functionally, setting shared standards, targets and ways of working, and holding the teams accountable alongside their General Managers.
• Translate the Global Sales team's account and segment strategy into clear, sequenced actions for each property, so that hotels know what is expected of them and by when.
• Bring the properties' needs, capacity and local market intelligence back into the Global Sales team, so that account planning reflects what the hotels can actually deliver.
• Collaborate with the Global Sales Team on activity calendar for FAM trips, client events, site inspections and hosted programmes, matching the right hotels to the right accounts and making sure commitments are honoured on both sides.
• Lead the central events team, completing its transition from event planning to a dedicated selling function and expanding central enquiry handling across the wider portfolio.
• Own the group, MICE and M&E enquiry journey end to end, including routing rules, qualification standards, escalation, and the handover points between the Global Sales team and the hotels.
• Set and enforce service levels for response time, proposal turnaround, chase cadence and contract issue, supported by live exception reporting so unanswered enquiries are visible the same day.
• Raise proposal quality and win rate through consistent templates, commercial construction, presentation standards and structured win-loss analysis.
• Create, own and maintain the sales operations SOP library, covering enquiry handling, qualification, proposals, contracting, handover and reporting, so that every hotel and every team works to the same documented process.
• Define and document the standard operating procedures for systems usage, including Thynk, Notion and any equivalent platforms adopted in the future, keeping everyone aligned on how activity is recorded, tracked and reported.
• Own Thynk and Salesforce (or equivalent future systems) as the single source of truth for all group, MICE and M&E activity, leading the rollout across remaining properties, managing the vendor relationship, and setting the mandatory data entry standards that every property is audited against.
• Own all sales reporting, including pipeline, conversion, activity, response time and segment performance, produced from system data to a fixed monthly timetable.
• Own group and event contracting standards, working with revenue management on meeting space yield, displacement and minimum spend thresholds to protect booked revenue.
• Manage, coach and develop a high-performing sales operations team, and run the conversion and capability training programme for central and property teams so that the SOPs are embedded in practice rather than simply published.
• Lead the commercial operations workstream for every acquisition and takeover, ensuring enquiry routing, CRM configuration, SOPs, reporting and service levels are live from day one.
• The ideal candidate
• Progressive sales and commercial experience in hospitality, with a strong background in Groups, MICE and M&E.
• Proven ownership of a reactive sales, events or conversion function, with measurable improvement in conversion rate and response performance.
• Experience leading a central or cluster team supporting multiple properties, and of aligning property sales teams to a group level strategy.
• Able to lead across a matrix, holding property teams to a standard where the line is functional rather than direct, and earning credibility with General Managers.
• Track record of delivering a CRM or sales system implementation across a multi-property portfolio, ideally Salesforce, Thynk, Delphi or Opera.
• Experience creating and embedding standard operating procedures and system usage documentation across a multi-site team.
• Experience coordinating multi-property client events, FAM trips, site inspections or hosted programmes.
• Strong command of sales reporting and analytics, with the confidence to present performance data to General Managers and ownership.
• Experience of group and event contracting, including terms, deposits, attrition and revenue protection.
• Strategic thinker with a data-driven, results-oriented approach and strong process discipline.
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