Senior Director of Sales (Proactive) in Penarth

Strategically located in the heart of Singapore’s shopping, dining and entertainment districts, Fairmont Singapore and Swissôtel The Stamford are the gateway to explore Singapore’s landscapes at your convenience. With a total of 2,030 well-appointed guestrooms, both hotels also offer a distinct collection of 12 lifestyle and dining choices including Michelin-starred fine dining restaurant JAAN by Kirk Westaway, cutting-edge meeting space at Raffles City Convention Centre with 34 meeting rooms and one of Asia’s largest spas, Willow Stream Spa.

The Senior Director of Sales (Proactive) is a senior sales leadership position accountable for the hotel’s overall rooms, banquet and outlet revenue performance across all sales segments and channels. The role leads a team of Directors of Sales and the overall proactive sales teams, overseeing account management and lead generation, and carries direct accountability for annual rooms, banquet and outlet event revenue targets, sales expenses budget, and market share performance.

Core responsibilities include:

• Department administration
• Sales personnel recruitment, development, retention and succession planning
• Key account management
• Sales systems and processes

This position is accountable for the annual sales department budget and revenue targets, and reports progress against forecast, market share (STR/RevPAR index) and sales KPIs on a regular basis to the Commercial General Manager.

This position has overall commercial ownership of the following segments: Corporate, Leisure, M.I.C.E, Airline, and Luxury Consortia, delivered through the Directors of Sales assigned to each segment.

Sales Administration Responsibilities

• Establish leads/partnerships and direct efforts to achieve Groups, Corporate, Leisure, M.I.C.E, Airline, Luxury Consortia room night goals based on market segmentation and budget and to develop ongoing relationships with the clients.
• Monitor sales production and adjust sales activities, account coverage and sales priorities as necessary to achieve the planned goals.
• Develop account qualification criteria and use market research to identify priority markets and accounts, to assign sales to assure coverage to all major markets and segments.
• Monitor weekly activity of Senior / Sales Managers and ensure sales team is maximising the use of resources to penetrate new accounts.
• Develop annual sales department budget and execute sales programs and activities.
• Own and report on room revenue, RevPAR/market share (STR) index and sales KPIs by segment against budget and forecast, taking corrective action as required.
• Ensure accurate and consistent updating of ANAIS/Delphi/Salesforce with account management & sales activity detail.

Sales Personnel Development Responsibilities

• Recruit, select, train and motivate Sales department personnel to achieve sales goals.
• Assure understanding of Job Descriptions, Goals, SOP of Sales Department personnel and conduct formal semi-annual evaluation and ongoing coaching and counselling.
• Manage Sales Incentive Plan and monitor to ensure maximum achievement.
• Maintain established personnel policies and procedures of the hotels.
• Build bench strength and succession plans for Sales Directors/Managers, identifying and developing high-potential talent within the team.

Sales Planning Responsibilities

• Participate in development and execution of Rolling Commercial Action plan to identify sources, segments and channels of business to the hotel and establish solicitation programs to maximise sales.
• Oversee the timely submission of regularly commercial audits for both brands.
• Monitor forecast of all Groups, Corporate, Leisure, M.I.C.E, Airline, Luxury Consortia and identify valley periods of sales emphasis and achieve forecast.
• Manage all Accor systems and preferred partnerships across all segments.

Communications Responsibilities

• Maintain close and open communication with other department heads.
• Maintain timely communication with Corporate Global Sales Offices, STB, SACEOS, PCMA that can generate leads and provide information.
• Coordinate communication between Sales and Other Departments to assure awareness of bookings and sales programs.
• Partner closely with Revenue Management, Marketing and Banquet/F&B teams to align pricing, promotional and event strategies with sales priorities.
• Maintain timely and responsive communication with accounts and prospects.

Personal Account Servicing Responsibilities

• Joint service key accounts with Senior / Sales Managers and ensure continuity in our communications with accounts, particularly the Luxury segment.

Inventory Management Responsibilities

• Monitor transient bookings in relation to room availability, room type and customer spending potential to maximise rooms and other revenue.
• Ensure all corporate transient contracts are loaded and kept within a central file.

Other Responsibilities

• Ensure that all safety, health, security and loss control policies and procedures, government legislation, and hotel/department policies and procedures are adhered to at all times.
• To carry out other duties as and when assigned by the Management of the Hotel.

Qualifications & Requirements

• Bachelor’s Degree or Diploma in Hospitality Management, Business Administration, Marketing, or a related discipline.
• Minimum 8 years of progressive experience in hotel sales, with at least 3–4 years in a department head or senior sales leadership role managing a team of Sales Managers and/or Directors.
• Proven track record in driving revenue growth, achieving sales targets, and developing strategic business plans within the luxury or upscale hospitality sector.
• Experience managing multiple market segments, including Corporate, MICE, Leisure, Wholesale, and Luxury Consortia accounts.

We are an inclusive company and what we really hope to achieve is to attract, recruit and promote diverse talent.