Commercial Conference & Events Sales Manager in Sheffield

Main Duties and Responsibilities

• Commercial Leadership
• Lead, motivate and develop the Conference, Hospitality & Events Sales Team, creating a high-performing, revenue driven, customer-focused culture.
• Deliver agreed revenue, occupancy, profitability and sales conversion targets across the commercial portfolio.
• Support the development and delivery of the commercial sales budget alongside the Head of Hospitality & Hotels and Marketing & Business Development Manager.
• Identify opportunities to grow new and existing markets, increase repeat business and maximise venue utilisation.
• Develop pricing, yield management and sales initiatives to optimise commercial performance.
• Monitor competitor activity, market trends and customer insights to inform business decisions and identify opportunities.
• Sales and Customer Experience
• Ensure all enquiries are managed efficiently and professionally, delivering excellent customer service throughout the customer journey.
• Drive enquiry conversion through effective sales techniques, relationship management and proactive account development.
• Build and maintain strong relationships with corporate clients, academic departments, public sector organisations and external partners.
• Oversee the negotiation of contracts, pricing and commercial terms within delegated authority.
• Resolve complex customer issues and complaints promptly, ensuring positive outcomes and continuous service improvement.
• Operational Management
• Oversee the day-to-day operation of the Conference, Hospitality & Events Sales Team, ensuring efficient processes and consistent service standards.
• Ensure smooth transition of confirmed events to operational delivery teams through effective communication and planning.
• Review and continuously improve sales processes, systems and standard operating procedures.
• Ensure accurate management of CRM, booking and event management systems, maintaining high standards of data quality and compliance.
• Work collaboratively with operational teams to maximise service quality and customer satisfaction across all venues.
• Performance and Financial Management
• Monitor and report on sales performance through regular analysis of enquiries, conversion rates, occupancy, revenue, profitability and key performance indicators.
• Produce weekly, monthly and annual management reports, forecasts and business on the books updates.
• Contribute to budget preparation, forecasting and business planning.
• Regularly review conference, events and hospitality tariffs to ensure a competitively positioned price point which is generating the required level of profitability.
• Determine the most appropriate contractual terms and conditions, and ensure they are applied to all client bookings in a robust contract between the organisation and the client, to protect commercial income.
• Maximise yield across the venue portfolio through effective pricing and inventory management.
• Leadership and People Management
• Provide effective leadership, coaching and development for the Conference, Hospitality & Events Sales Team giving clear guidelines on their role, responsibilities and expected outcomes.
• Set objectives, monitor performance and undertake regular one-to-one meetings and performance reviews.
• Identify training and development needs, supporting continuous professional development.
• Foster an inclusive, collaborative and high-performing working environment.
• Manage recruitment, absence, wellbeing and employee relations matters in accordance with Unicus policies.
• Stakeholder Management
• Develop and maintain meaningful relationships with colleagues across Commercial, Accommodation, Finance, Marketing, Academic Departments, the Students' Union, AV Services, Room Bookings and external partners.
• Represent the business at client meetings, networking events, trade fairs, conference exhibitions and industry forums.
• Foster a collaborative working relationship with Marketing Sheffield, investing time and energy into developing academic relationships to support the Conference Ambassador Programme.
• Systems, Compliance and Continuous Improvement
• Champion continuous improvement across sales processes, customer experience and operational efficiency.
• Support the implementation and optimisation of CRM, booking and business systems.
• Ensure compliance with Unicus and University policies, GDPR, financial regulations and contractual requirements.
• Maintain accurate records and reporting to support business intelligence and strategic planning.
• Contribute to sustainability initiatives and responsible commercial practices.
• Continuously review the systems being used to support the sales function, and identify when further investment or development may be required.
• Planning and Organisation
• Manage a varied portfolio of conferences, events and commercial bookings across multiple venues with competing priorities.
• Coordinate complex and high-profile events, ensuring appropriate planning, communication and risk management.
• Balance operational demands with strategic business development activity.
• Plan around venue availability, maintenance programmes, academic timetables and operational constraints.
• Ensure key milestones, contractual deadlines and financial processes are effectively managed.
• Financial Responsibility
• Deliver agreed revenue and profitability targets.
• Monitor budgets, forecasts and commercial performance.
• Maximise occupancy, yield and revenue opportunities.
• Authorise pricing and discounts within delegated authority.
• Ensure contracts, deposits and payment processes are in place to protect Unicus income.
• Monitor debt, invoicing and financial performance in partnership with Finance colleagues.
• People Management
• Directly manage the Conference, Hospitality & Events Sales Team.
• Lead recruitment, induction, training and succession planning.
• Provide a resolution for staffing issues, absence etc
• Create a culture of accountability, collaboration and continuous improvement.

Take appropriate action with the support of HR should any individuals be performing below expectation.

• Coach team members to develop commercial awareness and customer service excellence.
• Ensure resources are effectively deployed to meet business demand.
• Decision Making

The postholder exercises professional judgement in relation to

• Commercial pricing and discounting within delegated authority.
• Allocation of sales resources and workload.
• Resolution of complex customer issues.
• Prioritisation of high-value and strategic business opportunities.
• Continuous improvement of systems, processes and customer experience.
• Recommendations for future commercial investment and business development.
• Other Duties
• Undertake any other duties commensurate with the grade of the post.
• Act as an ambassador for the University's commercial services, promoting its values and reputation.
• Support the delivery of wider strategic commercial objectives across the University.

Person specification

Applicants should demonstrate evidence of the following criteria in their applications.

We will use a range of selection methods to measure candidates' abilities in these areas including reviewing your online application, seeking references, inviting short-listed candidates to interview and other forms of assessment action relevant to the post.

Criteria

Essential

Qualifications and experience

3-5 years proven experience in sales environment, particularly within the conference/hospitality field

• Sales and negotiation skills to ensure maximum financial yield and to convert business
• Strong analytical and presentation skills
• Excellent interpersonal skills to deal with both internal and external customers

Experience of planning/organising and delivering conferences and events up to 1000 delegate

Experience of managing and controlling budgets/resources and an understanding of financial management procedures

Relevant IT and technology skills

Experience of using an event booking system

Proven track record of delivering customer excellence/customer champion

Sound track record of recognising and implementing successful business development opportunities

Previously managed a team

Awareness of developments within the events industry and how these change customer expectations

Management skills

Experience of working with and influencing senior management

• Ability to provide clear direction and inspirational leadership
• Ability to plan and set objectives to deliver results through others
• Proven management skills to motivate staff to achieve their full potential
• Communication skills

Excellent communication, interpersonal and negotiation skills with proven ability to influence and persuade at all levels

Team working

Ability to work as part of and lead a team providing conference and event related facilities and services

Project management

Experience of change management

• Personal effectiveness
• Ability to work well under pressure to tight deadlines in order to meet agreed targets
• Commitment to continuous professional development
• Commitment to diversity and promoting equal opportunities

Terms and conditions of employment: Please see separate employee conditions document.

Salary for this grade: Competitive salary based on experience starting at £42,000