Event Sales Manager

We are seeking an experienced and commercially driven Groups & Events Sales Manager to lead the conversion, revenue, and profitability performance of the Groups & Events segment.

You will manage a portfolio of high-value meeting, group, and event enquiries, develop long-term client relationships, lead and coach the Groups & Events team, and ensure a seamless transition from signed contract to operational delivery.

The role is central to maximising group rooms, meeting-space, and event revenue while delivering an excellent client experience.

Key Responsibilities

• Manage high-value group, meeting, conference, and event enquiries from initial contact through to signed contract.
• Achieve agreed conversion, revenue, profitability, and departmental performance targets.
• Identify client requirements proactively, including budget, objectives, event history, decision-making process, competitor activity, and specific expectations.
• Prepare tailored proposals, negotiate commercial terms, and secure profitable contracts.
• Develop strong, long-term relationships with corporate clients, agencies, event organisers, meeting planners, and other decision-makers.
• Identify repeat-business, upselling, cross-selling, and account-development opportunities.
• Monitor market trends, competitor activity, demand patterns, and pricing to identify new commercial opportunities.
• Support revenue optimisation in collaboration with Revenue Management, applying yield-management principles to group and event business.
• Monitor deposits and payment schedules in close partnership with the Finance team.
• Maintain accurate, timely, and complete client, enquiry, proposal, contract, and activity data across all relevant systems.

Client and Operational Coordination

• Ensure complete, accurate, and timely handover of confirmed events to operational teams.
• Maintain clear communication with Operations, Reservations, Food & Beverage, Finance, Revenue Management, Marketing, and other relevant departments.
• Ensure all commitments agreed with clients are accurately documented, communicated, and delivered.
• Support client site inspections, property tours, meetings, and pre-event discussions.
• Remain engaged with key clients throughout the event cycle, helping resolve issues and encouraging repeat business following successful delivery. Effective Groups & Events sales requires close coordination between sales and operational teams from contracting through to event execution.
• Support the wider Sales team in promoting the hotel and its event facilities.
• Represent the hotel at client meetings, site inspections, networking events, trade shows, familiarisation trips, workshops, and other Sales and Marketing activities.
• Contribute to commercial campaigns designed to raise visibility, develop demand, and maximise revenue.
• Organise, coordinate, and supervise the commercial activity of the Groups & Events department.
• Lead, coach, train, and develop team members to support high performance and professional growth.
• Set priorities and monitor delivery against individual and team sales targets.
• Track conversion ratios, identify barriers to success, and introduce actions that improve the conversion of enquiries into confirmed business.
• Execute and adapt the Groups & Events commercial strategy in line with the hotel’s annual budget, commercial priorities, and market conditions.
• Analyse departmental performance and introduce corrective actions to meet revenue, conversion, and profitability objectives.
• Ensure adherence to company policies, internal procedures, commercial guidelines, and brand standards.
• Continuously review working practices, update procedures, and introduce practical improvements to strengthen efficiency, consistency, and commercial results.

Candidate Profile

• Minimum two to three years’ experience in Groups, Conference, Meetings, or Events Sales within a business hotel, conference hotel, or similar hospitality environment.
• Previous supervisory or management experience is strongly preferred.
• Excellent command of French and English or Dutch and English; fluency in the third language is a significant advantage.
• Proven ability to manage complex enquiries, prepare compelling proposals, negotiate contracts, and convert business profitably.
• Strong commercial awareness, including an understanding of group pricing, meeting-space yield, profitability, and revenue-management principles.
• Client-focused with a clear drive for revenue, conversion, quality, and customer satisfaction.
• Confident relationship builder with excellent communication, presentation, negotiation, and stak