Director of Sales (Programming & Events)
The Director of Sales (P&E) is a strategic leadership role responsible for driving event revenue and ensuring seamless operational execution within the Programming & Events Department. This position blends sales strategy, marketing insight, and operational management to deliver exceptional, profitable events.
The Director provides visionary leadership across teams, fostering collaboration between Sales, Marketing, and Operations to achieve departmental and organizational goals. By aligning sales strategies with marketing initiatives and operational excellence, this role ensures that each event enhances the brand, strengthens partnerships, and delivers an outstanding guest experience.
Key Responsibilities :
- Sales Strategy Development :
Develop comprehensive sales strategies tailored to the events business, with a clear focus on driving revenue through event sales.
Identify new revenue streams and opportunities within the event market (e.g., corporate events, conferences, trade shows, private events).Monitor industry trends and competitor activities to refine and adjust sales approaches.Working with Marketing, create targeted sales campaigns to attract new clients and engage existing ones.Team Leadership & Development :Lead and mentor the sales team, setting clear targets and expectations.
Foster a high-performance culture, encouraging teamwork and individual accountability to meet or exceed sales goals and ensure a high degree of hospitality throughout the organization.Implement sales training programs to improve the skills and productivity of the sales team.Conduct regular performance evaluations and provide feedback to enhance team effectiveness.Client Acquisition & Relationship Management :Build and maintain long-term relationships with key clients, such as corporate sponsors, event organizers, and venue owners.
Cultivate and grow relationships with repeat customers, ensuring a high level of customer satisfaction and retention.Manage negotiations and close deals with potential clients, ensuring that contracts and proposals align with revenue goals.Work with the marketing and events teams to tailor solutions that meet client needs, adding value to their event experience.Sales Pipeline Management :Oversee the management of the sales pipeline, ensuring top of funnel leads are effectively generated, nurtured, and converted into clients.
Adopt best practices for increasing conversion rates and create sales outreach for cold potential leads, leads via aggregators and direct leadsTrack and measure the success of sales initiatives using CRM tools and other data-driven methods.Regularly report on sales performance and provide analysis of market trends and forecasts to senior leadership.Prioritize high-potential leads and opportunities while ensuring a steady flow of sales across multiple event types.Revenue Growth and Performance Optimization :Establish and monitor key performance indicators (KPIs) for the sales team to ensure consistent progress toward revenue goals.
Adjust strategies based on sales data, client feedback, and market changes to maximize revenue potential.Identify and leverage upselling and cross-selling opportunities to increase revenue per client, such as offering additional event services or premium packages.Collaboration with Operations and Marketing :Collaborate closely with the operations and marketing teams to align on sales goals and deliver exceptional event experiences for clients. Coordinating with Operations and Service Crews to ensure the event meets client expectations. Responsibilities and roles are clearly defined and documented to ensure seamless events.
Ensure seamless communication between the sales team and event planners or customer to guarantee client needs are met from both a sales and operational perspective.Coordinate with marketing on lead generation campaigns, sales collateral, and promotional materials to support sales efforts.Client Retention & Post-Sales Follow-Up :Ensure client satisfaction throughout the entire event lifecycle, including post-event follow-up to secure repeat business.
Gather client feedback and use it to improve sales approaches and event offerings for future clients.Develop and maintain loyalty programs or incentives for long-term clients, encouraging repeat business and referrals.Key Skills & Qualifications :
Sales Expertise :Deep understanding of sales cycles, from lead generation to closing deals
Proven track record of meeting or exceeding sales targets in a competitive environment.Expertise in negotiation and closing strategies to secure large-scale event contracts.Leadership and People Management :Strong leadership skills with experience managing and motivating a team / s.
Leads with empathy, clarity, and accountability-motivating the team to do their best work while feeling supported and valued.Experienced in working in a collaborative, inclusive, and high-performing culture with all stakeholders that celebrates teamwork, creativity, and shared success.Brings a genuine passion for hospitality to every interaction, inspiring the team to deliver exceptional experiences and embody a spirit of care and connection in all that they do. Has a sense of humor!Industry Knowledge :In-depth knowledge of the events industry, including market dynamics, trends, and customer needs.
Familiarity with event services, venues, and the logistics involved in delivering successful events.Client-Focused Mindset :Ability to listen to client needs, craft customized sales proposals, and provide tailored solutions that add value.
Strong interpersonal and communication skills to build and maintain client relationships over time.CRM and Sales Tools :Proficiency in using Customer Relationship Management (CRM) software (e.g., TripleSeat) to manage leads, opportunities, and sales pipelines.
Ability to analyze data and trends to refine sales tactics and identify growth opportunities.Financial Acumen :Understanding of budget management, pricing structures, and contract negotiation to ensure profitability on each sale.
Ability to balance profitability with delivering value to clients, ensuring sustainable revenue growth.Performance Metrics :
Revenue Targets : Achievement of sales targets and quotas related to events booked and revenue generated.Client Acquisition Rate : Number of new clients secured, along with the average deal size.Customer Satisfaction : Client feedback and retention rates post-event.Sales Conversion Rate : Percentage of leads converted into actual sales or event contracts.This focused approach will ensure that the Director of Sales and Operations (Events) is leading the sales effort while working cross-functionally to align operational capabilities with revenue goals. The position requires a combination of leadership, strategy, understanding of event production and strong sales acumen to drive the success of the business in a competitive event industry.
WHAT WE'RE OFFERING :
Salary Range : $80,000 - $110,000 pending experienceA progressive work environment as part of a small and enthusiastic teamGenerous Paid Time Off (3 weeks), Floating Holiday benefit.Comprehensive Medical, Dental, and Vision insurance optionsParticipation in the company's life insurance plan, with option for additional coverage amountsParticipation in the company's retirement benefit with 3% employer matchDiscounted Employee CSA vegetable share program, Brooklyn Grange events and workshops, and industry discounts
