We are looking for a commercially focused and strategically driven Director of Sales to lead the sales function at The Johnstown Estate. The successful candidate be fully responsible for driving growth across all sales segments.
Reporting to the General Manager and working in close collaboration with the Cluster Director of Sales & Marketing, the Director of Sales will oversee the on-property Events Team, support the performance and development of cluster-based sales colleagues, and ensure alignment between sales, marketing, and revenue strategies.
This is a fantastic opportunity for a sales leader with a strong background in the hospitality sector who is ready to step into a wider commercial & strategic leadership role.
Duties and Responsibilities of the Role:
* Lead the development and execution of the annual sales strategy across all segments, including MICE, corporate, leisure, groups, and agency-led business, ensuring alignment with the hotel's commercial goals.
* Work collaboratively with the General Manager, Cluster Director of Sales & Marketing, revenue, operations, and reservations to ensure consistent messaging and delivery across the full guest journey.
* Partner with the Cluster Director of Revenue to align pricing, inventory, and segment strategy, driving optimal occupancy, ADR, and RevPAR.
* Manage and grow a portfolio of high-value national and local accounts across multiple segments, driving business retention and new revenue opportunities.
* Identify and secure new business opportunities in key target areas, including corporate clients, associations, tour operators, and group travel organisers in conjunction with Cluster BDM's and Cluster Director of Sales.
* Provide leadership and support to the on-property Sales and Events teams, ensuring a seamless approach to site inspections, client engagement, and high-profile activations.
* Analyse sales performance data to provide commercial insights, support forecasting accuracy, and influence budget planning and marketing strategy.
* Regularly review and analyse key performance metrics using systems such as IDeaS, Lighthouse, OPERA, and CRM platforms to drive strategic sales decisions and identify revenue growth opportunities.
* Oversee all contract negotiations across sales segments, ensuring commercial viability, profitability, and client satisfaction in line with brand and service standards.
* Develop, monitor, and deliver against sales forecasts and targets, contributing to the hotel's overall revenue and profitability objectives.
* Lead, coach, and develop the Sales team to deliver high performance, fostering a culture of accountability, learning, and achievement.
* Actively participate in senior leadership meetings and collaborate with cross-functional teams to align sales initiatives with operational capabilities and guest experience goals.
* Prepare and deliver sales performance presentations, contributing strategic insights at monthly board meetings, senior management meetings, and group-level commercial meetings.
* Monitor industry trends and competitor activity, adjusting strategy to maintain market leadership and drive competitive advantage. National & International Travel may be required from time to time.
* Drive new business to leverage rates & occupancy
* Proactively prospect new accounts and follow sales process through to convert into producing accounts through to thus ensuring effective management & recognaise and capitalise to maintain to optimum level
* Maximise Room, Food & Beverage, Meeting & Event revenue streams in the hotel
* Maintain the highest standards of confidentiality in accordance with GDPR and company data protection policies
* Represent the hotel and brand at key trade shows, networking events, sales missions, and industry forums to expand reach and reputation
* Ensure full and effective use of CRM systems for accurate reporting, pipeline management, and client engagement tracking
Requirements for the role:
* Proven experience in a high-paced sales environment, ideally within hospitality.
* At least 2 years hotel sales experience to include hospitality sales.
* Highly motivated, energetic, and ready to go the extra mile.
* A strong track record of driving revenue and achieving targets
* Excellent verbal and written communication skills and an ability to meet deadlines
* Proficient in Microsoft Word, Excel, and presentation software such as PowerPoint and Canva, with strong working knowledge of hotel systems including IDeaS, OPERA, Lighthouse, and other relevant platforms
* Have the ability to articulate and present ideas effectively.
* Strong negotiation, analytical and problem-solving skills.
* Ability to work collaboratively with cross-functional teams.
* Ability to adapt to changing market conditions and business priorities.
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