Director of Sales – Catering and Events

Overview

The Director of Sales for Catering and Events is responsible for boosting revenue growth for catering and social events while aligning with the broader Sales and Marketing strategies of the hotel. This leadership role focuses on top-tier weddings, celebrations, corporate meetings, incentive groups, and signature events to maximize income, enhance client relations, and ensure excellent guest experiences.

Key Responsibilities

• Drive catering revenue to surpass quarterly and annual goals via strategic sales plans and account management.
• Create and implement a comprehensive catering sales strategy to expand market presence, attract new clientele, and increase revenues.
• Initiate new business development through prospecting, networking, client engagements, site visits, familiarization trips, industry functions, and partnerships.
• Maintain an active sales pipeline worth at least three times the revenue target using systems like Delphi, Opera, or similar.
• Negotiate contracts, pricing, menus, and event specifics ensuring profitability and adherence to guidelines.
• Identify and capitalize on additional revenue from audiovisual, décor, entertainment, and special offerings.
• Analyze market trends, competitor actions, and client feedback to uncover growth opportunities.
• Serve as the principal contact for key accounts, delivering outstanding service and nurturing long-term partnerships.
• Build partnerships with planners, corporate professionals, incentive houses, event agencies, influencers, and luxury clients.
• Lead consultations, tastings, and proposal presentations for customized events.
• Foster client loyalty through proactive and personalized engagement.
• Ensure repeat business, referrals, testimonials, and brand advocacy following events.
• Oversee preparation and timely distribution of Banquet Event Orders (BEOs), ideally 14 days ahead of events.
• Coordinate weekly BEO reviews with relevant departments to ensure smooth event delivery.
• Provide leadership during key events such as luxury weddings, VIP functions, galas, and high-profile social gatherings.
• Conduct post-event evaluations to refine performance and improve guest experiences.
• Guarantee all occasions reflect hotel brand standards and superior service commitment.
• Lead, mentor, and develop Catering Sales Managers and Coordinators to meet goals.
• Set clear performance targets, sales objectives, and development plans.
• Support team building through joint sales activities and site tours.
• Take part in performance assessments, talent growth, and succession planning.
• Promote a collaborative, responsible, and high-achieving sales environment.
• Prepare monthly forecasts with at least 95% accuracy.
• Track booking pace, conversion, revenue, and profitability.
• Manage budgets for departmental expenses including entertainment, trips, and sales efforts.
• Ensure compliance of contracts, billing, and documentation with company policies and legal standards.
• Oversee profitability by managing pricing, concessions, attrition, and damages.
• Collaborate with Finance for accurate invoicing, billing, and collection.

Required Skills and Qualifications

• Outstanding consultative sales, negotiation, presentation, and closing skills.
• Proven ability to create and execute strategic sales plans in luxury hospitality.
• In-depth understanding of food and beverage operations, event design, menu planning, and banquet management.
• Advanced financial skills including forecasting, budgeting, profit analysis, and handling attrition/damages.
• Highly organized with capacity to manage over 50 simultaneous event opportunities.
• Excellent communication capable of influencing senior executives, VIP clients, planners, and internal teams.
• Strong leadership experience coaching sales teams.
• Professional demeanor suitable for executive-level clients and VIP functions.
• Flexibility to work evenings, weekends, holidays, and extended hours as business needs dictate.

Service Culture

The role demands adherence to the company’s "Count on Me!" service principles emphasizing responsiveness, respectfulness, and exceptional guest experiences.

Education and Experience

• Bachelor’s degree in Hospitality Management, Business Administration, Marketing, or related discipline preferred.
• At least 5 years of progressive experience in catering and social events sales in upscale or luxury hotels.
• Demonstrated success managing prestigious weddings, social events, corporate meetings, and incentive programs.
• Advanced skills in Delphi.fdc, Cendyn, Opera Sales & Catering, or equivalent management software.
• Deep knowledge of luxury hospitality sales, event operations, and revenue optimization methods.