Crowne Plaza Adelaide is seeking a motivated and results-driven Assistant Director of Sales to support the hotel's sales strategy, revenue growth, and commercial objectives. Reporting to the Director of Sales & Marketing, you will drive new business development, strengthen client relationships, lead proactive MICE sales activities, and oversee the Conference & Events team to maximise revenue, market share, and guest satisfaction. This leadership role requires a collaborative professional who can inspire high performance, foster team engagement, and deliver exceptional commercial results across all key market segments.
* Support the Director of Sales & Marketing in developing and executing strategic sales plans that deliver revenue growth across accommodation, meetings and events, food and beverage, and other hotel revenue streams.
* Drive the achievement of individual and team sales targets while maximising hotel profitability, market share, and commercial performance.
* Lead proactive sales initiatives across key market segments, with a strong focus on MICE, corporate, group, and local business opportunities.
* Identify and secure new business opportunities, source markets, and strategic partnerships to expand the hotel's customer base and revenue streams.
* Manage and grow key client relationships to generate repeat business and long-term revenue opportunities.
* Monitor account performance, maintain accurate sales reporting and forecasting, and identify opportunities to increase revenue and market penetration.
* Work closely with Revenue Management to ensure pricing, yield management, and market strategies are effectively communicated and implemented.
* Assist in the preparation and management of sales budgets, forecasts, and commercial initiatives.
* Contribute creative ideas for new products, packages, promotions, and revenue-generating opportunities.
Conference & Events Leadership
* Provide strategic oversight of the Conference & Events Department through the Conference & Events Manager.
* Ensure effective management of event enquiries, proposals, conversions, planning, and execution to maximise revenue and guest satisfaction.
* Drive collaboration between Sales, Conference & Events, Operations, and Revenue Management teams to deliver exceptional client and guest experiences.
* Monitor performance metrics, conversion rates, and event revenues, implementing strategies to optimise results and improve efficiencies.
* Ensure seamless handover and communication processes from sales through to event delivery.
Leadership & Team Development
* Provide day-to-day leadership, coaching, and support to the Sales and Conference & Events teams to drive performance and professional development.
* Foster a positive, collaborative, and high-performing workplace culture that reflects IHG's values, purpose, and Winning Ways.
* Create an environment that attracts, develops, motivates, and retains top talent.
* Support performance management, succession planning, and employee engagement initiatives.
* Promote strong cross-functional relationships across hotel departments to ensure alignment and a one-team approach to achieving business goals.
* Actively participate in and support training and development programs to encourage continuous learning and growth.
Business Development & Stakeholder Engagement
* Build and maintain strong relationships with corporate clients, event planners, industry partners, travel partners, and other key stakeholders.
* Represent Crowne Plaza Adelaide at networking events, industry functions, and sales activities to strengthen the hotel's market presence.
* Develop strategic partnerships and promotional opportunities that enhance brand awareness and generate new business.
* Maintain a proactive sales pipeline and actively pursue opportunities to convert business from competitors.
* Ensure strong stakeholder engagement and collaboration with partners whose support is critical to achieving sales objectives.
Guest Experience & Brand Excellence
* Champion exceptional guest experiences by ensuring all sales and event activities align with IHG and Crowne Plaza brand standards.
* Work collaboratively with the General Manager, Director of Sales & Marketing, and hotel leadership team to strengthen the hotel's market position and commercial performance.
* Identify opportunities to enhance the guest experience through innovative products, packages, and service offerings.
* Ensure client and guest enquiries, requests, and concerns are managed professionally and effectively, fostering long‐term loyalty and advocacy.
* Support the delivery of unique guest experiences that enhance the reputation of Crowne Plaza Adelaide and drive repeat business.
What we need from you
* Bachelor's degree / higher education qualification / equivalent in Business or Commerce
* Minimum 5 years' experience in hotel sales, conference & events, banquets, or related hospitality commercial roles.
* Demonstrated experience in proactive sales and business development with a strong track record of generating new business.
* Strong knowledge of Delphi/ Opera/ Cvent-Lanyon
* Previous experience managing or overseeing a Conference & Events team.
* Excellent written and verbal communication skills
* Undertaken formal Sales Management training
* Comprehension of Hotel systems and revenue management principles
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