Director of Sales

Job description

Position Summary

The Director of Group Sales is responsible for leading the group sales strategy and revenue generation efforts for a multi-property hospitality portfolio that includes a 236-room conference hotel with 25,000 square feet of meeting space, a 26-room Five Diamond luxury boutique hotel with a full-service spa, chef-driven food hall and Michelin Recommended restaurant.

This role oversees a focused sales team of three, including two Group Sales Managers responsible for Association and Corporate market segments, while personally managing Auburn University-related business, strategic partnerships, and the hotel portfolio's top-producing accounts.

The Director of Group Sales is responsible for driving group room nights, banquet and catering revenue, market share growth, and long-term client relationships while ensuring alignment with the overall commercial strategy of the hotels. The ideal candidate is a strategic and relationship-driven sales leader with strong experience in conference hotel sales, luxury hospitality positioning, complex negotiations, and market development.

Reporting Structure

Reports To

Regional Director of Sales & Marketing

Direct Reports

Group Sales Manager - Association Market

Group Sales Manager - Corporate Market

Key Internal Partnerships

General Manager

Director of Catering & Event Management

Revenue Management

Marketing

Banquet Operations

Rooms Division

Finance

Key Responsibilities

Strategic Group Sales Leadership

Develop and execute comprehensive group sales strategies to maximize occupancy, ADR, total revenue, and market share.

Lead proactive solicitation efforts targeting association, corporate, university, SMERF, and luxury group segments.

Personally develop and manage Auburn University group business relationships and strategic top accounts.

Identify and cultivate new business opportunities locally, regionally, and nationally.

Work with the Regional Director of Sales & Marketing to establish annual group sales goals, market action plans, and account development strategies.

Partner with Revenue Management to optimize group pricing, inventory management, and displacement analysis.

Collaborate with Marketing to position the conference hotel and luxury boutique hotel, effectively in the marketplace.

Account Management & Business Development

Maintain strong relationships with key meeting planners, university stakeholders, corporate decision-makers, third-party planners, and industry influencers.

Conduct high-level sales presentations, client entertainment, networking events, and site inspections.

Lead contract negotiations and ensure favorable business terms.

Develop strategic partnerships that enhance visibility and drive incremental revenue opportunities in the group market.

Increase market penetration within key group demand generators connected to Auburn University and regional business sectors.

Drive cross-selling opportunities between the conference hotel, luxury boutique hotel, spa, restaurant, and event venues.

Team Leadership & Performance Management

Recruit, mentor, and develop a high-performing group sales team.

Provide coaching on prospecting strategies, account management, negotiations, and closing techniques.

Establish clear accountability and performance expectations.

Conduct regular pipeline reviews, sales strategy meetings, and one-on-one development sessions.

Foster a collaborative, results-driven, and customer-focused sales culture.

Support career growth and succession planning initiatives.

Financial Management, Forecasting & Reporting

Develop annual group sales revenue budgets and monthly forecasting projections.

Monitor booking pace, production trends, market segmentation, and need periods.

Analyze sales performance metrics to identify opportunities and risks.

Prepare weekly, monthly, and quarterly sales reports for on-property, regional and executive level leadership.

Partner with Revenue Management to maximize profitability through strategic group pricing, business mix and pattern optimization.

Manage sales expenses and travel budgets responsibly.

Luxury & Brand Experience Oversight

Ensure the luxury positioning and service standards of the boutique hotel, spa, and restaurant are reflected throughout the sales process.

Align client expectations with operational capabilities to ensure exceptional guest experiences.

Maintain strong understanding of luxury travel trends and high-end group expectations.

Collaborate with operational leaders to ensure seamless turnover and execution of booked business.

Key Skill Sets & Competencies

Strategic Sales Expertise

Strong group sales and negotiation skills

Experience selling conference hotels and luxury hospitality experiences

Market segmentation and business development expertise

Ability to drive market share growth and account penetration

Relationship Management

Exceptional networking and relationship-building capabilities

Strong presentation and communication skills

High-level client management and executive presence

Ability to manage complex and high-value accounts

Financial & Commercial Acumen

Forecasting and budgeting expertise

Understanding of hotel revenue management principles

Ability to analyze displacement and profitability

Strong business planning capabilities

Leadership & Team Development

Proven ability to motivate and develop sales talent

Strong coaching and accountability skills

Collaborative leadership style

Results-oriented management approach

Luxury Hospitality Understanding

Understanding of luxury guest expectations and service standards

Ability to position premium experiences and amenities effectively

Knowledge of corporate, association, and university markets

Technical & Systems Knowledge

Delphi or comparable Sales & Catering platform proficiency

CRM systems experience

Microsoft Office Suite proficiency

Sales reporting and analytics tools

Key Performance Metrics (KPIs)

Revenue & Sales Metrics

Group Room Revenue

Group Room Nights Produced

Average Daily Rate (ADR)

Total Group Revenue

Market Share Penetration

Year-over-Year Revenue Growth

New Account Production

Top Account Retention & Growth

Group Pace vs. Budget and Forecast

Revenue Mix Optimization

Productivity Metrics

Lead Response Time

Conversion Ratio (RFP to Definite)

Prospecting Activity Levels

Sales Call Activity

Site Inspection Conversion

Account Production by Segment

Pipeline Growth & Accuracy

Profitability Metrics

Revenue per Available Room (RevPAR) Contribution

Average Group Profitability

Displacement Analysis Performance

Group ADR Index Performance

Expense Management vs. Budget

Client Experience Metrics

Meeting Planner Satisfaction Scores

Repeat Client Percentage

Client Retention Rate

Net Promoter Score (NPS)

Guest Experience Scores Related to Group Business

Leadership Metrics

Team Goal Achievement

Employee Engagement Scores

Team Retention

Performance Review Completion

Training & Development Participation

Sales Productivity per Team Member

Preferred Qualifications

Bachelor's degree in Hospitality Management, Business, Marketing, or related field preferred

7+ years of progressive hotel sales leadership experience

Experience in conference hotels and luxury hospitality environments preferred

Proven success in association, corporate, and university market segments

Strong understanding of group revenue optimization and hotel operations

Existing relationships within university, association, or regional corporate markets preferred

CMP, CHSP, or similar hospitality certifications preferred

Success Profile

A strategic and proactive sales leader

Highly relationship-oriented and visible in the market

Skilled at balancing aggressive sales goals with long-term client partnerships

Financially disciplined and data-driven

Comfortable operating in both conference and luxury hospitality environments

A collaborative leader who drives accountability and performance

Passionate about delivering exceptional guest and client experiences while maximizing revenue opportunities

An Equal Opportunity Employer

We do not discriminate based on race, color, religion, national origin, sex, age, disability, genetic information, or any other status protected by law or regulation. It is our intention that all qualified applicants are given equal opportunity and that selection decisions be based on job-related factors.

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Worksite address

auburn, AL, 36831, US

Who can apply

Review the original listing for work authorization, qualifications and employer requirements.