Event Sales Manager

Salary: €48.000 - €55.000 + kpi bonus

Start: ASAP

Languages: French, English Dutch

We are seeking an experienced and commercially driven Groups & Events Sales Manager to lead the conversion, revenue, and profitability performance of the Groups & Events segment.

You will manage a portfolio of high-value meeting, group, and event enquiries, develop long-term client relationships, lead and coach the Groups & Events team, and ensure a seamless transition from signed contract to operational delivery.

The role is central to maximising group rooms, meeting-space, and event revenue while delivering an excellent client experience.

Key Responsibilities

Manage high-value group, meeting, conference, and event enquiries from initial contact through to signed contract.Achieve agreed conversion, revenue, profitability, and departmental performance targets.Identify client requirements proactively, including budget, objectives, event history, decision-making process, competitor activity, and specific expectations.Prepare tailored proposals, negotiate commercial terms, and secure profitable contracts.Develop strong, long-term relationships with corporate clients, agencies, event organisers, meeting planners, and other decision-makers.Identify repeat-business, upselling, cross-selling, and account-development opportunities.Monitor market trends, competitor activity, demand patterns, and pricing to identify new commercial opportunities.Support revenue optimisation in collaboration with Revenue Management, applying yield-management principles to group and event business.Monitor deposits and payment schedules in close partnership with the Finance team.Maintain accurate, timely, and complete client, enquiry, proposal, contract, and activity data across all relevant systems.

Client and Operational Coordination

Ensure complete, accurate, and timely handover of confirmed events to operational teams.Maintain clear communication with Operations, Reservations, Food & Beverage, Finance, Revenue Management, Marketing, and other relevant departments.Ensure all commitments agreed with clients are accurately documented, communicated, and delivered.Support client site inspections, property tours, meetings, and pre-event discussions.Remain engaged with key clients throughout the event cycle, helping resolve issues and encouraging repeat business following successful delivery. Effective Groups & Events sales requires close coordination between sales and operational teams from contracting through to event execution.

Sales Representation

Support the wider Sales team in promoting the hotel and its event facilities.Represent the hotel at client meetings, site inspections, networking events, trade shows, familiarisation trips, workshops, and other Sales and Marketing activities.Contribute to commercial campaigns designed to raise visibility, develop demand, and maximise revenue.

Team Leadership

Organise, coordinate, and supervise the commercial activity of the Groups & Events department.Lead, coach, train, and develop team members to support high performance and professional growth.Set priorities and monitor delivery against individual and team sales targets.Track conversion ratios, identify barriers to success, and introduce actions that improve the conversion of enquiries into confirmed business.Execute and adapt the Groups & Events commercial strategy in line with the hotel’s annual budget, commercial priorities, and market conditions.Analyse departmental performance and introduce corrective actions to meet revenue, conversion, and profitability objectives.Ensure adherence to company policies, internal procedures, commercial guidelines, and brand standards.Continuously review working practices, update procedures, and introduce practical improvements to strengthen efficiency, consistency, and commercial results.

Candidate Profile

Minimum two to three years’ experience in Groups, Conference, Meetings, or Events Sales within a business hotel, conference hotel, or similar hospitality environment.Previous supervisory or management experience is strongly preferred.Excellent command of French and English or Dutch and English; fluency in the third language is a significant advantage.Proven ability to manage complex enquiries, prepare compelling proposals, negotiate contracts, and convert business profitably.Strong commercial awareness, including an understanding of group pricing, meeting-space yield, profitability, and revenue-management principles.Client-focused with a clear drive for revenue, conversion, quality, and customer satisfaction.Confident relationship builder with excellent communication, presentation, negotiation, and stakeholder-management skills.Positive, flexible, and solutions-oriented, including when responding to demanding clients or changing market conditions.Highly organised, detail-oriented, and able to manage multiple deadlines and priorities.Experience using hotel sales, CRM, event-management, or property-management systems—such as Delphi, OnQ, Opera Sales & Catering, Salesforce, or equivalent—is an advantage.

What Success Looks Like

Strong conversion of qualified group, meeting, and event enquiries into signed, profitable contracts.Accurate commercial records, reliable deposit tracking, and robust pipeline management.High-quality handovers and close collaboration with operational teams.Growing repeat business and stronger relationships with agencies, corporate clients, and event organisers.A motivated, well-coached Groups & Events team delivering against revenue and conversion goals.