Director of Events

Roles and responsibilities

The Director of Groups, Conferences & Events Sales leads the strategy and execution of sales efforts for group bookings, conferences, and events. This role focuses on maximizing revenue, ensuring exceptional guest satisfaction and establishing the hotel as a leading luxury destination for events.

What will I be doing?

As Director of Groups, Conferences & Events Sales, you will manage group accommodations actively converting guests enquiries into confirmed sales. The Director of Groups, Conferences & Events Sales will interact frequently with guests to learn about their needs and develop relationships from which to earn repeat and expanded business. Specifically, you will be responsible for performing the following tasks to the highest standards:

• Develop and execute the annual sales strategy for groups, conferences and events in collaboration with the Sales & Marketing team.
• Identify target markets, including corporate, social, and leisure groups, to drive high-value bookings.
• Optimize space utilization and pricing strategies in coordination with the Revenue Management team to maximize revenue per available space (RevPAS).
• Analyze market trends, competitors, and business performance to adapt strategies and exceed revenue goals.
• Lead, mentor, and motivate the Groups, Conferences & Events Sales team to achieve individual and team goals.
• Foster strong collaboration between sales, operations, and culinary teams to deliver seamless and memorable events.
• Ensure all team members are trained in luxury standards of service and client engagement.
• Build and maintain relationships with key clients, event planners, and industry partners to secure repeat business and referrals.
• Act as the primary point of contact for high-profile and VIP events, ensuring personalized attention and flawless execution.
• Lead site inspections and client meetings, showcasing the hotel’s facilities and capabilities.
• Work closely with clients to understand their vision, budget, and requirements, offering tailored solutions that align with luxury service standards.
• Oversee the preparation and delivery of contracts, proposals, and banquet event orders (BEOs).
• Ensure the highest quality service is delivered during all stages of the event lifecycle, from initial inquiry to post-event follow-up.
• Prepare regular reports on sales activities, pipeline status, and financial performance for senior management.
• Monitor and manage department budgets, ensuring cost efficiency without compromising quality.
• Forecast revenue and set achievable yet ambitious sales targets in line with overall hotel goals capacity and meet set targets

Desired candidate profile

A Director of Groups, Conferences & Events Sales serving Waldorf Astoria Hotels and Resorts brand is always working on behalf of our Guests and working with other Team Members. To successfully fill this role, you should maintain the attitude, behaviours, skills, and values that follow:

• Bachelor’s degree in Hospitality Management, Business Administration, or a related field.
• Minimum of 5-7 years of experience in group sales, event sales, or conference services, preferably in a luxury hotel environment.
• Previous leadership experience managing high-performing sales teams.
• Exceptional communication and negotiation skills with a client-focused approach.
• In-depth knowledge of the luxury hospitality market and trends in group sales and event planning.
• Proficient in sales systems and event management software.
• Strong financial acumen with the ability to analyze data and implement revenue-boosting strategies.
• A proven ability to work under pressure, manage multiple priorities, and maintain attention to detail.
• Highly organized and proactive with a passion for luxury hospitality.
• Collaborative mindset with a leadership style that inspires trust and excellence.
• Impeccable professionalism and a warm, engaging personality.