Associate Director of Sales – Events

Company Overview / Employee Value Proposition

We look forward to pushing more boundaries and to conduct more triumphant events in the future. We welcome you to be part of the family.

Job Summary

The Associate Director of Sales – Events is responsible for driving revenue growth through the sale of event spaces, meeting packages, and related services. This role manages key client relationships, leads sales initiatives, and supports the Director of Sales in achieving event revenue targets.

• Develop and execute targeted sales strategies to achieve and exceed event revenue goals.
• Identify and pursue new business opportunities for conferences, corporate meetings, exhibitions, weddings, and social events.
• Manage the entire sales cycle including prospecting, client engagement, contract negotiation, and closing agreements.
• Build and sustain strong relationships with corporate clients, event planners, agencies, and partners to foster repeat business and referrals.
• Conduct detailed site inspections and deliver compelling presentations to potential clients to showcase event venues and services.
• Negotiate pricing, contracts, and service agreements to maximize profitability while meeting client needs.
• Promote event venues, banquet spaces, and meeting facilities to target markets.
• Collaborate closely with operations and event planning teams to ensure seamless event execution and client satisfaction.
• Upsell additional services such as catering, audiovisual, and accommodation packages to enhance client experience and increase revenue.
• Monitor industry trends and competitor activities to inform sales strategies and maintain competitive advantage.
• Represent the company at networking events, trade shows, and industry conferences to build brand presence and develop strategic partnerships.
• Develop and maintain partnerships with event agencies and corporate organizations to expand market reach.
• Support and mentor the sales team by providing guidance, training, and performance feedback.
• Track sales performance metrics and maintain accurate CRM records to ensure data-driven decision making.
• Prepare detailed revenue forecasts, sales reports, and performance analyses to inform leadership and optimize sales efforts.

• Bachelor’s degree in Business, Hospitality Management, Marketing, or related field.
• 5–8+ years of experience in sales, preferably within events, hospitality, or MICE (Meetings, Incentives, Conferences, Exhibitions).
• Proven track record of consistently achieving or exceeding sales targets.
• Proficiency in CRM systems and sales analytics tools.
• Strong strategic thinking and revenue planning capabilities.
• In-depth knowledge of event operations and venue management.
• Excellent communication and presentation skills tailored to diverse client audiences.
• Demonstrated ability to build and maintain professional relationships and networks.
• Strong sales negotiation and closing skills.

• Remuneration Package: SGD 4000 to 6000 per month depending on experience
• Transport and mobile allowance
• Performance-based commission