Assistant Director of Sales (191694)

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.

Sales & Commercial Performance

• 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