Director of Sales

Commercial & Sales Leadership

• Lead, mentor and develop a high-performing sales team of four, setting clear objectives and providing ongoing coaching and performance reviews.

• Secure, manage and grow key market segments including Corporate, MICE, Luxury Consortia, Inbound Groups, Crew and Tour Series accounts.

• Strengthen strategic relationships through proactive account management, tailored engagements, familiarisations and industry networking.

• Collaborate with the Revenue Manager to optimise RevPAR, pricing strategies and yield across all segments.

• Maintain strong alignment with Reservations to ensure seamless client handover and maximise conversion.

• Drive incremental Meetings & Events revenue through cross-selling hotel venues, suites and F&B experiences.

• Monitor market cycles and implement tactical initiatives to maximise high-demand periods and offset low-demand periods.

• Leverage Accor’s regional and global sales networks to expand reach and support business growth.

• Implement systematic lead follow-up processes and reactivation strategies for lapsed accounts.

• Ensure CRM accuracy, complete documentation and maintain high-quality account data.

Reporting & Performance Management

• Produce monthly commercial performance reports covering revenue, pipeline, conversions, competitor insights, and strategic recommendations.

• Support DOSM with key commercial projects and priorities.

• Monitor financial performance, cost efficiency and resource utilisation, ensuring alignment with business plans and profitability goals.

Guest Services & Brand Representation

• Model luxury hospitality aligned with Sofitel’s values, delivering elegant, personalised and intuitive service.

• Guide the team in anticipating guest needs, enhancing upselling, and elevating service touchpoints.

• Champion consistent adherence to brand standards, luxury etiquette, grooming and service presentation.

• Support guest recovery and feedback processes to strengthen loyalty and service excellence.

• Foster cross-department collaboration with Reservations, Front Office, Banquets and R&B.

Financial & Administrative Responsibilities

• Manage sales expenditure within approved budgets; oversee cost approvals for hosted activities and client representation.

• Lead annual corporate rate contracting to ensure profitable outcomes.

• Maintain financial accountability through accurate cost tracking and timely reconciliation.

• Support procurement, inventory control and appropriate resourcing of sales tools and materials.

• Balance cost control with maintaining uncompromised service quality.