Commercial Conference & Events Sales Manager

Main Duties and Responsibilities

Commercial Leadership

• Lead, motivate and develop the Conference, Hospitality & Events Sales Team, creating a high-performing, revenue driven, customer-focused culture.
• Deliver agreed revenue, occupancy, profitability and sales conversion targets across the commercial portfolio.
• Support the development and delivery of the commercial sales budget alongside the Head of Hospitality & Hotels and Marketing & Business Development Manager.
• Identify opportunities to grow new and existing markets, increase repeat business and maximise venue utilisation.
• Develop pricing, yield management and sales initiatives to optimise commercial performance.
• Monitor competitor activity, market trends and customer insights to inform business decisions and identify opportunities.

Sales and Customer Experience

• Ensure all enquiries are managed efficiently and professionally, delivering excellent customer service throughout the customer journey.
• Drive enquiry conversion through effective sales techniques, relationship management and proactive account development.
• Build and maintain strong relationships with corporate clients, academic departments, public sector organisations and external partners.
• Oversee the negotiation of contracts, pricing and commercial terms within delegated authority.
• Resolve complex customer issues and complaints promptly, ensuring positive outcomes and continuous service improvement.

Operational Management

• Oversee the day-to-day operation of the Conference, Hospitality & Events Sales Team, ensuring efficient processes and consistent service standards.
• Ensure smooth transition of confirmed events to operational delivery teams through effective communication and planning.
• Review and continuously improve sales processes, systems and standard operating procedures.
• Ensure accurate management of CRM, booking and event management systems, maintaining high standards of data quality and compliance.
• Work collaboratively with operational teams to maximise service quality and customer satisfaction across all venues.

Performance and Financial Management

• Monitor and report on sales performance through regular analysis of enquiries, conversion rates, occupancy, revenue, profitability and key performance indicators.
• Produce weekly, monthly and annual management reports, forecasts and business on the books updates.
• Contribute to budget preparation, forecasting and business planning.
• Regularly review conference, events and hospitality tariffs to ensure a competitively positioned price point which is generating the required level of profitability.
• Determine the most appropriate contractual terms and conditions, and ensure they are applied to all client bookings in a robust contract between the organisation and the client, to protect commercial income.
• Maximise yield across the venue portfolio through effective pricing and inventory management.

Leadership and People Management

• Provide effective leadership, coaching and development for the Conference, Hospitality & Events Sales Team giving clear guidelines on their role, responsibilities and expected outcomes.
• Set objectives, monitor performance and undertake regular one-to-one meetings and performance reviews.
• Identify training and development needs, supporting continuous professional development.
• Foster an inclusive, collaborative and high-performing working environment.
• Manage recruitment, absence, wellbeing and employee relations matters in accordance with Unicus policies.

Stakeholder Management

• Develop and maintain meaningful relationships with colleagues across Commercial, Accommodation, Finance, Marketing, Academic Departments, the Students' Union,AV Services, Room Bookings and external partners.
• Represent the business at client meetings, networking events, trade fairs, conference exhibitions and industry forums.
• Foster a collaborative working relationship with Marketing Sheffield, investing time and energy into developing academic relationships to support the Conference Ambassador Programme.

Systems, Compliance and Continuous Improvement

• Champion continuous improvement across sales processes, customer experience and operational efficiency.
• Support the implementation and optimisation of CRM, booking and business systems.
• Ensure compliance with Unicus and University policies, GDPR, financial regulations and contractual requirements.
• Maintain accurate records and reporting to support business intelligence and strategic planning.
• Contribute to sustainability initiatives and responsible commercial practices.
• Continuously review the systems being used to support the sales function, and identify when further investment or development may be required.

Planning and Organisation

• Manage a varied portfolio of conferences, events and commercial bookings across multiple venues with competing priorities.
• Coordinate complex and high-profile events, ensuring appropriate planning, communication and risk management.
• Balance operational demands with strategic business development activity.
• Plan around venue availability, maintenance programmes, academic timetables and operational constraints.
• Ensure key milestones, contractual deadlines and financial processes are effectively managed.

Financial Responsibility

• Deliver agreed revenue and profitability targets.
• Monitor budgets, forecasts and commercial performance.
• Maximise occupancy, yield and revenue opportunities.
• Authorise pricing and discounts within delegated authority.
• Ensure contracts, deposits and payment processes are in place to protect Unicus income.
• Monitor debt, invoicing and financial performance in partnership with Finance colleagues.

People Management

• Directly manage the Conference, Hospitality & Events Sales Team.
• Lead recruitment, induction, training and succession planning.
• Provide a resolution for staffing issues, absence etc
• Create a culture of accountability, collaboration and continuous improvement. Take appropriate action with the support of HR should any individuals be performing below expectation.
• Coach team members to develop commercial awareness and customer service excellence.
• Ensure resources are effectively deployed to meet business demand.

Decision Making

The postholder exercises professional judgement in relation to:

• Commercial pricing and discounting within delegated authority.
• Allocation of sales resources and workload.
• Resolution of complex customer issues.
• Prioritisation of high-value and strategic business opportunities.
• Continuous improvement of systems, processes and customer experience.
• Recommendations for future commercial investment and business development.

Other Duties

• Undertake any other duties commensurate with the grade of the post.
• Act as an ambassador for the University's commercial services, promoting its values and reputation.
• Support the delivery of wider strategic commercial objectives across the University.

Person specification

Applicants should demonstrate evidence of the following criteria in their applications. We will use a range of selection methods to measure candidates’ abilities in these areas including reviewing your online application, seeking references, inviting short-listed candidates to interview and other forms of assessment action relevant to the post. 

Criteria

Essential

Qualifications and experience

3-5 years proven experience in sales environment, particularly within the conference/hospitality field

Sales and negotiation skills to ensure maximum financial yield and to convert business

Strong analytical and presentation skills

Excellent interpersonal skills to deal with both internal and external customers

Experience of planning/organising and delivering conferences and events up to 1000 delegate

Experience of managing and controlling budgets/resources and an understanding of financial management procedures

Relevant IT and technology skills

Experience of using an event booking system

Proven track record of delivering customer excellence/customer champion

Sound track record of recognising and implementing successful business development opportunities

Previously managed a team

Awareness of developments within the events industry and how these change customer expectations

Management skills

Experience of working with and influencing senior management

Ability to provide clear direction and inspirational leadership

Ability to plan and set objectives to deliver results through others

Proven management skills to motivate staff to achieve their full potential

Communication skills

Excellent communication, interpersonal and negotiation skills with proven ability to influence and persuade at all levels

Team working

Ability to work as part of and lead a team providing conference and event related facilities and services

Project management

Experience of change management

Personal effectiveness

Ability to work well under pressure to tight deadlines in order to meet agreed targets

Commitment to continuous professional development

Commitment to diversity and promoting equal opportunities

Terms and conditions of employment: Please see separate employee conditions document. 

Salary for this grade: Competitive salary based on experience starting at £42,000

Closing date: 31st August 2026