Job Overview
The Director of Sales will play a pivotal role in shaping and executing the hotel’s sales vision. This includes leading a proactive sales strategy, identifying growth opportunities across all revenue streams and positioning the St George’s Hotel as the premier choice for corporate, leisure and MICE (Meetings, Incentives, Conferences and Exhibitions) business.

The role requires a hands-on approach to building strong partnerships with key clients, fostering long-term relationships and ensuring the hotel not only meets but exceeds its revenue and occupancy goals. By implementing innovative sales initiatives, collaborating across departments and leveraging market insights, the Director of Sales will drive sustainable growth and reinforce the hotel’s reputation as a leader in the hospitality industry.

Key Responsibilities

• Develop and execute comprehensive sales strategies to maximise revenue across all market segments, including corporate, leisure, MICE (Meetings, Incentives, Conferences and Exhibitions) and group bookings.
• Identify new business opportunities and maintain relationships with existing clients to drive sales performance.
• Lead and motivate the sales team to achieve and exceed sales targets.
• Conduct market analysis and competitor benchmarking to inform pricing, promotions and positioning strategies.
• Collaborate with the marketing team to develop campaigns that support sales initiatives and enhance brand awareness.
• Oversee the hotel’s participation in trade shows, networking events and industry conferences.
• Work closely with the revenue management team to optimise pricing strategies and inventory management.
• Negotiate contracts and partnerships to secure long-term business relationships.
• Prepare and present sales forecasts, reports and performance analysis to senior management.
• Ensure exceptional customer service and maintain strong relationships with key stakeholders.

Key Requirements

• Proven experience in a senior sales role within the hospitality industry, preferably in a luxury or upscale hotel environment.
• Strong knowledge of North Wales tourism and business landscape.
• Demonstrated ability to develop and implement successful sales strategies.
• Excellent leadership, communication and negotiation skills.
• Ability to analyse market trends and data to drive decision-making.
• Proficiency in hotel sales systems (Guestline preferred) and CRM software.
• A proactive and results orientated mindset with the ability to work under pressure.
• A network of industry contacts and a track record of building strategic partnerships.
• Bachelor’s Degree in Business, Hospitality Management, or a related field (preferred).

St George’s Hotel is a distinguished landmark in Llandudno, offering luxury accommodation, award winning dining and outstanding conference and event facilities. As part of our leadership team, you will have the opportunity to shape the future of our hotel, work with a passionate team and contribute to the ongoing success of one of North Wales’ most iconic hotel’s.

As the Director of Sales you will get the following:

• Minimum of 40 hours per week over 5 days (weekend availability required).
• Incentive and bonus scheme.
• Great discounts on F&B across the hotel group.
• The chance to work for a luxury hotel group.

Salary £38,000 - £40,000 per annum plus staff gratuities included each payroll.

Job Types: Full-time, Permanent

Pay: £38,000.00-£40,000.00 per year

Additional pay:

• Performance bonus
• Tips

Benefits:

• Company events
• Company pension
• Discounted or free food
• Employee discount

Schedule:

• 8 hour shift
• Monday to Friday
• Weekend availability

Work Location: In person

Reference ID: STG - Director of Sales