Area Sales Director, Event Strategy & Performance

Area Sales Director

Topgolf is a sports entertainment company that has changed how millions of people experience golf and where you can build a serious career. Our venues are high-energy, high-volume environments where performance matters and results are visible. Every day, we bring together golf, food and beverage, events, and entertainment into one experience that keeps guests coming back.

The Area Sales Director, Event Strategy & Performance drives revenue across assigned venues by developing sellers, leading core sales routines, and elevating salesmanship on live opportunities. This role owns coaching, pipeline inspection, strategy execution, and cross-functional alignment to deliver consistent, predictable growth across the market. The role will require weekly travel amongst assigned venue locations.

Coach & Develop Sales Leaders

Lead and develop Venue Sales leaders through consistent 1:1 coaching, call reviews, and live deal strategy

Drive performance through Power Hours, on-site tour coaching, and support on complex opportunities

Mentor sellers on objection handling, live call execution, and high-stakes client interactions

Build a culture of sales excellence and continuous improvement across all venues

Own Performance & Accountability

Own revenue performance across venues by driving target achievement and improving conversion rates

Inspect pipeline health and ensure consistent execution of sales standards, tools, and behaviors

Identify performance gaps early and act decisively to course correct and protect revenue

Hold teams to a high bar — results, behaviors, and standards are non-negotiable

Drive Strategy & Market Alignment

Lead weekly 1:1s with Event Sales Directors and Managers, daily market huddles, and weekly sales meetings

Develop and refine market-level business development strategies and top account plans

Partner with General Managers to align strategy, forecasts, priorities, and execution plans

Integrate execution with the Venue Support Center Sales Leadership to drive organizational alignment

Manage Operations & Reporting

Maintain a data-driven approach through dashboard reviews, reporting analysis, and sales coordination

Identify data gaps and performance trends before they become problems

Oversee event closeouts to ensure accuracy, completion, and a strong post-event guest experience

Represent the Brand in Market

Travel between venues (50%) to provide in-person coaching, support, and operational alignment

Build and maintain relationships with key accounts, community leaders, and business partners

Serve as a visible, energizing presence that reinforces Topgolf's culture and values in the market

Core Competencies for Success

Being Resilient | Rebounding from setbacks and adversity when facing difficult situations.

Shows persistence in the face of adversity or obstacles, encouraging the sales team to do the same

Helps the organization grow from hardships and difficult experiences across venues

Helps the sales organization recover momentum and confidence after missed targets or setbacks

Displays stability and resilience in the face of crisis, enabling teams to remain focused and productive

Communicates Effectively | Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences.

Creates venues for constructive dialogue within and across market sales teams

Demonstrates candor and openness when discussing strategy, performance, and organizational priorities

Communicates effectively to a wide variety of audiences — from Sales Admins to General Managers to senior leadership

Promotes a free flow of information throughout the market, ensuring alignment across all venues

Drives Results | Consistently achieving results, even under tough circumstances.

Eliminates obstacles that affect revenue performance across assigned venues

Gets results that have a clear, positive, and direct impact on sales and business performance

Drives the sales organization to achieve targets and push forward even in difficult circumstances

Creates an organization-wide sense of urgency around pipeline health, conversion, and revenue growth

Builds Effective Teams | Building strong-identity teams that apply their diverse skills and perspectives to achieve common goals.

Builds a cohesive sales leadership team that drives goals and success across the market

Creates a culture with systems and processes that enable cross-functional teamwork between sales and operations

Instills a common mindset and team spirit across all venues and sales roles

Models' teamwork by working effectively with General Managers, Area Directors, and Venue Support Center leadership

Strategic Mindset | Seeing ahead to future possibilities and translating them into breakthrough strategies.

Clarifies the sales organization's vision and strategy and ensures the team's efforts are prioritized to support it

Creates market-level strategies that leverage competitive advantages, account trends, and emerging revenue opportunities

Thinks beyond the day-to-day, balancing long-term market growth with immediate pipeline and conversion execution

Leads the team to pursue possibilities that will create sustainable revenue and client retention across all venues

Ensures Accountability | Holding self and others accountable to meet commitments.

Accepts responsibility for market revenue outcomes and acts decisively when performance gaps emerge across venues

Holds sales leaders and their teams accountable for pipeline accuracy, conversion standards, and execution behaviors

Monitors metrics and milestones across the market to chart progress and redirects effort when results start to lag

Designs feedback processes into the work, so the sales organization continuously learns, improves, and delivers

Qualifications

5+ years of progressive sales experience, including leadership of direct reports

Bachelor's degree in hospitality management, Business Administration, or a related field preferred; equivalent combination of education and relevant experience will be considered

Multi-unit sales leadership experience preferred

Proven success in high-volume events or hospitality sales environments

Progressive, relevant experience within the hospitality industry preferred

Strong proficiency in Salesforce or similar CRM; Excel and reporting tools

Must be 21 years of age or older as required by state or local law

Physical Requirements

• Ability to remain stationary for extended periods of time, including working at a desk, computer workstation, or within the venue
• Ability to regularly move throughout the venue to conduct site tours, support event setup walkthroughs, and engage with guests and operational teams
• Ability to travel amongst assigned venue locations weekly
• Ability to occasionally lift, carry, and/or move up to 25 pounds
• Ability to communicate clearly and effectively, both verbally and in writing, in person, by phone, and electronically; including high-volume client outreach and internal team communications
• Ability to hear and respond to verbal communication in a venue environment, including areas with moderate to high levels of background noise during events and peak service periods
• Visual acuity sufficient to read documents, computer screens, CRM dashboards, BEOs, and written correspondence

Sounds like a fit? We can't wait to meet you!

Base Salary Range: $55,600.00 - $73,250.00 + Commission

Position also includes discretionary annual merit increase, full benefits, 401K with company match, and a lucrative PTO package.

55,600.00 - 73,250.00 - 90,900.00 USD Annual

Benefits

Free Play & 1/2 price food! Health, dental, vision, 401(k) team member match, free mental well-being platform – and that's just for starters for those who qualify. View team member benefits here.