Director of Sales

Position Summary

The Director of Group Sales is responsible for leading the group sales strategy and revenue generation efforts for a multi-property hospitality portfolio that includes a 236-room conference hotel with 25,000 square feet of meeting space, a 26-room Five Diamond luxury boutique hotel with a full-service spa, chef-driven food hall and Michelin Recommended restaurant.

This role oversees a focused sales team of three, including two Group Sales Managers responsible for Association and Corporate market segments, while personally managing Auburn University-related business, strategic partnerships, and the hotel portfolio's top-producing accounts.

The Director of Group Sales is responsible for driving group room nights, banquet and catering revenue, market share growth, and long-term client relationships while ensuring alignment with the overall commercial strategy of the hotels. The ideal candidate is a strategic and relationship-driven sales leader with strong experience in conference hotel sales, luxury hospitality positioning, complex negotiations, and market development.

Reporting Structure

Reports To

• Regional Director of Sales & Marketing

Direct Reports

• Group Sales Manager – Association Market
• Group Sales Manager – Corporate Market

Key Internal Partnerships

• General Manager
• Director of Catering & Event Management
• Revenue Management
• Marketing
• Banquet Operations
• Rooms Division
• Finance

Key Responsibilities

Strategic Group Sales Leadership

• Develop and execute comprehensive group sales strategies to maximize occupancy, ADR, total revenue, and market share.
• Lead proactive solicitation efforts targeting association, corporate, university, SMERF, and luxury group segments.
• Personally develop and manage Auburn University group business relationships and strategic top accounts.
• Identify and cultivate new business opportunities locally, regionally, and nationally.
• Work with the Regional Director of Sales & Marketing to establish annual group sales goals, market action plans, and account development strategies.
• Partner with Revenue Management to optimize group pricing, inventory management, and displacement analysis.
• Collaborate with Marketing to position the conference hotel and luxury boutique hotel, effectively in the marketplace.

Account Management & Business Development

• Maintain strong relationships with key meeting planners, university stakeholders, corporate decision-makers, third-party planners, and industry influencers.
• Conduct high-level sales presentations, client entertainment, networking events, and site inspections.
• Lead contract negotiations and ensure favorable business terms.
• Develop strategic partnerships that enhance visibility and drive incremental revenue opportunities in the group market.
• Increase market penetration within key group demand generators connected to Auburn University and regional business sectors.
• Drive cross-selling opportunities between the conference hotel, luxury boutique hotel, spa, restaurant, and event venues.

Team Leadership & Performance Management

• Recruit, mentor, and develop a high-performing group sales team.
• Provide coaching on prospecting strategies, account management, negotiations, and closing techniques.
• Establish clear accountability and performance expectations.
• Conduct regular pipeline reviews, sales strategy meetings, and one-on-one development sessions.
• Foster a collaborative, results-driven, and customer-focused sales culture.
• Support career growth and succession planning initiatives.

Financial Management, Forecasting & Reporting

• Develop annual group sales revenue budgets and monthly forecasting projections.
• Monitor booking pace, production trends, market segmentation, and need periods.
• Analyze sales performance metrics to identify opportunities and risks.
• Prepare weekly, monthly, and quarterly sales reports for on-property, regional and executive level leadership.
• Partner with Revenue Management to maximize profitability through strategic group pricing, business mix and pattern optimization.
• Manage sales expenses and travel budgets responsibly.

Luxury & Brand Experience Oversight

• Ensure the luxury positioning and service standards of the boutique hotel, spa, and restaurant are reflected throughout the sales process.
• Align client expectations with operational capabilities to ensure exceptional guest experiences.
• Maintain strong understanding of luxury travel trends and high-end group expectations.
• Collaborate with operational leaders to ensure seamless turnover and execution of booked business.

Key Skill Sets & Competencies

Strategic Sales Expertise

• Strong group sales and negotiation skills
• Experience selling conference hotels and luxury hospitality experiences
• Market segmentation and business development expertise
• Ability to drive market share growth and account penetration

Relationship Management

• Exceptional networking and relationship-building capabilities
• Strong presentation and communication skills
• High-level client management and executive presence
• Ability to manage complex and high-value accounts

Financial & Commercial Acumen

• Forecasting and budgeting expertise
• Understanding of hotel revenue management principles
• Ability to analyze displacement and profitability
• Strong business planning capabilities

Leadership & Team Development

• Proven ability to motivate and develop sales talent
• Strong coaching and accountability skills
• Collaborative leadership style
• Results-oriented management approach

Luxury Hospitality Understanding

• Understanding of luxury guest expectations and service standards
• Ability to position premium experiences and amenities effectively
• Knowledge of corporate, association, and university markets

Technical & Systems Knowledge

• Delphi or comparable Sales & Catering platform proficiency
• CRM systems experience
• Microsoft Office Suite proficiency
• Sales reporting and analytics tools

Key Performance Metrics (KPIs)

Revenue & Sales Metrics

• Group Room Revenue
• Group Room Nights Produced
• Average Daily Rate (ADR)
• Total Group Revenue
• Market Share Penetration
• Year-over-Year Revenue Growth
• New Account Production
• Top Account Retention & Growth
• Group Pace vs. Budget and Forecast
• Revenue Mix Optimization

Productivity Metrics

• Lead Response Time
• Conversion Ratio (RFP to Definite)
• Prospecting Activity Levels
• Sales Call Activity
• Site Inspection Conversion
• Account Production by Segment
• Pipeline Growth & Accuracy

Profitability Metrics

• Revenue per Available Room (RevPAR) Contribution
• Average Group Profitability
• Displacement Analysis Performance
• Group ADR Index Performance
• Expense Management vs. Budget

Client Experience Metrics

• Meeting Planner Satisfaction Scores
• Repeat Client Percentage
• Client Retention Rate
• Net Promoter Score (NPS)
• Guest Experience Scores Related to Group Business

Leadership Metrics

• Team Goal Achievement
• Employee Engagement Scores
• Team Retention
• Performance Review Completion
• Training & Development Participation
• Sales Productivity per Team Member

Preferred Qualifications

• Bachelor's degree in Hospitality Management, Business, Marketing, or related field preferred
• 7+ years of progressive hotel sales leadership experience
• Experience in conference hotels and luxury hospitality environments preferred
• Proven success in association, corporate, and university market segments
• Strong understanding of group revenue optimization and hotel operations
• Existing relationships within university, association, or regional corporate markets preferred
• CMP, CHSP, or similar hospitality certifications preferred

Success Profile

The successful candidate will be:

• A strategic and proactive sales leader
• Highly relationship-oriented and visible in the market
• Skilled at balancing aggressive sales goals with long-term client partnerships
• Financially disciplined and data-driven
• Comfortable operating in both conference and luxury hospitality environments
• A collaborative leader who drives accountability and performance
• Passionate about delivering exceptional guest and client experiences while maximizing revenue opportunities

We do not discriminate based on race, color, religion, national origin, sex, age, disability, genetic information, or any other status protected by law or regulation. It is our intention that all qualified applicants are given equal opportunity and that selection decisions be based on job-related factors.