- Lead the event sales strategy with a clear focus on new business development, pipeline growth and revenue performance.
- Build and maintain a strong outbound prospecting program targeting corporate clients, event planners, agencies, hospitality partners and other qualified prospects.
- Develop relationships with new accounts while nurturing past guests, referrals and repeat business opportunities.
- Maintain a consistent prospecting cadence across target accounts, warm leads, dormant opportunities and referral networks.
- Identify opportunities to increase event value through packages, premium experiences, food and beverage enhancements and additional services.
- Lead pricing discussions, negotiations and contract review for key opportunities.
- Build long-term relationships that generate repeat bookings and referrals.
- Represent the venue professionally in networking, partnership and business development opportunities.
- Own the guest sales journey from initial inquiry through proposal, contract, deposit and operational handoff.
- Ensure incoming inquiries are captured, qualified and followed up with promptly.
- Establish clear standards for response times, proposals, follow-up and lead progression.
- Maintain organized sales stages and ensure every qualified opportunity has a clear next action.
- Regularly review the active pipeline to identify opportunities, risks and potential lost business.
- Develop templates and sales processes that create a polished and consistent guest experience.
- Ensure proposals and sales communication clearly communicate the value and possibilities of the venue.
- Maintain disciplined CRM practices and accurate sales records throughout the sales cycle.

Revenue, Forecasting & Profitability

- Own event sales reporting and provide clear visibility into confirmed business, tentative pipeline, conversion and forecasted revenue.
- Track key performance measures including inquiries, bookings, conversion, lead sources, lost business and repeat clients.
- Monitor event profitability and identify opportunities to strengthen pricing and margins.
- Analyze sales patterns and recommend improvements to packages, pricing and sales processes.
- Maintain accurate forecasts and identify potential revenue risks early.
- Partner with Operations and Finance where required to ensure event revenue and associated costs are accurately captured.
- Use data and guest feedback to identify opportunities for future business growth.

Events Team Leadership

- Lead and develop the Events team with clear expectations around sales activity, guest communication, organization and follow-through.
- Establish weekly priorities, responsibilities and accountability across the department.
- Coach team members on sales confidence, urgency, hospitality and conversion.
- Ensure proposals, event details, sales materials and internal documentation remain current and accurate.
- Maintain strong standards around site tours, guest follow-up and internal event handoffs.




- Participate in high-value site tours, client meetings and significant events when leadership presence adds value.
- Foster a collaborative environment where sales and operational teams work together effectively.

Guest Experience & Event Handoff

- Create a polished and responsive guest experience throughout the sales and negotiation process.
- Ensure confirmed events are transitioned smoothly to the appropriate event and operations teams.
- Communicate event details, financial terms, guest expectations and timelines clearly.
- Maintain visibility into significant events to ensure commitments made during the sales process can be delivered successfully.
- Work collaboratively with Operations and hospitality partners to resolve issues and strengthen future execution.
- Review guest feedback and event outcomes to identify opportunities for repeat business.
- Protect the relationship beyond the event by maintaining thoughtful post-event follow-up.
- Partner with Marketing to ensure event sales materials are current, compelling and commercially effective.
- Provide input into event website content, presentations, photography, listings and promotional campaigns.
- Ensure packages, pricing and venue capabilities are communicated accurately across sales channels.
- Identify gaps in sales collateral or messaging that may be limiting conversion.
- Share sales insights that help Marketing understand what guests are looking for and what drives purchase decisions.
- Support the development of campaigns that generate qualified event leads.
- Maintain a strong library of sales tools, photography and guest-facing materials.

Partnerships & Referral Networks

- Develop relationships with event planners, agencies, hotels, hospitality partners, corporate contacts and other referral sources.
- Build a network of partners capable of generating qualified event opportunities.
- Maintain productive relationships with external vendors and event service providers.
- Support the coordination of third-party services when required.
- Ensure external relationships reflect the quality and hospitality standards of the brand.
- Identify recent partnerships and channels that can generate incremental business.
- Represent the organization confidently in external sales conversations and industry networking.

Cross-Functional Collaboration

- Work closely with Operations, Marketing, hospitality teams, restaurant partners and external service providers.
- Ensure events are sold with a clear understanding of operational realities and guest expectations.
- Participate in sales, event and operational planning meetings as required.




- Communicate upcoming opportunities, significant bookings and potential risks clearly to internal stakeholders.
- Bring forward recommendations around pricing, packages, process and guest experience based on sales activity and market feedback.
- Help create a strong connection between what is promised during the sales process and what guests ultimately experience.

Requirements

- 5+ years of experience in event sales, venue sales, hospitality sales, catering sales, corporate events or a similar revenue-focused role.
- Proven ability to generate new business and build an active outbound sales pipeline.
- Demonstrated success converting inquiries into confirmed business and growing repeat client relationships.
- Strong understanding of event pricing, proposals, contracts, food and beverage and event profitability.
- Experience using CRM, event sales or pipeline management systems.
- Confident and polished guest-facing presence with strong written and verbal communication skills.
- Comfortable leading sales conversations, negotiations and site tours.
- Experience managing or coaching event sales or coordination team members.
- Highly organized with strong follow-up and attention to detail.
- Commercially minded with the ability to balance sales opportunity with operational reality.
- Comfortable working in a fast-paced hospitality environment with multiple events, clients and internal stakeholders.
- Experience within a hotel, restaurant group, event venue, attraction, lifestyle destination or other experiential hospitality business is considered an asset.
- Experience building corporate prospecting programs, referral networks or strategic partnerships is considered an asset.

Corporate Culture

This is a hospitality environment built around energy, experience and bringing people together. Events are an important part of the business, creating opportunities for guests to experience the destination in a completely different way while building meaningful relationships with companies, planners, partners and the broader community. The culture is entrepreneurial, collaborative and hands-on. Ideas are encouraged, but there is an equally strong expectation around execution, accountability and follow-through. You’ll have the freedom to pursue opportunities, build relationships and help evolve the events business, while working closely with a team that cares deeply about how the guest ultimately experiences what has been sold. You won’t simply manage inbound inquiries. You’ll be expected to create opportunity, build momentum and bring a strong commercial voice to the table. For the right sales leader, this is an opportunity to build something, grow a meaningful revenue stream and see the impact of your relationships and efforts come to life through exceptional events.

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📌 Event Sales Manager | Hospitality & Events - Hospitality (Toronto)
🏢 JRoss Recruiters
📍 Toronto