Summary
The Director of Sales, Catering & Events is responsible for driving catering and social event revenue growth while supporting the overall Sales & Marketing strategy of the hotel.
This leadership role oversees the strategic sales approach for high-value weddings, social celebrations, corporate meetings, incentive groups, and signature events, with a focus on maximizing revenue, strengthening client relationships, and delivering exceptional guest experiences.
The position partners closely with Sales, Marketing, Revenue Management, Culinary, Banquets, and Operations teams to develop profitable business opportunities, optimize event performance, and ensure seamless execution from initial inquiry through post-event follow-up.
Key Responsibilities
Revenue Generation & Strategic Sales Leadership
- Achieve and exceed quarterly and annual catering revenue targets through proactive sales strategies and effective account management.
- Develop and execute a comprehensive catering sales plan to increase market share, attract new business, and maximize revenue opportunities.
- Generate new business through targeted prospecting, networking, client entertainment, site inspections, FAM trips, industry events, and strategic partnerships.
- Maintain an active sales pipeline within Delphi, Opera Sales & Catering, or equivalent systems at a minimum of three times the assigned revenue goal.
- Lead negotiations for contracts, menus, pricing, and event details while protecting profitability and adhering to approved commercial guidelines.
- Identify and maximize ancillary revenue opportunities including audiovisual services, décor, specialty linens, entertainment, and experiential offerings.
- Analyze market trends, competitor activity, and customer feedback to identify opportunities for growth.
Client Relationship Management & Business Development
- Serve as the strategic point of contact for key accounts, ensuring exceptional service delivery and long-term relationship development.
- Cultivate strong partnerships with wedding planners, corporate meeting professionals, incentive houses, event agencies, social influencers, and luxury clientele.
- Lead creative menu consultations, event concept discussions, tastings, and customized proposal presentations.
- Build client loyalty through proactive communication, personalized service, and consistent follow-through.
- Secure repeat business, referrals, testimonials, and brand advocacy following successful events.
Event Planning & Operational Excellence
- Ensure accurate and timely preparation and distribution of Banquet Event Orders (BEOs), ideally a minimum of 14 days prior to event execution.
- Facilitate weekly BEO review meetings with Banquets, Culinary, Engineering, IT, and operational stakeholders to ensure alignment and flawless delivery.
- Provide leadership and oversight during critical events, including luxury weddings, VIP functions, corporate galas, and high-profile social occasions.
- Conduct post-event reviews to evaluate performance, identify improvements, and enhance future guest experiences.
- Ensure all events reflect the hotel’s brand standards and commitment to exceptional service.
Team Leadership & Development
- Lead, coach, and develop Catering Sales Managers and Coordinators to achieve individual and team objectives.
- Establish clear performance expectations, sales goals, and professional development plans.
- Conduct joint sales calls, client meetings, and site tours to support team capability building.
- Participate in performance evaluations, talent development initiatives, and succession planning.
- Foster a collaborative, accountable, and high-performing sales culture.
Financial & Administrative Responsibilities
- Prepare accurate monthly catering forecasts with a minimum 95% accuracy rate.
- Monitor business pace, conversion rates, revenue performance, and profitability metrics.
- Manage departmental expenses within approved budgets, including client entertainment, FAM trips, industry events, and sales initiatives.
- Ensure all contracts, deposits, billing procedures, and documentation comply with hotel policies, legal requirements, and insurance standards.
- Monitor event profitability through effective management of pricing, concessions, attrition, and damages.
- Partner with Finance to ensure timely invoicing, final billing accuracy, and collection of outstanding balances.
Skills & Competencies
- Exceptional consultative selling, negotiation, presentation, and closing abilities.
- Proven ability to develop and execute strategic sales plans in a luxury hospitality environment.
- Strong knowledge of food and beverage operations, menu engineering, event design, and banquet execution.
- Advanced financial understanding including forecasting, budgeting, profitability analysis, P&L review, attrition, and damages management.
- Excellent organizational skills with the ability to manage 50+ active event opportunities and priorities simultaneously.
- Outstanding communication skills with the ability to influence executives, high-net-worth clients, planners, and internal stakeholders.
- Demonstrated leadership capability with experience coaching and developing sales professionals.
- Professional presence and discretion appropriate for executive-level clients and VIP events.
- Flexibility to work evenings, weekends, holidays, and extended hours based on business demands.
Service Culture
The incumbent of the role will be required to demonstrate the fundamentals of the company’s Count on Me! Service culture to be responsive, respectful and deliver a great experience.
Experience Needed
Experience, Education & Certification
- Bachelor’s degree in hospitality management, Business Administration, Marketing, or a related field preferred.
- Minimum 5 years of progressive catering and social events sales experience within an upscale, luxury, or full-service hotel environment.
- Demonstrated success managing high-value weddings, social events, corporate meetings, and incentive programs.
- Advanced proficiency in Delphi.fdc, Cendyn, Opera Sales & Catering, or comparable sales and catering management systems.
- Strong understanding of luxury hospitality sales practices, event operations, and revenue optimization strategies.
Required Skills
Soft skills
Teamwork, Detail Oriented
Customer service
Customer Experience
Values
Integrity, Fun, Accountability, Care, Inclusive
Benefits
Learning & development programmes, Career development, Employee rate in all Wyndham hotels globally, Training program – All employee levels
