Associate Head Sales

Job Purpose

The Associate Head of Sales MICE will be responsible for driving and developing the MICE (Meetings, Incentives, Conferences & Exhibitions) business for the hotel. The role will focus on generating new business, strengthening relationships with corporate clients, event planners, DMCs, travel partners and agencies, and maximizing revenue from conferences, meetings, weddings, social events and large-scale group business.

The incumbent will work closely with the Revenue, Operations, F&B and Events teams to ensure seamless execution of MICE business while achieving the hotel's revenue and profitability targets.

Key Responsibilities

1. MICE Sales & Business Development

• Develop and implement sales strategies to achieve MICE revenue targets.
• Identify and generate new business opportunities from corporate accounts, MICE agencies, event companies, DMCs, PCOs and other relevant segments.
• Develop a strong pipeline of prospective MICE accounts and business opportunities.
• Conduct regular sales calls, client meetings, presentations and site inspections.
• Promote the hotel's rooms, banquet facilities, meeting spaces, F&B offerings and other revenue-generating services.
• Drive local, domestic and international MICE business as per the hotel's market strategy.

2. Corporate & Agency Relationship Management

• Build and maintain strong relationships with key corporate clients, event organizers, travel agencies, DMCs and conference organizers.
• Manage key accounts and ensure regular engagement to maximize repeat business.
• Develop strategic partnerships with MICE agencies and corporate houses.
• Participate in industry networking events, trade shows, exhibitions, roadshows and sales missions.

3. Revenue Generation

• Achieve and exceed assigned MICE room-night, banquet and overall revenue targets.
• Maximize revenue through effective negotiation, upselling and cross-selling.
• Work closely with the Revenue Management team to optimize pricing and inventory for group/MICE business.
• Monitor competitors, market trends and pricing strategies to identify opportunities for business growth.

4. Lead Management & Conversion

• Manage MICE enquiries from initial lead generation through conversion.
• Prepare proposals, quotations and customized packages based on client requirements.
• Follow up consistently on leads and ensure timely conversion.
• Maintain accurate records of enquiries, tentative business, confirmed bookings and lost business.
• Analyse lost business and develop corrective strategies.

5. Event & Conference Sales

• Lead sales for conferences, meetings, exhibitions, corporate events, incentive groups and social events.
• Coordinate with the Banquet and Operations teams for site inspections and client meetings.
• Ensure client requirements are clearly communicated to the operational teams.
• Participate in pre-conference/pre-event meetings and ensure smooth handover of confirmed business.