Assistant Manager - Events (Sales)

Summary

The role is responsible for driving event, meeting, group, and catering sales by converting enquiries into profitable business and maximizing revenue opportunities whilst ensuring seamless event planning and coordination while delivering a personalized client experience aligned with luxury brand standards.

Main Duties:

Drive event, meeting, group, and catering sales by responding promptly and professionally to enquiries received through telephone calls, website leads, walk-ins, referrals, and other sales channels.

Convert enquiries into confirmed business through effective qualification, timely follow-up, tailored recommendations, professional negotiation, and a personalized sales approach.

Achieve individual banquet and catering revenue targets while maintaining the required conversion ratio, average spend, profitability, and overall commercial objectives.

Prepare compelling proposals, quotations, presentations, and contracts that reflect client requirements, sound commercial judgement, and the property’s luxury positioning.

Maximize function-space utilization and event revenue through venue optimization, strategic upselling, and the promotion of accommodation, catering, audiovisual services, and additional experiences.

Develop repeat and referral business by maintaining strong relationships with corporate clients, event organizers, agencies, local bookers, and previous guests.

Manage multiple events and groups simultaneously from initial enquiry and confirmation through planning, execution, departure, and post-event follow-up.

Conduct client meetings, site inspections, venue walkthroughs, virtual presentations, menu tastings, and detailed consultations to create tailored event solutions.

Act as the primary client contact following confirmation, ensuring all event requirements, expectations, contractual commitments, and special requests are clearly understood and managed.

Prepare accurate Banquet Event Orders, group resumes, event checklists, rooming lists, VIP arrangements, arrival plans, and other operational documentation within established deadlines.

Coordinate closely with Sales, Banquets, Culinary, Rooms, Finance, Engineering, Security, and other relevant departments to ensure a complete handover and seamless event delivery.

Lead pre-event, pre-convention, and operational meetings to communicate event details, client expectations, responsibilities, timelines, and service requirements.

Maintain accurate records of enquiries, proposals, contracts, deposits, correspondence, and sales activities within CRM, Opera, and relevant event management systems.

Support pipeline management, revenue forecasting, and performance reporting by providing accurate updates on leads, tentative bookings, confirmed business, and future opportunities.

Ensure all contracts, deposits, credit requirements, event permits, and supporting documents comply with company policies, local regulations, and established luxury brand standards.

Qualifications

Bachelor’s degree or diploma in Hospitality Management, Events Management, Sales, Business Administration, or a related discipline.

Minimum 2–3 years of relevant experience in event sales, group coordination, catering sales, or conference services, preferably within luxury hospitality.

Strong commercial awareness with proven ability to convert enquiries, achieve revenue targets, maximize profitability, and identify upselling opportunities.

Proficiency in Microsoft Office and hotel sales systems; experience with Opera, Envision, CRM platforms, or similar event-management systems is preferred.