Director of Sales, Groups & Events



Role Summary

To manage sales activities and events in line with the annual sales and marketing plan and to achieve/exceed budget and sales strategy for your hotel


Essential Duties and Responsibilities 

  • Assist to produce the Annual Revenue Plan, Marketing Budgets and Forecasts

  • Produce Action Plan related to the Revenue Plan to ensure Revenue Plan objectives are achieved

  • Coordinate all methods of maintaining and increasing business volume. This includes advertising, sales promotion, personal selling, publicity, community relations, special sales projects, etc.

  • Create and implement special programs to achieve greater profitability through:

    • Increasing the average rate

    • Increasing overall occupancy

    • Increasing business volume during off-peak periods

    • Increasing local Food & Beverage and Banquet Sales

  • Enhance the image of the hotel in the local community

  • Participate as an active member of the community through associations, memberships and other trade organizations

  • Review regularly activity reports of Sales and Marketing personnel to ensure targets and Sales objectives are being met

  • Review regularly internal promotion pieces for visual effect and ensure they conform with brand standards

  • Organize and promote, in cooperation with the Food & Beverage Department special projects to stimulate Food & beverage sales within the community, including, but limited to, tournaments, balls, parties, gastronomic festivities, etc.

  • Interacts with individuals outside the hotel, including, but not limited to clients, Convention Bureaus, local Hotel Associations, Government Tourist offices, Airlines, Travel Agents, Tour Operators, competitors and other members of the local community

  • Investigate potential markets by:

    • Reviewing Sales Department and Front Office correspondence files

    • Analyzing guest history and registration card files

    • Studying guest questionnaires

    • Reviewing government statistics on visitors to the city

    • Analyzing competition's sales/promotion efforts

    • Studying various reference and industry publications for sales leads

  • Recommend to General Manager the kind of advertising which will be most productive for the hotel by analyzing the market effectiveness of past advertising campaigns and consulting with other Department Heads and the Advertising Agency

  • Procure new and repeat business for the hotel by maintaining contact with Airlines, Travel Agencies, Commercial Houses, Private Clubs and Professional Associations within the community and neighboring markets

  • Review regularly the Public Relations activities to ensure high awareness of the hotel in the local and national media

  • Manage the development of new products and services

  • Oversee the development of new marketing strategies

  • Conduct market research

  • Maintain good communication with Regional Sales and Marketing personnel and implement MICE and Group / Events initiatives

  • Works with Human Resources on manpower planning and management needs

  • Works with Director of Finance in the preparation and management of the Department’s budget

Guest Experience

  • Ensure the whole client experience successful and memorable and act as the brand ambassador and key contact throughout their journey

  • Build long term relationship with planners and hosts to increase loyalty to the brand

  • At pre-event planning stage consult with meeting planners to optimize all elements of the meeting/event including space, meeting/break flow, menu, and design, etc. to improve meeting efficiency

  • Arrange agreed details of meeting/event e.g. room set-ups, staging, lighting 

  • Conduct pre-event and post-event meetings with clients and catering colleagues to identify improvements to the guest experience

  • Meet with each meeting planner daily to debrief on daily events, review consumption, bill and any exceptions to contracted billing and review estimates of final billing

  • Welcome the group and conduct the 60’ meeting brief prior the start of the meeting/session

  • Enable high productivity whilst maximizing downtime 

  • Relate to business needs and make sure the team prioritizes the things that help our guests get their business done

  • Enable quality downtime by providing relevant recommendations that will help host and attendees recharge and relax throughout the day

  • Analyze and action against client satisfaction surveys to improve services

  • Conduct banquet and catering facility tours and entertain clients to enhance the guests’ meeting/banquet experience

Responsible Business

  • Raise the awareness and reputation of your hotel and the brand locally

  • Ensure guest safety is a priority with minimal interruptions or problems

  • Offer advice to clients to reduce waste, save energy and have a minimal impact on the environment

  • Other ad-hoc duties – unexpected moments when we have to pull together to get a task done





Required Skills 

  • Demonstrated ability to interact with customers, employees and third parties that reflects highly on the hotel, the brand and the Company

  • Problem-solving, reasoning, motivating, organizational and training abilities

  • A confident communicator with strong interpersonal strong skills

  • Business language and tools acumen

  • Direct supervisory experience over a sales/catering team, or an equivalent combination of education and work experience

  • Must speak the local language(s)

  • Proficient in the use of Microsoft Office



  • Diploma or Vocational Certificate or higher education qualification in Sales & Marketing, Hotel Management, Business Administration, or related field preferred. 

  • Position may have additional qualifications per brand standards



  • 3+ years related experience or an equivalent combination of education and experience


Email: recruitment@crowneplazawesthanoi.com or marketing@crowneplazawesthanoi.com

Phone: +84 24 6270 6688   Ext. 7701


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36 Le Duc Tho street, My Dinh 2 ward
Nam Tu Liem district, Hanoi, Vietnam  |  84-24-6270-6688

© 2019 Crowne Plaza® West Hanoi