Catering Sales Manager

Job Summary

The Catering Sales Manager is responsible for driving revenue through the proactive acquisition, development, and management of catering and event accounts. The role develops new business opportunities, maintains strong relationships with existing clients, and promotes the hotel's meetings, events, Food & Beverage, and related offerings. The position is accountable for achieving assigned sales targets while providing timely market intelligence and client feedback to support commercial decision-making.

Areas of Focus

This role focuses on proactive catering sales, new business development, account management, revenue generation, client relationship management, site inspections, event coordination, market intelligence, sales planning, and sales system management.

Strategic Responsibilities / Duties

1. Achieve assigned catering and event revenue goals and monthly sales targets in accordance with the hotel's budget and business objectives.

2. Proactively identify, prospect, and develop new accounts and business opportunities across assigned market segments.

3. Manage and grow existing accounts to increase account penetration, repeat business, and the hotel's share of client expenditure.

4. Conduct proactive sales activities including face-to-face sales calls, telephone calls, client entertainment, networking, and other business development activities.

5. Maintain an effective sales call plan, including the required level of weekly client contacts, and ensure sales activities and follow-up actions are recorded promptly.

6. Sell and promote the hotel's meetings, events, Food & Beverage, accommodation, and other relevant products and services according to client requirements.

7. Conduct site inspections, hotel presentations, and discussions with prospective and existing clients to support business conversion.

8. Prepare proposals and coordinate the timely and accurate preparation of group resumes, Banquet Event Orders, reports, billing instructions, and other relevant documentation.

9. Assist in the planning and coordination of events held within the hotel and at external locations where required.

10. Work closely with Event Services, Banquet Operations, Culinary, Revenue Management, Front Office, Finance, and other departments to support the successful handover and delivery of confirmed business.

11. Maintain accurate and updated account profiles, client information, sales activities, opportunities, and production records within Delphi, Opera, and other relevant hotel systems.

12. Conduct market research and analyse client behaviour, business trends, competitor activities, products, and rate movements to identify opportunities and risks.

13. Provide relevant market intelligence and client feedback to support the development and implementation of the annual business plan and sales strategies.

14. Establish and maintain strong relationships with new and existing clients to maximise the hotel's share of available catering and event business.

15. Prepare and submit forward sales plans, sales activity reports, forecasts, month-end reports, and other required commercial reports accurately and within established timelines.

16. Maintain organised and accurate sales records, databases, and supporting documentation to facilitate effective account management and reporting.

17. Maintain awareness of local and international business developments and market conditions that may influence catering and event demand.

18. Apply basic revenue management principles when evaluating opportunities, including consideration of demand, pricing, availability, and overall revenue potential.

19. Participate in trade shows, business travel, networking activities, and other sales initiatives where required to develop business opportunities and market relationships.

20. Understand and comply with departmental policies, procedures, sales standards, and hotel guidelines.

21. Perform other duties as assigned by the direct reporting manager.

Key Skills and Requirements

1. Diploma or Degree in Hospitality Management, Events Management, Business, Sales and Marketing, or a related discipline.

2. Relevant experience in hotel catering sales, event sales, meetings and events, or a related hospitality sales function.

3. Strong business development and account management skills with the ability to identify opportunities, develop new accounts, and convert business.

4. Good understanding of catering and event sales processes, including proposals, group resumes, Banquet Event Orders, event coordination, and billing requirements.

5. Good understanding of basic revenue management principles and their application to catering and event business.

6. Strong communication, presentation, negotiation, and relationship management skills.

7. Good analytical skills with the ability to interpret market information, client behaviour, competitor activities, and sales performance.

8. Strong organisational and planning skills with the ability to manage multiple accounts, enquiries, activities, and deadlines.

9. Experience with Delphi, Opera, or equivalent hotel sales and property management systems is advantageous.

10. Knowledge of relevant sales, market intelligence, and distribution platforms such as Cvent, Lanyon, Agency360, Demand360, Revinate, Sabre, Duetto, or equivalent systems is advantageous.

11. Ability to work independently while collaborating effectively with internal teams and stakeholders.

12. Willingness to work flexible hours and participate in client engagements, events, trade shows, and business activities where operationally required.