Director of Sales (The Mora Singapore)

Summary:
The Director of Sales is responsible for leading and managing The Mora Singapore's overall sales and marketing strategies to maximize revenue, market share, brand positioning, and business opportunities across all market segments, with a strong focus on high-end leisure, luxury travel, corporate, MICE, and strategic partnerships. The role oversees sales performance, marketing initiatives, brand visibility, revenue generation, and client relationship management to achieve the hotel's financial and operational objectives. The Director of Sales plays a key role in positioning the hotel competitively within the Singapore luxury hospitality market.

1. Sales Strategy & Revenue Growth

• Develop and implement strategic sales plans to achieve hotel revenue targets and business objectives.
• Identify new business opportunities across corporate, leisure, government, travel agents, and MICE segments.
• Drive room revenue, banquet revenue, and Food & Beverage sales through proactive sales initiatives.
• Monitor market trends, competitor activities, and pricing strategies to maintain competitiveness.
• Work closely with Revenue Management team to optimize occupancy.
• Prepare annual sales budgets, forecasts, and action plans.
• Develop and implement strategies to penetrate luxury leisure and high-end travel markets.
• Build relationships with luxury travel advisors, premium travel agencies, consortia, and lifestyle partners.
• Identify opportunities to position the hotel within upscale and luxury hospitality segments.
• Drive high-yield business opportunities that enhance ADR and overall hotel profitability.

2. Business Development & Client Management

• Establish and maintain strong relationships with key corporate accounts, travel agents, event organizers, and business partners.
• Conduct sales calls, presentations, networking events, and client meetings to generate business opportunities.
• Negotiate contracts, corporate rates, and business agreements in accordance with hotel policies.
• Manage key accounts to ensure client satisfaction and long-term business retention.
• Represent the hotel at trade shows, industry events, and sales missions locally and internationally when required.
• Develop strategic corporate account plans targeting multinational corporations, embassies, financial institutions, and premium business segments.
• Maintain strong relationships with key corporate decision-makers and procurement partners.
• Drive negotiated corporate business and long-stay opportunities.
• Build strategic relationships with luxury travel networks, lifestyle brands, corporate partners, and premium event organizers.
• Represent the hotel at luxury travel fairs, trade exhibitions, and networking events locally and internationally.

3. Leadership & Management

• Lead, supervise, and motivate the Sales team to achieve departmental goals and KPIs.
• Develop sales targets, incentive plans, and performance monitoring systems.
• Foster a positive, results-driven, and customer-focused working environment.

4. Marketing & Brand Management

• Oversee the hotel's marketing and branding strategies to enhance market positioning and brand visibility.
• Support the development and execution of integrated marketing campaigns across digital, social media, public relations, and promotional channels.
• Support Marketing Communications team and external agencies on advertising, media partnerships, and brand initiatives.
• Ensure consistent brand standards, messaging, and visual identity across all marketing platforms.
• Monitor digital performance, website presence, social media engagement, and online reputation management.
• Support development of promotional packages, seasonal campaigns, and lifestyle-driven experiences.
• Collaborate with Revenue Management and Operations teams to align marketing initiatives with revenue objectives.

5. Sales Administration & Reporting

• Prepare sales reports, market analysis, and business performance updates for Management.
• Monitor sales productivity, conversion rates, and account performance.
• Ensure proper documentation of contracts, agreements, and client correspondence.
• Maintain accurate records of sales activities and business opportunities within CRM systems.
• Ensure compliance with hotel policies, procedures, and brand standards.

6. Brand Reputation Management

• Monitor brand reputation, guest feedback platforms, and market perception to strengthen hotel positioning.
• Support public relations and media engagement initiatives to enhance hotel visibility.

7. Collaboration & Operational Coordination

• Work closely with Front Office, Revenue and Reservations and Food & Beverage to ensure smooth coordination of guest and client requirements.
• Coordinate with Marketing Communications Executive on promotional campaigns, advertising, and branding initiatives.
• Support operational teams to ensure delivery of service standards and guest satisfaction.
• Participate in Management meetings and contribute to overall hotel business strategies.

8. Financial Management & Budget Control

• Manage departmental budgets and ensure cost-effective sales operations.
• Analyze sales performance and recommend strategies to improve profitability and market share.
• Ensure revenue targets and departmental KPIs are achieved consistently.
• Monitor expenses related to sales activities, travel, and entertainment budgets.
• Collaborate closely with Revenue Management to optimize ADR, RevPAR, occupancy, and market penetration.

9. Market Intelligence & Industry Networking

• Stay updated with hospitality market trends, tourism developments, and competitor activities in Singapore.
• Build strong industry networks and partnerships to enhance hotel visibility and reputation.
• Identify emerging market opportunities and recommend business development strategies.

Any other ad hoc duties as directed.

Qualification:

• Degree in Hospitality Management, Marketing, Business Administration, or related discipline.

Experience:

• Minimum 8 years of progressive sales and marketing experience in the hospitality industry, including luxury or upscale hotel experience, with at least 3 years in a leadership role.

Skills & Competencies

• Strong knowledge of luxury hospitality and high-end leisure markets.
• Strong corporate account management and business development skills.
• Excellent leadership and commercial acumen.
• Digital marketing and brand management understanding.
• Excellent networking, negotiation, and presentation skills.
• Strong analytical and revenue management capabilities.
• Good understanding of Singapore hospitality market trends.
• Ability to build strategic partnerships and drive revenue growth.