Be part of our growing Experiences division at Hustle! We are looking for a commercially driven and creative Sales & Business Development Manager to grow the reach, participation and revenue of our lifestyle workshops.
This role is ideal for someone with a strong understanding of consumer behaviour, customer segmentation and sales conversion. You will be responsible for identifying the right target audiences, understanding what motivates them, developing innovative strategies that turn interest into workshop bookings and leading your own team to generate workshops and event sign ups.
The successful candidate will combine strategic thinking with hands-on execution. You should be comfortable developing ideas, testing campaigns, forming partnerships, managing an effective sales team, analysing results and continuously refining the sales approach.
Key Responsibilities
Sales Strategy and Revenue Growth
- Develop and execute sales and business development strategies to increase workshop bookings, customer participation and revenue across our Experience business units.
- Identify new customer segments, market opportunities and sales channels for our lifestyle workshops.
- Create targeted sales campaigns based on customer interests, demographics, behaviours and previous engagement.
- Develop attractive workshop packages, seasonal promotions, group offers, bundles and other sales initiatives.
- Build a strong sales pipeline and actively convert enquiries, leads and partnership opportunities into confirmed bookings.
- Monitor workshop capacity and develop timely strategies to improve attendance for underperforming sessions.
Consumer Targeting and Customer Re-engagement
- Analyse customer profiles, booking patterns, feedback and purchasing behaviour to identify high-potential target segments.
- Develop clear customer personas and tailor messaging, offers and outreach strategies to different audiences.
- Design customer re-engagement campaigns for past participants, dormant customers, previous enquiries and customers who have not returned.
- Create strategies that encourage repeat bookings, referrals, cross-selling and participation in other workshops.
- Work with the team to improve the customer journey from initial awareness and enquiry through to booking, workshop attendance and post-workshop follow-up.
- Maintain and organise customer and sales information to support effective follow-ups and relationship management.
Campaign and Concept Development
- Conceptualise fresh and innovative ways to promote workshops and create demand.
- Develop sales concepts around seasonal occasions, lifestyle trends, celebrations, corporate activities and community interests.
- Work closely with the marketing and operations teams to turn ideas into campaigns, programmes and workshop experiences.
- Track campaign results and continuously improve strategies based on performance data and customer feedback.
Partnerships and Community Engagement
- Build relationships with companies, schools, community groups, clubs, event organisers and other relevant organisations.
- Develop corporate workshop packages for team-building activities, employee engagement, client events and private group experiences.
- Identify opportunities for co-marketing, cross-promotions, pop-ups and collaborative events with suitable partners.
- Represent Second Studio and Pots & Pans Culinary Studio at relevant events, networking sessions and community activities.
- Build long-term relationships that generate repeat bookings, referrals and sustainable revenue opportunities.
Requirements
- Relevant experience in sales, business development, consumer marketing, partnerships, customer engagement or a related role.
- Strong understanding of consumer targeting, customer segmentation and purchasing behaviour.
- Demonstrated ability to develop creative sales campaigns or customer re-engagement initiatives.
- Commercially minded, with a strong focus on achieving measurable sales and revenue outcomes.
- Able to translate customer insights into practical campaigns, offers and sales opportunities.
- Strong communication, presentation, relationship-building and negotiation skills.
- Comfortable engaging both individual consumers and organisational clients.
- Analytical and confident in using sales data to evaluate performance and make decisions.
- Resourceful, proactive and able to take ownership of projects from concept through execution.
- Able to work collaboratively with marketing, operations and workshop teams.
- Experience in lifestyle, education, enrichment, events, hospitality, leisure or consumer services would be an advantage.
