Position Summary
The Senior Manager, Catering Sales & Events is a senior commercial leader at Deli Hub Catering, a member of Neo Group. This role carries dual accountability - driving catering sales revenue across corporate, social, and event segments, while overseeing the operational delivery of events post-sale to ensure a consistently excellent client experience.
The ideal candidate is a seasoned professional who is equally comfortable closing deals and ensuring flawless event execution, with a deep understanding of the Singapore catering and events landscape and the credibility to lead both a sales team and coordinate with operations on the ground.
Key Responsibilities
Sales Strategy & Revenue Growth
- Develop and execute a catering sales strategy that supports Deli Hub Catering's growth ambitions and Neo Group's overall business objectives.
- Drive new business acquisition across corporate catering, buffet events, social celebrations, and institutional accounts.
- Own a personal sales portfolio while overseeing team-wide pipeline development and conversion.
- Set, track, and report on monthly and annual sales targets identify and address performance gaps proactively.
- Monitor market trends, competitor activity, and customer preferences to refine offerings and stay competitive in the local market.
Client Relationship Management
- Serve as the primary relationship owner for key and strategic accounts, ensuring high satisfaction and long-term retention.
- Lead the full sales cycle from prospecting and proposal development through contract negotiation, event execution, and post-event review.
- Conduct client meetings, tastings, site visits, and networking activities to strengthen partnerships and generate referrals.
- Maintain a disciplined CRM pipeline with accurate forecasting and timely follow-through at every stage.
- Act as the escalation point for client concerns during or after events, ensuring swift and professional resolution.
Event Operations Oversight
- Bridge the gap between sales and operations by overseeing the end-to-end delivery of catering events post-sale, ensuring commitments made during the sales process are executed accurately on the ground.
- Work closely with the operations and logistics teams to ensure adequate resourcing, setup, and service standards are met for each event.
- Conduct pre-event briefings with the operations team to align on client requirements, special requests, and on-site expectations.
- Review post-event feedback and operational performance, identifying recurring issues and driving continuous improvement across the events delivery process.
- Ensure compliance with Halal certification standards and food safety regulations throughout all event operations.
- Collaborate with the culinary team on menu customisation, dietary requirements, and presentation standards to uphold the Deli Hub brand promise.
Team Leadership & Development
- Build, lead, coach, and develop a team of catering sales executives, setting clear KPIs and fostering a results-driven team culture.
- Conduct regular performance reviews and identify training needs to build a capable and motivated sales team.
- Support talent acquisition and onboarding as the sales function grows.
- Foster strong cross-functional relationships with operations, culinary, logistics, and finance teams to ensure seamless end-to-end delivery.
Budget & Reporting
- Co-own the catering sales P&L, managing revenue targets, cost controls, and margin expectations.
- Prepare regular sales and events performance reports and present updates to senior leadership within Neo Group.
- Contribute to menu pricing strategy and package development in line with market positioning and profitability goals.
- Manage the sales and entertainment budget responsibly and efficiently
Key Requirements:
- Minimum 7 years of experience in catering, F&B, or hospitality sales, with at least 3 years in a managerial or team lead capacity.
- Proven track record of meeting and exceeding sales revenue targets in a catering or events-driven business.
- Hands-on experience in event operations or event management, with a strong understanding of onground execution requirements.
- Strong working knowledge of the Singapore catering and events market, including corporate, social, and institutional segments.
- Experience with P&L ownership or budget management, with sound commercial acumen.
- Excellent communication, presentation, and negotiation skills, with confidence engaging clients at all levels.
- Proficiency in CRM tools and Microsoft Office Suite.
- Diploma or degree in Hospitality Management, Event Management, Business, or a related discipline or equivalent industry experience.
Preferred Attributes
- An established network within Singapore's corporate and social events community, enabling fast pipeline development from day one.
- Familiarity with Halal catering requirements and an appreciation for the standards required to maintain Halal certification across all event touchpoints.
- Demonstrated ability to manage both the commercial and operational dimensions of a catering business - someone who can sell with conviction and deliver with precision.
- Entrepreneurial drive and the ability to thrive in a fast-paced, execution-focused environment characteristic of a homegrown Singapore brand.
- A collaborative and grounded leadership style that earns trust from both clients and internal teams.
- Passion for food and events, with a genuine enthusiasm for representing a brand that has served Singaporeans across life's key moments.
- Bilingual ability (English and Mandarin) is an advantage, given the diverse client base served.
Location: Singapore (On-site, with some off-site client meetings as/when required)
