Role Overview
The Events Sales Manager is responsible for driving event revenue across The Astbury Golf & Lodge Resort by proactively selling and managing a diverse range of events including weddings, corporate functions, golf days, conferences, private celebrations, seasonal events and exclusive venue hire.
This role combines proactive business development with exceptional client relationship management to ensure every event delivers an outstanding guest experience while achieving commercial targets.
The successful candidate will be passionate about hospitality, highly organised and motivated to position The Astbury as one of Shropshire's premier destinations for events and celebrations.
Key Responsibilities Sales & Business Development
- Achieve monthly, quarterly and annual event revenue targets.
- Generate new business through proactive sales activity, networking and lead generation.
- Develop relationships with local businesses, charities, golf societies, wedding planners and event organisers.
- Respond promptly to all enquiries via telephone, email, website and social media.
- Conduct venue show rounds for prospective clients.
- Prepare bespoke quotations and proposals tailored to client requirements.
- Negotiate contracts while protecting profitability.
- Maximise revenue opportunities through upselling accommodation, dining, golf experiences and additional services.
- Identify new event opportunities to increase occupancy throughout the year.
Event Planning
Coordinate and oversee:
- Weddings
- Civil ceremonies
- Corporate conferences
- Team building events
- Corporate golf days
- Awards dinners
- Charity events
- Christmas parties
- Private dining
- Birthday celebrations
- Anniversaries
- Baby showers
- Christenings
- Celebration of Life events
- Seasonal themed events
- Exclusive resort hire
Client Management
- Become the primary point of contact from enquiry through to event completion.
- Build lasting relationships with clients.
- Schedule planning meetings.
- Produce detailed function sheets and event briefs.
- Ensure seamless communication between all operational departments.
- Conduct post-event follow-ups.
- Encourage repeat business and referrals.
- Resolve customer concerns professionally and efficiently.
Operational Responsibilities
- Work closely with Food & Beverage, Golf Operations, Reception, Housekeeping and Kitchen teams.
- Attend weekly operations meetings.
- Ensure all events are delivered to agreed specifications.
- Support event delivery where required.
- Monitor guest satisfaction.
- Ensure compliance with licensing, health & safety and food hygiene regulations.
- Maintain exceptional presentation standards throughout event spaces.
Marketing & Promotion
Working alongside the marketing team:
- Promote weddings and venue hire.
- Support social media campaigns.
- Attend wedding fairs and networking events.
- Develop promotional packages.
- Create seasonal event offers.
- Build partnerships with local suppliers and businesses.
- Generate positive online reviews and testimonials.
Financial Responsibilities
- Prepare event quotations and contracts.
- Manage event budgets.
- Maximise profit margins.
- Monitor deposits and payment schedules.
- Produce weekly sales reports.
- Forecast future event revenue.
- Analyse conversion rates and enquiry performance.
- Recommend pricing strategies to improve profitability.
Key Performance Indicators (KPIs)
- Monthly event revenue
- Conversion rate from enquiry to booking
- Wedding bookings secured
- Corporate event bookings
- Golf day bookings
- Repeat business percentage
- Guest satisfaction scores
- Average event spend
- Upselling performance
- Net promoter score (NPS)
- Sales pipeline value
Person Specification Essential
- Previous experience in hospitality sales or event management.
- Proven ability to achieve sales targets.
- Excellent communication and presentation skills.
- Strong organisational abilities.
- Exceptional customer service standards.
- Commercial awareness.
- Confident negotiating skills.
- Experience managing multiple projects simultaneously.
- Proficiency with Microsoft Office.
- Ability to work evenings and weekends when required.
- Full UK driving licence.
Desirable
- Experience within luxury hospitality or golf resorts.
- Wedding planning experience.
- Knowledge of CRM systems.
- Experience using event management software.
- Digital marketing awareness.
- Local knowledge of the Shropshire events market.
- Existing corporate or wedding industry contacts.
Personal Attributes
The successful candidate will demonstrate:
- Positive attitude
- Professional appearance
- Strong attention to detail
- Creative thinking
- Commercial mindset
- Self-motivation
- Confidence
- Flexibility
- Calmness under pressure
- Team-focused approach
- Passion for delivering memorable guest experiences
Working Hours
- Full Time (40 hours per week)
- Flexible working pattern
- Weekend and evening work required to support events
- Bank Holiday working as required
What Success Looks Like
Within the first 12 months, the Events Sales Manager will have:
- Increased event revenue across all market segments.
- Expanded corporate and golf event business.
- Grown wedding enquiries and confirmed bookings.
- Developed strong local business partnerships.
- Enhanced the resort's reputation as a leading events destination.
- Delivered consistently exceptional guest experiences from enquiry through to event completion.
Performance Bonus Scheme
The Events Sales Manager will be eligible to participate in the Resort's performance bonus scheme.
Bonuses are awarded based on the achievement and/or exceeding of agreed Key Performance Indicators (KPIs), which may include event revenue, enquiry conversion rates, wedding and corporate bookings, upselling performance, guest satisfaction scores, repeat business and overall profitability.
Performance will be reviewed on a quarterly and annual basis, with bonus payments subject to individual performance, achievement of agreed targets and the overall commercial performance of the business.
The bonus structure will be communicated separately and may be reviewed periodically to ensure it continues to support the Resort's strategic objectives and reward exceptional performance.
Why Join The Astbury Golf & Lodge Resort?
Set within 300 acres of stunning Shropshire countryside, The Astbury Golf & Lodge Resort offers an exceptional destination for weddings, conferences, golf days, luxury lodge stays and private celebrations. The Events Sales Manager will play a key role in showcasing the resort's unique event spaces, championship golf course, hospitality facilities and luxury accommodation while contributing to its continued growth and reputation for outstanding service.
Pay: £45,000.00-£50,000.00 per year
Benefits:
- Company pension
- Employee discount
- Free parking
- On-site parking
Work Location: In person
