Position Summary
The Director of Group Sales is responsible for leading the group sales strategy and revenue generation efforts for a multi-property hospitality portfolio that includes a 236-room conference hotel with 25,000 square feet of meeting space, a 26-room Five Diamond luxury boutique hotel with a full-service spa, chef-driven food hall and Michelin Recommended restaurant.
This role oversees a focused sales team of three, including two Group Sales Managers responsible for Association and Corporate market segments, while personally managing Auburn University-related business, strategic partnerships, and the hotel portfolio's top-producing accounts.
The Director of Group Sales is responsible for driving group room nights, banquet and catering revenue, market share growth, and long-term client relationships while ensuring alignment with the overall commercial strategy of the hotels. The ideal candidate is a strategic and relationship-driven sales leader with strong experience in conference hotel sales, luxury hospitality positioning, complex negotiations, and market development.
Reporting Structure
Reports To
- Regional Director of Sales & Marketing
Direct Reports
- Group Sales Manager - Association Market
- Group Sales Manager - Corporate Market
Key Internal Partnerships
- General Manager
- Director of Catering & Event Management
- Revenue Management
- Marketing
- Banquet Operations
- Rooms Division
- Finance
Key Responsibilities
Strategic Group Sales Leadership
- Develop and execute comprehensive group sales strategies to maximize occupancy, ADR, total revenue, and market share.
- Lead proactive solicitation efforts targeting association, corporate, university, SMERF, and luxury group segments.
- Personally develop and manage Auburn University group business relationships and strategic top accounts.
- Identify and cultivate new business opportunities locally, regionally, and nationally.
- Work with the Regional Director of Sales & Marketing to establish annual group sales goals, market action plans, and account development strategies.
- Partner with Revenue Management to optimize group pricing, inventory management, and displacement analysis.
- Collaborate with Marketing to position the conference hotel and luxury boutique hotel, effectively in the marketplace.
Account Management & Business Development
- Maintain strong relationships with key meeting planners, university stakeholders, corporate decision-makers, third-party planners, and industry influencers.
- Conduct high-level sales presentations, client entertainment, networking events, and site inspections.
- Lead contract negotiations and ensure favorable business terms.
- Develop strategic partnerships that enhance visibility and drive incremental revenue opportunities in the group market.
- Increase market penetration within key group demand generators connected to Auburn University and regional business sectors.
- Drive cross-selling opportunities between the conference hotel, luxury boutique hotel, spa, restaurant, and event venues.
Team Leadership & Performance Management
- Recruit, mentor, and develop a high-performing group sales team.
- Provide coaching on prospecting strategies, account management, negotiations, and closing techniques.
- Establish clear accountability and performance expectations.
- Conduct regular pipeline reviews, sales strategy meetings, and one-on-one development sessions.
- Foster a collaborative, results-driven, and customer-focused sales culture.
- Support career growth and succession planning initiatives.
Financial Management, Forecasting & Reporting
- Develop annual group sales revenue budgets and monthly forecasting projections.
- Monitor booking pace, production trends, market segmentation, and need periods.
- Analyze sales performance metrics to identify opportunities and risks.
- Prepare weekly, monthly, and quarterly sales reports for on-property, regional and executive level leadership.
- Partner with Revenue Management to maximize profitability through strategic group pricing, business mix and pattern optimization.
- Manage sales expenses and travel budgets responsibly.
Luxury & Brand Experience Oversight
- Ensure the luxury positioning and service standards of the boutique hotel, spa, and restaurant are reflected throughout the sales process.
- Align client expectations with operational capabilities to ensure exceptional guest experiences.
- Maintain strong understanding of luxury travel trends and high-end group expectations.
- Collaborate with operational leaders to ensure seamless turnover and execution of booked business.
Key Skill Sets & Competencies
Strategic Sales Expertise
- Strong group sales and negotiation skills
- Experience selling conference hotels and luxury hospitality experiences
- Market segmentation and business development expertise
- Ability to drive market share growth and account penetration
Relationship Management
- Exceptional networking and relationship-building capabilities
- Strong presentation and communication skills
- High-level client management and executive presence
- Ability to manage complex and high-value accounts
Financial & Commercial Acumen
- Forecasting and budgeting expertise
- Understanding of hotel revenue management principles
- Ability to analyze displacement and profitability
- Strong business planning capabilities
Leadership & Team Development
- Proven ability to motivate and develop sales talent
- Strong coaching and accountability skills
- Collaborative leadership style
- Results-oriented management approach
Luxury Hospitality Understanding
- Understanding of luxury guest expectations and service standards
- Ability to position premium experiences and amenities effectively
- Knowledge of corporate, association, and university markets
Technical & Systems Knowledge
- Delphi or comparable Sales & Catering platform proficiency
- CRM systems experience
- Microsoft Office Suite proficiency
- Sales reporting and analytics tools
Key Performance Metrics (KPIs)
Revenue & Sales Metrics
- Group Room Revenue
- Group Room Nights Produced
- Average Daily Rate (ADR)
- Total Group Revenue
- Market Share Penetration
- Year-over-Year Revenue Growth
- New Account Production
- Top Account Retention & Growth
- Group Pace vs. Budget and Forecast
- Revenue Mix Optimization
Productivity Metrics
- Lead Response Time
- Conversion Ratio (RFP to Definite)
- Prospecting Activity Levels
- Sales Call Activity
- Site Inspection Conversion
- Account Production by Segment
- Pipeline Growth & Accuracy
Profitability Metrics
- Revenue per Available Room (RevPAR) Contribution
- Average Group Profitability
- Displacement Analysis Performance
- Group ADR Index Performance
- Expense Management vs. Budget
Client Experience Metrics
- Meeting Planner Satisfaction Scores
- Repeat Client Percentage
- Client Retention Rate
- Net Promoter Score (NPS)
- Guest Experience Scores Related to Group Business
Leadership Metrics
- Team Goal Achievement
- Employee Engagement Scores
- Team Retention
- Performance Review Completion
- Training & Development Participation
- Sales Productivity per Team Member
Preferred Qualifications
- Bachelor's degree in Hospitality Management, Business, Marketing, or related field preferred
- 7+ years of progressive hotel sales leadership experience
- Experience in conference hotels and luxury hospitality environments preferred
- Proven success in association, corporate, and university market segments
- Strong understanding of group revenue optimization and hotel operations
- Existing relationships within university, association, or regional corporate markets preferred
- CMP, CHSP, or similar hospitality certifications preferred
Success Profile
The successful candidate will be:
- A strategic and proactive sales leader
- Highly relationship-oriented and visible in the market
- Skilled at balancing aggressive sales goals with long-term client partnerships
- Financially disciplined and data-driven
- Comfortable operating in both conference and luxury hospitality environments
- A collaborative leader who drives accountability and performance
- Passionate about delivering exceptional guest and client experiences while maximizing revenue opportunities
