Overview
As Director of Sales at Formby Hall, you will lead our Sales and Events department to deliver exceptional results across all market segments. Working closely with the General Manager, Revenue, and Regional Director of Sales, you\u2019ll devise and implement strategies that retain existing clients, attract new business, and maximise revenue. You\u2019ll inspire and coach your team to deliver against ambitious targets while ensuring our service always reflects the quality and reputation of Formby Hall.
What You\u2019ll Do
* Lead the Sales and Events team, including golf tourism sales and event specialists, to meet current and future business needs.
* Develop and implement sales strategies to grow market share and revenue across corporate, leisure, golf tourism, and MICE segments.
* Maintain and grow relationships with key local, national, and golf tourism accounts, ensuring repeat business and long-term partnerships.
* Set, monitor, and review team targets, providing coaching, mentoring, and support to sales executives and event specialists.
* Drive new business opportunities through proactive prospecting, networking, and targeted golf tourism initiatives.
* Manage stakeholder relationships internally and externally, including golf clubs, tour operators, and event organisers.
* Oversee contract negotiations, RFP processes, and event conversions, ensuring seamless delivery and client satisfaction.
* Align sales activity with commercial strategy, market trends, and the evolving golf tourism and events landscape.
* Collaborate with Revenue and Marketing to maximise demand, profitability, and exposure of both events and golf tourism packages.
Qualifications
* Proven experience in hotel sales leadership, ideally at a similar level.
* Strong understanding of all market segments and total revenue streams.
* Exceptional communication, negotiation, and presentation skills.
* Strategic thinker with the ability to deliver measurable results.
* Knowledge of revenue management, RFPs, and sales systems (Delphi, Opera, Cvent, Lanyon).
* Financial acumen with experience delivering budgeted figures.
* Track record of building, coaching, and motivating high-performing teams.
* Applicants must have the right to live and work in the UK in accordance with the Asylum and Immigration Act 1996.
* Lead the sales charge at Formby Hall, a renowned 200-acre luxury destination nestled on England\u2019s Golf Coast, now advancing into its next chapter under visionary ownership.
REACH Values
* Respect - We treat every guest and colleague with kindness and dignity.
* Excellence - We go the extra mile in pursuit of outstanding service.
* Accountability - We take ownership of our actions and follow through on our promises.
* Cooperation - We work together as one team to deliver the best experience.
* Honesty - We act with integrity and transparency at all times.
How We Do It
We believe in teamwork, positivity, and a passion for great service. We empower our people to bring their whole selves to work and treat every interaction with care and respect.
Benefits
* Competitive salary and performance-related bonus
* Generous discounts on accommodation, dining, and leisure across the group
* Career development and training opportunities
* Recognition and rewards for high performance
* Complimentary meals during your shift
* Free on-site parking
* Access to retail and leisure discounts and cashback offers
About Formby Hall
Located in 200 acres of lush green landscape, Formby Hall Golf Resort & Spa offers luxury accommodation, championship golf courses, award-winning spa facilities, and exceptional events spaces. We pride ourselves on delivering first-class experiences for every guest, every time.
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