Director of Sales

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.

• Regional Director of Sales & Marketing

• Group Sales Manager – Association Market
• Group Sales Manager – Corporate Market

• General Manager
• Director of Catering & Event Management
• Revenue Management
• Marketing
• Banquet Operations
• Rooms Division
• Finance

• 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.

• 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.

• 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.

• 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.

• Ensure the luxury positioning and service standards of the boutique hotel, spa, and restaurant…