Commercial Director

JOB PURPOSE

Work closely with senior leadership to direct, manage, and develop all aspects of the sales campaign lifecycle, from the creation of exhibition and sponsorship sales strategies to lead generation, pipeline management, churn analysis, agent management, and key account relationships. The role involves close collaboration with sales and marketing teams, as well as external stakeholders including government entities and industry associations. It carries full responsibility for revenue management against budget, including forecasting, reporting, business development across new sectors, and identifying additional revenue streams.

• Develop and implement a global sales strategy in coordination with sales and marketing teams.
• Take ownership of overall revenue targets and performance.
• Manage the sales team, including driving performance and setting individual sales targets across the campaign cycle.
• Build and maintain strong relationships with a broad range of stakeholders, including key accounts, agents, trade associations, and government entities, using a consultative approach.
• Oversee the full sales pipeline from lead generation to deal closure, ensuring best practices in CRM usage and data acquisition in collaboration with marketing and database teams.
• Manage agent relationships, focusing on growth, account performance, and revenue protection.
• Oversee key account management across high-value exhibitor and sponsor accounts.
• Collaborate with operations and administration teams on floorplan management to maximise revenue yield.
• Identify and implement new sector opportunities to ensure continued relevance and alignment with industry trends.
• Monitor the competitive landscape and work with marketing teams to develop strategies that strengthen market positioning.
• Conduct ongoing analysis of revenue channels, pricing strategies, and competitor activity to identify new opportunities for growth.
• Partner with finance teams on exhibitor and sponsor debt management to mitigate financial risk.
• Lead, coach, and develop the sales team, including managing incentive plans, commission structures, KPIs, and ongoing performance development.

• Minimum Qualifications and Knowledge:
  Bachelor's degree or equivalent experience
  .
• Proven track record in a senior commercial role within medium to large‑scale B2B events.
• Strong experience in key account management and stakeholder engagement.
• Industry experience in healthcare or related sectors is an advantage but not essential.
• Minimum Experience:
  
  5–7 years’ experience in medium to large‑scale events; 2–3 years’ experience in project and sales management; 3–5 years’ experience managing and leading commercial teams.
• Job‑Specific
  
  Skills:
  • Strong written and presentation skills
  • Commercial strategy development and execution
  • Key account and stakeholder management
  • Financial planning and revenue management
  • Sales cycle management and implementation
  • Strategic planning and execution
  • Team leadership and people management
  • Exhibition and floorplan management
  • Proven success in sales and sponsorship delivery
  • Familiarity with CRM systems (e.g., Salesforce)