Senior Sales Manager Special Events

Senior Sales Manager – Premium & Special Events

Department: S&M Salaried

Employment Type: Permanent

Location: Co-op Live

Reporting To: Alexa Cherry

The Senior F&B Sales Manager will lead F&B sales across Special Events and Premium at Co-op Live, with a focus on converting opportunities and driving incremental revenue across the customer and event journey.
For Special Events, the role will take ownership of the F&B client relationship once an event has contracted with the venue, managing the journey from initial F&B enquiry and requirements gathering through to proposal, quotation, conversion and operational handover. Working closely with Culinary, Hospitality and Operations, they will ensure each opportunity is commercially maximised while delivering a seamless client experience.
Across Premium, the role will drive pre-booked F&B revenue, conversion and spend across Co-op Live’s Premium spaces and experiences, working closely with the Premium and Marketing teams to maximise existing opportunities and develop packages and experiences that generate incremental revenue.
The role will work collaboratively across Special Events, Premium, Sales & Marketing, Culinary, Hospitality, Operations and Finance to deliver agreed revenue targets and support the continued development of Co-op Live’s F&B proposition.

• Drive incremental F&B revenue across Special Events, Premium and wider sales opportunities.
• Maximise the value of existing enquiries and contracted events through effective conversion, upselling and account development.
• Identify opportunities across menus, beverages, packages, upgrades and experiences to increase spend and strengthen the overall F&B proposition.
• Develop strong client relationships that support conversion, repeat business and long-term revenue growth.
• Maintain oversight of the F&B sales pipeline, tracking enquiries, quotations, conversion, confirmed revenue and future opportunities.
• Support the development and implementation of targeted sales activity and initiatives aligned to wider commercial objectives.
• Use sales performance, customer behaviour and client feedback to identify opportunities for continued growth and improvement.
• Support wider commercial opportunities where there is a clear opportunity to generate incremental F&B revenue.

• Take ownership of the F&B sales journey for Special Events once the event contract has been secured by the Venue team, managing the client relationship from initial F&B enquiry and requirements gathering through to confirmed F&B booking and operational handover.
• Act as the dedicated F&B contact for clients throughout the sales process, understanding their requirements and providing expert guidance on catering and hospitality.
• Lead client meetings, planning sessions and venue show rounds, providing a professional and consultative sales experience.
• Develop tailored catering proposals, quotations and hospitality packages aligned to client requirements and commercial objectives.
• Proactively upsell menus, beverages, premium experiences and additional hospitality products to maximise revenue and spend per head.
• Manage pricing, quotations and amendments through the sales process, ensuring commercial opportunities are effectively converted.
• Coordinate key F&B requirements ahead of operational handover, including menus, beverages, dietary requirements, service styles and event timings.
• Produce comprehensive event briefs and ensure a clear handover to Culinary, Hospitality and Operations teams for delivery.
• Maintain appropriate client contact following handover and attend key events where required to strengthen relationships and support future business.
• Participa…