Senior Director of Sales; Proactive

Strategically located in the heart of Singapore’s shopping, dining and entertainment districts and with the City Hall and Esplanade Mass Rapid Transit (MRT) train stations and other major transportation nodes at its doorstep, Fairmont Singapore and Swissôtel The Stamford are the gateway to explore Singapore’s landscapes at your convenience. With a total of 2,030 well‑appointed guestrooms, both hotels also offer a distinct collection of 12 lifestyle and dining choices including Michelin‑starred fine dining restaurant JAAN by Kirk Westaway, cutting‑edge meeting space at Raffles City Convention Centre with 34 meeting rooms and one of Asia’s largest spas, Willow Stream Spa.

The Senior Director of Sales (Proactive) is a senior sales leadership position accountable for the hotel’s overall rooms, banquet and outlet revenue performance across all sales segments and channels. The role leads a team of Directors of Sales and the overall proactive sales teams, overseeing account management and lead generation, and carries direct accountability for annual rooms, batncht and outlet event revenue targets, sales expenses budget, and market share performance.

Core responsibilities include department administration, sales personnel recruitment, development, retention and succession planning, key account management, and sales systems and processes.

This position is accountable for the annual sales department budget and revenue targets, and reports progress against forecast, market share (STR/RevPAR index) and sales KPIs on a regular basis to the Commercial General Manager.

This position has overall commercial ownership of the following segments:
Corporate, Leisure, M.I.C.E, Airline, and Luxury Consortia, delivered through the Directors of Sales assigned to each segment.

• Establish leads/partnerships and direct efforts to achieve Groups, Corporate, Leisure, M.I.C.E, Airline, Luxury Consortia room night goals based on market segmentation and budget and to develop ongoing relationships with the clients
• Monitor sales production and adjust sales activities, account coverage and sales priorities as necessary to achieve the planned goals
• Develop account qualification criteria and use market research to identify priority markets and accounts, to assign sales to assure coverage to all major markets and segments
• Monitor weekly activity of Senior / Sales Managers and ensure sales team is maximizing the use of resources to penetrate new accounts
• Develop annual sales department budget and execute sales programs and activities
• Own and report on room revenue, RevPAR/market share (STR) index and sales KPIs by segment against budget and forecast, taking corrective action as required
• Ensure accurate and consistent updating of ANAIS/Delphi/Salesforce with account management & sales activity detail

• Recruit, select train and motivate Sales department personnel to achieve sales goals
• Assure understanding of Job Description s, Goals, SOP of Sales Department personnel and conduct formal semi‑annual evaluation and ongoing coaching and counseling
• Manage Sales Incentive Plan and monitor to ensure maximum achievement
• Maintain established personnel policies and procedures of the hotels
• Build bench strength and succession plans for Sales Directors/Managers, identifying and developing high‑potential talent within the team

• Participate in development and execution of Rolling Commercial Action plan to identify sources, segments and channels of business to the hotel and establish solicitation programs to maximize sales. This includes, managing the RFP season, establishing the annual roadshow and tradefair schedule, as well customer engagement events.
• Oversee the timely submission of regularly commercial audits for both brands.
• Monitor forecast of all Groups, Corporate, Leisure, M.I.C.E, Airline, Luxury Consortia and identify valley periods of sales emphasis and achieve forecast
• Manage all Accor systems and preferred partnerships across all segments

• Maintain close and open communication…