Job Vacancy: Head of Conference & Events Sales

Job Title: Head of Conference & Event Sales

Reports to: Chief Operating Officer

 Responsible for: Non Match Day Conference & Event Sales

 Location: Edgbaston Stadium, Edgbaston Road, Birmingham, B5 7QU

Warwickshire County Cricket Club (“WCCC”)

WCCC is one of the largest and most successful County Cricket Clubs in England and Wales.  The Club is based at the iconic Edgbaston stadium, the second largest cricket stadium in the country following the completion of the £32m redevelopment in 2011. Over the last 5 years, Edgbaston has transformed many aspects of its business, including non-matchday C&E sales which have grown from £750k to nearly £3m.

All event, hospitality and catering sales at Edgbaston are operated by Edgbaston Experience Limited, which is a joint venture between WCCC and Compass Group plc.

Overall Purpose of the Role

A senior sales position responsible for the sales performance of the conference and events (C&E) sales team at Edgbaston Stadium and the growth of C&E business.

An important part of the role will be to develop beneficial and productive relationships with new and existing C&E clients.  As such, the person fulfilling this role will have strong client relationships within the UK C&E market, and a strong local knowledge of Birmingham & the Midlands.

The Head of C&E Sales will play a key role in the development and production of Edgbaston’s sales and marketing materials and manage awareness and participation in industry trade shows and exhibitions.

The Head of C&E Sales will also be responsible for the production of key financial reports, Delphi compliance, auditing and forecasting as well as directly managing the re-active team of co-ordinators, and the Business Development Manager.

Key Accountabilities

  • Achievement of C&E sales and profitability budgets
  • Authorship, ownership and adherence to Sales and Marketing plan
  • Management and delivery of account plans
  • Setting and achievement of the C&E Sales Team’s KPIs
  • Accurate activity reports including Delphi
  • Accuracy and alignment of presentation and marketing material
  • Development and promotion as a C&E Venue
  • Management of the databases to promote and market C&E products and the services
  • Accurate & timely financial reports
  • Monitor and achieve monthly/quarterly sales targets
  • Identify, host and attend regular networking events to promote Edgbaston and seek new business opportunities


  • Responsible for the delivery of Edgbaston’s non-match day C&E sales budget
  • Lead, motivate and inspire the C&E sales team to achieve KPI targets – both re-active & proactive
  • Expand business from existing customers with the support of robust Account Plans
  • Lead and motivate a performance oriented sales culture throughout the C&E sales team
  • Understand, research and implement plans to deliver new business from new market segments
  • Manage company participation and represent the Stadium at relevant exhibitions and trade shows
  • Manage all C&E brand and marketing activities including website content and usability
  • Ensure brand standards are maintained by clients, internal customers and suppliers alike
  • Implement sales and marketing processes to enhance quality, consistency and efficiency
  • Provide accurate sales reports, robust forecasts and lead the C&E Budget process
  • Provide periodic written and verbal reports to the Board
  • Proactive and positive management of relationship with LVP Central reservations team
  • Setting weekly targets for the team to convert all direct and agency enquiries
  • Account management for all new and repeat customers to maximise on potential events and revenue
  • Ensure a selling strategy is in place and updated regularly for the team to use and maximise on potential revenue
  • Project managing Fireworks Event, Christmas party nights and other seasonal events


  • Will have extensive sales and marketing experience within the UK conference and event industry with a proven track record of meeting sales targets
  • Will be experienced in performance managing teams to achieve KPIs, producing sales plans and targets, and developing business strategy to achieve growth expectations
  • Will have a vast knowledge of the Birmingham & Midlands corporate market & an existing network of contacts
  • Experience of managing multiple senior stakeholders


  • The candidate should be educated to at least 'A' level standard and will preferably be a graduate
  • A post graduate qualification in business or marketing would be highly valued

Skills and Personal Attributes

  • Must be fully aware and cognizant of the C&E Sales Process
  • Must have past evidence and experience in proactively managing and motivating a successful sales team
  • Must have experience of assembling sales proposals and have great attention to detail
  • Must be fully knowledgeable and accomplished in venue show rounds
  • Must show initiative and be a confident decision maker
  • Must be able to establish positive working relationships and command the respect of others
  • Good negotiator and able to influence at all levels
  • Will have a generally outgoing personality and enjoy social interaction
  • Must be able to communicate effectively with potential clients, with employees from all parts of the company and able to present a highly professional image when representing the Company
  • Must be self motivated and have the ability to maintain focus in the achievement of sales targets
  • Must demonstrate a thorough approach to work
  • Must be able to organise him/herself and others effectively
  • Must be competent in Microsoft Office and have a good understanding of database management. Knowledge of Delphi is preferable
  • Will have excellent communication skills, verbally both on the phone and in person, and written
  • Will be an effective team worker as a key member of the senior management team

Direct Staff Reports

  • 1 Business Development Manager
  • 1 Team Manager
  • 1 Senior Sales Co-ordinator (part time)
  • 1 Special Events Co-ordinators
  • 3 Sales Co-ordinators

Get In Touch

For more information please email

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