Head of Sales and Events

Role: Head of Sales and Events
Reports into: Head of Spaces
Location: North Greenwich, London
Contract Type: Full Time, Permanent (42.5 hours per week)

Who we are:

Broadwick is a multifaceted international company with headquarters in London who create, develop, own and operate a diverse portfolio of spaces, events and experiences.

We believe in redefining spaces and how people experience music, art, culture and recreation by breaking down the traditional barriers. Our history and heritage is deeply rooted in music, building a portfolio of 20 global festivals before selling the portfolio in 2019 to focus on our growing portfolio of spaces that includes Printworks London, Depot Mayfield Manchester, Drumsheds, Exhibition White City and Magazine London.

Collectively we strive to push boundaries and disrupt the cultural landscape by combining big thinking, bold ideas and commercial intelligence to produce spaces and experiences for discerning audiences in inspiring locations.

About the Spaces:

Magazine London is one of the capital's largest purpose-built dry hire, and hybrid venues. Designed with usability at its core, the venue is a blank canvas that boasts a striking view of the city skyline and features best-in-class technical infrastructure, staging, and facilities. It accommodates up to 5,000 guests internally and with additional external areas, offering an unparalleled setting for performances, dinners, conferences, exhibitions, filming, fashion, and ticketed cultural events.

Whilst the team are based from Magazine London, the team also oversee the commercials and external hirers of Silverworks Island and Deptford Storehouse.

Silverworks Island is a waterside festival site in Newham, known for the summer series of music events operated by Broadwick Live. The site also provides space suitable for cultural activations, filming and unit bases outside of these operations. Deptford Storehouse is a site between Deptford and Canada Water on the river front, with an indoor hanger boasting over 9,000sqm of indoor space. The site also offers access some outdoor space and is predominantly used for cultural activations, filming and unit bases.

Direct reports:

• Senior Sales and Events Manager
• Sales and Events Manager (indirectly)

What we’re looking for:

The Head of Sales is responsible for leading and developing a high-performing sales function that delivers sustainable revenue growth across the dedicated venue and spaces portfolio.

The role is accountable for achieving sales targets, building a strong pipeline of future business through a mix of proactive and reactive leads, developing the sales team, and ensuring exceptional client experiences throughout the customer journey. Working closely with the Head of Space, Marketing, Partnerships, Operations and Finance, the Head of Sales will identify new commercial opportunities, improve sales performance and maximise revenue across the portfolio.

This is a strategic role and multifaceted role with responsibility for both the performance of the sales team and the overall commercial success of the dedicated venue and spaces portfolio.

What you’ll be responsible for:

Sales Strategy

• Working closely with the Head of Space develop, review and implement the annual sales strategy aligned with business objectives.
• Deliver revenue and profit targets across your own, the dedicated venue and spaces portfolio.
• Identify opportunities for growth across brand, corporate, agency, private hire, live music and specific industry sectors.
• Review market trends, competitor activity and customer behaviour to ensure the venue remains competitive.
• Develop sales initiatives that increase occupancy, average booking value and profitability.

Sales Leadership

• Lead, inspire and develop a high-performing sales team.
• Set individual objectives, KPIs and development plans.
• Conduct regular one-to-ones, coaching sessions and performance reviews.
• Review call quality, proposals, site visits and client interactions to continually improve conversion.
• Create a culture of accountability, collaboration and continuous improvement.
• Recruit, onboard and develop future sales talent.

Revenue & Pipeline Management

• Own the sales forecast and pipeline across the dedicated venue effective diary management.
• Ensure accurate forecasting and reporting for senior leadership.
• Monitor enquiry levels, conversion rates, booking payments, debtors and future booking pace.
• Identify risks to target achievement and implement recovery plans.
• Ensure the sales pipeline contains sufficient qualified opportunities to consistently deliver budget.

Commercial Relationships

• Monitor and improve enquiry response times and conversion rates.
• Review pricing, discounting and Venue Hire Agreements to maximise profitability.
• Identify upselling and cross-selling opportunities within the dedicated venue and across the portfolio.
• Lead negotiations on strategic and high-value opportunities.
• Support the venue team with complex commercial negotiations where required.
• Build good relationships with core suppliers to ensure competitive pricing and Service Level Agreements is adhered to.

Client Relationships

• Develop long-term relationships with brand, corporate, agency, private hire, live music and key stakeholders.
• Represent the business at networking events, trade shows and industry functions.
• Increase repeat business through outstanding account management.
• Identify strategic partnerships that generate long-term revenue opportunities.

Cross-Functional Collaboration

Working closely with:

• Marketing to increase enquiry generation and campaign performance.
• Partnerships to develop strategic commercial opportunities.
• Operations to ensure a seamless client experience.
• Finance to improve forecasting and commercial reporting.
• Venue teams to maximise conversion and client satisfaction.

Systems & Process Improvement

• Lead structured and efficient sales meetings.
• Ensure CRM systems are maintained to a high standard.
• Improve sales processes, reporting and automation.
• Drive adoption of best practice across the dedicated venue.
• Use data and reporting to identify trends and improvement opportunities.

You’ll need to have:

• Proven experience leading a venue, hospitality or events sales team.
• Demonstrable track record of delivering significant revenue growth.
• Experience selling conferences, exhibitions, private events or hospitality.
• Strong commercial acumen and negotiation skills, aligned with business mission, strategies and objectives.
• Experience managing forecasts, budgets and sales pipelines.
• Excellent coaching and leadership capability.
• Knowledge of agency and corporate event markets.
• Strong analytical and reporting skills.
• Ability to set, manage and monitor targets and KPIs for teams of sales management professionals.
• Ability to successfully manage multiple venue projects simultaneously through effective prioritisation and multi-tasking.
• Endless positivity, and a proactive approach to your work.
• Excellent communication skills - ability to host open, honest communication to a wide range of people.

Nice to have:

• Multi-venue or portfolio sales experience.
• Experience implementing sales processes and performance frameworks.
• Experience using CRM systems such as HubSpot, Salesforce or similar.

What we offer:

• Discretionary profit sharing scheme.
• Paid overtime.
• 27 days paid holiday (plus bank holidays).
• Social events and free tickets to our live events.
• Other discounts including 50% off drinks and 20% off food at Corner Corner.
• Competitive pension plan.
• Employee Assistance Programme (EAP).
• Other schemes including Season Ticket Loan, Cycle to Work, Optical Care and Referral Scheme.
• Training and professional development opportunities.
• An inclusive, collaborative and creative working environment.

At Broadwick, we are dedicated to cultivating a diverse and inclusive environment that empowers all individuals to reach their full potential. We strongly encourage applicants from all cultures and backgrounds to apply, as we believe in the strength of a diverse and vibrant team.

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