Director of Group Sales

Job Description Summary

The Director of Group Sales is responsible for leading the hotel's group sales strategy to drive revenue, increase market share, and strengthen relationships with key accounts and partners. This role oversees all group sales activities, manages a portfolio of high-value accounts, and collaborates with internal departments to ensure seamless execution of group business. The Director of Group Sales will also provide leadership, coaching, and support to the group sales team to ensure goals are consistently achieved.

Job Description

Key Responsibilities

Sales Strategy & Revenue Generation

• Develop and execute group sales strategies to achieve monthly, quarterly, and annual room night and revenue goals.

• Identify new business opportunities through proactive prospecting, networking, and relationship building.

• Monitor market trends, competitor activity, and booking pace to adjust strategy and maintain a competitive edge.

• Collaborate with Revenue Management to optimize group pricing, inventory management, and forecasting accuracy.

Account Management

• Manage a portfolio of top-producing group accounts, ensuring consistent relationship development and retention.

• Conduct regular client meetings, site tours, and presentations to secure new and repeat group business.

• Maintain accurate client information and activities in Delphi/Salesforce (or hotel CRM).

• Represent the hotel at industry events, trade shows, and client functions as required.

Team Leadership & Development

• Lead, coach, and mentor the group sales team (Managers, Coordinators, or Executive Meeting Managers as applicable).

• Provide ongoing performance management including goal setting, reviews, training, and corrective actions when necessary.

• Foster a culture of accountability, collaboration, and high performance.

Cross-Department Collaboration

• Partner with Conference Services, Catering, Revenue Management, and Front Office to ensure successful handoff and execution of group programs.

• Participate in weekly revenue, pace, and group pick-up meetings.

• Coordinate with Marketing to support group sales campaigns, promotions, and collateral.

Financial Management

• Prepare annual group sales budget and quarterly reforecasts in partnership with the DOSM and Finance.

• Track revenue production, expenses, and ROI for sales activities and travel.

• Ensure adherence to Sonesta brand standards and hotel financial policies.

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Qualifications

• Minimum 5–7 years of hotel sales experience with a focus on group business; luxury or upper-upscale experience preferred.

• Proven track record of achieving sales targets and managing key accounts.

• Strong leadership abilities with experience supervising or mentoring sales teams.

• Excellent communication, negotiation, and presentation skills.

• Proficiency in hotel CRM systems (e.g., Delphi, Salesforce) and Microsoft Office Suite.

• Ability to work a flexible schedule including occasional evenings and weekends for client events.

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Core Competencies

• Strategic Thinking

• Relationship Building

• Team Leadership

• Revenue & Business Acumen

• Problem Solving

• Communication & Influence

• Professionalism and Service Orientation

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Working Conditions

• Hybrid office environment within the hotel.

• Occasional travel for client meetings, industry events, and trade shows.

Additional Job Information/Anticipated

Pay Range

Go Beyond @SonestaHotels

WHO WE ARE

We are an organization made up of people, thoughts and ideas – all working towards fulfilling our simple mission: To wow every guest, team member, partner & community we operate in by delivering quality, value & amazing hospitality.

We will achieve our mission by being passionate about exceeding expectations - by being persistent, resilient, and constantly seeking new and creative ways to succeed. Doing the Right Thing and Going Beyond are our principles that guide everything we do.

We are an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or protected veteran status, or any other characteristic protected by local, state, or federal laws, rules, or regulations.

The statements in this job description are intended to represent the key duties and level of work being performed. They are not intended to be ALL responsibilities or qualifications of the job. This job description is subject to change at any time.

Anticipated Pay Range: $80,000.00 to $90,000.00 annual salary

Ai Disclaimer: AI may be used to screen candidates. Human recruiters review all candidates who meet the minimum qualifications.

Benefits

Sonesta recognizes that benefits play a vital role in helping ensure the health and financial security of employees and their families. We offer a variety of benefits to our employees including:

Salaried FTE Benefits

• Food and Beverage Discount

• RRSP Match

• Drycleaning

• Competitive Medical and dental benefits

• Competitive Extended health care coverage

• Various employee perks and benefits

• Tuition reimbursement

• Employee Assistance Program  

• Competitive Short- and Long-term disability program

• Paid vacation

• Paid sick days

• Employee discounted hotel rate- for all Brands within the company

Unionized FTE Benefits

• Food and Beverage Discount

• RRSP Match

• Tool and shoe reimbursement

• Competitive Medical and dental benefits

• Competitive Extended health care coverage

• Various employee perks and benefits

• Tuition reimbursement

• Employee Assistance Program

• Competitive Short term disability

• program

• Paid vacation

• Paid sick days

• Employee discounted hotel rate- for all Brands within the company

Unionized PTE Benefits

• Food and Beverage Discount

• Employee discounted hotel rate

• Tool and shoe reimbursement

• Various employee perks and benefits

• Employee Assistance Program

Upon submitting your application, please ensure you complete a full application in addition to attaching a resume. Incomplete applications received will not be considered.

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