Belfast Waterfront and Ulster Hall Ltd

Head of Conference Sales

Location UK / Belfast

Job Type Permanent full-time, TemporaryContract

Salary £35000 - 40000

Updated 1 day ago

Reference 1376883

 Job Description

Reporting to the Sales and Marketing Director, the Head of Conference Sales will play a key role in leading the effective delivery of an integrated sales strategy driving sales growth and all revenue streams across association and corporate conferencing.



Head of Conference Sales


Sales & Marketing

REPORTS TO:                            

Sales & Marketing Director


Permanent Post


Circa £40,000 plus NILGOSC defined benefit career average pension and excellent benefits


Bonus structure based on meeting agreed KPIs


23 days increasing by one day per year to a maximum of 28 days

HOURS OF WORK:                   

Hours of work are on average 37 per week. You will be required, as necessary to work  more than the normal hours in performance of the duties and responsibilities of the post. No additional remuneration will be paid in respect of such working.



Reporting to the Sales and Marketing Director, the Head of Conference Sales will play a key role in leading the effective delivery of an integrated sales strategy driving sales growth and all revenue streams across association and corporate conferencing.  You will take a lead role in building a pipeline and driving sales within the corporate market.  You will also maximise multi-disciplinary commercial opportunities within ICC Belfast in line with the overall strategic objectives of the organisation across all areas of the conferencing business.



Business Development & Sales

  • Identify and develop commercial opportunities across all areas of the conferencing business, maximising margin through multiple revenue streams including room hire and additional services, such as technical services and catering. 
  • Drive commercial relationships with new and existing corporate accounts, maximising sales revenue in line with financial targets and overall strategic objectives. 
  • Develop key commercial partnerships with agencies and other influential stakeholders in local, national and international markets, developing a healthy pipeline of sales opportunities. 
  • Build commercially rewarding relationships with ICC Belfast appointed caterers, developing opportunities to maximise catering revenue. 
  • Ensure that customer expectation and experience of ICC Belfast is exceeded through the right balance between value for money and the provision of excellent customer service. 
  • Represent ICC Belfast at trade shows and events to market and sell the company’s products and services.



  • Effectively manage the Conference Sales team, providing coaching, mentoring and positive leadership to both the association and corporate teams to ensure that sales and revenue targets are met and exceeded. 
  • Responsible for ensuring the sales team input all sales related data into CRM system (VEMS Ungerboeck) and sales team are fully utilising the CRM system to manage customer relationships and manage the sales pipeline. 
  • Provide effective leadership across multi-disciplinary teams including technical, operational, finance and marketing to ensure alignment with sales strategy, ensuring delegated activities are consistently carried out in line with margin and revenue targets.
  • Assist in the development, implementation and administration of all sales policies, processes and procedures.
  • Provide the sales and marketing director with accurate and up to date sales, pipeline, activity metrics and other relevant management information.


  • Contribute to the strategic and overall development of ICC Belfast through participation and collaboration with the Senior Management Team.
  • To participate in all appropriate and relevant induction and in-service training and in the induction and support of all newly appointed staff.
  • To act in accordance with BWUH policies and procedures including customer care, equal opportunities and health and safety procedures.
  • To undertake the duties in such a way as to enhance and protect the reputation and public profile of BWUH.
  • To undertake such other relevant duties as may from time to time be required.



  • Sales & Marketing Director
  • Business Support Director
  • Head of Digital
  • Head of Technical
  • Marketing Campaign Manager 

Direct Reports

  • Association Account Managers – 2.4 FTE
  • Corporate Account Managers – 2 FTE


  • Visit Belfast
  • Tourism NI
  • Belfast City Council
  • Invest NI
  • Tourism Ireland
  • Visit Britain
  • International Association of Professional Conference Organisers
  • Association of British Professional Conference Organisers
  • International Congress and Convention Association (ICCA) 


Essential Criteria 

  1. 3rd level qualification in a relevant subject, such as Sales and Marketing, Business Development, Event Management, Business Management, or an equivalent qualification in a related field.
  2. A proven track record of delivering sales objectives and targets in a solution-driven sales environment with experience of managing P&L and driving margin across multiple revenue streams.
  3. Applicants must have experience of effectively managing activity across multi-disciplinary teams and building commercially focused internal and external partnerships.
  4. Applicants must have experience in effectively managing performance and activity of a sales team, and a proven track record of setting and driving sales targets as well as sales pipeline management. 
  5. Competent user of Microsoft Office Suite and experience of preparing and producing professional management reports and presentations.
  6. Experience of managing CRM and sales systems.
  7. Currently hold the right to travel without restriction as well as a full UK driver’s license.
  8. Applicants must be available and willing to travel on a regular basis. 

Desirable Criteria

  1.  Experience of driving national and international sales opportunities.
  2.  Experience of working within the context of a large venue, catering for over 500 delegates/customers. 

Shortlisting criteria

BWUH reserves the right to shortlist only those applicants who have demonstrated the appropriate level of experience as noted in the Job Description. 


Applicants will be required to demonstrate evidence of the following competencies through the selection and recruitment process:

Commercially Focused: the ability to understand the events industry and drive profitability within the sales team through the effective management of the team and through proactive sales, identifying opportunities to maximise multiple revenue streams including room hire and additional services.

People Management Skills: the ability to lead by example and help create a culture of accountability and continuous improvement.

Performance Management Skills: The ability to establish and maintain a performance-oriented culture to manage and motivate a sales team and performance management of a sales team to achieve and exceed financial targets and ensure the delivery, monitoring and review of business plans and objectives.

Partnership Working Skills: the ability to form, maintain and enhance a wide range of internal and external partnerships working for the benefit of the organisation.

Team Working Skills: the ability to work effectively in a team, working with both the Sales & Marketing team and the wider BWUH team.

Analysis and Decision-Making Skills: an analytical approach with a drive for results and excellence and personal ownership for responsibilities.

Communication Skills: effective oral communication skills with the ability to build effective working relationships with colleagues, representatives of other departments and external stakeholders.

Information Technology Skills: the ability to use Microsoft packages including Excel for taking an analytical approach to sales initiatives.  

Organisational Skills: an organised and conscientious approach with exceptional attention to detail.

Report Writing Skills: an excellent standard of literacy and the ability to write high level reports and memos in clear and simple language. 

To Apply:

To apply for this post, please send a comprehensive CV that details your relevant qualifications, experience, current salary package and work history along with a covering letter outlining how you meet the criteria for the role and monitoring form via NI Jobs, or post to:

Clare McCann, HR Facilitator, BWUH Ltd, Ulster Hall, 34 Bedford Street, Belfast BT2 7FF.

 Closing date for applications is Thursday 20th December 2018 at 12pm.

Please note that it is the applicants’ responsibility to ensure that their CV, Covering Letter and Monitoring Form are submitted by this closing date and time.   

Short-listing, testing and interview dates

It is envisaged that the short-listing will take place on Friday 21st December 2018.

First round interviews will be held on Monday 7th January 2019 with final interviews on Friday 11th January 2019.


BWUH Ltd treats personal data collected during the recruitment process in accordance with the organisations data protection policy. Information about how your data is used and the basis for processing your data is provided in the BWUH applicants’ privacy notice, a copy of which is available on our website.