Sales Manager (Events and Exhibitions)

About this role

The Sales Manager is responsible for implementing the sales plan and strategy to maximize both financial and non-financial objectives. This role involves planning and directing the sales of assigned exhibitions in coordination with the Sales Director, ensuring revenue targets are achieved while maintaining industry best practices.

Requirements

• Sales & Business Development
• Sell new and existing exhibitions to achieve strategic and financial targets.
• Stay updated on developments in the exhibition industry, particularly sales innovations.
• Research competitive exhibitions to identify new ideas and market practices.
• Contribute to sales promotion materials and develop strategies to encourage visitor participation.
• Expand and maintain the exhibition database.
• Manage existing agents and identify new agents for assigned exhibitions.
• Engage with government trade bodies to explore new markets and secure exhibitors.
• Develop sponsorship and non-space revenue opportunities.
• Create innovative sales initiatives to maximize client acquisition and retention.
• Develop CRM programs for key target groups and manage key account strategies.
• Monitor and track daily team sales performance and progress.
• Set and manage sales targets across all bands.
• Liaise with the Marketing team to ensure timely and high-quality sales promotion support
• Operations Management (20%)
• Manage floor plans and exhibition layout coordination.
• Monitor daily sales team performance.
• Coordinate with Operations and Marketing teams to ensure exhibitions meet the highest standards.
• Governance and Process Management (30%)
• Manage budgets to achieve revenue and NOP targets.
• Implement key account strategies and programs.
• Develop new sales innovations to maintain a competitive edge.
• Organizational Management (15%)
• Effectively manage sales agents and national association networks.
• Provide leadership, guidance, and training to the Sales team.
• Other Duties (5%)
• Perform additional responsibilities as required by the Sales Director.
• Handle confidential information and issues with discretion and judgment.
• Operating Environment
• Office-based, with tele-sales and campaign activities.
• Regular external client meetings and overseas travel to attend competitor exhibitions.
• Minimum Qualifications & Experience
• Education
• Formal qualification in Business, Sales Management, or a related discipline.
• Experience & Knowledge
• Minimum 7–8 years of sales experience in the exhibitions industry.
• Strong interpersonal, negotiation, and leadership skills.
• Ability to stay updated on the latest industry trends and market knowledge.