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Events Sales Manager
Bolton Wanderers Football Club
Salary: £35-40K
Hours: 40 hours per week over 5 days, as per the needs of the business
Reports to: Head of Hospitality & Events
Location: Toughsheet Community Stadium, Bolton
Bolton Wanderers Football Club is looking for an ambitious, commercially driven Events Sales Manager to grow our non-matchday events business and lead our sales team.
This is a hands-on sales and leadership role. You will be responsible for generating and winning new business across both the Premier Suite and our Conference & Events offering, while managing and developing the sales executives who support and facilitate enquiries and bookings.
You will take a proactive approach to identifying opportunities, building relationships and converting business, alongside providing the team with clear direction, structure and support. Working closely with the Head of Hospitality & Events and our operational teams, you will help maximise revenue and ensure customers receive an excellent experience from initial enquiry through to delivery.
Job Description
New Business Development
- Identify, pursue and secure new business across the Premier Suite and Conference & Events, including concerts, sporting events, corporate events, conferences, exhibitions, celebrations and other suitable opportunities.
- Develop and proactively maintain a pipeline of prospective customers through research, outbound calls and emails, networking, meetings, site visits and other sales activity.
- Build relationships with corporate clients, event organisers, agencies and local and regional businesses to generate new enquiries and repeat bookings.
- Take ownership of opportunities throughout the sales process, from initial approach and qualification through to proposal, negotiation and confirmation.
- Identify opportunities to grow revenue from existing customers, including repeat bookings, additional events and relevant upgrades.
- Work with the Head of Hospitality & Events to identify priority markets and opportunities for growth.
Team Leadership & Sales Management
- Lead, manage and develop the non-matchday events sales team, providing clear direction, regular coaching and constructive feedback.
- Set daily and weekly priorities, allocate leads and ensure enquiries and follow-ups are managed promptly and effectively.
- Establish clear expectations for sales activity, customer service and conversion, and monitor performance against agreed targets.
- Hold regular team meetings, individual check-ins and pipeline reviews to maintain focus and accountability.
- Recognise strong performance, identify development needs and address underperformance in a timely and supportive manner.
- Ensure the team has the structure and support needed to manage inbound business effectively, while contributing to the wider growth of the department.
Commercial Performance
- Take responsibility for delivering agreed team revenue targets across the Premier Suite and Conference & Events.
- Monitor performance against budget and identify the reasons for any shortfalls, putting practical actions in place to improve results.
- Prepare accurate sales forecasts and provide regular updates to the Head of Hospitality & Events on performance, pipeline and opportunities.
- Manage pricing, proposals and discounting within agreed levels of authority, balancing revenue growth with profitability.
- Identify opportunities to improve conversion, increase booking value and maximise use of the club’s spaces.
Pipeline, Systems & Reporting
- Maintain an accurate and up-to-date sales pipeline, ensuring opportunities are recorded, progressed and followed up.
- Ensure the team uses the club’s CRM and reporting systems consistently and accurately.
- Review sales activity, enquiry levels, conversion rates and booking trends to inform priorities and improve performance.
- Provide clear and timely reporting on results, forecasts and actions required.
Customer Experience & Event Delivery
- Ensure prospective and existing customers receive a professional, responsive and consistent service throughout the sales process.
- Lead customer meetings and venue show-rounds, presenting the club’s facilities and tailoring proposals to customer needs.
- Work closely with the events, hospitality and operations teams to ensure bookings are handed over clearly and commitments made to customers can be delivered.
- Maintain strong customer relationships after events to encourage feedback, repeat business and referrals.
- Work with marketing and other colleagues to support campaigns, promote the venue and generate enquiries.
Key Skills & Experience
Essential
- Proven experience in a sales or business development role within events, hospitality, venues or a related industry.
- A demonstrable track record of proactively generating new business and delivering against sales targets.
- Experience of managing, supervising or coaching a sales team, with the ability to set clear expectations and improve performance.
- Strong relationship-building skills and confidence approaching and engaging new customers.
- Experience of managing a sales pipeline, producing forecasts and using CRM or other sales systems.
- Strong commercial judgement, with experience of preparing proposals, negotiating and closing business.
- Excellent communication, organisation and prioritisation skills, with the ability to balance personal sales activity and team management.
- A proactive, accountable and results-driven approach, with a commitment to delivering a high standard of customer service.
Desirable
- Experience selling conferences, corporate events, exhibitions or large-scale functions.
- Knowledge of the local and regional business and events market.
- Experience working in a stadium, hotel, conference venue or other multi-purpose venue.
- Relevant hospitality, events, sales or business qualification.
Key Performance Indicators
- Delivery of team revenue and contribution targets across the Premier Suite and Conference & Events.
- New business revenue generated and new customer accounts secured.
- Sales activity levels, pipeline value and accuracy of forecasting.
- Enquiry conversion rates and average booking value.
- Repeat bookings and customer retention.
- Team performance, development and adherence to agreed sales processes.
- Quality and timeliness of handovers to the events and operations teams.
Formed in 1888 by Bolton Wanderers and 11 other founding members, the English Football League is the world's original league football competition.
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