Associate Director for Events
PRINCIPAL ACCOUNTABILITY:
Responsible for the over-all productivity of banquet and event sales including management of day to day sales activities and performance of the banquet and events sales team in order to achieve desired revenue results and service levels
MAIN DUTIES:
Operational
1. Monitor and direct the daily operations of the banquet sales team to ensure achievement of revenue goals.
2. Develops along with Director of S&M all banquet packages
3. Develop the annual banquet sales department’s budget and monthly forecast and execute the sales programs within it.
4. Monitor individual and group production of Events Sales Team and submit to the DOSM the monthly individual production report.
5. Monitor sales production and adjust banquet sales activities, account coverage and sales priorities as necessary in order to achieve revenue goals
6. Analyze current and potential markets/trends, coordinate all activities to maintain and increase revenue through added business volume and increase rate
7. Procure new and repeat business for the hotel by monitoring contact with banquet accounts within local, domestic and international markets. Maintains contact with event planners, corporate accounts, incentive buyers through personal sales calls, telephone contacts and written communications
8. Recommend and implement special programs to achieve greater productivity through:
o Increasing average check
o Increasing covers
o Increasing business volume during difficult periods
o Increasing function room sales
9. Manages key accounts
10. Attends daily sales briefing with S&M team
11. Monitor competitor activities and share any market intel
12. Conduct quarterly reviews of sales personnel to ensure targets and sales objectives are being met.
13. Prepare Month End reports with market segment summary report, monthly forecasts and other reports as advised by the DOSM
14. Maintain close liaison with other DHC Sales teams for cross selling purposes
15. Meet with guests from major producers/organizers of big events staying in the hotel to ensure customer satisfaction
16. Oversee maintenance of accurate banquet sales database and mailing list
17. Develops and Implements all meeting services minimum standards
18. Continuously maintain and improve client relations to ensure repeat business
19. Maximizes conversion of all leads
20. Ensures Delphi sales and catering system are maximized
21. Analyzes and evaluates account production with the Banquets & Events Team and DOSM and implements the sales action plans
22. Explores new markets and potential accounts
23. Regularly visits all major and top banquet accounts
24. Cross sells accommodations of Discovery Primea
25. Cross sells sister properties
26. Handles and oversees complex MICE groups/ High Profile Events/ and Owner related activities
27. Monitors and actively enlist bookers in the Discovery Perks Program
28. Maximizes Delphi catering reports
29. Monitor online/third party lead generation
30. Monitor Reviewpro for Events and maintain a 100% management response rate
Revenue Management
- Implements a rate strategy per segment for banquets and events
- Applies minimum revenue during opportune times
- Provides feedback and market information to the DoSM on changing market conditions including trends on competition as a result of direct sales solicitation, telephone, reading material and interaction with hotels in the comp set
- Analyzes and reviews market changes with the DoSM and implements programs to meet these changes
- Submits accurate catering forecast reports as required
- Conducts regular weekly book reviews
Budget and Costing
1. Work and liaise with the DOSM and the Director of Finance in developing the annual banquet revenue budget / business plan and monthly forecast
2. To ensure that the departments operational budget is in line and costs are strictly controlled without compromising quality
3. Coordinates with Chef for menu development and costings
Marketing Communications and Public Relations
1. Coordinate the development of all promotional banquet sales related collateral materials
2. Contribute ideas for banquet sales promotions, based on sales needs, market feedback and trends.
3. Attend Sales and Marketing related functions within the hotel
4. To attend other functions of the hotel as appropriate and advised
Administration
1. To ensure that all departmental reports and correspondences are accurate and submitted on a timely basis.
2. To ensure that work schedules are properly established.
3. To ensure that files are maintained and updated, merged and purged as necessary on a regular basis.
4. To conduct regular meetings for the department
Employee Handling
1. To ensure that all employees report for duty punctually wearing the proper office attire/uniform and name badge at all times.
2. To assist in the building of an efficient team of employees by taking an active interest in their welfare, safety, training and development.
3. To ensure that all employees have a complete understanding of, and adhere to the hotel’s standards, policies and procedures.
4. To conduct training courses for new employees and regular “refresher” courses for existing employees, whenever necessary
5. To conduct employee evaluation reviewing their general performance, discuss existing performance and areas of improvement.
6. To interview potential new employees in liaison with Human Resource Department.
7. To supervise Departmental Orientation Program for new employees ensuring that they understand the policies and procedures of the hotel
GENERAL DUTIES
1. To report for duty punctually wearing the proper office attire/uniform and name badge at all times.
2. To participate in departmental meetings and activities.
3. To provide courteous and professional service at all times.
4. To attend continuous training and development programs of the hotel.
5. To maintain good working relationship with colleagues and other departments.
6. To ensure that the correct standards, policies and procedures are maintained as stated in the Department’s Operations Manual.
7. To obtain complete understanding of and adhere to the hotel’s code of conduct.
8. To obtain complete understanding of and adhere to the hotel’s policy relating to fire, hygiene, health and safety.
9. To safeguard confidentiality of information processed by the department.
OCCASIONAL DUTIES
1. To perform task that may be assigned from time to time.