Cluster Director of Sales

About Us

Adeera is a hotel management company established by Saudi Arabia’s Public Investment Fund (PIF) to develop distinctive, locally inspired hotel brands that reflect the Kingdom’s rich cultural heritage. Based in Riyadh, Adeera supports Vision 2030 by positioning Saudi Arabia as a premier global destination.

We manage mid-scale to luxury hotels that combine authentic guest experiences with innovative, tech-enabled services. Our mission is to bring Saudi hospitality to the world, guided by values of generosity, innovation and future consciousness.

JOB SCOPE

The Cluster Director of Sales is responsible for establishing and leading the proactive sales strategy for Luxury Hotel - Qiddiya during pre-opening, launch and stabilization. The role will drive revenue across corporate, government, MICE, group, leisure, wholesale, travel trade, consortia, destination and strategic partnership segments, while supporting the hotel’s occupancy, ADR, RevPAR, total revenue and market share objectives.

As additional Qiddiya hotels open, the role is expected to evolve from a single-property opening role into a broader Qiddiya cluster sales leadership role, supporting destination-wide account management, segment deployment, lead generation, sales coordination and performance reporting across multiple hotels, brands, demand segments and feeder markets.

The Director of Sales works closely with the General Manager, Revenue Management, Marketing & PR, Reservations, Events, F&B, Operations, Corporate Commercial, owner representatives and destination stakeholders to ensure sales activity is commercially focused, brand-aligned, measurable and operationally deliverable.

MAIN DUTIES & RESPONSIBILITIES:

Sales Strategy & Business Development

• Develop and implement the annual sales strategy for Luxury Hotel - Qiddiya, aligned with the hotel business plan, revenue strategy, brand positioning and opening objectives.
• Lead the sales strategy input into the hotel and future Qiddiya cluster commercial strategy.
• Identify, prioritize and grow key market segments including corporate, government, MICE, group, leisure, wholesale, travel trade, consortia, DMCs and strategic partnerships.
• Build annual account plans, segment targets, feeder-market priorities and production goals for the sales team.
• Drive proactive sales deployment through sales calls, client presentations, networking, trade shows, sales missions, fam trips, site inspections and destination activations.

Pre-Opening Sales Readiness

• Develop and execute the pre-opening sales plan, including account mapping, prospect lists, segment strategy, launch offers, RFP strategy, trade engagement and sales activation milestones.
• Build the sales pipeline ahead of opening to support early occupancy, group base, corporate demand, travel trade awareness and MICE conversion.
• Coordinate with Revenue Management on opening rate strategy, business mix, need periods, group pricing, displacement decisions and contract terms.
• Coordinate with Marketing & PR on opening campaigns, destination messaging, sales collateral, presentations, client events and trade communication.
• Ensure sales systems, CRM, account records, pipeline tracking, proposal templates and reporting tools are ready before go-live.

Account Management & Partnerships

• Build and maintain strong relationships with corporate accounts, government entities, travel managers, TMCs, DMCs, tour operators, wholesalers, consortia, luxury travel advisors, MICE buyers and strategic partners.
• Negotiate commercial agreements, preferred partnerships, corporate rates, group terms and tactical offers in line with approved pricing and contracting guidelines.
• Develop total account management plans for high-value accounts, including decision-maker mapping, production targets, action plans and account reviews.
• Maintain high-value client retention, account growth and profitable market share within assigned segments.
• Represent the hotel and future cluster at trade shows, industry events, sales missions, destination forums and key account meetings.

Revenue & Commercial Performance

• Work closely with Revenue Management to align pricing, business mix, segment strategy, sales deployment and demand-generation activity.
• Drive occupancy, ADR, RevPAR, total rooms revenue, MICE revenue, F&B revenue and market share through proactive sales activity.
• Monitor sales pipeline, conversion, lost business, account production, lead source, booking pace and segment performance.
• Provide sales forecasts, business-on-the-books insight and market intelligence to support weekly revenue meetings and commercial decision-making.
• Identify new revenue opportunities across rooms, meetings and events, F&B, leisure packages, destination experiences and strategic partnerships.

Meetings, Events & Group Sales

• Lead MICE, group and event sales strategy in coordination with Events, Revenue Management, F&B and Operations.
• Drive group rooms, meeting room, banquet, catering, social event and destination event revenue.
• Ensure effective inquiry management, response times, proposal quality, follow-up discipline, conversion tracking and handover from Sales to Operations.
• Apply displacement analysis, space optimization and commercial judgment to group and event opportunities.
• Develop corporate meetings, incentive, association, government, social and destination-linked event opportunities.

Cluster and Future Growth

• Prepare the Sales function to expand from a hotel in Qiddiya to a cluster model as additional Qiddiya Hotels are onboarded.
• Develop scalable sales deployment, account ownership, lead-sharing, reporting and performance standards across the Qiddiya hotel portfolio.
• Coordinate property-level sales activity with future cluster-wide account strategy, destination campaigns and owner-related commercial priorities.
• Recommend future team structure, segment coverage, market deployment and sales resources as hotel openings and business volume increase.
• Ensure consistency in sales governance, account management, contracting, reporting and pipeline discipline across the Qiddiya hotel portfolio.

Market Intelligence & Reporting

• Monitor competitor activity, market trends, feeder markets, account movement, event calendars, citywide demand, destination demand and industry developments.
• Conduct demand analysis and identify growth opportunities across corporate, government, leisure, wholesale, MICE and destination segments.
• Prepare regular sales performance reports, pipeline updates, account production reviews and action plans for hotel, cluster, corporate and owner stakeholders.
• Maintain accurate CRM, account, activity, pipeline and contract records to support transparent reporting and decision-making.
• Use market intelligence and sales data to recommend tactical actions for need periods, high-demand periods and opening ramp-up.

Team Leadership & Development

• Lead, coach and develop Sales Managers, Account Managers, MICE / Events Sales, Reservations sales support and other sales resources as appointed.
• Establish individual and team sales targets, activity plans, account plans, performance reviews and development plans.
• Build a proactive, commercially disciplined and client-focused sales culture.
• Ensure the sales team follows agreed sales processes, CRM standards, contracting guidelines and reporting cadence.
• Promote collaboration across hotel, cluster, corporate, owner and destination teams.

Key Performance Indicators (KPIs)

• Sales production by segment against budget, forecast and opening ramp-up assumptions.
• Corporate, government, MICE, leisure, wholesale, travel trade and strategic account production.
• Group and MICE lead volume, proposal quality, response time, conversion rate, lost business and revenue contribution.
• Account retention, account growth, new account acquisition and preferred partnership conversion.
• Occupancy, ADR, RevPAR, total rooms revenue, MICE revenue and total hotel revenue contribution influenced by sales activity.
• Pipeline value, business-on-the-books contribution, sales activity productivity and CRM data accuracy.
• RFP participation, contract conversion, negotiated account performance and rate compliance.
• Cluster sales readiness and successful onboarding of additional Qiddiya hotels as they open.

Requirements

POSITION REQUIREMENTS

SKILLS:

• Strategic Sales Planning
• Business Development and Proactive Sales Deployment
• Key Account Management and Total Account Planning
• Corporate, Government, MICE, Leisure, Wholesale and Travel Trade Sales
• RFP Management and Contract Negotiation
• MICE, Group and Event Sales Strategy
• Pipeline Management, Lead Conversion and CRM Discipline
• Sales Forecasting, Budgeting and Performance Reporting
• Revenue, Market and Competitor Analysis
• Commercial Acumen and Business Mix Optimization
• Partnership Development and Destination Sales
• Sales Governance, Contracting and Rate Integrity
• Cluster / Multi-Property Sales Management
• Stakeholder Management with Owner, Corporate, Hotel and Destination Teams
• Leadership, Coaching and Team Development
• Communication, Presentation and Negotiation Skills
• Problem Solving and Decision-Making Skills

EDUCATION, QUALIFICATIONS:

• Bachelor’s degree in business administration, Hospitality Management, Marketing, Commercial Management or a related field.
• Minimum 7 to 10 years of progressive experience in hotel sales, including at least 3 to 5 years in a leadership role.
• Pre-opening experience is strongly preferred, ideally in resort, destination, leisure, entertainment, MICE or multi-property environments.
• Experience with luxury, upper-upscale, lifestyle or complex mixed-demand hotels is preferred.
• Strong knowledge of corporate, government, MICE, group, leisure, wholesale, travel trade, consortia and destination sales segments.
• Proven track record of achieving revenue, market share, account production and conversion targets.
• Strong understanding of revenue management, pricing, distribution, contracting, account planning, CRM and sales reporting.
• Experience representing hotels at trade shows, sales missions, client events and strategic partnership forums.
• Fluent English required. Arabic is an advantage.