Event Sales Lead

Role Purpose

Sales & Pipeline Management

• Own a personal revenue target and manage a qualified pipeline of private events and MICE opportunities from first enquiry through to signed contract.
• Proactively prospect new clients through cold outreach, networking, referrals, industry events and digital channels, targeting corporates, government entities, agencies, DMCs and associations.
• Qualify inbound and outbound enquiries efficiently, agreeing lead allocation with the Sales Executive and ensuring viability before investing proposal resources.
• Prepare and present tailored proposals, site visit presentations and commercial offers reflecting client needs, stadium capabilities and pricing frameworks.
• Negotiate commercial terms within approved pricing parameters, escalating non-standard requests to the Head of Private Events.
• Maintain an accurate pipeline in the CRM system, tracking leads, proposals, follow-ups, decisions and lost-business reasons.
• Achieve monthly and quarterly KPIs for sales activity, proposal volume, conversion rate, average event value and confirmed revenue.

Client Relationship Management

• Build and maintain strong relationships with a portfolio of corporate accounts, event agencies and key clients as their primary point of contact.
• Conduct regular client meetings, site visits, presentations and stadium familiarization events to build pipeline and strengthen relationships.
• Follow up all proposals, events and enquiries in a timely and professional manner, reflecting the Aramco Stadium brand standard.
• Identify repeat business and upsell opportunities within existing accounts, working with the Head of Private Events on account growth plans.
• Manage post-event follow-up to gather feedback, address concerns and position for future bookings.

Proposal Development & Commercial Coordination

• Develop detailed, accurate and visually compelling event proposals incorporating space configurations, F&B packages, AV and technical requirements, staffing, pricing and terms.
• Obtain feasibility confirmation and operational cost estimates from Stadium Operations at the proposal stage; no proposal is sent without Operations' feasibility confirmation.
• Liaise with F&B Private Events Operations to obtain catering packages, menu options and per-head costings for client proposals.
• Obtain AV, technical and third-party costs through Stadium Operations, which owns all vendor relationships; the Sales Lead does not source, contract or manage vendors.
• Ensure all proposals reflect current rate cards, approved package structures and venue availability against the live stadium calendar.
• Lead contract negotiation and closing for own deals, with contract preparation by Legal, deposit invoicing by Finance and written sign-off of contracted scope by Operations and F&B before signature.

Space Calendar & Occupancy Management

• Place and release provisional holds and confirm bookings in the venue calendar under agreed hold rules, ensuring all private events bookings are accurately recorded.
• Monitor pipeline against available dates and spaces, flagging capacity conflicts or commercial opportunities to the Head of Private Events.
• Support the Head of Private Events in identifying low-occupancy periods and recommending targeted sales activity or promotional offers.

Marketing & Brand Representation

• Support the Head of Private Events at client meetings, industry MICE events, trade shows, networking events and familiarization trips.
• Work with the Marketing & Communications team to provide client feedback, proposal insights and market intelligence for campaign targeting and content development.
• Support the creation and review of sales collateral, venue brochures, digital presentations and event product materials.
• Identify and communicate cross-selling opportunities with the Stadium Tours & Attractions business, including joint packages and combined client proposals.

Internal Coordination & Handover

• Execute a clean and complete handover of confirmed events to Stadium Operations through the Event Order and kick-off meeting, providing the client brief, signed contract, agreed specifications and commercial terms.
• Remain the client's point of contact through delivery on own accounts for all commercial and client matters, while Stadium Operations plans, coordinates and delivers the event.
• Attend pre-event briefings and post-event review meetings to contribute commercial perspective and capture learnings.
• Coordinate with Stadium Operations, Security, Facilities and Guest Experience teams during pre-sales and site visits to ensure accurate venue information is provided to clients.

Experience Requirements

• Excellent written and verbal communication skills in English.
• Experience in proposal writing, contract negotiation and commercial deal management within a venue or events environment.
• Proven track record of achieving individual revenue targets and managing a qualified sales pipeline.
• Proficiency in CRM systems and sales reporting tools.

Education Requirements

• Bachelor's degree in Business, Marketing, Hospitality, Event Management, Tourism or a related field.