Events & Groups Sales Manager

About This Role

The Events & Groups Sales Manager is responsible for driving revenue from Events, MICE, and group visitation segments. This role focuses on securing and managing corporate groups, private events, celebrations, educational groups, and niche segments.

The position plays a key role in developing tailored group offerings, supporting event planning and execution processes, cultivating strong client relationships, and ensuring seamless coordination between Sales, Operations, and Guest Experience teams. The role also contributes to strategic planning, forecasting, and enhancing AD Portfolio (teamLab Phenomena, Qasr Al Watan, extended new projects) by positioning them as a unique venues for events and groups visitations.

This role is based at Miral Destinations Headquarters, requiring regular presence and coordination across all locations to ensure unified commercial strategy, consistent execution, and seamless integration of on-site operations with central support functions.

Commercial responsibilities

• Drive sales growth from Events, Group Visits, MICE, Corporate Gatherings, Private Functions, and Special Interest Groups.

• Develop and execute a proactive group sales strategy supporting all segments.

• Develop tailored packages for groups, corporate events, celebrations, team-building activities, and venue rentals.

• Manage key accounts, respond to group inquiries, conduct presentations, and close contracts.

• Identify new revenue streams and sales channels.

• Conduct regular sales calls, site inspections, and presentations to partners and corporates.

• Collaborate with operations teams to ensure smooth delivery of confirmed events.

• Represent AD Portfolio assets at relevant events, trade fairs, exhibitions, and corporate networking functions.

• Track performance and pipeline through CRM, ensuring accuracy in forecasting.

International Market Expansion

• Work with the B2B Marketing team to promote groups and event offerings through targeted international campaigns.

• Develop and execute strategies to attract international B2B group segments.

• Build relationships with global DMCs, tourism boards, embassies, and inbound travel agencies

• Adapt group packages and sales materials to align with cultural preferences and market expectations

• Monitor global travel trends and identify emerging source markets for growth.

Strategic responsibilities

• Contribute to long-term strategy for growing the events and group business.

• Support pricing strategy, yield management, and product development.

• Provide event- and group-specific market insights and performance analysis.

• Assist with budgeting, forecasting, and annual planning.

• Track performance metrics, conversion rates, and booking pace to drive consistent growth.

Business Planning responsibilities

• Support development of annual business plans for Events & Groups.

• Contribute to sales targets, group attendance budgets, and segment planning.

• Conduct competitor benchmarking for event venues, packages, and pricing.

• Translate strategy into clear action plans for the team.

Event & Group Experience Responsibilities

• Coordinate event requirements between internal teams (Operations, F&B, Guest Experience, Events).

• Develop and manage team building programs, packages, and activities tailored for corporate groups, universities, and special interest organizations.

• Work with Operations/Education teams to design relevant themed team-building modules.

• Ensure client expectations are clearly documented and executed for all events and team-building activities.

• Attend key events as the client liaison when required.

• Support the development of new event concepts, seasonal group offerings, and bespoke team-building experiences.

Education and Qualifications

Essential :

• Bachelor’s degree in business, Sales, Events Management, Hospitality, or related field

• 4–6 years of experience in Events Sales, Group Sales, Hospitality, Attractions, or Venue Management

• Excellent written and spoken English

• Strong understanding of the UAE events and corporate landscape

• Strong UAE cultural awareness and familiarity with local business norms

• Excellent interpersonal, negotiation, and communication skills

• Ability to manage multiple clients and events simultaneously

• Strong presentation skills and ability to conduct site inspections

• Proficiency in MS Office and CRM systems

• Flexibility working on weekends and traveling if needed

• Data-driven mindset, analyze trends, booking pace and market performance

Desirable:

• Certifications in Events Management or MICE

• Experience in the UAE market

• Experience managing large-scale events or corporate accounts

• Arabic language skills (spoken and written)

• Experience in attractions, theme parks, or outdoor event venues

• Knowledge of MICE market dynamics and UAE event industry standards