About the job

Events Sales Lead

Role PurposeThe Events Sales Lead is responsible for driving new business acquisition, managing the qualified sales pipeline, developing client relationships and converting enquiries into confirmed events for Aramco Stadium. The role is the commercial engine of the Private Events team, proactively targeting corporate clients, agencies, government entities and event organizers across the MICE and private events market.Working directly under the Head of Private Events, the Sales Lead will support the full sales cycle from first contact through to signed contract, ensuring all proposals are commercially sound, accurately scoped and handed over to Stadium Operations for delivery through the Event Order. The Events Sales Lead and the Sales Executive both sell and carry individual revenue targets; the Events Sales Lead leads key accounts and larger or non-standard deals.

Primary OutcomeTo build and convert a high-quality pipeline of private events and MICE business, achieving individual revenue and activity targets while contributing to the overall profitability, occupancy and reputation of Aramco Stadium as a leading events destination.

• Key ResponsibilitiesSales & Pipeline ManagementOwn 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 the allocation of leads with the Sales Executive and ensuring stadium capacity, dates, services and commercial terms are viable before investing proposal resources.
• Prepare and present tailored proposals, site visit presentations and commercial offers that reflect client needs, stadium capabilities and pricing frameworks set by the Head of Private Events.
• Negotiate commercial terms within approved pricing parameters, escalating non-standard requests to the Head of Private Events for approval.
• Maintain an accurate and up-to-date pipeline in the CRM system, tracking all leads, proposals, follow-ups, decisions and lost-business reasons with full discipline.
• Achieve monthly and quarterly KPIs for sales activity, proposal volume, conversion rate, average event value and confirmed revenue.
• Client Relationship ManagementBuild and maintain strong relationships with a portfolio of corporate accounts, event agencies and key clients, acting as their primary point of contact through the sales process.
• 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, ensuring every client interaction reflects the standard of the Aramco Stadium brand.
• Identify repeat business and upsell opportunities within existing accounts, working with the Head of Private Events to develop account growth plans.
• Manage post-event follow-up to gather feedback, address concerns and position for future bookings.
• Proposal Development & Commercial CoordinationDevelop 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 the operational cost estimate 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 inclusion in client proposals.
• Obtain AV, technical and other third-party costs through Stadium Operations, which owns all vendor relationships. The Events Sales Lead does not source, contract or manage vendors.
• Ensure all proposals reflect current rate cards, approved package structures and venue availability as confirmed
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