What does a sales and event manager do?
A sales and event manager is responsible for overseeing event planning and preparations intended for marketing and sales purposes. Sales and event managers handle the contracts with suppliers and third-party vendors for equipment and materials to be used during the event. They also finalize the guests' list, as well as managing digital promotional content and announcements for public awareness. A sales and event manager works with the public relations team for press releases and media communications, attracting potential clients, and identifying opportunities to increase revenues.
Sales and event manager responsibilities
Here are examples of responsibilities from real sales and event manager resumes:
- Achieve highest contract ADR through driving short term and smaller high-end groups.
- Achieve company revenue goals by booking and executing logistically successful events.
- Manage and supervise the reservations operations department including individual and group sales.
- Manage all aspects of these events and act as onsite manager to ensure meeting are delivered effectively and professionally.
- Assist in coordination and management of FAM trips, sales missions and blitz campaigns.
- Conduct memorable and competitively unique FAM tours.
- Discuss wine differentiation and tasting with customers of local winery.
- Develop telemarketing plan and a showcase gala to target corporate event planners.
- Prepare effective correspondence and negotiate rate agreements with clients and maintain internal booking reports.
- Monitor and track reservations to ensure accuracy and proper coding for assign market segment accounts.
- Provide administrative support by developing and generating executive level documents, PowerPoint presentations, spreadsheets, charts and reports.
- Assist with social media marketing to include Facebook, Pinterest and wedding websites.
- Ensure to obtain knowledge of occupancy and hotels ADR.
- Send RFP to decorator, evaluate, offer recommendations and negotiate contracts; review and approve exhibitor service kit.
- Attend daily stand up meetings, BEO meetings and staff meetings.
Sales and event manager skills and personality traits
We calculated that 8% of Sales And Event Managers are proficient in Event Planning, Booking, and Event Management. They’re also known for soft skills such as Analytical skills, Customer-service skills, and Leadership skills.
We break down the percentage of Sales And Event Managers that have these skills listed on their resume here:
- Event Planning, 8%
Execute all details of event planning including catering, staff coordination; facilitate sub-contractors, d cor and final project completion.
- Booking, 7%
Prepared effective correspondence and negotiated rate agreements with clients and maintained internal booking reports.
- Event Management, 7%
Conducted ceremony rehearsals and final appointments to ensure specifications are met and provided on site event management when applicable.
- Guest Satisfaction, 6%
Managed event details within client budgets, on-site troubleshooting and maintained client relations to enhance client and guest satisfaction.
- Wine, 5%
Optimized sales results through increased wine and alcohol sales, menu additions, food and beverage minimums.
- Trade Shows, 4%
Participated in entertainment and hotel trade shows promoting property.
Most sales and event managers use their skills in "event planning," "booking," and "event management" to do their jobs. You can find more detail on essential sales and event manager responsibilities here:
Analytical skills. One of the key soft skills for a sales and event manager to have is analytical skills. You can see how this relates to what sales and event managers do because "sales managers must collect and interpret complex data to target the most promising geographic areas and demographic groups, and determine the most effective sales strategies." Additionally, a sales and event manager resume shows how sales and event managers use analytical skills: "position clients as prospective, tentative or definite with given data in caterease to track sales and close ratios. "
Customer-service skills. Many sales and event manager duties rely on customer-service skills. "when helping to make a sale, sales managers must listen and respond to the customer’s needs.," so a sales and event manager will need this skill often in their role. This resume example is just one of many ways sales and event manager responsibilities rely on customer-service skills: "track guest preferences and history through use of caterease. "
Leadership skills. sales and event managers are also known for leadership skills, which are critical to their duties. You can see how this skill relates to sales and event manager responsibilities, because "sales managers must be able to evaluate how their sales staff performs and must develop strategies for meeting sales goals." A sales and event manager resume example shows how leadership skills is used in the workplace: "provided leadership and strategic direction to build client relationships and new business opportunities to enhance profitability for the company. "
The three companies that hire the most sales and event managers are:
- Hyatt Hotels17 sales and event managers jobs
- Anheuser-Busch10 sales and event managers jobs
- Goodwin Recruiting8 sales and event managers jobs
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Compare different sales and event managers
Sales and event manager vs. Account executive/sales manager
An Account Executive/Sales Manager manages client accounts, building positive client relationships in the process. Part of their job is to secure sales, which requires them to conduct research and analysis to find new business and client opportunities, generate leads, offer products and services to clients through calls and correspondence, arrange appointments, and process payments. There are instances where they must assist clients by resolving issues and concerns, ensuring client satisfaction. Moreover, they are also responsible for developing sales plans and strategies while implementing the company's policies and regulations among staff.
While similarities exist, there are also some differences between sales and event managers and account executive/sales manager. For instance, sales and event manager responsibilities require skills such as "event planning," "booking," "event management," and "guest satisfaction." Whereas a account executive/sales manager is skilled in "account executives," "product knowledge," "customer service," and "sales process." This is part of what separates the two careers.
Account executive/sales managers earn the highest salaries when working in the media industry, with an average yearly salary of $51,472. On the other hand, sales and event managers are paid more in the technology industry with an average salary of $49,461.The education levels that account executive/sales managers earn slightly differ from sales and event managers. In particular, account executive/sales managers are 2.6% more likely to graduate with a Master's Degree than a sales and event manager. Additionally, they're 0.0% more likely to earn a Doctoral Degree.Sales and event manager vs. Commercial sales manager
Commercial sales managers have various duties and responsibilities. These include managing marketing campaigns via phone, direct mail, and the internet, supervising the sales executive teams to develop and maintaining good relations with healthcare professionals, and managing client relationships and identifying opportunities for new business. Additional duties include evaluating supply chain and logistics infrastructure, negotiating contract terms, and bidding on new projects. Commercial sales managers are also responsible for overseeing the company's business growth, identifying areas that can be developed, and generating quotes for prospective customers.
While some skills are similar in these professions, other skills aren't so similar. For example, resumes show us that sales and event manager responsibilities requires skills like "event planning," "booking," "event management," and "guest satisfaction." But a commercial sales manager might use other skills in their typical duties, such as, "customer service," "sales targets," "crm," and "product knowledge."
Commercial sales managers earn a higher average salary than sales and event managers. But commercial sales managers earn the highest pay in the manufacturing industry, with an average salary of $90,326. Additionally, sales and event managers earn the highest salaries in the technology with average pay of $49,461 annually.Average education levels between the two professions vary. Commercial sales managers tend to reach similar levels of education than sales and event managers. In fact, they're 1.8% more likely to graduate with a Master's Degree and 0.0% less likely to earn a Doctoral Degree.Sales and event manager vs. Corporate sales manager
The job of a corporate sales manager is to direct and supervise an organization's sales operations to ensure that profits are maximized and sales targets are met. The day-to-day duties of a corporate sales manager include overseeing the recruitment and training of new sales staff, monitoring team performance and sales goals, and evaluating employee output and individual sales goals. In addition, you must work closely with the marketing department to ensure that common objectives are consistent and clear.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a sales and event manager is likely to be skilled in "event planning," "event management," "guest satisfaction," and "wine," while a typical corporate sales manager is skilled in "corporate sales," "market trends," "relationship building," and "guest rooms."
Corporate sales managers earn the highest salary when working in the manufacturing industry, where they receive an average salary of $90,707. Comparatively, sales and event managers have the highest earning potential in the technology industry, with an average salary of $49,461.corporate sales managers typically earn similar educational levels compared to sales and event managers. Specifically, they're 2.2% more likely to graduate with a Master's Degree, and 0.1% more likely to earn a Doctoral Degree.Sales and event manager vs. Catering sales manager
A catering sales manager is in charge of developing strategies to secure customers and establish a strong client base. Their responsibilities typically revolve around performing research and analysis to identify business opportunities, coordinating catering staff, liaising with potential clients, negotiating with suppliers and other external parties, and overseeing the sales performance of the company, producing progress reports and presentations as needed. Furthermore, as a manager, it is essential to lead and encourage the team to reach goals, all while prioritizing customer satisfaction.
Types of sales and event manager
Updated January 8, 2025
