Director, Conferences & Events Sales – Head of Department
Sofitel The Palm
مجموع سنوات الخبرة :21 years, 7 أشهر
Having started as Assistant Director of Events, my role was to set up and develop the Conference & Events Sales department from scratch and transform it into a world-class event management department, along with being a substantial profit center. In charge of my own P&L, I was also covering for the Director of Sales & Marketing, heading the entire division during her absence.
Responsibilities:
Served as the project delivery manager for up to 300 events per year, ranging each from 10 to 700 participants.
Led by example and personally developed business (cold calling, client meeting, networking…etc.) on a daily basis. Designed a business plan targeting the Mice segment for Expo 2020, by reverse-engineering the calendar leading to it, and planning key actions (Marketing, Cold calls, networking, client meetings, lead conversion, proposals, contracts…etc.) at specific times.
Singlehandedly selected & trained a team of 8 event staff, and monitored their performance in line with individual targets.
Built a strong culture of teamwork & ownership between various departments, to ensure a customer centric delivery.
Set up an Internal Events Calendar to attract new guests and industry professionals to increase revenue: (i.e.: inviting a specific artist or organizing a specific industry event, and then marketing the event to the targeted audience, while offering
various F&B and Accommodation packages).
Implemented the department’s 1st online customer service survey to track feedback and improve overall ratings.
Set up and launched an Outside Catering Service from scratch, to diversify the hotel’s income.
Established the department’s guidelines and processes, to maximize quality assurance and productivity of every stakeholder involved in event management and/or daily operations. Collaborated closely with the Marketing department to generate more relevant communication campaigns (collateral production: photo/video shooting, print, direct mail, web pages etc.) by measuring & optimizing previous results.
Achievements:
Developed a client database of more than 300 profit-generating clients from scratch.
Secured an 80% repeat business rate (customer loyalty) by establishing strong relationships with every single client. Generated new clients throughout the year to ensure business continuity in quieter seasons (consistent proactive sales calls).
Singlehandedly brought onboard an average of AED 2 M of projects per year (Cold-calls or via client networking activities) to support the team’s sales effort.
Established a reputation for delivering small and large events 100% on-time and on budget.
Personally secured the Expo 2020 French Pavilion Catering project, estimated at AED 8 M for F&B revenue only (Selected as the lead project-manager in collaboration with Accor Regional and Global Offices).
Consistently achieved a customer rating between 4.5/5 and 5/5 for most of the events and groups we have managed.
Drastically improved payment collection by setting up a strict payment policy before and during D-Day.
My role was to take the department to the next level, from “venue provider” to “360-degree event management” level. Leading by example, I was actively developing business, as well as leading a team towards success.
Responsibilities:
Merged the group-sales and event teams to offer a holistic event management experience from client initiation to delivery.
Developed our MICE offering to cater towards more segments: Corporate, Government, VIP Luxury and Social Events, in both types of business: non-residential and residential.
Revamped our proactive group sales process from A to Z (prospect identification, cold calls, client meeting, proposals and quotes)
Maintained the highest deliverable standards to ensure successful events and developed future and repeat business.
Established team KPIs (# sales calls per day - reactive and pro-active /and AED revenue target for each team member).
Hired & trained several staff members and supervised a team of up to 5 members - 2 sales (+ myself) + 3 events (+ myself).
Issued yearly forecasts and budgets. Monitored and optimized our forecast & budget on a monthly / quarterly basis.
Played an active role in determining our yielding strategy, in collaboration with the revenue department.
Generated multiple leads by participating to trade shows like IBTM, ATM and other various Road shows.
Established and maintained a strong relationship with existing customers and network of around 250 companies.
Achievements:
Increased total sales for the department by 43% throughout my tenure.
Personally generated 25% of the team’s revenue on average - leading by example and passionate about sales.
Exceeded the Banquet events revenue targets by 15% - AED 10 Million by end 2014 (AED 8.5 Million objective).
Secured other sources of income through different clientele acquired via cold calls (consistent proactive sales).
Turned around 3 team members to top achievers in less than 12 months on average.
Promoted every 18 months, from manager to senior manager and deputy director.
As one of the Head of project management, I was in charge of an autonomous business unit and I was directly reporting to the Managing Director.
Responsibilities:
Sold, planned, and produced various events for several high-profile accounts (from products launch, gala dinners, road-shows, to corporate functions…).
Conceptualized and managed own-produced events, from build up to full operation management.
Managed and allocated effective resources to deliver unrivaled customer experience: from initial proposals to full event logistics and venue management.
Designed and crafted the creative development of the projects, from pitch to the actual project management of the entire event.
Controlled and saved on the program overall cost by negotiating better vendor rates (through preferred supplier agreements).
Established sales targets for the entire team and monitored progress through sales meetings, goal setting, and communication support with clients.
Networked with other business suppliers to keep up-to-date on changes in the industry.
Notable projects:
The Stadium At The Walk (FIFA world cup 2010 Tent in Dubai JBR): A 650pax capacity Hospitality Tent, featuring a Stadium style design along with entertainment and catering offerings around football. A massive 7M x 4M HD screen along with 34nos. plasma screens to enhance the experience.
Al Barza Ramadan Tent (Ramadan tent in Dubai JBR) The same Tent has been turned into a contemporary and exuberant Arabic themed venue to welcome guests for a luxury Iftar and Sohour experience. Offering also a traditional Arabic and North African cuisine provided by one of the finest 5 stars resort in Dubai.
High Profile Events:
Charity Gala Dinner Events for the Office of Her Royal Highness Princess Haya Bint Al Hussein: commonly hosted by HRH and the United Nations Secretary-General’s Special Adviser on Sport for Development and Peace.
TDIC, Saadiyat Beach Classic Launch hosted by Gary Player, worldwide awarded golf player.
The L’Oreal - UNESCO for Women in Science Award Ceremony: First Regional Pan Arab FWIS fellowships.
Series of Conferences for the Mohammed Bin Rashid Al Maktoum Foundation.
Products launches on retainer basis for: L’Oreal; Unilever; Procter & Gamble; VW.
Seminars and Incentives Road-shows on retainer basis for HP in GCC and KSA.
Responsibilities:
Conducted event projects from A to Z (Events Management, Sourcing and securing the top Entertainers, Talents, promoters and Models, Multimedia production, and even updating our website and various Graphic design projects for our Events, brochures...)
Oversaw all Sales & Marketing and Business Development activities for the agency.
Managed a team of 4 permanent staff and various external suppliers to conceptualize, develop and materialize unique events and Multimedia solutions and operations.
Collaborated with various Agencies, Freelancers and Suppliers in order to deliver big scale events.
Designed Clients’ websites from the blueprint to production, in line with their online marketing strategy.
Achievements:
Quickly secured several event contracts / projects despite entering a major property crisis.
Established the company and its presence from A to Z in a record time.
Developed the entire client database from scratch in a short amount of time.
Conceptualized and Managed events for various companies like: Volvo Overseas (UAE), Unilever (MENA), ND Associates (UAE), Villa Phuket (Thailand), SITTAL Fashion (India), Club’n Box (France), Gigi Boutique (UAE), etc.
Responsibilities:
In charge of the Business development for the Agency.
Identified and sourced new clients - Developed contacts and took briefs for various projects.
Submitted marketing and event proposals - Negotiated and followed-up till signature of contract.
Managed and coordinated full production of the events (Marketing tools, Venues management, Media and Entertainment sourcing, Suppliers sourcing and management, etc.).
Handled and allocated resources to manage events worth multi-million of Dirhams in term of budget.
Ensured that deliverables were met on projects and on sales target for the company.
Achievements:
Delivered over 50 large-scale projects (AED 1 Million+) 100% on time and on budget.
Designed and managed events production for some of the key companies throughout the region like: RTA; Aldar; Samsung MEA; Ali & Sons; L’Oreal; Legrand; Al Jabal Real Estate; etc.
Quickly gained expertise in Audio-Visual Productions and Setups (staging, lighting & sound, video, etc.).
My role was within the Printing & Communication Terminals and Network, where I was in charge for corporate market and resellers segments.
Responsibilities:
Developed the customer database, submitted proposals, followed-up, closed deals.
Held weekly business review meetings with each sales team member.
Established and maintained a strong relationship with corporate customers and distributors.
Mapped innovative ideas to create new business opportunities:
-Identified potential new products to address client needs.
-Worked with the Marketing team to identify new channels to sell the company’s products.
Oversaw the regional sales and marketing plan, trained and monitored the brand’s distributors accordingly
Achievements:
Successfully created and implemented company’s regional sales plan, including revenue and profitability targets for the allocated sales area: results:118% on yearly objective,
Achieved twice the ranking of 2nd best sales manager within a regional team of 16 people, for 2005 and 2006.
Responsibilities:
Prospecting contracts in China on behalf of private investors for different products:
- Implemented business partnerships on new products’ development.
- Organized meetings with potential suppliers, distributors and buyers.
Having started as a Marketing Coordinator, my role evolved towards spearheading the Marketing and Communication activities supporting the strategy of the brand. I was also directly reporting to the CEO of the group who was the Head of the Marketing.
Responsibilities:
Developed the marketing activities to ensure the Brand awareness among targeted groups: franchises & end clients.
Guided and accompanied a network of 500 stores across the globe in implementing the brand guidelines.
Collaborated with Export Directors for external markets openings: Africa, the Middle East, Asia, etc.
Achievements:
Implemented and rolled the marketing plans out and presented the strategy and associated tools to the partners:
- Creation and execution of marketing collateral: brochures, outdoor and indoor signage, flyers, banners, packaging, press kits, etc./ Media buying for national and international newspapers and magazines / Corporate video production / Products launch: TV ads, press releases, road shows, seminars, etc.
Responsible of the e-marketing: set up and updated the newly launched corporate website
Set up SWOT analysis (strengths, weaknesses, opportunities and threats) for over 40 brand’s owned franchises, and assisted them in their strategic plans.
Implemented and supervised the sales and marketing workshops to improve showroom sales executive’s and coordinators’ performance: witch resulted to an average of 22% incremental revenue yearly.