Assistant Director of Sales & Marketing

The Mercure & Ibis London Earls Court hotel is a newly renovated property in Southwest London. The property is a large conferencing & group hotel comprising a total of 508 keys, across two distinct brands within Accor, Mercure & Ibis. As the property is a combo there are 282 Mercure rooms & 226 Ibis rooms. The London Suite is the main ballroom for all types of events, extremely versatile and plays a pivotal role in the property’s overall performance. The London Suite is divisible into nine separate meeting rooms, which when combined can be one of the largest pillar-free spaces in London for events up to 1,200 guests. The F&B outlets in the property have been created by PARIS SOCIETY. The F&B space named Barnaby’s is perfect for social events and either the Barnaby’s Kitchen or Barnaby’s Lounge Bar can be semi or completely privatised for groups, events or additional catering / meeting space for larger residential bookings and functions. 

Our promise is caring and impeccable service. We nurture real passion for service and achievement beyond limits. 

Our mission is to make the impossible possible to realize your dreams.

The Assistant Director of Sales & Marketing will play a key role in driving proactive sales activity, revenue growth and market share across the Corporate, MICE, Groups and Leisure segments.

Reporting to the Director of Sales & Marketing, this role will be responsible for identifying and converting new business opportunities, developing existing accounts, and actively generating demand for bedrooms, conference and event facilities, food & beverage outlets and other ancillary revenue streams.

A strong focus of the role will be on proactive sales, including client prospecting, sales calls, appointments, site visits, networking events, competitor research and local market activity. The Assistant Director of Sales & Marketing will be expected to build a strong sales pipeline, target key accounts and agencies, and ensure the hotel is front of mind for corporate, conference, events and group business in West London.

As a key member of the hotel’s commercial leadership team, the Assistant Director of Sales & Marketing will support the delivery of the hotel’s commercial strategy, strengthen relationships with key stakeholders, and help position the hotel as a leading destination for corporate, conference and events business.

This is a hands-on, field-based commercial role suited to a confident and driven sales professional who enjoys being in front of clients, opening doors, creating opportunities and converting enquiries into profitable business. The successful candidate will be highly proactive, target-focused and comfortable managing the full sales cycle from prospecting to conversion.

Key Responsibilities

Commercial Leadership & Sales Strategy

• Support the Director of Sales & Marketing in the development and implementation of the hotel's annual sales and marketing strategy.
• Act as a Department Head, providing leadership, coaching and support to the Sales & Events team.
• Develop and execute proactive sales plans across Corporate, Meetings & Events, MICE, Group Accommodation, Consortia and Leisure segments.
• Proactively Identify and capitalise on new business opportunities to increase market share and revenue performance.
• Drive total hotel revenue through strategic selling of bedrooms, meeting rooms, conference facilities, catering services, food & beverage outlets and ancillary revenue streams.
• Collaborate closely with Revenue Management and operational departments to ensure commercial objectives are aligned with hotel performance goals.
• Deputise for the Director of Sales & Marketing when required.

Conference, Meetings & Events Sales

• Drive occupancy, utilisation and profitability of the hotel's conference, meeting and event facilities.
• Proactively target corporate event planners, conference organisers, associations, government sectors, sporting organisations, exhibition organisers and international event agencies.
• Develop strategic relationships with Professional Conference Organisers (PCOs), Destination Management Companies (DMCs), Travel Management Companies (TMCs), event agencies and key intermediaries.
• Lead negotiations and proposals for large-scale conferences, residential events, exhibitions, training programmes and multi-day meetings.
• Work closely with the Meetings & Events team to maximise enquiry conversion, delegate rates, catering spend and repeat business.
• Identify opportunities to grow residential conference business through integrated accommodation and event packages.
• Position the hotel as a leading conference and events destination within West London and the wider London market.

Corporate Sales & Business Development

• Generate and prospect new business opportunities from local, national and international markets.
• Build, manage and grow a portfolio of key corporate accounts, ensuring sustainable long-term revenue growth.
• Conduct regular business reviews with clients to identify opportunities for increased market share and account development.
• Manage and grow existing consortia and negotiated corporate accounts.
• Negotiate and manage corporate RFPs and rate agreements through Cvent and Accor-approved platforms.
• Develop and implement Account Development Plans for key clients and target accounts.
• Analyse account production and implement recovery plans for underperforming accounts.
• Maintain strong relationships with chambers of commerce, tourism boards, convention bureaux, local business organisations and strategic partners.

Sales Activity & Client Engagement

• Manage the full sales cycle from lead generation and prospecting through to negotiation, contracting, implementation and retention.
• Conduct face-to-face client meetings, presentations, site inspections and familiarisation visits.
• Represent the hotel at trade shows, networking events, industry exhibitions, sales missions and client entertainment activities both domestically and internationally.
• Organise and host client events, showcase evenings and promotional activities.
• Support hotel marketing initiatives and collaborate on campaigns that generate awareness and demand.
• Work closely with the Accor Sales Network to maximise opportunities from global and national account partnerships.

Revenue Performance & Reporting

• Deliver agreed revenue, market share and activity targets across assigned market segments.
• Monitor market conditions, competitor activity, industry trends and local developments to identify opportunities and risks.
• Maintain a strong understanding of hotel budgets, forecasts, pricing strategies and commercial objectives.
• Prepare and present weekly and monthly sales reports, account production reviews, pipeline updates and business forecasts.
• Track sales performance against key performance indicators including appointments, prospecting activity, conversion rates, new business generation and account growth.
• Utilise market intelligence and sales systems to diversify the hotel's business mix and drive incremental revenue.

Administration & Systems Management

• Maintain accurate account information, sales activities and client records within ANAIS, Delphi, Cvent and other approved systems.
• Ensure all contracts, account plans, contact records and documentation are up to date and compliant.
• Produce reports detailing client interactions, sales appointments, presentations, familiarisation trips and business development activities.
• Manage sales collateral, promotional materials, client gifts and presentation resources.
• Ensure effective communication and collaboration with Reservations, Front Office and operational teams regarding new business opportunities and account performance.

Team Leadership & Collaboration

• Foster a culture of accountability, collaboration, innovation and commercial excellence.
• Support recruitment, onboarding, coaching and development of team members.
• Encourage cross-departmental communication to ensure seamless delivery of client expectations.
• Actively participate in weekly, monthly and quarterly commercial and sales meetings.
• Promote a positive and professional working environment aligned with Accor values and hotel objectives.

Guest Experience & Brand Representation

• Act as a professional ambassador for the hotel, Accor and the brand at all times.
• Contribute to exceptional guest and client satisfaction through proactive engagement and personalised service.
• Support the resolution of guest and client concerns in a timely and professional manner.
• Maintain comprehensive knowledge of hotel facilities, services, local attractions and destination offerings.
• Ensure all client interactions reflect the highest standards of professionalism and hospitality.

Health, Safety & Compliance

• Comply with all company policies, brand standards and statutory requirements.
• Report any health, safety, security or operational concerns immediately to the appropriate manager.
• Demonstrate flexibility in supporting business needs, including participation in evening events, weekend activities and occasional travel where required.
• Undertake any other reasonable duties as requested by the Director of Sales & Marketing or General Manager.

• Hotel Sales experience (Ideally from large volume led hotel with large M & E operations
• Segments : MICE, Corporate & some Leisure
• Lanyon/CVENT, Delphi, ANAIS, Opera
• TMC & MICE distribution platforms
• Reporting & Prior team management
• Competent financial acumen e.g. P & L/ Budget / Forecasts
• Dynamic, Self-motivated, Enthusiastic
• Dependable and Adaptable
• Commercial Mind-set
• Self-Starter, resilient & appetite for business development
• Strategic and Process driven
• Organised with excellent communication

PERKS FOR YOU

• Employee benefit card offering discounted rates at Accor worldwide
• Free and delicious meal breaks on duty
• Complimentary stays in UK and North Ireland
• Friends & Family discounts
• 50% food discounts in our restaurants
• Pension Scheme
• Health Insurance
• Eye Test Vouchers
• Staff Uniforms Provided
• Learning programs through our Academies
• Opportunity to develop your talent and grow within your property and across the world!
• Ability to make a difference through our Corporate Social Responsibility activities, like Planet 21