Sales Manager (Events and Exhibitions)

The Sales Manager is responsible for implementing the sales plan and strategy to maximize both financial and non-financial objectives. This role involves planning and directing the sales of assigned exhibitions in coordination with the Sales Director, ensuring revenue targets are achieved while maintaining industry best practices.

Requirements

Sales & Business Development

• Sell new and existing exhibitions to achieve strategic and financial targets.
• Stay updated on developments in the exhibition industry, particularly sales innovations.
• Research competitive exhibitions to identify new ideas and market practices.
• Contribute to sales promotion materials and develop strategies to encourage visitor participation.
• Expand and maintain the exhibition database.
• Manage existing agents and identify new agents for assigned exhibitions.
• Engage with government trade bodies to explore new markets and secure exhibitors.
• Develop sponsorship and non-space revenue opportunities.
• Create innovative sales initiatives to maximize client acquisition and retention.
• Develop CRM programs for key target groups and manage key account strategies.
• Monitor and track daily team sales performance and progress.
• Set and manage sales targets across all bands.
• Liaise with the Marketing team to ensure timely and high-quality sales promotion supportOperations Management (20%)

• Manage floor plans and exhibition layout coordination.
• Monitor daily sales team performance.
• Coordinate with Operations and Marketing teams to ensure exhibitions meet the highest standards. Governance and Process Management (30%)

• Manage budgets to achieve revenue and NOP targets.
• Implement key account strategies and programs.
• Develop new sales innovations to maintain a competitive edge. Organizational Management (15%)

• Effectively manage sales agents and national association networks.
• Provide leadership, guidance, and training to the Sales team. Other Duties (5%)

• Perform additional responsibilities as required by the Sales Director.
• Handle confidential information and issues with discretion and judgment.

Operating Environment

• Office-based, with tele-sales and campaign activities.
• Regular external client meetings and overseas travel to attend competitor exhibitions.

Minimum Qualifications & Experience

Education

• Formal qualification in Business, Sales Management, or a related discipline. Experience & Knowledge

• Minimum 7–8 years of sales experience in the exhibitions industry.
• Strong interpersonal, negotiation, and leadership skills.
• Ability to stay updated on the latest industry trends and market knowledge.