MICE Event Sales Manager – Business Development & Strategic Partnerships

The MICE Event Sales Manager will be responsible for driving venue revenue growth through the proactive acquisition of new business opportunities, strategic partnerships and corporate event sales.

This is a sales-focused role with a strong hunter mindset , responsible for identifying, pursuing and converting new business opportunities across the MICE, corporate, luxury and lifestyle sectors.

Beyond new business acquisition, the role will also adopt a farmer approach by nurturing existing client relationships, strengthening strategic partnerships and developing long-term collaborations that generate repeat business, referrals and larger event commitments.

This role will focus predominantly on pre-sales activities , including lead generation, client acquisition, proposal development, commercial negotiations and strategic account management.

The ideal candidate should possess strong commercial acumen, excellent networking and relationship-building skills, and the ability to develop creative event solutions that align with clients’ business objectives.

1. New Business Development (Hunter Focus)

• Identify, prospect and acquire new clients across targeted industries.
• Develop and execute proactive sales strategies to generate event leads and expand the sales pipeline.
• Conduct market research to identify emerging trends, industries and potential business opportunities.
• Build a strong pipeline of corporate, agency and direct client opportunities.
• Develop outreach strategies through networking, referrals, cold outreach and industry events.
• Achieve individual sales targets and contribute towards overall venue revenue goals.
• Identify opportunities to maximise venue utilisation across different event formats and venue spaces.
• Continuously expand and maintain a healthy sales pipeline.

2. Strategic Account Management (Farmer Focus)

• Develop and nurture long-term relationships with key clients, event agencies and strategic partners.
• Manage and grow existing accounts to drive repeat business opportunities.
• Develop referral networks across corporate, agency and industry partners.
• Build multi-event collaborations that extend beyond one-off venue bookings.
• Identify opportunities for annual partnerships, preferred vendor arrangements and long-term event commitments.
• Maintain regular engagement with key accounts through meetings, networking sessions and relationship-building initiatives.
• Manage sales enquiries from leads channel
• Develop account growth strategies to increase client retention and account value.

3. Partnership Development

• Identify and establish strategic partnerships that can drive event opportunities and increase venue visibility.
• Build relationships with event organisers, marketing agencies, luxury brands, industry associations and corporate partners.
• Develop collaborative programmes that create mutual business opportunities.
• Explore co-marketing initiatives, sponsorship opportunities and partnership activations.
• Identify ecosystem partnerships that canstrengthen the venue’s positioning within the MICE and hospitality industries.
• Work closely with internal stakeholders to maximise partnership opportunities across different business units.

4. Sales & Pre-Sales Responsibilities

• Qualify leads and understand clients’ event objectives, budgets and requirements.
• Conduct discovery meetings, presentations and client consultations.
• Organise and conduct venue tours and site inspections.
• Develop customised event proposals and solutions.
• Prepare quotations, presentations and commercial proposals.
• Negotiate pricing, contract terms and event requirements.
• Manage the proposal and approval process from enquiry through to contract signing.
• Follow up proactively on all enquiries to improve conversion rates.
• Maintain accurate sales forecasts and pipeline reporting.

5. Industry & Market Development

Develop targeted outreach strategies across key industries, including:

• Technology, Financial services, Fintech, Luxury and lifestyle, Consumer brands, Pharmaceuticals and healthcare, Professional services, Automotive, Watches and jewellery, Beauty and fashion

Target event opportunities may include:

• Conferences, Seminars, Product launches, Networking events, Gala dinners, Executive roundtables, Brand activations, Appreciation events, Thought leadership programmes, Industry showcases

Key Competencies

• Strong sales and business development skills.
• Excellent negotiation and presentation abilities.
• Strategic thinking and commercial acumen.
• Strong networking and relationship-building skills.
• Excellent communication and interpersonal skills.
• Ability to identify and convert business opportunities.
• Strong stakeholder management skills.
• Self-motivated and results-oriented.
• Ability to work independently in a fast-paced environment.

Allocation of Responsibilities

• New Business Development (Hunter): 50%
• Account Management (Farmer): 20%
• Partnership Development: 15%
• Sales Administration, Proposals and Quotations: 15%

Sales Philosophy: Hunt → Build →Grow

• Hunt – Acquire new clients and identify new event opportunities.
• Build – Develop strong relationships with clients, agencies and strategic partners.
• Grow – Convert one-time events into repeat business, referrals and long-term collaborations.

The ultimate objective of this role is not only to secure individual events, but also to establish a sustainable ecosystem of clients and partners that continuously generates new business opportunities and long-term revenue growth for the venue.