Events Sales Lead
Role Purpose
The Events Sales Lead is responsible for driving new business acquisition, managing the qualified sales pipeline, developing client relationships and converting enquiries into confirmed events for Aramco Stadium. The role is the commercial engine of the Private Events team, proactively targeting corporate clients, agencies, government entities and event organizers across the MICE and private events market.
Working directly under the Head of Private Events, the Sales Lead will support the full sales cycle from first contact through to signed contract, ensuring all proposals are commercially sound, accurately scoped and handed over to Stadium Operations for delivery through the Event Order. The Events Sales Lead and the Sales Executive both sell and carry individual revenue targets; the Events Sales Lead leads key accounts and larger or non-standard deals.
Primary Outcome
To build and convert a high-quality pipeline of private events and MICE business, achieving individual revenue and activity targets while contributing to the overall profitability, occupancy and reputation of Aramco Stadium as a leading events destination.
Key Responsibilities
Sales & Pipeline Management
- Own a personal revenue target and manage a qualified pipeline of private events and MICE opportunities from first enquiry through to signed contract.
- Proactively prospect new clients through cold outreach, networking, referrals, industry events and digital channels, targeting corporates, government entities, agencies, DMCs and associations.
- Qualify inbound and outbound enquiries efficiently, agreeing the allocation of leads with the Sales Executive and ensuring stadium capacity, dates, services and commercial terms are viable before investing proposal resources.
- Prepare and present tailored proposals, site visit presentations and commercial offers that reflect client needs, stadium capabilities and pricing frameworks set by the Head of Private Events.
- Negotiate commercial terms within approved pricing parameters, escalating non-standard requests to the Head of Private Events for approval.
- Maintain an accurate and up-to-date pipeline in the CRM system, tracking all leads, proposals, follow-ups, decisions and lost-business reasons with full discipline.
- Achieve monthly and quarterly KPIs for sales activity, proposal volume, conversion rate, average event value and confirmed revenue.
Client Relationship Management
- Build and maintain strong relationships with a portfolio of corporate accounts, event agencies and key clients, acting as their primary point of contact through the sales process.
- Conduct regular client meetings, site visits, presentations and stadium familiarization events to build pipeline and strengthen relationships.
- Follow up all proposals, events and enquiries in a timely and professional manner, ensuring every client interaction reflects the standard of the Aramco Stadium brand.
- Identify repeat business and upsell opportunities within existing accounts, working with the Head of Private Events to develop account growth plans.
- Manage post-event follow-up to gather feedback, address concerns and position for future bookings.
Proposal Development & Commercial Coordination
- Develop detailed, accurate and visually compelling event proposals, incorporating space configurations, F&B packages, AV and technical requirements, staffing, pricing and terms.
- Obtain feasibility confirmation and the operational cost estimate from Stadium Operations at the proposal stage. No proposal is sent without Operations' feasibility confirmation.
- Liaise with F&B Private Events Operations to obtain catering packages, menu options and per-head costings for inclusion in client proposals.
- Obtain AV, technical and other third-party costs through Stadium Operations, which owns all vendor relationships. The Events Sales Lead does not source, contract or manage vendors.
- Ensure all proposals reflect current rate cards, approved package structures and venue availability as confirmed against the live stadium calendar.
- Lead contract negotiation and closing for own deals, with contract preparation by Legal, deposit invoicing by Finance and written sign-off of the contracted scope by Operations and F&B before signature.
Space Calendar & Occupancy Management
- Place and release provisional holds and confirm bookings in the venue calendar, which is owned by Stadium Operations, under the agreed hold rules, ensuring all provisional and confirmed private events bookings are accurately recorded.
- Monitor pipeline against available dates and spaces, flagging capacity conflicts or commercial opportunities to the Head of Private Events.
- Support the Head of Private Events in identifying low-occupancy periods and recommending targeted sales activity or promotional offers to drive bookings.
Marketing & Brand Representation
- Support Head of Private Events at client meetings, industry MICE events, trade shows, networking events and familiarizations trips.
- Work with the Marketing & Communications team to provide client feedback, proposal insights and market intelligence to inform campaign targeting and content development.
- Support the creation and review of sales collateral, venue brochures, digital presentations and event product materials as required by the Head of Private Events.
- Identify and communicate cross-selling opportunities with the Stadium Tours & Attractions business, including joint packages and combined client proposals.
Internal Coordination & Handover
- Execute a clean and complete handover of confirmed events to Stadium Operations through the Event Order and kick-off meeting, providing the client brief, signed contract, agreed specifications and commercial terms.
- Remain the client's point of contact through delivery on own accounts for all commercial and client matters, while Stadium Operations plans, coordinates and delivers the event.
- Attend pre-event briefings and post-event review meetings to contribute commercial perspective and ensure learnings are captured.
- Coordinate with Stadium Operations, Security, Facilities and Guest Experience teams during the pre-sales and site visit process to ensure accurate venue information is provided to clients.
Experience Requirements
• Excellent written and verbal communication skills in English
• Experience in proposal writing, contract negotiation and commercial deal management within a venue or events environment.
• Proven track record of achieving individual revenue targets and managing a qualified sales pipeline.
• Proficiency in CRM systems and sales reporting tools.
Education Requirements
• Bachelor's degree in Business, Marketing, Hospitality, Event Management, Tourism or a related field.
