Gift CardsNewsCareers

Director of Sales

Elora Mill Hotel & Spa

The individual in this key sales role drives all sales functions, consistently demonstrating a passion for excellence and an expertise in hospitality sales. Through impeccable service and mutually rewarding client relationships, the Director of Sales for Elora Mill sets the standard for all Special Event Consultants and leads their team to achieve their revenue goals. With a strong business acumen and a pulse on the latest trends in hospitality, the Director of Sales creates meaningful and realistic budgets and successfully sources new avenues for business opportunities. In collaboration with marketing and other departments, the Director of Sales connects with the community and potential clients through social media campaigns, business partnerships and word of mouth advertising from satisfied guests.


  • Exemplifies genuine and thoughtful hospitality in all relationships with guests and team members, always seeking ways to elevate service in all areas
  • Demonstrates an awareness of personal strengths and areas for professional development; acts independently to improve and increase skills and knowledge
  • Shares learning, innovations and best practices with others and also learns from others willingly.
  • Shows diligence and perseverance in all aspects of the job, unwilling to settle for status quo, but pushes boundaries.
  • Understands and adheres to all standards, policies and procedures of Pearle Hospitality and is able to procure the same behaviour from others
  • Shows flexibility in scheduling and understanding to the nature of business hours and client’s availability out of normal business hours
  • As a member of the hotel’s Guidance Team, participates in the senior management weekend cover program


  • Consistently demonstrates proficiency and style in oral and written communications with clients, vendors, fellow directors, managers, sales team.
  • Establishes and maintains open, collaborative relationships with SE Consultants and ensures they do the same within their teams.
  • Collaborates with HR to recruit, hire, and train new members of the sales department
  • Presents the sales team with innovative and creative strategies, tools and ideas to drive sales and increase closing ratios
  • Works directly with GM and executive team to develop long and short team goals and strategic plans and with the COO to achieve maximum job performance from Special Event Consultants
  • Able to manage, motivate, lead and inspire above par performance from SE Consultants
  • In collaboration with COO, designs and executes team building programs for all Pearle Special Event Consultants
  • As a representative of the Guidance Team, demonstrate compassion and understanding toward our teams and drive core values


  • Responsible for establishing & achieving annual sales targets for Elora Mill Hotel & Spa
  • Integrates objectives, opportunities and resources to achieve business and sales goals across the property
  • Proactively solicits new corporate accounts, groups & event bookings for the hotel
  • Stays abreast of market trends through participation in industry events, attendance at trade shows and reading industry publications.
  • Demonstrates ability to provide market intelligence for the sales department, contributing to forecasting, marketing plans, sales targets and annual budgets
  • Works directly with the GM and executive team developing sales strategies & initiatives
  • Promote brand identity internally and externally to key business partners and client base
  • Manages customer budgets effectively to maximize revenue and meet customer needs.
  • Holds self & others accountable for achieving team results.
  • Ensure promotion and development of local customer base for hotel facilities and services
  • Work directily with department heads on promotions and incentives to drive revenue and sales opportunities within each department


  • Expertly conducts first appointments, completing all necessary follow up and using effective sales techniques to solidify bookings.
  • Uses excellent oral and written skills with clients and operations teams to communicate event details and follow up post event
  • Addresses feedback from clients as directed to the sales team, follows up with the client to ensure that a resolution is found and client is well cared for.
  • Maintains positive relationships with clients pre, during and post event driving client loyalty and return business
  • Is actively present in hotel public areas to engage with guests and generate additional business
  • Consistently strive to improve personal guest service performance.
  • Maintain and develop key relationships within the local community ensuring their representation at applicable events and associations


  • Effectively self-regulates and prioritizes to maintain a busy and complex work calendar
  • Keeps neat, tidy and organized physical and virtual workspaces
  • Prepare for client meetings by creating proposals, event ideas and suggestions based on any available information regarding budget or preferences.


  • Education in Sales and Business
  • Minimum 5 years Experience in a Senior Sales position
  • Food and beverage knowledge is a definite asset
  • Strong organizational skills a must
  • Polished customer development and relationship management skills required

Apply For This Position