Director of Sales and Marketing (Hotel / Events / Tourism / Hospitality) – Niamey, Niger

Western Africa
Posted 4 months ago

Reference No. CESF04

Reference Number: CESF04


Job Description:

The Director of Sales and Marketing is responsible for and manages all aspects of the hotel’s active and aggressive sales team initiatives and maximizes the overall revenue of the hotel by directing the revenue generating activities in accordance with the sales business plan.  The job incumbent should be active, proactive, analyzing, and achieve results in every respect.  All work will be in line with the hotel’s guidelines, business plan, Group corporate guidelines and service concepts.



  • Manages the Hotel’s active and aggressive Sales Function
  • Achieves sales goals by supervising sales staff
  • Implements strategies to improve market penetration
  • Maximizes sales productivity by ensuring that sales staff utilize “sales success” techniques
  • Monitors call productivity and revenue goals for each salesperson by tracking results
  • Improves call productivity by counseling sales staff on appropriate selling techniques
  • Increases sales volume and profitability by formulating and executing projects for all market areas as stated in the business plan
  • Analyses sales statistics to formulate profitability
  • Reviews market analysis to determine client needs, occupancy potential, desired rates, etc.
  • Meets overall budgeted sales and profit margins by soliciting, evaluating, selling, and confirming business
  • Qualifies prospective leads as to profitability
  • Designs and proposes programs to meet client’s needs.
  • Performs Sales calls with Sales and Senior Sales Managers.
  • Negotiates with clients to achieve maximum profit while satisfying client needs
  • Coordinates transient and group room commitments to insure proper market mix
  • Approves function space allocation for group and catering bookings
  • Ensures customer satisfaction and hotel profit by overseeing the coordination of various department’s activities related to booked business
  • Ensures maximum occupancy daily by performing follow-ups on progress of groups booked with Front Office Manager and Revenue Manager
  • Participates in solving problems with other departments as required, relating to business booked in the hotel including space conflicts, possible cancellations, and compromises between guest needs and hotel facilities
  • Enhances the hotel’s community image and stays abreast of competition, new development, and sales methods and techniques in the hotel industry
  • Prepares reports as necessary to develop a more informative data base for improved management decision making and critical evaluation of work activities
  • Prepares the business plan for the hotel and coordinates this with the corporate sales business plan
  • Plans for and implements methods of maintaining and increasing volume of business thorough sales promotion, potential markets needing coverage, advertising, and special sales projects
  • Provides feedback to General Manager on changing market conditions and trends in competition
  • Coordinates special local activities with the General Manager
  • Creates and implements special programs to increase overall occupancy especially in slow periods
  • Directs all sales activities for all staff with sales opportunities to ensure that objectives are achieved in the Sales business plan
  • Attends major travel functions and trade shows to promote the hotel
  • Creates awareness of other Hotels wherever possible, and passes leads to relevant hotels and/or regions
  • Prepares and controls the Sales Department’s budget
  • Maintains accurate sales statistics and account records.
  • Assists in the completion of reports
  • Analyses departmental budget, and deviations to budget; takes corrective action and follow-up
  • Seeks business opportunities for other hotels within the Region while conducting sales calls (primary focus being hotel employed at)
  • Thorough research to be conducted during customer meetings in order to avoid information duplication sourcing.
  • Monthly sales lead list to be maintained and sent to hotel sales team.


  • Marketing:

    • Sales and Marketing Activity Plan to be developed and reviewed quarterly.
    • Advertising to be designed in accordance with Brand Standards.
    • Media Positioning to be coordinate with marketing coordinator (or appropriate) at the applicable office of the region.
    • Leisure Packages to be developed to stimulate weekend business.
    • Promotional offers to be developed for calendar Special Occasions.


  • Managing The Sales Team

    • Utilizes leadership skills and motivation to maximize employee productivity and satisfaction
    • Monitors the sales and reservation team’s overall progress, service and team work daily
    • Recommends to Revenue Manager how to improve results
    • Coaches Reservations and Front Office on how to increase REVPAR
    • Co-operates with other hotels in the area to maximize the total occupancy of hotels
    • Screens, interviews, and selects potential sales team candidates
    • Establishes and maintains effective employee relations within the department
    • Identifies training needs and develops the departmental training plan
    • Trains the sales team staff appropriately and proactively
    • Ensures that staff meets and exceeds guest expectations by training and inspiring them to provide “Yes, I Can! “ service
    • Encourages, develops, and manages effective employee relations within department and throughout the hotel
    • Identifies employees with potential for promotion and/or transfer and makes appropriate development plans for him or her together with the Human Resources Manager
    • Works closely with the Human Resources Manager to execute the following Human Resources related tasks within department:

      • Performance appraisals
      • Coaching
      • Counselling
      • Discipline and grievance
      • Employee relations
      • Wage and salary administration
      • Compensation and benefits
      • Union agreements


  • Laws, Regulations and Policies

    • Makes sure the sales team follows all applicable laws, and corporate standards and guidelines
    • Keeps track on departmental costs
    • Responsible Business: show involvement and be interested in environmental and/or social issues by participating in Responsible Business hotel and departmental activities


  • Employee Relations

    • Fosters and develops effective employee relations within department, and throughout the hotel
    • Utilizes effective internal communication, including daily meetings with the Space Controller and management team members to ensure optimum teamwork and productivity
    • Conducts monthly departmental meetings with the sales team
    • Looks for ways to motivate and challenge employees


  • Health and Safety

    • Ensures that all potential and real hazards are reported and reduced immediately
    • Fully understands the hotel’s fire, emergency, and bomb procedures
    • Ensures that emergency procedures are practiced and enforced to provide for the security and safety of guests and employees
    • Ensures that all employees within own department work in a safe manner that does not harm or injure self or others
    • Stimulates and encourages a general awareness of health and safety in tasks and activities managed within the department
    • Ensures the safety of the people and property within the premises by applying hotel regulations, and adhering to existing laws and regulations
    • Anticipates possible and probable hazards and conditions and either corrects them or take action to prevent them from happening
    • Ensures that the highest standards of personal hygiene, dress, uniform, appearance, body language and conduct of hotel employees is maintained by all employees in the department


  • Miscellaneous

    • Attends meetings and training required by the General Manager
    • Participate in the Hotel’s Manager on Duty program and perform regular weekday and/or weekend duty shifts as per the Hotel’s operational requirements.
    • Assists colleagues to perform similar or related jobs when necessary
    • Ensures guest satisfaction by attending to their requests and inquires courteously and efficiently
    • Accepts flexible work schedule necessary for uninterrupted service to hotel guests and stakeholders
    • Maintains own working area, and materials clean, tidy and in good shape; reports defective materials and equipment to appropriate person within the hotel
    • Continuously seeks to endeavor and improve the department’s efficient operation, and knowledge of own job function
    • Is well updated on, and possesses solid knowledge of the following:

      • Hotel fire, bomb, and emergency procedures
      • Hotel health and safety policies and procedures
      • Hotel facilities and nearby sights of interest and importance (i.e., hospitals, stations, tourist sights)
      • Hotel standards of operation and departmental procedures
      • Current licensing relating to own department and to the hotel
      • Accepted methods of payment by the hotel


If you wish to apply for the position, please send your CV to Caleb Ebrahim at


Please visit for more exciting opportunities.


Caleb Ebrahim

Recruitment Consultant

CA Finance


CA Global will respond to short-listed candidates only. If you have not had any response in two weeks, please consider your application unsuccessful however your CV will be kept on our database for any other suitable positions.

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