Events Sales Manager

Bolton Wanderers Football Club
Salary: £35-40K
Hours: 40 hours per week over 5 days, as per the needs of the business
Reports to: Head of Hospitality & Events
Location: Toughsheet Community Stadium, Bolton

Bolton Wanderers Football Club is looking for an ambitious, commercially driven Events Sales Manager to grow our non-matchday events business and lead our sales team.

This is a hands-on sales and leadership role. You will be responsible for generating and winning new business across both the Premier Suite and our Conference & Events offering, while managing and developing the sales executives who support and facilitate enquiries and bookings.

You will take a proactive approach to identifying opportunities, building relationships and converting business, alongside providing the team with clear direction, structure and support. Working closely with the Head of Hospitality & Events and our operational teams, you will help maximise revenue and ensure customers receive an excellent experience from initial enquiry through to delivery.

• Identify, pursue and secure new business across the Premier Suite and Conference & Events, including concerts, sporting events, corporate events, conferences, exhibitions, celebrations and other suitable opportunities.
• Develop and proactively maintain a pipeline of prospective customers through research, outbound calls and emails, networking, meetings, site visits and other sales activity.
• Build relationships with corporate clients, event organisers, agencies and local and regional businesses to generate new enquiries and repeat bookings.
• Take ownership of opportunities throughout the sales process, from initial approach and qualification through to proposal, negotiation and confirmation.
• Identify opportunities to grow revenue from existing customers, including repeat bookings, additional events and relevant upgrades.
• Work with the Head of Hospitality & Events to identify priority markets and opportunities for growth.
• Lead, manage and develop the non-matchday events sales team, providing clear direction, regular coaching and constructive feedback.
• Set daily and weekly priorities, allocate leads and ensure enquiries and follow-ups are managed promptly and effectively.
• Establish clear expectations for sales activity, customer service and conversion, and monitor performance against agreed targets.
• Hold regular team meetings, individual check-ins and pipeline reviews to maintain focus and accountability.
• Recognise strong performance, identify development needs and address underperformance in a timely and supportive manner.
• Ensure the team has the structure and support needed to manage inbound business effectively, while contributing to the wider growth of the department.
• Take responsibility for delivering agreed team revenue targets across the Premier Suite and Conference & Events.
• Monitor performance against budget and identify the reasons for any shortfalls, putting practical actions in place to improve results.
• Prepare accurate sales forecasts and provide regular updates to the Head of Hospitality & Events on performance, pipeline and opportunities.
• Manage pricing, proposals and discounting within agreed levels of authority, balancing revenue growth with profitability.
• Identify opportunities to improve conversion, increase booking value and maximise use of the club's spaces.
• Maintain an accurate and up-to-date sales pipeline, ensuring opportunities are recorded, progressed and followed up.
• Ensure the team uses the club's CRM and reporting systems consistently and accurately.
• Review sales activity, enquiry levels, conversion rates and booking trends to inform priorities and improve performance.
• Provide clear and timely reporting on results, forecasts and actions required.
• Ensure prospective and existing customers receive a professional, responsive and consistent service throughout the sales process.
• Lead customer meetings and venue show-rounds, presenting the club's facilities and tailoring proposals to customer needs.
• Work closely with the events, hospitality and operations teams to ensure bookings are handed over clearly and commitments made to customers can be delivered.
• Maintain strong customer relationships after events to encourage feedback, repeat business and referrals.
• Work with marketing and other colleagues to support campaigns, promote the venue and generate enquiries.