Director Of Group Sales

Canadian Niagara Hotels; Niagara Falls; On-site; CAD 90,000 - 150,000; Full time

Job summary

Canadian Niagara Hotels seeks a Director of Group Sales to lead the group sales team and shape the strategy for group business across our portfolio. This senior role reports to the VP of Sales and drives revenue, occupancy, and client satisfaction.

You will develop the sales plan, oversee marketing collaboration, and ensure effective engagement with event planners, agencies, and partners, while building high-performing teams and long-term relationships.

Qualifications

• 7–10 years of progressive experience in sales and marketing, including 3–5 years in a leadership role; multi-property or diversified hospitality portfolio experience is an asset.
• College/University Degree in Hospitality/Tourism or related program is preferred.
• Proven track record of driving group revenue growth and building high-performing sales teams.
• Strong negotiation tactics, data analysis capabilities, and proficiency with CRM software.
• Strong leadership, management, and strategic vision, with excellent organizational and time-management skills.

Responsibilities

• Lead development of the Sales plan for CNH’s group market across all properties.
• Achieve and exceed budgeted room nights and revenue goals annually.
• Design and execute plans to secure group bookings from prospecting to contract close.
• Recruit, train, mentor and manage group sales managers; provide direction and coaching.

Skills

Leadership

Negotiation

Data analysis

CRM software

Communication skills

Time management

Office software

Education

Hospitality/ Tourism degree

Tools

Excel

CRM systems

Job description

THE OPPORTUNITY

We are looking for a strategic, results-driven sales leader who will champion our group sales function, set the vision for our group business strategy, and drive revenue growth across our diversified portfolio of properties. This senior leadership role has responsibility for group sales performance, guest and employee satisfaction, and the financial results of the department.

WHO WE ARE

Canadian Niagara Hotels is one of Canada’s largest, most successful, and diversified entertainment and hospitality organizations. With over 3,500 talented professionals across our business units, we offer a distinctive collection of world-renowned hotels, restaurant brands, cafes and retail, situated just steps from the iconic Niagara Falls.

Our portfolio includes internationally recognized hotel brands such as Marriott, Sheraton, and The Brock – Tapestry by Hilton, along with premier dining destinations including Massimo’s Italian, Prime Steakhouse, Morton’s Grille, Hard Rock Café, Rainforest Café, Niagara Brewery Company, Niagara Distillery, and Outdoor Fallsview Terrace as well as popular retail and café experiences. Paired with a wide selection of modern amenities that include: a large selection of unique event and meeting spaces, full-service spas, fitness centres, rooftop pool/indoor pools, indoor waterpark, and super entertaining arcade makes our property locations unparalleled.

Together we host the largest inventory of hotel meeting and event space in Niagara Falls featuring 200,000 square feet of event space, 50 versatile meeting rooms, 2,000 guestrooms and suites, and 6 unique venues that bring an extra touch of distinctiveness to meetings and events.

ABOUT THE ROLE

As Director of Group Sales, you will lead the group sales team and set the strategic direction for group business across CNH’s portfolio. You will develop the sales plan and lead the group marketing strategy in close partnership with the Marketing team. You will act as the strategic lead in shaping how group business is positioned and promoted in market. This is a senior, highly visible position reporting directly to the VP of Sales.

Responsibilities

• Leading development of the Sales plan — not limited to solely the group market — across all business units.
• Achieving and exceeding budgeted room nights and revenue goals annually.
• Designing and executing actionable plans to secure group bookings, from prospecting through contract close.
• Assigning and evaluating sales territories, target markets, and sales quotas across the team.
• Overseeing digital and print campaigns targeted at event planners, tour operators, and organizations, and ensuring target market positioning and brand image are consistently reflected across sales collateral, web content, and advertising.
• Ensuring optimum results across cooperative sales, marketing, and advertising campaigns.
• Reviewing market analysis and client needs to determine occupancy potential, rate strategy, and demand patterns across the portfolio.
• Identifying and analyzing local and regional competition to inform sales and positioning strategy.
• Recruiting, hiring, training, and mentoring group sales managers, and providing ongoing coaching and counsel.
• Monitoring and directing sales leads to outside sales managers, and providing direction, motivation, and support to the group sales team, including leading a Daily Business Review, monthly sales meetings, and weekly individual sales manager meetings.
• Maintaining key accounts, agency partnerships, and industry networks, and enhancing the client communication program to strengthen long‑term relationships.
• Ensuring prompt, systematic servicing of all group accounts — tracing, booking, coordinating with hotel departments, and following up with groups for feedback and future business.
• Setting revenue targets, tracking performance metrics, and managing department budgets.
• Maintaining efficient sales office procedures and a professional environment, including accurate and up-to-date account files, sales contracts, reporting systems, and follow-up procedures.
• Conducting sales calls, prospecting calls, site inspections, and face‑to‑face client meetings.
• Developing and maintaining tracking and measurement systems to monitor results, analyze trends, and report findings to senior leadership.
• Maintaining deep knowledge of the business, customer trends, and industry landscape; representing client and market needs to the broader organization and identifying new revenue opportunities for the executive team.
• Building and maintaining high‑visibility relationships with industry and hospitality community partners across the Niagara region and beyond.

Position: Director of Group Sales

Location: Niagara Falls

Department: Sales

Working Model: Hybrid

Travel Requirement: Up to 20%

What you’ll need as a Director of Group Sales

• 7–10 years of progressive experience in sales and marketing, including 3–5 years in a leadership role; multi-property or diversified hospitality portfolio experience is an asset.
• College/University Degree in Hospitality/Tourism or related program is preferred

Other Qualifications

• A proven track record of driving group revenue growth and building high-performing sales teams.
• Strong negotiation tactics, data analysis capabilities, and proficiency with CRM software.
• Strong leadership, management, and strategic vision, with excellent organizational and time‑management skills.
• A professional, service-oriented approach with guests, industry partners, and fellow associates, paired with strong communication skills and a goal‑focused, quality‑driven mindset.
• The ability to influence cross‑functional partners across the organization, with confidence representing CNH in client, ownership, and industry settings.
• Advanced computer skills, including Excel, Word, PowerPoint, and standard sales/CRM systems.
• Willingness and ability to travel for sales trade shows and sales trips for durations of up to 1 week if needed

Benefits We Offer Our Associates

• Comprehensive Health & Medical Coverage: Includes: Prescription Drugs, Dental Coverage, Life and AD&D, Paramedical and Extended Health Care, Out of Country Emergency Travel Insurance AND Assistance, among other benefits.
• Career Growth & Development:Opportunities for professional growth and development through cross training in various roles across multiple business properties.
• Associate Hotel and Dining Discounts: Enjoy Friends & Family hotel rooms and dining discounts at world-renowned hotels, available only at properties operating under a brand name.
• Ontario Attractions Reciprocal Program: Enjoy access to exclusive free or discounted admissions to other member locations across Ontario.
• Convenient Parking - Complimentary or reduced-rate parking, based on the specific location.
• Easily Accessible By Public Transit: Several Niagara Region Transit stops within a short walking distance.

This is “Where Great Careers Happen” – Join a Team That Empowers You to Make a Difference, Deliver Results, and Grow Your Career. Take the Next Step In Building Your Career With Us!

https://canadianniagarahotelscareers.ca/

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We confirm that AI may be used in screening or assessing applicants at the application stage for more detailed consideration, and this position is an existing vacancy

We thank all applicants for their interest, however, only those selected for an interview will be contacted

We are committed to creating an accessible and inclusive environment by providing equal opportunity to candidates of all abilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process.

Work Location: In person