Director of Sales - New Coppley Hotel

Carmen's Group; Hamilton; On-site; CAD 75,000 - 90,000; Full time

Benefits offered by this job

Comprehensive benefits package

Paid vacation and emergency days

RRSP matching program

Professional development opportunities

Employee dining and venue discounts

Collaborative and entrepreneurial team

Job summary

Carmens Group in Hamilton is seeking a hands-on, commercially minded Director of Sales to lead pre-opening sales and manage wedding and event inquiries, building a strong pipeline of future bookings for a renovated hotel.

You will develop sales plans across rooms, private events, restaurant buyouts and group business, lead a small team, and collaborate with Marketing, Operations and Finance to ensure profitability and growth during the pre-opening phase.

Qualifications

• 5+ years of progressive sales experience in hotels, hospitality, events or tourism
• Post-secondary education in hospitality, business, sales, marketing or related field, or equivalent
• Experience generating and closing business, managing a sales pipeline and developing client relationships
• Experience leading or developing a team, or the ability to build one
• Strong written, verbal, presentation and negotiation skills
• Excellent organization and attention to detail
• Ability to collaborate with hotel operations, finance and marketing
• Proficiency with PMS, RFP platforms, STR tools, MS Office and CRM
• Flexibility to support client meetings, evening programming, weekends and events

Responsibilities

• Develop and deliver sales plans to support revenue goals across rooms, events, restaurant buyouts and group business
• Personally manage incoming wedding and event inquiries and the sales inbox during renovation and pre-opening
• Build a pipeline of future bookings, respond to prospects, prepare proposals, conduct client meetings and follow up through booking
• Present the hotel to prospective clients using plans and renderings during renovation
• Coordinate site visits and keep clients informed about project updates
• Lead group room sales, including room blocks, rates, booking timelines and pickup monitoring
• Develop private event and restaurant buyout opportunities with food & beverage and operations
• Create and grow special programming for the speak easy (e.g., comedy nights)
• Work with hotel leaders to confirm event capacity, dates, pricing and profitability
• Develop relationships with local businesses, event planners, tourism organizations and partners
• Collaborate with Carmens Group Marketing on packages and campaigns
• Maintain sales records, forecasts and reports; monitor pipeline activity
• Establish sales processes and assist with team structure and onboarding
• Recruit, coach and develop sales and event coordination team members
• Stay engaged in prospecting, proposals and closing as needs grow

Skills

Sales experience

Client relationships

Negotiation skills

Team leadership

Communication skills

Education

Post-secondary education in hospitality or related field

Tools

PMS

RFP platforms

STR tools

Microsoft Office

CRM systems

Job description

Director of Sales

Salary: $75,000 - $90,000 + incentive program
Vacancy: Full-time, newly created position
AI Disclosure: We do not use artificial intelligence when screening or selecting applicants
Anticipated Start Date: January 4, 2027

Coppley Hotel’s vision is to be among Canada’s top hospitality destinations: a hotel by and for Hamilton, deeply valued by its city and sought out by those beyond it. Our purpose is to elevate human experience through hospitality and celebrate the makers, creators and people who shape our city.

We’re looking for a hands‑on, commercially minded Director of Sales to help bring that vision to life. You’ll build demand and revenue across guest rooms, private events, restaurant buyouts and special programming, while developing relationships that connect the hotel with Hamilton and beyond.

The hotel is currently being renovated, so this role will begin with a strong focus on personally managing wedding and event inquiries, working with prospective clients before all spaces are available to tour, and building a pipeline of future business. If you enjoy developing a new operation while staying close to the day‑to‑day work of sales, we’d love to meet you.

What You’ll Be Doing

• Develop and deliver sales plans to support revenue goals across rooms, private events, restaurant buyouts and group business.
• Personally manage incoming wedding and event inquiries and the sales inbox during the renovation and pre‑opening period.
• Build a pipeline of future bookings, respond promptly to prospects, prepare proposals, conduct client meetings and follow up through booking.
• Present the hotel to prospective clients using approved plans, renderings and other available information while spaces are under renovation.
• Coordinate site visits when access is available and authorized, and keep clients informed about relevant project updates.
• Lead group room sales, including room blocks, rates, booking timelines and pickup monitoring, in coordination with hotel operations.
• Develop private event and restaurant buyout opportunities with the food and beverage and operations teams.
• Create and grow special programming for the speak easy, such as comedy nights and other suitable events.
• Work with hotel leaders to confirm event capacity, dates, service requirements, pricing and profitability before commitments are made.
• Develop relationships with local businesses, event planners, tourism organizations, associations and community partners.
• Collaborate with Carmens Group Marketing on packages, sales materials, campaigns and event promotion.
• Maintain accurate sales records, forecasts and reports, and monitor pipeline activity, conversion and business pace.
• Establish sales processes and help determine the team structure, recruitment priorities and onboarding needs as the hotel grows.
• Recruit, coach and develop sales and event coordination team members.
• Stay actively involved in prospecting, proposals, appointments and closing as the team develops and business needs require.

What We’re Looking For

You’re a relationship builder who thinks commercially, follows through and can turn an opportunity into a well‑planned, profitable booking. You’re comfortable working through the uncertainty of a pre‑opening period and are willing to be hands‑on while building the sales function.

You’ll likely have:

• 5+ years of progressive sales experience, ideally in hotels, hospitality, events or tourism
• Post secondary education inhospitality, business, sales, marketing or a related field, or an equivalent combination of education and experience
• Experience generating and closing business, managing a sales pipeline and developing client relationships
• Experience leading or developing a team, or the ability and interest to build one
• Strong written, verbal, presentation and negotiation skills
• Excellent organization and attention to detail
• The ability to work collaboratively with hotel operations, food and beverage, finance and marketing
• Proficiency with a hotel property management system (PMS), hotel RFP platforms and STR tools
• Proficiency with Microsoft Office and CRM or event management systems
• Flexibility to support client meetings, evening programming, occasional weekends and industry events

Experience in hotel pre‑opening sales, wedding sales, group room sales or restaurant buyouts will be an asset.

How We Work

Our values shape how we welcome guests, work with clients and contribute to Hamilton:

• Be a Generous Host: Notice people, welcome them without assumption and take genuine care in how they feel.
• Honour the Craft: Bring skill, intention and pride to everything we make and every experience we deliver.
• Make Room for Connection: Create the conditions for people to come together, celebrate, discover and feel part of something.
• Be For Hamilton: Champion the city, reflect its character genuinely and contribute to its future.
• Choose Character: Be confident, curious and distinctive. Bring your grit and determination, and let your personality and imagination show.

Why Join Carmens Group?

• Comprehensive benefits package
• Paid vacation and emergency days
• RRSP matching program
• Professional development opportunities
• Employee dining and venue discounts
• A collaborative and entrepreneurial culture
• The opportunity to help establish the sales function and grow a new hotel

Carmens Group makes certain there is an equal employment opportunity for all employees and applicants for employment. Carmens Group will strive to provide accommodation to persons with disabilities in the recruitment process upon request. If you are selected for an interview and you require accommodation due to a disability during the recruitment process, please notify People & Culture upon scheduling your interview.