Director, Sales and Events Open Collapsible Content

Explore Edmonton Corporation; Edmonton; On-site; CAD 90,000 - 120,000; Full time

Job summary

A prominent event management organization in Edmonton is seeking a Director, Sales and Events, to lead a dedicated team and drive revenue growth. The successful candidate will build strong relationships, develop sales strategies, and enhance the customer experience at one of North America's top venues. This role offers significant responsibility in shaping the future of the Edmonton Convention Centre while contributing to the city's vibrant visitor economy.

Qualifications

• Proven track record of leading high-performing teams.
• Demonstrated success in driving revenue growth.
• Experience cultivating partnerships with stakeholders.

Responsibilities

• Develop and execute sales and events strategy.
• Lead and inspire a team of sales professionals.
• Oversee revenue generation and space utilization.

Skills

Team Leadership

Sales Strategy Development

Client Relationship Management

Financial Acumen

Data Analysis

Education

Relevant post-secondary degree

Advanced training in business or management

Job description

Overview

The Organization

The Edmonton Convention Centre (ECC) is a venue and community asset owned by the City of Edmonton and a division of Explore Edmonton Corporation. Explore Edmonton Corporation is Edmonton’s Destination Management, Marketing and Venue Management Organization that helps tell Edmonton’s story, elevates the Edmonton experience, and drives inbound visitation and economic impact in the visitor economy. ECC contributes to the city\'s economic vitality, cultural richness, and social fabric, hosting over 400 events and welcoming more than 300,000 guests annually, contributing an estimated $25 million in economic impact to the region. The ECC aims to deliver remarkable experiences with warm hospitality, attention to detail, and a commitment to clients\' goals, and aims to be recognized as one of North America\'s top performing convention centres. The ECC focuses on inclusive cultural experiences and a safe, welcoming environment for all, supported by.brand pillars: People First, Safety, Service Excellence, Sustainability, and Community Impact.

The Position

Title: Director, Sales and Events

Reports to: General Manager

Direct Reports: 10 (5 Event Managers, 3 Sales Managers, 2 Coordinators)

Location: On site; Edmonton Convention Centre

The Director, Sales and Events plays a vital role in driving the ECC\'s growth and reputation as one of North America\'s top performing venues. Leading a passionate team of sales and event professionals, this role focuses on building strong relationships, pursuing new opportunities, and creating customized experiences that reflect the energy and diversity of Edmonton. With a blend of strategic vision and hands-on leadership, the Director will help shape the future of ECC while ensuring every guest leaves inspired.

Attractions & Opportunities

• Reputation & Impact: Join one of North America\'s top-performing convention centres, recognized for its economic and cultural contributions to Edmonton.
• Community Connection: Represent a venue that serves as a true “Centre of Connection,” fostering collaboration across business, culture, and tourism.
• Team Leadership: Inspire and develop a dedicated team of sales and event professionals within an inclusive, supportive, and high-performance culture.
• Revenue Growth Potential: Lead proactive sales strategies to unlock underutilized space and expand business opportunities.
• Professional Growth: Step into a high-profile role with autonomy, visibility, and the opportunity to impact Edmonton\'s visitor economy.

Responsibilities

Strategic Leadership

• Develop and execute a comprehensive sales and events strategy aligned with the ECC\'s vision and Explore Edmonton\'s organizational goals.
• Contribute to long-term strategic planning (3–5 years), working with the General Manager and fellow directors.
• Champion a “one voice” leadership approach, ensuring alignment across departments and Explore Edmonton portfolios.

Team Leadership & Culture

• Lead, mentor, and inspire a team of sales managers, event managers, and coordinators, fostering inclusion, recognition, and autonomy.
• Support team members in leveraging their strengths and pursuing growth opportunities, while setting high performance expectations.
• Promote innovation, trust, and collaboration, with peers supporting each other during peak times.

Financial & Operational Stewardship

• Oversee revenue generation and space utilization, ensuring the Centre reaches its full potential as a premier event destination.
• Lead pricing optimization and creative strategies to drive profitability and economic impact.
• Oversee financial reporting, forecasting, and client billing with accuracy, empathy, and professionalism.

Sales & Business Development

• Drive proactive business development efforts, guiding the sales team to identify and secure new opportunities.
• Use data-driven insights to optimize pricing, strengthen the sales funnel, and achieve sustainable revenue growth.
• Drive the value, services, and pricing of the ECC in a competitive marketplace.

Client Experience

• Oversee delivery of exceptional, customized event experiences for planners, delegates, and guests.
• Ensure seamless, anticipatory project management that brings clients’ visions to life with excellence.
• Collaborate with culinary, operations, engineering, and marketing teams to design and deliver bespoke solutions that highlight Edmonton\'s diverse culture and local cuisine.

Community & Industry Engagement

• Act as a visible ambassador for the ECC and Explore Edmonton at community and industry events.
• Build strong, trusted relationships with clients, partners, and stakeholders to enhance the Centre\'s reputation and market reach.
• Advocate for the ECC as a true “Centre of Connection,” promoting its role as a hub for culture, commerce, and community impact.

Defining Success

Success in the first year will be defined by the Director\'s ability to successfully:

• Build strong team relationships: establish trust and credibility with the sales and events team by mentoring and creating a collaborative culture.
• Expand and strengthen cross-portfolio collaboration: work with Explore Edmonton and the Expo Centre to identify initiatives and cross-portfolio opportunities.
• Develop a revenue growth framework: design and implement a data-driven approach for assessing event opportunities with profitability and long-term sustainability in mind.
• Leverage strategic partnerships: strengthen relationships with hotel partners and other stakeholders to activate underutilized weekday space and attract conferences and business events.
• Champion proactive business development: identify, pursue, and secure new clients and markets for ECC.
• Collaborative and team-oriented leadership that builds trust and empowers staff.
• Entrepreneurial mindset with creativity to identify new revenue opportunities.
• Strategic thinker with the ability to balance vision with practical execution.
• Strong relationship builder with corporate, community, and tourism partners.
• Resilient and adaptable, with a solutions-focused approach.
• Excellent communicator who can inspire confidence and represent the Centre professionally.
• Results-driven with a focus on ambitious goals while maintaining integrity and accountability.
• Community-minded, with a passion for Edmonton\'s cultural and economic vitality.

Candidate Profile

Education & Experience

• A relevant post-secondary degree or equivalent experience is preferred; advanced training in business, management, or hospitality is an asset;
• Proven track record of leading high-performing teams within venues, hospitality, tourism, or related industries;
• Demonstrated success in driving revenue growth through strategic sales, market expansion, and client acquisition;
• Strong ability to analyze margins, evaluate opportunities, and make data-driven decisions that maximize profitability; and
• Experience cultivating partnerships with corporate, government, and community stakeholders to advance organizational objectives.