Director of Commercial

Edgbaston Park Hotel and Conference Centre; Park Central; Hybrid; GBP 90,000 - 130,000; Full time

Benefits offered by this job

Hybrid working

Discretionary incentive scheme

33 days annual leave

Enhanced pension contributions

Free on-site parking

Life Assurance

Job summary

Edgbaston Park Hotel and Conference Centre seeks a Director of Commercial to lead revenue, sales, distribution and marketing strategy. This senior role shapes a five-year plan, maximises revenue and profitability, and aligns commercial activity with the hotel’s goals.

You’ll drive pricing, budgeting, forecasting and market insights, work with key stakeholders, and develop a high-performing team to deliver measurable results in a hybrid working environment.

Qualifications

• Senior commercial experience within hospitality, focused on revenue, sales, distribution and marketing.
• Strong understanding of hotel total commercial performance including accommodation and events revenue.
• Knowledge of Birmingham corporate and MICE markets is advantageous.
• Proven track record of delivering revenue growth, market share and profitability.
• Experience leading, coaching and developing a high-performing commercial team.
• Experience budgeting, forecasting and analysing key hotel performance measures (occupancy, ADR, RevPAR, RGI).
• Experience presenting performance and strategy to senior stakeholders.

Responsibilities

• Develop and review the hotel’s five-year commercial strategy across revenue, sales, distribution and marketing.
• Own annual budgets for accommodation, conferences and events, and sales & marketing.
• Use data and market insight to identify opportunities, mitigate risks and make recommendations.
• Maximise use of bedrooms, conference spaces and other inventory for profitability.
• Lead pricing, forecasting, inventory management and channel mix; drive book-direct activity.
• Drive growth in market share, revenue performance and profitability.
• Oversee proactive sales activity, account development and new business partnerships.
• Lead the hotel’s marketing strategy, branding, digital activity and CRM.
• Build relationships with University of Birmingham and external partners to maximise business.
• Present clear updates and insights to the CEO, Board and stakeholders.
• Coach and develop the commercial team and set KPIs.

Skills

Revenue management

Sales

Distribution

Marketing strategy

Budgeting

Forecasting

Stakeholder management

Education

Hospitality leadership training

Tools

Guestline

HubSpot

Duetto

SynXis

Job description

We’re proud to be a certifiedB Corp– one of only seven hotels/hotel groups in the UK to earn this prestigious accreditation. This means we’re part of a global community of businesses committed to using profits and purpose to make a positive impact on people and the planet. If you want to be part of a team that values sustainability, inclusivity and meaningful work, we’d love to hear from you.

We are looking for an experienced and commercially focused Director of Commercial to lead the hotel’s revenue, sales, distribution and marketing strategy. This is a senior leadership role with responsibility for shaping and delivering our five-year commercial strategy, maximising revenue and profitability, and ensuring our commercial activity supports the wider goals of the hotel.

What you'll be doing

• Developing, leading and regularly reviewing the hotel’s five-year commercial strategy, covering revenue management, sales, distribution and marketing.
• Taking ownership of the annual accommodation, Conference & Events and Sales & Marketing budgets, ensuring activity supports revenue growth and profitability.
• Using data, market insight and commercial analysis to identify opportunities, respond to risks and make informed recommendations.
• Maximising the profitable use of bedrooms, conference and event spaces and the wider commercial inventory.
• Leading pricing, forecasting, inventory management, distribution strategy, channel mix and book-direct activity.
• Driving growth in market share, revenue performance, RGI, profitability and competitive positioning.
• Overseeing proactive sales activity, account development, new business opportunities and commercially valuable partnerships.
• Leading the hotel’s marketing strategy, brand positioning, digital activity, campaigns, CRM approach and commercial collateral.
• Building strong relationships across the University of Birmingham, identifying opportunities to maximise University-generated business alongside external market growth.
• Presenting clear commercial updates, performance insight and recommendations to the CEO, Board, Executive Team and relevant University stakeholders.
• Leading, coaching and developing the commercial team, setting clear objectives and KPIs and creating a high-performing, collaborative culture.

Additional Executive Team Responsibilities

• Contribute to the achievement of the hotel’s overall vision, purpose and strategic priorities, taking an organisation-wide perspective.
• Work collaboratively with the CEO, fellow Directors, Board members, senior colleagues and key stakeholders to support effective strategic decision-making.
• Lead by example, creating an inclusive environment and encouraging collaboration across teams.
• Support collective Executive Team decisions once made and help colleagues across the organisation deliver the hotel’s objectives.
• Contribute to the development and implementation of strategic plans, annual business plans, organisational priorities, KPIs and longer-term organisational development.
• Manage budgets within your portfolio, ensuring value for money, contributing to financial planning and identifying opportunities for efficiencies.
• Contribute to organisational risk management, including legal and regulatory compliance, safeguarding, health and safety, governance and business continuity.
• Consider environmental impact, social and economic sustainability, resource use and long-term resilience when shaping projects, plans and decisions.
• Champion continuous improvement and innovation, constructively challenging existing practices and responding to changes in the external environment.

About You

You will bring senior commercial experience from the hospitality sector, with a strong understanding of hotel revenue management, sales, distribution and marketing. You will be confident working at a strategic level while staying close to the detail, using data, insight and market knowledge to shape decisions and deliver measurable results.

Experience

• Senior commercial experience within hospitality, ideally across revenue management, sales or a broader hotel commercial function.
• A strong understanding of total hotel commercial performance, including accommodation and Conference & Events revenue.
• Knowledge of the Birmingham corporate and MICE market.
• A track record of delivering revenue growth, market share, commercial targets and improved profitability.
• Experience of leading, coaching and developing a high-performing commercial team.
• Experience of budgeting, forecasting and analysing key hotel performance measures, including occupancy, ADR, RevPAR and RGI.
• Experience using hotel commercial systems; knowledge of Guestline, HubSpot, Duetto and SynXis would be advantageous.
• Experience presenting commercial performance, strategy and recommendations to senior stakeholders.

Skills and attributes

• Strong commercial and strategic thinking, with the ability to translate plans into clear action and results.
• Excellent analytical and financial skills, with confidence interpreting revenue performance, forecasts, budgets and P&L information.
• Strong communication, presentation and stakeholder management skills.
• A proactive, commercially focused approach with the confidence to take ownership of decisions and performance.
• The ability to work effectively in a fast-paced, independent hotel environment.
• Relevant qualifications in hospitality, commercial leadership, sales, marketing or revenue management would be helpful, but are not essential.

Benefits Include

• Competitive salary
• Hybrid working
• Access to a discretionary incentive scheme
• 33 days annual leave
• Enhanced pension contributions
• Free on-site parking
• Life Assurance

Edgbaston Park Hotel and Conference Centre is committed to being an equal opportunities employer and applicants will be shortlisted and recruited on the sole basis of their relevant skills, experience and qualifications. If you have a disability and require any adjustment to be made to the recruitment process in order for you to participate, please contact [e-mail] or call the People & Culture Team on 0121 414 8927.