Event Sales Manager

Seymour John Ltd; Shrewsbury; Hybrid; GBP 40,000 - 45,000; Full time

Job summary

A leading recruitment agency is seeking an experienced Event Sales Manager to lead sales in the AV and live events sector. This role requires a minimum of 5 years' B2B sales experience and a strong understanding of AV-led events. Responsibilities include developing sales strategies, managing client relationships, and ensuring revenue goals are met. The position offers a competitive salary of up to £45,000, with hybrid working available, and involves some travel within the UK.

Qualifications

• Minimum 5 years' B2B sales experience within the AV or live events industry.
• Proven success selling sponsorship and exhibition services.
• Strong understanding of AV-led events and production workflows.

Responsibilities

• Develop and execute sales strategies to achieve revenue targets.
• Proactively sell sponsorship and exhibition packages.
• Build long-term relationships with clients and suppliers.

Skills

B2B sales experience

AV industry knowledge

Communication skills

Negotiation skills

CRM usage

Job description

Event Sales Manager (AV & Events)

Salary: Up to £45,000 per annum (DOE)

Location: Shropshire (Hybrid working available)

Contract: Full-time, Permanent

About the Role

We are looking for an experienced Event Sales Manager with a background in the AV industry to lead commercial sales across our portfolio of B2B conferences and industry awards. This role is ideal for a sales professional who understands event production, technical delivery and AV solutions, and can confidently sell high-value sponsorship, exhibition and partnership packages to senior stakeholders.

You’ll play a key role in driving revenue while working closely with internal event, production and content teams to deliver commercially successful, technically strong events.

Key Responsibilities

Sales & Revenue Generation

• Develop and execute sales strategies to achieve revenue targets across conferences and awards
• Proactively sell sponsorship, exhibition and commercial partnership packages
• Leverage AV industry knowledge to position technical and production‑led opportunities
• Identify and qualify new business through outbound sales, networking and industry contacts
• Create tailored proposals that reflect client objectives, brand exposure and technical requirements

Client Relationship Management

• Build long‑term relationships with AV suppliers, production partners, sponsors and exhibitors
• Act as the primary commercial contact throughout the event lifecycle
• Work closely with clients to ensure commercial objectives align with event delivery

Sales Operations & Reporting

• Manage and maintain a structured sales pipeline using the CRM system
• Accurately record sales activity, proposals, contracts and outcomes
• Provide regular revenue forecasts and performance reports

Collaboration & Internal Communication

• Collaborate with marketing to align sales messaging with campaigns and launches
• Work with events, content and production teams to develop commercially viable programmes
• Contribute to post‑event analysis to optimise future AV and commercial offerings

Person Specification

Essential

• Minimum 5 years' B2B sales experience within the AV, production or live events industry
• Proven success selling sponsorship, exhibition, AV services or event solutions
• Strong understanding of AV‑led events, production workflows and technical terminology
• Confident in outbound sales, lead generation and closing deals
• Excellent communication and negotiation skills
• Experience using CRM systems
• Highly organised with strong pipeline and time management skills

Desirable

• Existing relationships within the AV, events or production sectors
• Experience working with conferences, awards or large‑scale live events
• Knowledge of sponsorship ROI, exhibitor requirements and technical integrations

Key Performance Indicators (KPIs)

• Revenue delivered across AV‑led conferences and awards
• Conversion rates from outreach to signed commercial agreements
• Client satisfaction, retention and repeat bookings
• CRM accuracy, reporting consistency and forecasting

Working Conditions

• Office‑based in Shropshire, with flexible/hybrid working options available
• Some UK travel to events and client meetings

To apply or for more information please contact Lydia Johnson at Seymour John Recruitment Limited