Head of Food and Beverage Sales - Events

Legends Global; City Of London; On-site; GBP 70,000 - 100,000; Full time

Job summary

A leading global events company in London is seeking a Head of F&B Sales – Events to drive revenue growth from £1.1m to £7m+. This senior role requires experience in delivering results in the food and beverage sector, strong leadership skills, and the ability to collaborate across teams to create profitable offerings. The successful candidate will have exceptional negotiation skills and a customer-focused approach, contributing to a premier guest experience.

Qualifications

• Proven track record of delivering revenue growth in venues or hospitality sectors.
• Experience leading high-performing sales teams and embedding proactive sales culture.
• Comfortable in high-energy environments with aggressive targets.

Responsibilities

• Deliver Olympia's C&E food and beverage revenue strategy.
• Collaborate with various teams to ensure competitive, profitable offerings.
• Align commercial strategy with guest experience goals.

Skills

Commercial acumen

Leadership

Negotiation

Communication skills

Data analysis

Tools

CRM systems

Event management systems

Job description

About Olympia Events

Olympia Events is more than an exhibition venue, conference centre and live‑event space - it's an inspiration. Against a backdrop of grand Victorian architecture, the seven connected spaces inspire engagement and enjoyment. Olympia Events is recognised in the industry for exceptional levels of customer service and support, and our numerous awards are testament to our clients' satisfaction. Beyond the walls of our venue, Olympia is on the ground, working to invest in people, strengthen our communities, and protect the environment.

Role Purpose

The Head of F&B Sales – Events is the senior commercial lead responsible for delivering Olympia's C&E food and beverage revenue strategy, driving growth from £1.1m to £7m+ over the next three years. This role leads the end‑to‑end food and beverage commercial lifecycle‑from market positioning and proposition design through to pipeline generation, contracting, forecasting, and key account management. The postholder will design and embed a high‑performance sales culture, establish efficient processes and systems, and create a scalable sales engine that aligns with Olympia's redevelopment programme and F&B in‑house mobilisation. Operating at strategic and operational levels, the Head of F&B Sales – Events will collaborate closely with Commercial, F&B Operations, Culinary, Marketing, Finance, Venue Sales, and senior leadership to ensure Olympia's food and beverage products are competitive, profitable, and flawlessly delivered. This role will act as Olympia's ambassador to corporate clients, agencies, booking partners, promoters, and industry networks‑positioning the venue as a premier destination for conferences, exhibitions, and premium hospitality.

Key Responsibilities

• Commercial & Financial Acumen
  • Understands margin structures, pricing models, revenue protection and commercial levers.
  • Builds business cases, revenue models, and accurate forecasts
• Strategic Thinking & Market Insight
  • Can translate market trends into actionable commercial strategies.
  • Sees the bigger picture and aligns sales approach with wider Olympia masterplan.
• Sales Leadership & Coaching
  • Creates a high‑performance sales environment.
  • Coaches individuals on pipeline discipline, negotiation, and conversion.
• Relationship Building & Stakeholder Management
  • Builds strong internal and external relationships at senior levels.
  • Engages corporates, agencies, suppliers, and promoters with confidence.
• Customer Experience Leadership
  • Aligns commercial strategy with premium guest experience goals.
  • Understands the link between service delivery and revenue retention.
• Negotiation & Influencing
  • Skilled at closing large, high‑value contracts and long‑term partnerships.
  • Persuasive and confident in commercial discussions.
• Operational & Mobilisation Awareness
  • Understands how sales, operations, and culinary interlock.
  • Comfortable delivering in fast‑moving or transformational environments.
• Data‑Driven Decision Making
  • Uses CRM and analytics to drive priorities.
  • Leads with evidence, insights, and measurable KPIs.
• Communication & Presentation
  • Clear, compelling communicator who can present to board‑level stakeholders.
  • Strong written capability for proposals, tenders, and sales collateral.
• Resilience & Pace
  • Thrives in high‑energy environments with aggressive targets.
  • Maintains quality and focus through periods of intense delivery.

Continuously improve your knowledge of Olympia Events' sustainability programme – the ‘Grand Plan’. Complete all training provided and promote sustainability practices to meet our Grand Plan objectives.

Follow and promote all sustainable workplace policies and procedures and seek ways to make your department more sustainable by taking an active role to initiate change.

Olympia Events is fully committed to ensuring the safety and wellbeing of all children, young people and adults at risk (vulnerable groups) that attend our premises. As a consequence, Olympia Events may require any successful applicant to complete a DBS Check prior to working in our business.

Person Specification

Experience

• Proven track record of delivering multi‑million‑pound C&E revenue growth in venues, stadia, exhibitions, live events, or hospitality sectors.
• Experience leading high‑performing sales teams and embedding a structured, proactive sales culture.
• Demonstrable success in building and converting complex pipelines, targeting multiple market segments.
• Strong background in food and beverage‑led sales, including DDR packages, bespoke hospitality, and premium catering.
• Skilled in implementing CRM/event management systems, sales processes, contracting workflows, and forecasting tools.
• Experience collaborating with commercial, operational, culinary, finance, and marketing teams to create profitable propositions.
• Comfort leading in a mobilisation or transformation environment, ideally involving insourcing or systems rollout.
• Established network with agencies, corporates, event planners, and promoters (desirable but not essential).

Skills & Capabilities

• Exceptional commercial acumen with the ability to analyse data, drive insight‑led decisions, and maximise yield.
• Strong leadership and coaching capabilities with a natural ability to build high‑performing teams.
• Advanced negotiation and influencing skills; able to close high‑value deals and build long‑term partnerships.
• Excellent written and verbal communication skills, with confidence presenting to C‑suite and board‑level audiences.
• Highly organised, disciplined, and able to manage multiple priorities in a fast‑paced, evolving environment.
• Strong understanding of brand positioning, customer experience, and product storytelling.
• Competent in budgeting, forecasting, P&L understanding, and sales performance reporting.
• Comfortable operating autonomously and making commercially sound recommendations.

Attributes

• Ambitious, resilient, and target‑driven with a growth mindset.
• Customer‑obsessed, service‑oriented, and passionate about creating memorable experiences.
• Calm under pressure and able to work confidently through ambiguity.
• Collaborative, diplomatic, and comfortable influencing across multiple stakeholders.
• High integrity with a professional, credible presence.

Equality, Diversity and Inclusion

Olympia Events is committed to Equality, Diversity and Inclusion and expects all its people to have a positive commitment to EDI by treating others fairly and not committing any form of discrimination, victimisation or harassment and to promote positive working relationships amongst employees and stakeholders.

This Job Description is not intended to be exhaustive; the duties and responsibilities may therefore vary over according to the changing needs of the business.