Sales Director
Lane7
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Benefits offered by this job
Job summary
Lane7, the UK's fastest growing independent bowling destination, seeks a Sales Director to own the strategy and delivery of corporate and large-group sales across the Group.
You will build a productive enquiry engine with Marketing, coach teams for higher conversion, and lead the Call Centre using automation and strong booking-system capabilities to simplify guest purchases and enable teams to sell more effectively.
Qualifications
- Proven track record leading multi-site or multi-channel sales teams.
- Experience boosting enquiry conversion through coaching and process design.
- Ability to generate inbound and proactive outbound demand.
- Experience with agency or third-party sales channels.
- Strong digital literacy with CRM, booking, telephony, and reporting systems.
- Analytical forecasting skills with data-driven decision making.
- Engaging leadership with high standards and stakeholder management.
Responsibilities
- Own and deliver the Group sales strategy and targets for corporate events and large occasions.
- Drive growth in corporate, birthday, stag, hen and other large-group bookings with focus on revenue, margin and repeat business.
- Lead, coach and develop the sales team; manage pipeline, conversion and performance.
- Collaborate with Marketing to generate qualified enquiries and align campaigns with priorities.
- Oversee Call Centre, automation and journey improvements to enhance guest experience and speed to book.
Skills
Tools
Job description
Lane7 is the UK's fastest growing and biggest independent boutique bowling destination. We have multiple venues across our Lane7, Level X, Gutterball and ML7 brands. Bowling has always been our thing - since launch in 2013, but really, we're all your best nights in one: Pool, golf, darts, karaoke, arcades and a ton of next-level gaming experiences, combined with great drinks and fabulous food. A night with friends, date night, special celebrations and private functions… we've got every occasion covered.
The Sales Director owns the strategy and delivery of corporate and large-group sales across the Group. The role will build a consistently productive enquiry engine with Marketing, improve conversion through rigorous coaching and performance management, and create proactive local and national sales activity that does not rely on inbound demand alone. It will also lead the Call Centre, using smart automation and strong booking-system capability to make it easier for guests to buy and for teams to sell.
This is a hands-on commercial leadership role with clear accountability for profitable sales growth. The Sales Director will move comfortably between strategy, data and the sales floor: setting direction, inspecting the pipeline, coaching teams, developing routes to market and removing friction from the guest booking journey.
- Own and deliver the Group sales strategy, annual revenue plan and channel targets for corporate events and large B2C occasions.
- Drive sustainable growth in corporate, birthday, stag, hen and other large-group bookings, with clear focus on revenue, margin and repeat business.
- Work closely with Marketing to create a reliable flow of qualified enquiries, aligning campaigns, audiences, content, landing pages and response processes to commercial priorities.
- Agree shared funnel measures from lead generation through to booked revenue, ensuring both volume and lead quality are visible.
- Lead, coach and develop the sales team to improve enquiry response, needs discovery, proposal quality, follow-up discipline, negotiation and conversion.
- Set clear expectations for speed to lead, contact attempts, pipeline hygiene, conversion and revenue per enquiry.
- Run an effective sales cadence including daily visibility of priorities, weekly pipeline and conversion reviews, regular call coaching and structured one-to-ones.
- Create consistent sales standards, playbooks and training across central and venue teams while retaining the flexibility to sell each local market.
- Ensure the team proactively networks with existing guests, local employers, business groups, event organisers, hotels, universities and other relevant partners.
- Develop national and local account plans that convert relationships into repeatable revenue rather than one-off bookings.
- Equip venue teams to spot, capture and refer sales opportunities arising during guest visits.
- Own relationships and commercial performance with third-party agencies and intermediaries across B2B and B2C events.
- Develop new partnerships where they provide scalable access to valuable audiences without weakening direct-channel economics.
- Work with Commercial, Marketing and Operations to develop compelling, operationally deliverable and profitable packages for corporate events and large B2C occasions.
- Use guest feedback, lost-business analysis and sales insight to improve package architecture, pricing, inclusions and sales collateral.
- Lead the Call Centre as a revenue-generating and guest-service function, with clear standards for accessibility, response times, resolution and conversion.
- Simplify contact journeys and automate routine enquiries, follow-ups and administration where this improves speed and guest experience, without automating away valuable sales conversations.
- Produce a clear weekly and monthly view of lead volume, pipeline, conversion, booked revenue, average booking value, channel economics, activity and forecast accuracy.
- Provide credible forecasts and clear commentary on performance, risks, opportunities and required actions to the CEO and wider leadership team.
- A strong record of leading multi-site or multi-channel sales teams and delivering material revenue growth against target.
- Demonstrable success improving enquiry conversion through coaching, process design, data and performance management.
- Experience generating both inbound and proactive outbound demand, including local business development and account management.
- Commercial experience of agency or third-party sales channels and an understanding of channel margin.
- Strong digital literacy, including practical knowledge of CRM, booking, telephony, automation and performance-reporting systems.
- Confident analytical and forecasting skills, with the ability to turn data into decisive action.
- An engaging leader and coach who can set high standards, challenge constructively and bring teams with them.
- Excellent communication, negotiation and stakeholder-management skills.
- Experience in hospitality, leisure, competitive socialising, events, entertainment or another high-volume consumer business.
- Experience leading or transforming a call centre or central reservation’s function.
- Experience working with marketing automation, digital booking funnels and venue-level sales teams.
- Experience supporting new venue openings or rapid multi-site growth.
- Salary - £60,000
- Plus Performance bonus (50%)
- 28 days holiday per year (Plus 1 day holiday for every year worked - Up to 5 years)
- Private Health insurance & benefits through Vitality
- Company pension contribution
- Free bowling and activities for you and up to 3 others when you aren’t working (off-peak time)
- 25% off food and drink
- Get involved with different social activities throughout the year through our team social calendar
- Annual team awards party
- Cycle2Work scheme partnered with Halfords
- Refer a friend scheme
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