Sales & Events Manager

Crescendo; Staines-upon-Thames; On-site; GBP 50,000 - 70,000; Full time

Benefits offered by this job

23 days' annual leave plus bank hols

Birthday day off

Private healthcare scheme

Pension contribution

Discounted corporate rates with venues

Job summary

Crescendo is seeking a commercially focused Sales & Events Manager to drive the growth of the Fruitful service line. You will combine sales, relationship management and event delivery to win new business, nurture client relationships and create opportunities to introduce clients to Crescendo and Experience London services.

The role blends 75% commercial work with 25% event delivery, with a clear focus on converting enquiries into bookings and building long‑term partnerships.

Qualifications

• Essential: Proven experience in a client-facing sales, account management, or team building events role.
• Essential: Demonstrable experience converting enquiries and opportunities into confirmed business.
• Essential: Strong commercial awareness with the ability to identify, qualify and progress sales opportunities.
• Essential: Experience developing proposals, budgets and client presentations.
• Essential: Experience managing client relationships and growing existing accounts.
• Essential: Ability to confidently negotiate and influence client decision‑making.
• Essential: Excellent presentation, communication and relationship‑building skills.
• Essential: Experience maintaining and managing sales pipelines through a CRM system.
• Essential: Strong organisational and project management skills.

Responsibilities

• Manage and respond to all incoming enquiries.
• Conduct client consultations and discovery meetings.
• Qualify opportunities and identify client needs.
• Develop and present tailored client proposals.
• Convert opportunities into confirmed business.
• Develop and maintain a healthy sales pipeline.
• Support achievement of business growth targets.
• Actively grow existing client relationships.
• Identify opportunities for repeat business and account development.
• Attend networking events, showcases and industry functions as required.

Skills

Sales experience

Account management

Client relationship building

Proposal & budgeting

CRM management

Negotiation

Event planning

Presentation skills

Tools

CRM software

Job description

About Us

Crescendo is an integrated events business delivering exceptional experiences through three specialist divisions. Alongside our event management, production, creative and technical services, our Fruitful division creates meaningful team experiences and engagement programmes, while our Experience London division provides expert destination management services for clients visiting the capital.

By combining these complementary specialisms under a single team, we provide a seamless, end-to-end service that helps organisations connect, inspire and engage their audiences through exceptional experiences.

As we continue to grow, we're looking for a commercially minded Sales & Events Manager to drive the growth of the Fruitful service line. Combining sales, relationship management and event delivery, you'll be responsible for winning new business, nurturing client relationships and creating opportunities to introduce clients to the wider Crescendo and Experience London service portfolio.

Role Purpose

The Sales & Events Manager is responsible for driving the commercial growth of the Fruitful service line through proactive business development, client relationship management, proposal creation and opportunity conversion.

This role provides dedicated ownership of the commercial activities that support the businesses growth, with a clear focus on generating new business, converting enquiries and building long‑term client relationships. The post-holder will use Fruitful experiences as a gateway to develop trusted client partnerships and create opportunities to introduce the wider services offered by Crescendo and Experience London.

Working closely with the wider team and external partners, the Sales & Events Manager will identify opportunities for growth, maximise client value and support the expansion of the business through both new and repeat revenue streams.

The role is expected to operate on an approximate 75% commercial / 25% operational split, with event delivery responsibilities focused on supporting client relationships and business development activity, and delivery resources provided through the wider team and freelancers where appropriate.

Key Responsibilities

Sales & Business Development

• Manage and respond to all incoming enquiries.
• Conduct client consultations and discovery meetings.
• Qualify opportunities and identify client needs.
• Develop and present tailored client proposals.
• Convert opportunities into confirmed business.
• Develop and maintain a healthy sales pipeline.
• Support achievement of business growth targets.
• Actively grow existing client relationships.
• Identify opportunities for repeat business and account development.
• Attend networking events, showcases and industry functions as required.

Client Relationship Management

• Build long‑term client relationships founded on trust and service excellence.
• Act as the primary commercial contact throughout the sales process.
• Understand client objectives and recommend appropriate solutions.
• Ensure a consistently high‑quality client experience.
• Conduct post‑event reviews and identify future opportunities.

Venue & Partner Development

• Build and maintain venue partner relationships.
• Develop preferred supplier partnerships.
• Identify new venue opportunities.
• Negotiate commercial terms where appropriate.
• Represent the business within venue and partner networks.

Proposal & Commercial Development

• Create compelling event proposals and presentations.
• Produce accurate budgets and commercial costings.
• Ensure proposals remain commercially viable.
• Coordinate supplier quotations and recommendations.
• Track proposal performance and conversion rates.

Event Planning & Delivery Oversight

• Maintain visibility across active projects.
• Support planning and coordination where required.
• Brief and coordinate freelance event delivery resources.
• Attend key projects and client events.
• Ensure the quality of delivery reflects the brand.
• Support smooth transitions between sales and delivery stages.

Reporting & Performance

• Maintain accurate pipeline forecasts.
• Monitor sales activity and conversion performance.
• Contribute to business planning discussions.
• Support reporting requirements and commercial reviews.

Who We Are Looking For

We are looking for a commercially focused individual who enjoys building relationships, creating opportunities and helping clients achieve their objectives through engaging experiences and events.

Most importantly, we are looking for someone who can demonstrate a track record of converting opportunities into revenue. You will be someone who enjoys balancing commercial conversations with creative event solutions, presenting proposals, following up opportunities and confidently asking for business.

Whilst team building experience is important, the ability to build relationships, influence decisions and consistently convert enquiries into bookings will be critical to success in this role.

Personal Attributes

• Commercially minded and growth orientated.
• Relationship-focused and naturally personable.
• Highly organised and proactive.
• Confident presenting to clients.
• Strong communicator with excellent written skills.
• Solution-focused and adaptable.
• Able to work independently and take ownership of outcomes.
• Comfortable operating within a small, entrepreneurial business.

Experience & Skills

Essential

• Proven experience in a client-facing sales, account management, or team building events role.
• Demonstrable experience converting enquiries and opportunities into confirmed business.
• Strong commercial awareness with the ability to identify, qualify and progress sales opportunities.
• Experience developing proposals, budgets and client presentations.
• Experience managing client relationships and growing existing accounts.
• Ability to confidently negotiate and influence client decision‑making.
• Excellent presentation, communication and relationship‑building skills.
• Experience maintaining and managing sales pipelines through a CRM system.
• Strong organisational and project management skills.

Desirable

• Team building or employee engagement experience.
• Existing venue industry relationships.
• Existing client relationships
• Experience working within a small business or growing SME.

Remuneration & Benefits

For this role a competitive base salary alongside an attractive performance‑related bonus structure, providing a strong on‑target earnings (OTE) opportunity for high performers is on offer.

Benefits Include:

• 23 days' annual leave plus bank holidays
• Birthday day off
• Competitive employer pension contribution
• Private healthcare scheme (subject to eligibility criteria)
• Discounted corporate rates with selected hotel and venue partners
• Ongoing training and professional development opportunities