Sales Manager

Counseling; Alexandria (VA); Hybrid; USD 90,000 - 140,000; Full time

Job summary

The American Counseling Association (ACA) is seeking a Sales Manager to lead sponsorship, exhibit, and advertising sales for national and virtual events. You will build sponsor relationships, sell ads in Counseling Today, and develop revenue streams to support ACA’s mission.

With 5+ years in association sales and a strong background in events and client relations, you will deliver strategic sales plans, manage pipelines, and collaborate with Marketing to produce effective sales materials.

Qualifications

• Bachelor's degree and at least four years of sales experience required.
• Minimum of 5 years’ experience in sales manager or similar role.
• Broad knowledge of and experience in sales, events, and client relations.
• Strong sales, interpersonal (internal and external) and negotiation skills.
• Experience creating new sales leads and new relationships.
• Ability to gather, interpret, analyze, and report statistics and other data.
• Excellent interpersonal, verbal, written, organizational, and computer skills.
• Experience working with association management/membership/customer relationship systems preferred.
• Administrative project management skills to coordinate people, materials, and budgets.
• Exceptional interpersonal, communication, negotiation, and presentation skills.
• Demonstrated ability to work independently and on a team, always showing respect for ACA and its membership.

Responsibilities

• Advertise, exhibit, sponsorships management for ACA events.
• Sell print and digital ads and coordinate vendor lists.
• Identify potential customers, lead generation and conversion.
• Drive revenue growth by achieving sales targets in the department budget.
• Build and nurture relationships with sponsors and exhibitors.
• Prepare sales materials and develop presentations to explain ACA offerings.

Skills

Sales leadership

Interpersonal skills

Negotiation

Communication

Analytical skills

Lead generation

Team collaboration

Education

Bachelor's degree

Tools

CRM systems

Microsoft Office

Job description

The American Counseling Association (ACA) is the world’s largest organization representing professional counselors in various practice settings. Our vision: We are the preeminent advocate and resource for professional counselors and their clients in a world where everyone has access to mental health services.

Our mission: Advancing the counseling profession, mental health and well‑being through education, advocacy, community, inclusion and research.

Our values: Diversity, Equity & Inclusion, Integrity, Proactive Leadership, Professional Community & Relationships, Scientific Practice & Knowledge, Social Justice & Empowerment.

All ACA team members are encouraged, supported, and expected to demonstrate The Way We Work Values: Be Flexible, Be Creative, Be Empowered, Be Inquisitive, Be Collaborative and Be Respectful.

JOB PURPOSE

The Sales Manager, under the direction of the Director of Business Development & Strategic Partnerships, will take on a variety of tasks associated with sales with a focus on sponsorship, exhibit and advertising sales. The ideal candidate will have a strong background in association sales and revenue generation. The successful candidate will understand associations and related organizations and how they work to develop partnerships that raise awareness of ACA's mission, work, and services, while diversifying and growing our revenue streams.

KEY RESPONSIBILITIES

Advertising, Exhibitor, Sponsorships

• Manage and execute sales of sponsorships and exhibit space for ACA Annual Conference and virtual events. Surface and build relationships with new sponsors; Identify and sell sponsorship opportunities; attend meetings with new and existing sponsors and follow up as needed; demonstrate value to sponsors by gathering and sharing appropriate measures of success.
• Manage and execute sales of print (Counseling Today) and digital advertisements, and the coordination of purchased member mail lists, providing direction to vendors as needed.
• Identify potential customers, lead generation and conversion. Upsell client relationships and build long‑term relationships.
• Drive new revenue growth by achieving sales numbers as outlined in department budget.
• Build strong relationships with potential customers. Nurture and grow customer relationships.
• Achieve established sales, revenue, and business development goals, including individual and team performance targets.
• Develop and execute sales strategies designed to drive revenue growth, customer acquisition, retention, and expansion.
• Monitor sales performance against established goals and provide regular forecasts and performance reporting to leadership.
• Manage the on‑site exhibits and sponsorship function at the ACA conference.
• Work with the Marketing and Communications team to prepare sales material and develop sales presentations and other materials to explain and market ACA's offerings.
• Analyze market conditions and adjust sales outreach accordingly.
• Working with the Director and Sales Coordinator, evaluate performance and pricing of existing advertising and sponsorship opportunities and regularly monitor competitors and industry to ensure competitive pricing and offerings. Produce sponsorship fulfillment reports to demonstrate ROI and use reports to leverage sales of additional opportunities.
• Collaborate with other members of staff to align sales/sponsorship goals with ACA's capabilities and to identify value propositions that will excite partners.
• Perform administrative responsibilities, including pipeline management, contract management, and financial/budget management. Monitor financial performance and report to management.

Project Management and Administration

• Perform administrative responsibilities, including pipeline management, contract management, fulfilment reports and financial/budget management. Monitor financial performance and report to management in a timely manner.
• Perform administrative responsibilities, including pipeline management, contract management, and financial/budget management. Monitor financial performance and report to management in a timely manner.

INCENTIVE COMPENSATION:

This position is eligible to participate in a performance‑based incentive compensation program based on achievement of established sales, revenue, and/or organizational goals. Program terms and performance measures are established separately and may be modified as needed and at management’s discretion.

#LI-Hybrid

Location: Hybrid. Candidates based in the Washington, D.C.-metro area (DC, VA, MD) preferred; however, we welcome applications from qualified candidates regardless of location. This role usually requires in‑person presence at the office, approximately four times per year (to include ACA annual conferences).

PHYSICAL DEMANDS

The position requires the ability to operate computer equipment, telephone, and general office equipment to generate and transmit communications.

Requirements

• Bachelor's degree and at least four years of sales experience required.
• Minimum of 5 years’ experience in sales manager or similar role.
• Must have a broad knowledge of and experience in sales, events, and client relations.
• Must have strong sales, interpersonal (internal and external) and negotiation skills.
• Must have experience creating new sales leads and new relationships.
• Ability to gather, interpret, analyze, and report statistics and other data.
• Excellent interpersonal, verbal, written, organizational, and computer skills.
• Experience working with association management/membership/customer relationship systems preferred.
• Administrative project management skills to coordinate people, materials, and budgets.
• Exceptional interpersonal, communication, negotiation, and presentation skills.
• Demonstrated ability to work independently and on a team, always showing respect for the diverse constituencies of ACA and within its membership.