Assistant Director of Sales

As the Assistant Director of Sales, you will spearhead the strategic direction and execution of the hotel’s sales efforts to drive revenue across all segments: corporate, MICE, leisure, wholesale, and government. You are accountable for achieving business goals by developing dynamic sales strategies, managing key accounts, leading the sales team, and fostering strong partnerships in both domestic and international markets. 

At Crowne Plaza Hotels & Resorts, we seek leaders who are confident, proactive, globally-minded, and passionate about creating memorable guest experiences while maximizing hotel profitability.  

 
Your day-to-day: 

People   

• Lead and manage a results-driven sales team with a focus on key performance indicators (KPIs) or Goal Setting and Budget, such as room revenue, market share, RFP conversion, and account retention. 

• Set clear sales targets for each segment and provide continuous coaching, mentoring, and performance reviews to ensure individual and team success. (based on AMG) 

• Foster a high-performance culture within the team, encouraging initiative, collaboration, and innovation in all sales activities. 

• Ensure training and development programs are executed for all team members, with particular emphasis on luxury standards and brand values. 

• Conduct daily briefing, weekly sales meetings, monthly account review and pipeline reviews.   

Guest Experience  

• Build and nurture long-term relationships with key clients, decision-makers, and influencers across multiple business sectors. 

• Act as an ambassador of the hotel, representing the brand at industry events, trade shows, networking events, and client functions. 

• Oversee the execution of site inspections, client entertainment, and familiarization trips to promote the hotel’s offerings and services. 

• Collaborate with the marketing team on targeted campaigns and client engagement strategies to retain and grow key accounts. 

Financial  

• Develop and execute an annual Sales & Marketing plan aligned with the hotel’s overall budget, positioning, and revenue goals. 

• Proactively identify new business opportunities and market trends to ensure a healthy and diverse sales pipeline. 

• Lead the RFP and contracting process for global and regional corporate accounts, travel consortia, and MICE groups. 

• Prepare and present monthly, quarterly, and annual performance reports, forecasts, and business reviews to hotel leadership. 

• Drive performance through data analysis (STR, agency reports, CRM data, rate mix) to optimize pricing and positioning in collaboration with revenue and marketing teams. 

Responsible Business  

• Champion the hotel’s brand values and sustainability initiatives in all client engagements and community relations. 

• Uphold IHG and hotel compliance standards in contracting, ethical business practices, and data protection. 

• Identify and address operational or procedural gaps that may impact sales delivery or guest satisfaction. 

• Collaborate with all departments (Rooms, Revenue, F&B, Events) to ensure seamless service delivery for group and individual bookings. 

 Accountability    

This position is the key leadership role within the Sales division and directly contributes to the hotel’s financial performance. The Assistant / Director of Sales will manage and oversee sales professionals across segments, including Business Development Managers, Sales Executives, and Sales Coordinators. 

 
Expected to maintain a strong market presence, position the hotel competitively, and build client loyalty in a highly competitive 5-star urban hotel environment. 

What we need from you? 

• Degree or diploma in Hospitality Management, Marketing, or Business Administration (or equivalent). 

• Minimum 5–8 years of progressive experience in hotel sales, including at least 2–3 years in a senior sales leadership role in a 4 or 5-star city hotel environment. 

• Proven track record in managing corporate, MICE, government, and leisure segments. 

• Strong commercial acumen, negotiation skills, and a client-first mindset. 

• Excellent leadership, interpersonal, and communication skills, with the ability to influence at all levels. 

• Familiarity with hotel systems such as Opera, Delphi, Salesforce, STR, and IHG-specific tools (IHG Concerto, Business Edge, etc.). 

• Fluent in English and Bahasa Malaysia; other languages an added advantage.