The Assistant Director of Events supports the Director of Events in leading the Events team to achieve revenue targets while delivering exceptional customer service and flawless event execution. This role is responsible for managing event sales, planning, client relationships, team development, and operational coordination to ensure all events meet IHG brand standards and guest expectations.

Key Responsibilities

Sales & Business Development

• Assist the Director of Events in developing and executing the annual Events Sales Strategy.
• Achieve individual and departmental revenue and conversion targets.
• Identify new business opportunities for meetings, conferences, weddings, social events, and corporate functions.
• Build and maintain strong relationships with new and existing clients.
• Conduct hotel site inspections and client presentations.
• Prepare proposals, quotations, and contracts in accordance with hotel policies.
• Follow up on leads and maximize conversion opportunities.

Event Planning & Coordination

• Oversee the planning and execution of all assigned events.
• Ensure all event requirements are communicated accurately to operational departments.
• Conduct pre-event meetings with clients and internal departments.
• Monitor event operations to ensure smooth execution and guest satisfaction.
• Handle last-minute changes and resolve operational issues professionally.
• Ensure all event documentation is completed accurately.

Revenue Management

• Maximize banquet and meeting room revenue through effective pricing strategies.
• Upsell additional services including accommodation, F&B packages, AV equipment, and hotel facilities.
• Monitor event forecasting and pipeline reports.
• Assist in budgeting and revenue forecasting.

Leadership & Team Management

• Supervise, coach, and mentor the Events team.
• Conduct regular training and performance reviews.
• Assist in recruitment, onboarding, and succession planning.
• Foster teamwork and maintain high employee engagement.
• Ensure team members comply with hotel policies and procedures.

Client Relationship Management

• Build long-term relationships with corporate accounts, event planners, travel agencies, and wedding organizers.
• Conduct post-event follow-ups to obtain client feedback.
• Handle guest concerns and service recovery promptly.
• Maintain high levels of guest satisfaction and repeat business.

Financial & Administrative Responsibilities

• Review contracts and ensure accurate billing instructions.
• Ensure deposits and payments are received according to hotel policy.
• Monitor departmental expenses.
• Prepare monthly sales and activity reports.
• Maintain accurate client records in the CRM system.

Operational Excellence

• Work closely with:
  • Food & Beverage
  • Kitchen
  • Front Office
  • Housekeeping
  • Engineering
  • Security
  • Finance
• Ensure all events comply with hotel standards, health & safety regulations, and brand requirements.
• Participate in Duty Manager shifts when required.

Brand Standards

• Ensure compliance with IHG Brand Standards and operating procedures.
• Promote the IHG One Rewards programme where applicable.
• Maintain excellent product knowledge of hotel facilities and services.
• Uphold professional grooming and service standards.

Qualifications

Education

• Bachelor's Degree or Diploma in Hospitality Management, Event Management, Business Administration, or a related field.

Experience

• Minimum 5–7 years of experience in hotel events, catering, or sales.
• At least 2 years in a supervisory or management role.
• Experience in an international hotel brand is preferred.
• Knowledge of IHG systems and standards is an advantage.

Skills & Competencies

• Strong leadership and people management skills
• Excellent negotiation and sales abilities
• Outstanding communication and interpersonal skills
• Event planning and project management expertise
• Revenue-driven mindset
• Strong problem-solving and decision-making skills
• Excellent organizational and time management skills
• Ability to work under pressure and meet deadlines
• Proficient in Microsoft Office and hotel sales/event management systems
• High attention to detail and customer service orientation

Key Performance Indicators (KPIs)

• Achievement of Events revenue budget
• Event conversion ratio
• Client satisfaction scores
• Repeat business percentage
• Upselling revenue
• Response time to enquiries
• Accuracy of event documentation
• Team engagement and development
• Compliance with IHG Brand Standards
• Guest satisfaction (Guest Love/Meeting Planner feedback)

Working Conditions

• Willingness to work evenings, weekends, and public holidays when required.
• Flexibility to support hotel operations during major events and peak business periods.
• Ability to stand and move around the hotel during event operations.