Director of Sales FR / NL (H / F / X)

Peacefully located in a wooded setting with views over the green landscape of Walloon Brabant, close to Wavre and Louvain-la-Neuve. This 19

th

– century Anglo-Norman style château is situated just 15-20 minutes from Brussels and the national airport. The hotel offers 110 rooms and is set within a 3-hectare park featuring gardens and private terraces. It has also leading conference & event venue with 3 fully equipped meeting rooms and a 380 m² banqueting room with strong focus on high-quality meeting and events. In addition, the hotel will further emphasize its wellness facilities offering different treatments and a high-end wellness experience in a unique environment.

• OVERALL JOB PURPOSE :
• Oversees the performance management, coaching, recruiting and selection of the sales workforce, as well as any third-party contract services.
• Provides day-to-day leadership to the team of on-property active sales associates (e.g. sales manager(s) and sales coordinator(s)).
• Works with the General Manager, Marketing & Revenue Management teams to develop and manage the hotel’s sales and marketing budget. Participates in revenue management strategies.
• Implements the brand's strategy and applicable brand initiatives in all aspects of the sales process and focuses on building long-term, value-based customer relationships that enable achievement of the hotel's sales objectives.
• Evaluates the property's participation in the various sales channels (OTAs, Group, brand.com, RFPs, etc.) and develops strong relationships to proactively position and market the property.
• PRINCIPAL ACCOUNTABILITIES :

Pre-Opening & Launch Responsibilities :

• Commercial Strategy & Market Positioning
• Develop the overall sales strategy for the hotel launch, including market and competitor analysis
• Define target segments, account prioritisation and revenue objectives
• Establish the hotel’s positioning across Corporate, MICE, Leisure and intermediary channels
• Sales Department Set-Up & Tools
• Build and structure the Sales team, including recruitment, onboarding and role definition
• Establish sales procedures, account deployment logic and KPIs
• Oversee the implementation and effective use of key tools (CRM, PMS, RMS, channel management systems)
• Pre-Opening Sales Activation
• Create and execute the pre-opening sales action plan and timeline
• Generate early business leads to support opening and ramp-up phases
• Organise site inspections, preview events and familiarisation visits
• Build a strong and measurable sales pipeline ahead of opening
• Business Development & Key Accounts
• Identify and secure strategic partnerships and key accounts
• Negotiate and conclude commercial agreements (Corporate, MICE, Leisure, OTA, RFPs)
• Represent the hotel at relevant industry events, trade shows and networking platforms
• Revenue & Pricing Collaboration
• Work closely with Revenue Management team to define pricing strategies and promotional offers
• Support forecasting and performance tracking based on key KPIs (RevPAR, ADR, Occupancy)
• Marketing, Communications & External Relations
• Support brand rollout, digital marketing and PR activities linked to the opening
• Collaborate on launch campaigns and positioning initiatives
• Build strong relationships with local institutions, businesses and tourism partners

Managing Sales Activities :

• Execute the hotel’s sales strategy and manage the overall sales effort
• Create and implement short-term and long-term sales goals aligned with market dynamics
• Ensure development and execution of strategic account plans for key demand generators
• Develop, maintain and manage budgeting and forecasting processes for the Sales function
• Ensure a strong balance between proactive and reactive selling
• Decide on account deployment and manage sales team coverage

Revenue, Reporting & Performance :

• Attend revenue meetings and contribute actively to weekly and long-term sales strategies
• Understand and support overall revenue management initiatives to maximise all revenue streams
• Serve as authority on sales processes, contracts and commercial terms
• Ensure all required sales reports are accurate, timely and hands-on, with strong command of data and spreadsheets
• Monitor market performance through STR reports, shopping reports and competitor intelligence

Client Relationship Management & Business Development :

• Act as primary sales contact and customer advocate
• Proactively participate in direct sales activities, including sales calls and client negotiations
• Identify, engage and retain key accounts to generate repeat and new business
• Maintain accurate and up-to-date client information within CRM systems
• Produce and deliver presentations to clients and third-party partners as required
• Participate in industry trade shows, events and FAM trips

Brand, Operations & Cross-Functional Collaboration :

• Execute and support brand standards throughout the sales process
• Ensure seamless handover from Sales to Operations for all confirmed business
• Align closely with Marketing on communication activities based on need periods, booking patterns and feeder markets
• Support the operational execution of booked business (proposals, contracts, correspondence)
• Actively support guest satisfaction before and during programmes and events

Leadership & Team Development :

• Set goals and expectations for direct reports aligned with budgets and forecasts
• Drive motivation, accountability and high-performance teamwork
• Address performance issues proactively and hold team members accountable
• Collaborate with HR on recruitment, talent development and workforce planning
• Identify, attract and retain high-calibre sales talent

Market Knowledge & Strategic Insight :

• Maintain a strong understanding of market dynamics, competitor activity and economic trends
• Anticipate customer needs by understanding their business models and decision drivers
• Close the best possible deals for the property based on market conditions
• Research competitor sales strategies to identify opportunities to grow RevPAR and market share

CANDIDATE PROFILE :

Education and Experience :

Experience in similar role in comparable hotel property with sizeable rooms and meeting spaces.

Preferred :

• Strong understanding of MICE environment & proven record in MICE
• International experience
• Affinity with a more refined lifestyle
• Has demonstrated the ability to work with other Team Members
• Experience in presenting sales plans, market analysis, etc. to senior level executives and constituent groups
• Strong commercial understanding including Sales, E-Commerce, and Finance
• Successful track record of working in a collaborative / matrixed environment
• Ability to evaluate and identify business opportunities

Competencies :

• Action orientated with a drive for results
• Flamboyant personality
• A people-person
• Very effective communicator
• Influencer
• Positive approach

Skills

• Fluent in both English and French , Dutch is a strong plus.
• Strong reporting skills