Cluster Director of Sales - The Hague

Cluster Director of Sales

Join Crowne Plaza Amsterdam South (207 rooms) and voco™ The Hague (198 rooms) and lead the commercial success of two standout hotels in the Netherlands.

In this strategic leadership role, you will oversee the sales and Meetings & Events functions across both hotels, driving business growth, strengthening key partnerships, and leading high-performing teams. Working closely with the Cluster Commercial Director and General Manager, you will shape and execute commercial strategies that maximize revenue opportunities across Rooms, Food & Beverage, and Meetings & Events.

If you are a commercially driven leader with a strong strategic mindset, excellent market connections, and a passion for developing people and growing business, we would love to connect with you.

Reporting to the Cluster Commercial Director, your key responsibilities are:

Leadership & Team Development

·       Lead, coach, and develop the sales and meetings & events teams across both hotels, setting clear objectives and ensuring alignment with overall commercial goals.

·       Establish a high-performance culture focused on accountability, collaboration, continuous improvement, and results.

·       Set team priorities, monitor performance against agreed targets, and provide regular feedback, guidance, and development opportunities.

·       Empower team members to take ownership of their responsibilities while ensuring consistent standards and ways of working across both properties.

·       Foster strong collaboration between Sales, Meetings & Events, Marketing, Revenue, and Operations to maximize business opportunities and deliver a seamless guest experience.

Commercial Strategy & Business Performance

·       Develop and implement the sales strategy for both hotels in collaboration with the Cluster Commercial Director and General Manager, ensuring alignment with the overall commercial strategy.

·       Oversee sales and meetings & events performance, identifying opportunities to grow market share, increase revenue, and strengthen the hotels' competitive positioning.

·       Drive business development across Rooms, Food & Beverage, and Meetings & Events, ensuring a balanced mix of business and opportunities across both properties.

·       Lead the preparation of the annual Sales and Market Plans, quarterly updates, and annual budgets in collaboration with the relevant commercial stakeholders.

·       Translate commercial objectives into clear action plans, monitor progress against KPIs, and adjust strategies in response to market developments, business performance, and competitor activity.

·       Work closely with Revenue and other commercial functions to optimize occupancy, average daily rate, total revenue, and overall profitability.

·       Prepare and present regular performance updates, commercial insights, and strategic recommendations to hotel owners and senior management.

Meetings & Events Leadership

·       Oversee the Meetings & Events function across both hotels, ensuring the team maximizes conversion, revenue, and profitability from group, corporate, social, and event business.

·       Develop strategies to grow Meetings & Events revenue, strengthen client relationships, and position both hotels as preferred venues for meetings, conferences, and events.

·       Ensure effective collaboration between the Meetings & Events and Sales teams to maximize cross-selling opportunities and generate additional business across Rooms, Food & Beverage, and event spaces.

·       Monitor Meetings & Events performance, including pipeline development, conversion rates, pace, and revenue contribution, and implement actions to achieve agreed targets.

·       Ensure a consistent, high-quality approach to client relationship management, proposal development, contracting, and handover to operational teams.

·       Support the development of the Meetings & Events team, ensuring the right structure, capabilities, and resources are in place to deliver commercial objectives and an excellent client experience.

Business Development & Strategic Partnerships

·       Build and maintain strong relationships with key corporate accounts, local and international clients, business partners, and industry stakeholders.

·       Identify and pursue new business opportunities, strategic partnerships, and key accounts that support the long-term growth of both hotels.

·       Oversee the development of targeted account plans and sales activities to strengthen existing relationships and expand the client portfolio.

·       Represent Crowne Plaza Amsterdam South and voco™ The Hague at national and international industry events, networking opportunities, and client engagements.

·       Ensure the hotels' products, services, and unique selling points are effectively communicated through relevant sales channels and client-facing resources.

·       Maintain a strong understanding of market trends, customer needs, competitor activity, and emerging business opportunities to inform commercial decision-making.

Brand Positioning & Market Presence

·       Strengthen the market presence and reputation of Crowne Plaza Amsterdam South and voco™ The Hague within their respective markets.

·       Position both hotels as attractive destinations for corporate travel, meetings, conferences, events, and Food & Beverage experiences.

·       Ensure sales and Meetings & Events activities reflect the individual positioning of each hotel while identifying opportunities for cross-property business.

·       Work in partnership with Marketing to align campaigns, sales initiatives, and market engagement with the hotels' commercial priorities.

·       Ensure all commercial activities are aligned with IHG brand standards and contribute to memorable guest and client experiences.

Operational Excellence & Stakeholder Collaboration

·       Establish effective processes, reporting structures, and communication between the sales and Meetings & Events teams across both hotels.

·       Use performance data, market intelligence, and client feedback to identify improvement opportunities and support informed decision-making.

·       Ensure effective coordination between commercial and operational teams, supporting a smooth transition from sales and event planning to delivery.

·       Lead and support commercial projects and initiatives that contribute to business growth, operational efficiency, and client satisfaction.

·       Take ownership of strategic priorities and additional responsibilities as required, adapting to changing business needs and market conditions.