Director of Sales

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The Role

• Provide strategic leadership to the Sales function and position Swissôtel Al Murooj Dubai as a preferred

business, leisure, MICE and extended-stay destination.

• Develop, implement and evaluate sales objectives, strategies and activities across Rooms, Suites,

Apartments, Food & Beverage, Meetings & Events and all other relevant revenue streams.

• Drive sustainable commercial performance by maximizing revenue and maintaining a healthy business

mix segmentation, while supporting profitability, market-share growth and long-term account value.

• Ensure disciplined sales acquisition, account management, reporting and follow-up systems are

effectively organized and deployed.

• Build a high-performing, motivated and cohesive Sales team and promote commercial awareness

throughout the hotel.

• Ensure full compliance with Accor, Swissôtel and hotel policies, procedures, brand standards and ethical

requirements.

Key Deliverables and Responsibilities

Commercial Strategy & Planning

• Develop and execute the annual Sales Business Plan, departmental budget and strategic sales roadmap

in alignment with the hotel's overall business plan.

• Translate the hotel's commercial objectives into clear segment, account, market and team action plans

with measurable revenue and production targets.

• Collaborate closely with the General Manager and Director of Revenue on commercial strategy, pricing

recommendations, market segmentation, account strategy, forecasting and need-period actions;

Revenue Management retains ownership of pricing, inventory controls and yielding.

• Analyse market conditions, competitor performance, demand trends, source markets and feeder

channels to identify opportunities, risks and emerging segments.

• Support achievement of agreed occupancy, ADR, RevPAR, RGI, total revenue, contribution and

profitability objectives through effective demand generation and account development.

• Continuously optimize the business mix across corporate, leisure, wholesale, groups, MICE, government,

social events, online channels, extended stay and apartment business.

Identify new markets, industries, accounts and distribution opportunities that support sustainable

revenue growth and reduce overdependence on any single segment or channel.

• Prepare strategies at least two months in advance for need periods, citywide events, high-demand dates

and displacement-sensitive opportunities.

• Evaluate commercial returns from trade shows, roadshows, exhibitions, familiarization trips, sales

missions and business travel.

Business Development & Account Management

• Build and maintain strategic relationships with key corporate accounts, government entities, tour

operators, DMCs, travel agencies, OTAs, relocation companies, project businesses, event planners and

other partners.

• Lead the acquisition, development, retention and growth of high-value accounts through structured

account plans, regular sales calls, joint visits, site inspections and client engagement.

• Identify, qualify and convert opportunities across hotel rooms, suites, apartments, extended stays, Food

& Beverage, groups, meetings, incentives, conferences, exhibitions and social events.

• Lead negotiations and contracting within approved commercial parameters, ensuring value, profitability,

credit compliance and accurate documentation.

• Set and monitor account-level and segment-level room-night, revenue, materialization and conversion

objectives and address performance gaps promptly.

• Represent the hotel at appropriate corporate, travel, trade, community and industry events and conduct

purposeful client entertainment linked to defined business opportunities.

• Develop long-stay, relocation, crew, project and residential-style accommodation opportunities

appropriate to the apartment inventory.

Meetings, Groups & Events

• Drive demand and conversion for MICE, corporate groups, government groups, leisure groups, weddings,

social events and banquet business.

• Work with Revenue Management, Events, Food & Beverage and Finance on group pricing

recommendations, displacement considerations, contract terms, deposits, credit, profitability and

materialization.

• Maintain an accurate, well-qualified groups and events pipeline and ensure timely follow-up, conversion

and handover to operating teams.

• Use market intelligence and need-period analysis to develop targeted group and event campaigns and

account-specific actions.

Sales Leadership & Performance

• Lead, coach, engage and develop the Sales team through clear direction, regular performance reviews,

market activity, succession planning and individual development plans.

• Establish clear individual and team KPIs, including sales revenue, room nights, account production, ADR

contribution, conversion, materialization, pipeline value, new-account acquisition, retention, sales

activity and MICE/group production.

• Conduct regular one-to-one reviews, account reviews, sales meetings and joint calls, ensuring decisions,

actions and ownership are documented and followed through.

Partner with People & Culture on workforce planning, recruitment, selection, onboarding, probation

reviews, performance management and talent development.

• Ensure effective deployment, market coverage, schedules, leave planning, sales calls, business trips, site

inspections and familiarization visits.

• Create an inclusive, accountable, ethical and results-focused environment that encourages collaboration,

innovation and continuous improvement.

Cross-Functional & Stakeholder Management

Ensure close collaboration among Sales, Revenue Management, Marketing, Events, Reservations, Front

Office, Food & Beverage, Finance and other departments.

• Partner with Marketing and Marketing Communications on campaigns, content, public relations and

visibility initiatives, with clear ownership and measurable commercial outcomes.

• Coordinate with Accor regional and global sales offices, brand teams, loyalty teams and sister hotels to

leverage account opportunities and commercial resources.

• Prepare and present sales performance, market intelligence, pipeline updates, account strategies and

action plans to the General Manager and, when required, ownership or ownership representatives.

• Maintain strong awareness of community, economic, political, social and regulatory factors that may

influence demand or hotel performance.

• Promote commercial awareness across the hotel and ensure operational teams understand key accounts,

group requirements and revenue priorities.

Administration, Governance & Compliance

• Ensure all sales leads, enquiries, requests, offers and confirmations are handled professionally,

accurately and within the agreed response time, normally within 24 hours.

• Maintain complete and accurate records of contracts, quotations, proposals, account profiles, contact

details, activities, production, pipeline and follow-up actions in approved systems.

• Ensure regular and accurate preparation of forecasts, production reports, pipeline reports, account

reviews, business updates and management presentations.

• Monitor departmental expenses and ensure activities remain within approved budgets, with clear

assessment of return on investment.

• Ensure all agreements comply with hotel credit policies, commercial approvals, data privacy,

confidentiality and record-retention requirements, and support timely collection of revenues.

• Maintain current departmental SOPs and ensure the team is trained in Accor/Swissôtel standards,

systems, policies, health and safety requirements and expected grooming standards.

• Monitor client and guest feedback relevant to the Sales function and implement appropriate actions to

strengthen satisfaction, trust and retention.

Qualifications, Experience & Competencies

• Bachelor's degree in Hospitality Management, Business Administration, Sales & Marketing or a related

discipline preferred.

• Minimum 8-10 years of progressive hotel Sales experience, including at least 3-5 years in a senior Sales

leadership role within an upscale or luxury hotel environment.

• Strong knowledge of the Dubai/UAE hospitality market and proven exposure to corporate, leisure,

wholesale, MICE, groups, government and extended-stay segments.

• Demonstrated success in developing new markets, managing key accounts, leading teams and delivering

revenue, profitability and market-share objectives.

• Strong commercial judgement, analytical capability, negotiation, presentation, communication,

relationship-building and leadership skills.

• Fluency in English is required; additional languages are advantageous. Previous Accor experience and

knowledge of Accor commercial systems are preferred.

Core Behaviours

Core behaviours are our actions: what we say, what we do and how we interact with one another. Our

behaviours come from what we believe in and what we value. At Swissôtel Hotels & Resorts, we call these

value-based behaviours.

Trust: Operates with fairness and integrity, fostering transparency and sincerity through open and

honest communication and by honouring commitments.

Relationships: Builds and maintains strong connections with colleagues, guests and partners, valuing

diversity in people and perspectives while increasing cooperation and collaboration.

Drive: Is action-oriented, sets direction, clarifies goals and overcomes barriers and challenges to

produce results.

Entrepreneurship :Understands the business and market context, identifies and seizes opportunities for growth

and continuous improvement, and supports change.

**Qualifications, Experience & Competencies**

• Bachelor's degree in Sales, Marketing, Business Administration, Hospitality Management, or a related discipline.
• Minimum 5-7 years of progressive hotel sales experience, with at least 2-3 years in a senior leadership role within the same or comparable position.
• Demonstrated proficiency in Microsoft Office applications, Customer Relationship Management (CRM) systems, and hotel property management systems.
• Strong competencies in strategic leadership, commercial negotiation, executive communication, professional networking, and results-driven performance management.
• Valid UAE driving license (preferred).
• Proven track record of achieving and exceeding sales targets, revenue objectives, and key performance indicators in a hotel sales environment.
• Exceptional analytical, problem-solving, and decision-making capabilities with the ability to translate market insights into actionable commercial strategies.

Directly opposite to The Dubai Mall, the iconic Burj Khalifa, 10 minutes walk to the Dubai Metro Station and within a few minutes’ drive to DIFC, World Trade Centre and just 15 minutes’ drive from Dubai International Airport, Swissotel Al Murooj is located in downtown Dubai, one of the city’s favoured destinations for business or leisure.