Sales and Events Executive

JOB SUMMARY

The Sales & Events Executive is responsible for driving event sales and revenue across COTU's portfolio of lifestyle, entertainment, and F&B concepts.

The role involves actively generating new business, managing corporate and private event enquiries, developing client proposals, converting leads into confirmed bookings, and overseeing the successful delivery of events from initial enquiry through to post-event follow-up.

The Sales & Events Executive will work closely with COTU's Culinary, Marketing, Operations, and Finance teams to create and deliver memorable experiences that meet client expectations while maximising revenue and profitability.

The ideal candidate is commercially driven, confident in client-facing situations, highly organised, and comfortable working in a fast-paced hospitality and entertainment environment.

KEY RESPONSIBILITIES

1. Sales & Business Development

• Proactively identify and develop new business opportunities for corporate events, private functions, celebrations, social gatherings, and other group bookings across COTU's venues.
• Generate leads through outbound sales, networking, corporate outreach, referrals, partnerships, venue visits, industry events, and other business development initiatives.
• Respond promptly to incoming event enquiries and convert qualified leads into confirmed bookings.
• Conduct client consultations and site visits to understand event objectives, guest profiles, budgets, preferred dates, and venue requirements.
• Recommend suitable COTU venues, spaces, packages, menus, and experiences based on client requirements.
• Prepare professional event proposals, quotations, packages, presentations, and event agreements.
• Follow up consistently on leads, proposals, and quotations to maximise conversion.
• Negotiate pricing and commercial terms while maintaining approved margins and profitability.
• Develop and maintain strong relationships with corporate clients, event agencies, event planners, and other business partners.
• Build a pipeline of prospective clients and maintain accurate records of enquiries, opportunities, proposals, and confirmed events.
• Actively pursue repeat business and referrals from existing clients.

2. Event Planning & Coordination

• Plan, organise, and coordinate events from initial concept and proposal through to event completion.
• Develop event plans based on client requirements, including menus, floor plans, seating arrangements, décor, entertainment, equipment, staffing, and service flow.
• Prepare detailed event briefs and ensure all relevant internal teams are fully aligned on client expectations and operational requirements.
• Coordinate closely with Culinary, Operations, Marketing, Finance, and other relevant departments to ensure seamless event execution.
• Conduct pre-event meetings and briefings where required.
• Oversee event setup, execution, and breakdown to ensure all agreed requirements are delivered.
• Be present at selected events to manage client expectations, coordinate operations, and resolve issues promptly.
• Act as the main point of contact for clients throughout the event planning process.
• Conduct post-event follow-up to obtain feedback, resolve outstanding matters, and identify opportunities for repeat business.

3. Venue & F&B Sales

• Promote COTU's portfolio of F&B and lifestyle concepts as event destinations for corporate and private clients.
• Develop creative event packages combining dining, entertainment, private spaces, and other COTU experiences.
• Identify opportunities to maximise venue utilisation during off-peak periods.
• Work with venue teams to understand capacity, availability, menus, packages, and operational limitations.
• Recommend appropriate upselling opportunities, including food and beverage packages, private spaces, entertainment, décor, and additional services.
• Support the development of new event packages and sales initiatives based on market demand and client feedback.

4. Client Relationship Management

• Build and maintain strong, professional relationships with clients from initial enquiry through to post-event.
• Understand client expectations and proactively manage requirements and changes.
• Provide timely and professional responses to client enquiries.
• Manage client expectations regarding pricing, venue capacity, menus, timelines, and operational requirements.
• Handle client concerns or complaints professionally and escalate matters to management where necessary.
• Maintain a high level of service throughout the sales and event lifecycle.
• Develop long-term relationships that encourage repeat bookings and referrals.

5. Vendor & Supplier Coordination

• Liaise with external vendors and suppliers for event-related requirements, including décor, entertainment, equipment, production, and other services.
• Obtain and compare quotations and negotiate pricing where appropriate.
• Ensure vendors meet agreed service standards, budgets, and timelines.
• Coordinate vendor access, setup, event operations, and dismantling.
• Monitor vendor performance and address any issues that may affect event delivery.

6. Budget & Profitability Management

• Prepare and monitor event budgets and quotations.
• Ensure all event proposals are commercially viable and aligned with approved pricing structures.
• Monitor event costs and identify opportunities to improve margins.
• Negotiate with clients and suppliers while protecting COTU's profitability.
• Ensure all deposits, payments, and outstanding balances are properly monitored and followed up in coordination with Finance.
• Review post-event profitability and identify opportunities for improved pricing, packaging, and cost management.

7. Marketing & Business Development Support

• Work with the Marketing team to develop event campaigns, promotional packages, and sales materials.
• Provide market and client insights to support the development of new event products and packages.
• Support corporate outreach campaigns and venue marketing initiatives.
• Represent COTU at relevant networking events, trade shows, corporate functions, and industry activities where required.
• Identify potential partnerships with event agencies, corporate organisations, hotels, concierge services, and other relevant partners.

8. Compliance & Operational Requirements

• Ensure all events comply with COTU's operational standards and applicable food safety, licensing, health and safety, and regulatory requirements.
• Ensure client and event requirements are communicated accurately to relevant departments.
• Identify potential operational risks and coordinate appropriate solutions.
• Ensure all event documentation, approvals, and operational requirements are completed before the event.

SALES & PERFORMANCE EXPECTATIONS

The Sales & Events Executive will be expected to contribute directly to COTU's event revenue growth.

Key performance areas include:

• Achievement of monthly and annual event sales targets.
• Number and value of qualified leads generated.
• Lead-to-booking conversion rate.
• Average event revenue and spend per guest.
• Corporate account acquisition and development.
• Repeat bookings and client retention.
• Event profitability and gross margin.
• Upselling of F&B, venue spaces, entertainment, and additional services.
• Client satisfaction and event feedback.
• Timeliness and quality of proposals and follow-ups.
• Successful execution of confirmed events.

EQUIREMENTS

• Diploma or Bachelor's Degree in Hospitality, Events Management, Business, Sales, Marketing, or a related field preferred.
• Minimum 2–4 years of experience in event sales, hospitality, F&B, venue sales, or event management.
• Experience in selling and managing corporate events, private functions, or F&B events is highly preferred.
• Proven track record in achieving sales targets or generating event revenue.
• Strong client acquisition, sales, negotiation, and relationship management skills.
• Excellent verbal and written communication skills.
• Strong presentation and proposal-writing abilities.
• Good understanding of F&B operations, event planning, and hospitality service standards.
• Strong commercial awareness with an understanding of pricing, margins, budgets, and profitability.
• Excellent organisational and project management skills.
• Ability to manage multiple clients and events simultaneously.
• Strong problem-solving skills and ability to remain calm under pressure.
• Proficiency in Microsoft Office / Google Workspace; experience with CRM, sales pipeline, or event management systems is an advantage.
• Willing to work evenings, weekends, public holidays, and during events as required.

PERSONAL ATTRIBUTES

The successful candidate should be:

• Sales-driven – motivated by targets, revenue growth, and business development.
• Client-focused – committed to creating excellent client experiences.
• Commercially minded – understands the relationship between sales, pricing, costs, and profitability.
• Proactive – actively seeks new business rather than relying solely on inbound enquiries.
• Confident – comfortable presenting proposals, negotiating, networking, and dealing with senior corporate clients.
• Organised – able to manage multiple events, deadlines, and client requirements simultaneously.
• Resourceful – able to solve problems quickly in a fast-paced environment.
• Collaborative – works effectively with Culinary, Operations, Marketing, Finance, and other teams.
• Adaptable – comfortable working within a dynamic lifestyle, entertainment, and F&B environment.

ROLE SUCCESS

Success in this role will be measured not only by the number of events secured, but by the ability to generate new business, convert opportunities into profitable bookings, grow corporate relationships, maximise revenue across COTU's venues, and consistently deliver exceptional event experiences.