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.
What we're looking for:
· Proven experience in a senior commercial or sales leadership role within the hospitality industry, ideally across multiple departments or properties.
· Demonstrated experience leading, developing, and motivating teams, with the ability to build a culture of collaboration, accountability, and strong performance.
· Strong understanding of both proactive sales and Meetings & Events, including business development, account management, revenue generation, and commercial planning.
· A strategic and analytical mindset, with the ability to translate business objectives and market insights into actionable plans and measurable results.
· A strong commercial acumen and proven ability to identify growth opportunities, build client relationships, and negotiate effectively.
· Excellent leadership, communication, stakeholder management, and presentation skills.
· Strong organizational and project management skills, with the ability to manage multiple priorities across two properties.
· An established network within the local corporate and hospitality market, with the ability to develop valuable long-term partnerships.
· A thorough understanding of market dynamics, customer trends, and the competitive landscape.
· Fluency in Dutch and English; additional languages are a plus.
So, can we get you an upgrade?
· You’ll be part of the voco® life
· Competitive salary and travel allowance based on the distance between your home and the hotel
· Staff discount at 6000+ IHG hotels worldwide. You’ll be able to stay at hotels for a discounted rate and you’ll get 50% discount on your restaurant and bar bill
· Overnight stay at voco® The Hague as part of your onboarding
· Special friends and family discount for stays at voco The Hague including breakfast
· We have a staff canteen in which we serve staff meals
· Discounts to several cultural events such as museums, festivals, theatre, musicals, concerts and much more
· Curious about different departments? We offer cross trainings!
· To stay fit we offer a 20% discount on your contract with Trainmore + 1 Euro discount for every time you go!
· Discount on a collective health insurance
· Discount at local businesses in The Hague.
· Once a year you get to spend a paid day as a Volunteering Day to volunteer for a charity of your choice.
· Your staff uniform will be washed by the hotel
· There will be staff parties, events and departmental outings
· You’ll be working in a passionate and ambitious team
· You’ll have the opportunity to take part in trainings and workshops
· You’ll be working for an international hotel chain in the heart of The Hague
The world is at your feet!
Whoever you are, whatever you love doing, bring your passion to voco® The Hague and IHG and we will make sure you will have room to be yourself. Send your resume and motivation letter to Susan, Seline, Zoë and Petra and they will contact you to finalize your trip to voco The Hague