Area Sales Director, Event Strategy and Performance

About the role

The Area Sales Director, Event Strategy & Performance drives revenue across assigned venues by developing sellers, leading core sales routines, and elevating salesmanship on live opportunities. This role owns coaching, pipeline inspection, strategy execution, and cross-functional alignment to deliver consistent, predictable growth across the market.

Responsibilities

• Coach & Develop Sales Leaders
• Lead and develop Venue Sales leaders through consistent 1:1 coaching, call reviews, and live deal strategy
• Mentor sellers on objection handling, live call execution, and high-stakes client interactions
• Build a culture of sales excellence and continuous improvement across all venues
• Own Performance & Accountability
• Own revenue performance across venues by driving target achievement and improving conversion rates
• Inspect pipeline health and ensure consistent execution of sales standards, tools, and behaviors
• Identify performance gaps early and act decisively to course correct and protect revenue
• Hold teams to a high bar — results, behaviors, and standards are non-negotiable
• Drive Strategy & Market Alignment
• Lead weekly 1:1s with Event Sales Directors and Managers, daily market huddles, and weekly sales meetings
• Develop and refine market-level business development strategies and top account plans
• Partner with General Managers to align strategy, forecasts, priorities, and execution plans
• Integrate execution with the Venue Support Center Sales Leadership to drive organizational alignment
• Manage Operations & Reporting
• Maintain a data-driven approach through dashboard reviews, reporting analysis, and sales coordination
• Identify data gaps and performance trends before they become problems
• Oversee event closeouts to ensure accuracy, completion, and a strong post-event guest experience
• Represent the Brand in Market
• Travel between venues (50%) to provide in-person coaching, support, and operational alignment
• Build and maintain relationships with key accounts, community leaders, and business partners
• Serve as a visible, energizing presence that reinforces Topgolf's culture and values in the market

Qualifications

• 5+ years of progressive sales experience, including leadership of direct reports
• Bachelor's degree in hospitality management, Business Administration, or a related field preferred; equivalent combination of education and relevant experience will be considered
• Multi-unit Sales Leadership Experience Preferred
• Proven success in high-volume events or hospitality sales environments
• Progressive, Relevant Experience Within The Hospitality Industry Preferred
• Strong proficiency in Salesforce or similar CRM; Excel and reporting tools
• Must be 21 years of age or older as required by state or local law

Core Competencies for Success

• Being Resilient
• Rebounding from setbacks and adversity when facing difficult situations
• Shows persistence in the face of adversity or obstacles, encouraging the sales team to do the same
• Helps the organization grow from hardships and difficult experiences across venues
• Displays stability and resilience in the face of crisis, enabling teams to remain focused and productive
• Communicates Effectively
• Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences
• Creates venues for constructive dialogue within and across market sales teams
• Demonstrates candor and openness when discussing strategy, performance, and organizational priorities
• Communicates effectively to a wide variety of audiences — from Sales Admins to General Managers to senior leadership
• Promotes a free flow of information throughout the market, ensuring alignment across all venues
• Drives Results
• Consistently achieving results, even under tough circumstances
• Eliminates obstacles that affect revenue performance across assigned venues
• Gets results that have a clear, positive, and direct impact on sales and business performance
• Drives the sales organization to achieve targets and push forward even in difficult circumstances
• Creates an organization-wide sense of urgency around pipeline health, conversion, and revenue growth
• Ensures Accountability
• Holds self and others accountable to meet commitments
• Accepts responsibility for market revenue outcomes and acts decisively when performance gaps emerge across venues
• Holds sales leaders and their teams accountable for pipeline accuracy, conversion standards, and execution behaviors
• Marks metrics and milestones across the market to chart progress and redirects effort when results start to lag
• Designs feedback processes into the work, so the sales organization continuously learns, improves, and delivers

Benefits

Free Play & 1/2 price food!

Health, dental, vision, 401(k) team member match, free mental well-being platform – and that’s just for starters for those who qualify.

View team member benefits here.

ADA

Topgolf is committed to preventing discrimination and harassment, including sexual misconduct, based on legally protected diversity characteristics (such as race, color, religion, national origin, sex, age, disability, sexual orientation, gender identity or expression, family status, citizenship, genetic information and veteran status) in its application and hiring processes and in its employment decisions.

EEO Statement

Topgolf is an equal opportunity affirmative action employer and administers all personnel practices without regard to race, color, religion, sex, age, national origin, disability, sexual orientation, gender identity or expression, marital status, veteran status, genetics or any other category protected under applicable law.