Association Sales Manager

About the role

Driftwood Hospitality Management’s company culture empowers our associates to take initiative, be proactive, and contribute to the success of their property with well-defined strategies and objectives. Driftwood Hospitality Management is renowned for our fully integrated approach to hospitality services — all with outstanding client service. Our team is made up of the best talent in the hospitality industry, down to every employee, position, and hotel.

Responsibilities

• Develop and execute sales strategies to increase association, corporate, and group revenue in alignment with property goals.
• Identify, prospect, and cultivate relationships with local, regional, and national associations to generate new business opportunities.
• Manage assigned association accounts and build strong, long-term partnerships that drive repeat business.
• Achieve and exceed individual and team revenue goals through proactive sales efforts.
• Understand market conditions, competitor positioning, industry trends, and customer needs to maximize revenue opportunities.
• Conduct sales calls, client meetings, networking activities, trade shows, association events, and FAM trips as appropriate.
• Perform customer site inspections and presentations that highlight the hotel’s value proposition.
• Proactively target key association accounts and markets with significant revenue potential.
• Respond to inquiries and leads within established service standards.
• Create proposals, negotiate contracts, and close business opportunities based on market conditions and hotel objectives.
• Forecast group rooms, meeting space, and revenue accurately and communicate updates throughout the sales process.
• Partner with operations and event teams to ensure successful client transitions and service delivery.
• Maintain accurate customer information, sales activities, and account details in Delphi or other hotel sales systems.
• Understand department budgets and contribute to achieving overall financial goals and objectives.

Guest Satisfaction

• Deliver exceptional service by building trust and strong relationships with association clients throughout the sales and event lifecycle.
• Maintain consistent communication with clients regarding event details, expectations, and operational requirements.
• Partner with Convention Services and hotel operations teams to ensure a seamless guest experience.
• Be visible and accessible to clients during events and assist in resolving challenges or identifying solutions.
• Ensure products and services sold meet or exceed client expectations and support guest loyalty.
• Solicit client feedback and use insights to improve future service delivery.
• Address concerns professionally and promptly while maintaining positive client relationships.

Leadership

• Applies broad business knowledge and balances both a short- and long-term perspective to generate strategies while leading the organization to achieve them.
• Demonstrates commitment to Driftwood Hospitality Management’s operating principles and service philosophy.
• Takes ownership of results and holds self-accountable for achieving business objectives.
• Contributes positively to team success and collaborates across departments.
• Adapts effectively to changing priorities, market conditions, and business needs.
• Makes informed decisions and takes appropriate action to achieve goals.

Building Relationships

• Eliminates insular thinking by fostering a positive climate for work relationships and teams committed to achieving organizational goals and initiatives.
• Establishes and maintains professional relationships with association leaders, meeting planners, clients, and internal teams.
• Treats all individuals with dignity, respect, and professionalism.
• Demonstrates strong ethics, integrity, and accountability.
• Listens actively and responds effectively to client and team needs.
• Encourages collaboration and values diverse perspectives.

Managing Work Execution

• Proactively ensures that others have the accountability, authority, and resources necessary to both manage work execution and drive for results.
• Fulfills all company standards, policies, procedures, and sales practices (SOP's).
• Utilizes sales tools, resources, and support teams effectively.
• Prioritizes tasks and manages multiple sales opportunities simultaneously.
• Maintains urgency and focus when responding to client needs and revenue opportunities.
• Overcomes obstacles while maintaining service excellence.
• Follows through consistently on inquiries, commitments, and client requests.

Generating Talent

• Proactively identifies and develops talent within the organization.
• Supports a positive team environment by sharing knowledge, best practices, and industry insights.
• Assists in mentoring and developing sales team members when appropriate.
• Seeks opportunities for personal and professional growth.

Organizational Learner

• Actively pursues learning and self-development to enhance personal, professional, and business growth; shares learning; demonstrates depth of knowledge in technical or specialized area.
• Continuously develops knowledge of association sales trends, hospitality practices, and industry standards.
• Identifies personal strengths and areas for improvement.
• Shares new ideas, innovations, and successful sales strategies with the team.
• Learns from colleagues, clients, and industry partners.
• Maintains proficiency in all technical and procedural requirements of the position.

Qualifications

• Minimum of 3+ years of progressive sales experience required.
• Previous hospitality, hotel, convention, association, or group sales experience preferred.
• Experience developing relationships with associations, organizations, meeting planners, and group clients preferred.
• Experience selling premium hospitality experiences, meeting solutions, or event services preferred.
• Demonstrated success in proactive sales, prospecting, account development, and revenue generation.
• Strong negotiation skills and creative selling abilities with the ability to close business and achieve a high conversion ratio.
• Ability to identify new association business opportunities through research, networking, referrals, and market outreach.
• Comfortable with proactive solicitation, including cold calling, networking, and developing new accounts.
• Proven ability to build and maintain strong customer relationships and long-term partnerships.
• Experience establishing and achieving weekly prospecting and solicitation goals.
• Strong understanding of association sales cycles, group business, and event planning processes.
• Ability to effectively present hotel capabilities, value propositions, and customized solutions to clients.
• Strong upselling skills with the ability to maximize revenue opportunities.
• Knowledge of hotel operations and how they impact sales, guest experience, and event execution.
• Understanding of meeting space, guest room inventory management, and group forecasting.
• Knowledge of banquet operations, menu planning, food presentation, and event service standards preferred.
• Knowledge of audiovisual products and services preferred.
• Understanding of contract management, negotiations, and basic legal requirements related to sales agreements.
• Financial acumen, including the ability to understand budgets, forecasts, revenue goals, and profitability.
• Proficiency with Microsoft Office Suite and hotel sales systems.
• Experience with Delphi, Delphi Diagrams, or similar sales management systems preferred.
• Ability to conduct market research and identify business opportunities using online resources.
• Strong verbal, written, presentation, and interpersonal communication skills.
• Excellent organization skills with the ability to manage multiple priorities and deadlines.
• Strong problem-solving, decision-making, and follow-through skills.
• Ability to work independently while contributing to overall team success.
• Strong relationship-building skills with clients, guests, and associates.