Director of Sales (MICE)

Description:

Reporting to the Director of Commercial, the Director of Sales (MICE) leads the strategic direction and execution of all MICE (Meetings, Incentives, Conferences and Exhibitions) sales activities for the hotel. He/she will develop and execute targeted sales strategies, analyse market trends, and position the hotel as a preferred destination for meetings and events.

This role is responsible for driving group and events revenue through proactive account development, strategic partnerships and effective conversion of leads across corporate, association, and agency segments. The incumbent will oversee the end-to-end MICE sales lifecycle—from prospecting and contracting to event handover—ensuring optimal utilisation of function spaces and maximisation of total revenue (rooms, banquet, and ancillary spend).

Duties and Responsibilities:

·        Develop and drive the hotel’s MICE sales strategy, with clear focus on group rooms, banquet revenue, and total event profitability.

·        Identify need periods and implement targeted MICE campaigns to optimise function space utilisation and occupancy.

·        Collaborate with Revenue Management to ensure strategic pricing, inventory control, and displacement analysis for group business.

·        Analyse market trends, demand patterns, and competitor activity to capture new MICE opportunities and increase market share.

·        Build and maintain strong relationships with key MICE planners, PCOs (Professional Conference Organisers), DMCs (Destination Management Companies), and corporate clients.

·        Drive new business across corporate, association, and agency segments, while maintaining key accounts.

·        Maximise function space utilisation and event profitability through targeted sales initiatives.

·        Maintain a strong sales pipeline, ensuring timely follow-ups, site inspections, and high conversion rates.

·        Lead negotiations for major group contracts to secure optimal commercial outcomes.

·        Partner closely with Catering Sales team and Operations teams to ensure seamless execution.

·        Monitor market trends and competitor activity to identify new opportunities.

·        Represent the hotel at trade shows, roadshows, and industry networking events to strengthen brand presence in the MICE market.

·        Lead and develop the MICE sales team, driving performance and accountability

Requirements:

·        Diploma or Degree in Hospitality Management, Business, Marketing, or a related discipline.

·        Minimum 8–10 years of relevant experience, with at least 3–5 years in a leadership role managing MICE or group sales within a hotel.

·        Proven track record in driving MICE revenue (rooms + banquet) and securing large-scale events.

·        Strong understanding of function space optimisation, group pricing strategies, and event profitability.

·        Established network within the MICE ecosystem (corporates, associations, PCOs, DMCs, agencies).

·        Demonstrated experience in managing complex group negotiations and long-lead events.

·        Strong commercial acumen with ability to interpret forecasting, pace reports, and demand trends.

·        Excellent stakeholder management skills, with ability to collaborate across Sales, Revenue, and Operations.

·        Strong leadership capability with experience building and developing high-performing teams.

·        Highly results-driven, with strong organisational and pipeline management skills.

·        Excellent communication, presentation, and interpersonal skills.

·        Positive, energetic leader with strong ownership mindset and attention to detail.

What We Offer?

·        A vibrant and inclusive work environment within Singapore’s first “Garden-in-a-Hotel.”

·        Opportunities for career growth and development within Pan Pacific Hotels Group.

·        Employee wellness and sustainability-focused initiatives.

·        Staff discount when dining at any F&B outlets within Pan Pacific Hotels Group.

·       Staff discount when staying at any Pan Pacific Hotels Group properties worldwide