What are the responsibilities and job description for the Sales and Marketing Director position at Greater Williamsburg Sports and Events Center?
Position Summary
The Sales & Marketing Manager is responsible for the strategic development and execution of marketing, sales, and public relations plans that drive attendance, bookings, and revenue for the Greater Williamsburg Sports and Events Center. This facility hosts a wide range of activities including youth and amateur sports tournaments, conventions, trade shows, community events, corporate meetings, and banquets.
The role involves implementing comprehensive campaigns and sales outreach initiatives to attract regional and national tournaments, conferences, and event organizers. The position also ensures the promotion of a strong, positive image of the facility through community engagement, branding, media relations, and digital marketing strategies. Market analysis, partner engagement, and event sales coordination are essential components of this role.
Essential Duties and Responsibilities
- Develop and implement strategic sales, marketing, and public relations plans to increase bookings, attendance, and overall facility revenue.
- Build strong relationships with tournament organizers, event planners, DMO/DMAs, convention bureaus, CVBs, hotels, tourism agencies, civic organizations, and local businesses to attract and retain group business.
- Proactively solicit and close business for sports tournaments, conventions, trade shows, corporate events, banquets, and special events.
- Lead the creation of compelling sales materials and marketing campaigns, including digital and traditional media, email marketing, social media, and promotional partnerships.
- Oversee the coordination and communication of confirmed events with internal teams to ensure high-quality execution and guest satisfaction.
- Attend industry trade shows, sports tourism conferences, networking events, and local/regional meetings to generate new leads and maintain a visible presence in the market.
- Conduct regular market research and analysis to assess competitor positioning, pricing, and event trends; use insights to inform future marketing and sales strategies.
- Monitor and track the effectiveness of marketing and sales campaigns and provide regular performance reports, ROI analysis, and strategic recommendations.
- Represent the facility in community functions, client meetings, and presentations to municipal partners or stakeholders.
- Collaborate with the operations team on event programming, sponsorship opportunities, and revenue-driving initiatives that support the overall business plan.
- Train and support staff in sales and customer service practices to ensure a cohesive and effective guest experience.
- Manage internal and external creative resources, agency partners, and media relationships as needed.
Education/Qualifications/Certifications
- Bachelor's degree in Marketing, Communications, Business Administration, Hospitality, Sports Management, or a related field preferred.
- Minimum of 5 years of experience in sales, marketing, or event promotion in a hospitality, sports tourism, convention center, or related industry.
- Proven track record in sales strategy, lead generation, booking conversions, sponsorship sales, and public relations.
- Strong knowledge of digital marketing platforms, CRM systems, social media strategy, and industry tools.
- Excellent written, verbal, and interpersonal communication skills.
- Ability to manage multiple projects with attention to detail and deadlines.
- Availability to work a flexible schedule including evenings, weekends, and holidays as required by events.
- Positive attitude, collaborative team player, and professional demeanor.
Position Physical Requirements
- Must have the ability to:
- Give verbal and written instructions
- Read and write (English)
- Communicate verbally with staff and customers
- Visually inspect all work areas
- Perform mathematical calculations involving fractions, decimals, and percentages
- Retrieve information from technical sources
- Stand, walk, push, pull, lift, grasp, bend and kneel for up to 5 hours at a time
- Lift up to 50 lbs occasionally, 20 lbs frequently, and 10 lbs constantly
Supervises
May supervise telemarketing and/or direct sales staff
Working Conditions
Work hours may include days and evenings on weekdays and weekends. Subject to inside and outside environmental conditions. May be exposed to inclement weather, potentially dangerous pesticides, herbicides, and fertilizers, misdirected golf balls, sharp and rapid equipment movement. Injury may result as a result of exposure to the above if safety policies and practices are not properly followed at all times.
Machine/Equipment/Tools Used
General office machines such as personal computers, printers, copiers, fax machines, calculators, telephones, etc. VDT glare screen and wrist rest.