Sales & Marketing Manager - Sligo - Permanent
The Sales & Marketing Manager will lead the commercial sales strategy of the hotel, with a clear focus on driving higher-yield business, optimising market segment mix, and strengthening the hotel’s position as a leading four-star property along the Wild Atlantic Way. This is a high-impact, outward-facing role for a commercially motivated individual who combines strategic thinking with direct client sales activity.
This role requires a proactive, commercially focused individual with minimum 3 years in a similar role who can grow key revenue streams while identifying new opportunities in both domestic and international markets. A strong emphasis will be placed on rate growth, strategic partnerships, and sustainable business development.
Strategic Focus of the Role
- Drive ARR growth across all segments — corporate, conference & events, tour operator, leisure, and online — without sacrificing occupancy targets, along with the sales team.
- Identify opportunities and develop new relationships with Professional Conference Organisers (PCOs), business travel agencies in Ireland and internationally.
- Actively develop the residential conferences business for the hotel, both mid-week and weekend
- Identify platforms with potential to grow sales – e.g. GDS
- Actively network within the professional conference, business travel, and tourism sectors to generate new leads and protect existing accounts e.g. SITE, AIPCO & IHI.
- Grow shoulder and off-peak occupancy through targeted rate strategies and proactive sales initiatives identifying valley periods.
- Support the ongoing development of Sligo as a destination in collaboration with key stakeholders
- Play a key role in AI strategy and how it should develop for the hotel.
Responsibilities
Revenue Growth & Sales Strategy
- Drive ARR performance across all key market segments and report weekly against targets
- Work with the General Manager and Revenue, Sales & Online Marketing Executive to set rate strategy
Conference & Events Business Development
- This is a key growth priority for the hotel given its recent significant capital investment bedroom capacity and meetings infrastructure
- Build and manage a proactive pipeline of conference and events enquiries
Networking & Industry Engagement
- Actively represent the hotel at industry events, trade shows, and sales missions — including Fáilte Ireland platforms, AIPCO, SITE, IHF events and any other forums that you may identify
- Build a strong personal network within the Irish and international conference, events, and business travel sectors
- Participate in relevant Wild Atlantic Way trade and tourism initiatives
Marketing & Brand Positioning
- Develop and implement a results-driven annual marketing plan
- Drive the hotel’s digital presence, focusing on direct bookings and brand visibility
- Promote the hotel’s unique offering
- Position the hotel as a leader in sustainability, aligned with its Green Hospitality goals
Sustainability & Innovation
- Support and promote the hotel’s sustainability initiatives across all sales and marketing activity
- Integrate eco-friendly practices into brand messaging and client engagement
- Identify opportunities to attract environmentally conscious travellers and partners
Planning, Reporting & Performance
- Prepare and deliver annual sales and marketing plans and budgets
- Monitor KPIs including:
- Track ROI on campaigns and sales activity
- Provide regular performance updates and insights to the General Manager
Collaboration & Leadership
- Lead out and work closely with Front Office, Reservations, Weddings and Events coordinator Corporate sales and Revenue, Sales & Online Marketing Executive and F&B teams to maximise conversion and guest experience
- Support a culture of exceptional customer care and commercial awareness across all departments
- Contribute to overall hotel operations
Requirements:
- Proven track record in hotel sales with demonstrable ARR and RevPAR growth
- Strong experience in conference & events business development — ideally with a hotel of similar scale
- Well-networked within the Irish hospitality, conference, and business travel sectors
- Commercially sharp with strong negotiation skills and the ability to close
- Experience across multiple segments: corporate, MICE, tour operators, and leisure
- Digitally confident — comfortable with OTA management, GDS, and digital marketing channels
- Excellent communicator and relationship builder, equally effective with clients and internal teams
- Familiarity with the Wild Atlantic Way and the northwest Ireland tourism landscape is an advantage
For a confidential discussion and more information on the role, please contact Deirdre Moran.
deirdre.moran@collinsmcnicholas.ie
(091) 706710
