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Head of Sales - Central Hall Westminster

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Job Description for Sales & Events Assistant

Title: Head of Sales
Department: Sales & Events
Number of reports: 2 currently (expected to rise as we rebuild our team post Covid-19)

Central Hall Westminster is one of the largest conference and event building in central London and undertakes a wide range of functions which include graduation ceremonies, conferences, concerts and training courses to international events involving world class sportsmen and women and political leaders from around the world.

Central Hall Westminster Ltd is based at Methodist Central Hall, Westminster and applicants should be sympathetic to the Christian ideals and ethics of the venue and the company’s methods of operating in the commercial world. The company places a strong emphasis on sustainability, environmental & charitable initiatives and the welfare of our staff. We undertake to carry out all of our activities in line with our four key values namely Commercial, Service Minded, Generous and Ethical.

Central Hall Westminster is the flagship venue of the Central Hall Venues group, a new brand which successfully supports and manages event venues across the UK.

Role summary:

The Head of Sales will report into the Sales and Events Director and is expected to identify, target, and deliver revenue streams for our three current sites and any future new sites as the CH Venues portfolio expands.

Revenue is generated by hiring our facilities to corporate, charity and private clients, with our main source of revenue being the provision of space for live events. The range of events includes everything from small meetings of 2 up to concerts of 2,400.

The Head of Sales will be a member of the Senior Management Team (SMT) and will be expected to contribute to the development of strategies for the company. The Head of Sales represents their team at the SMT and is expected to support and collaborate with other members of the senior management team in the implementation of company strategy.

The role will be based in our London venue but will include regional travel to all venues on a regular basis. The working pattern is 5 days out of 7 with occasional weekend and evening work to support the needs of the business; and to attend networking events.

Central Hall Westminster Ltd is owned by the Methodist Church, as are the venues represented by Central Hall Venues as such all work needs to be undertaken in line with the ethics of the Methodist Church.

Duties and responsibilities:

Maximise the assets of all venues; creating a venue hire and yield management strategy which incorporates past bookers and identifies new target markets for all sites
Working with the Head of Marketing to actively reach out to the target event bookers, agents, and other sales intermediaries
Work with the Sales and Events Director to agree room hire rates and package offerings across all sites
Undertake proactive diary management to ensure all opportunities are maximised in a timely manner, have the best fit for the Venues and are accurate in detail
Ensure upsell opportunities are maximised at all times
Ensure a robust account management process is in place
Nurture personal relationships with several key client and agent accounts
Ensure an excellent level of customer service is always delivered
Oversee all sales processes with regards to reactive and proactive sales
Monitor effectiveness of how the team manage their workload, ensuring best practise and suggesting efficiencies where possible
Ensure accurate upkeep of the database within our Venue Management System (iVvy)
Oversight and responsibility for reporting on successes and identifying risks on a regular basis
Work to a set of KPIs based on sales mix, revenue, profit, debt management and client satisfaction
Work closely with the Head of Events and their team to ensure events are delivered successfully; working together to make improvements to the product offering and service delivery
Attend weekly Event planning meetings taking on board feedback and continually identifying opportunities to enhance our product offering
Working with key stakeholders in the business including the Church Ministers, Service Partners, and all other departments
Work with our consortium partners to build business and extend awareness of our brands, for example London and Partners, The Edinburgh Chamber of Commerce, and the MIA
Attend trade shows and networking events on a regular basis
Keep on top of market trends identifying and instigating solutions as required
Establish good relationships with key competitors
Management and nurturing of the Sales team including creating and maintaining a positive work environment, performance management, coaching, training, recruitment, and selection
Annually agree objectives for team members and monitor performance on a monthly basis
Oversight of day-to-day usage of iVvy, the venue management system), ensuring process are followed and improvements in efficiency identified
Attending and contributing at monthly meetings,
Draft relevant performance review and decision papers, as appropriate, for quarterly Board Meetings and other internal purposes
Annually propose the Sales Department budget and monitor costs against budget monthly and identifying and addressing potential overruns
Any additional tasks as required in to meet the business needs
Area of duty and responsibility


To work with team to agree clear, relevant, and actionable targets
To provide ongoing performance management support
To provide mentoring and coaching to support team to delivery on or above expectations
To identify training and development needs and to work with team to achieve potential
To ensure that the team is working in a positive way and feels engaged with Central Hall Venues and their values and culture
Skills and capabilities:


Minimum 3 years Sales Manager or Head of Department experience in the venues, hospitality, or hotel market
Proven ability to create robust sales plans
Demonstrable sales conversion experience
Experience dealing in high volume and high-capacity events
Excellent written and verbal communication skills
Confident, collaborative, and supportive people manager
Ability to work alone and use own initiative but must also be a team player and able respond positively and quickly to the needs of the team and business
Ability to work under pressure, solving problems in a timely and creative manner
Exceptional attention to detail
A high standard of personal presentation
Confident, professional, and welcoming personality
Ability to deal with clients in a professional manner


National sales experience
Experience building business with international companies
Experience working in unique venues across the country
Knowledge of using the iVvy VMS would be a distinct advantage
A willingness to upkeep the environmental credentials the venue has secured
Experience working with new technologies
Established relationships with Venue and Event consortiums

Purpose and values:

Central Hall Westminster ask that all roles are carried out in line with our purpose and values

Purpose – To provide an environment where individuals have an opportunity to be inspired

Our Values are


To apply for this job please email


To apply for this job please email:  

Thursday, October 14, 2021 - 09:15
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