Senior Sales Manager – Premium & Special Events

The Senior F&B Sales Manager will lead F&B sales across Special Events and Premium at Co-op Live, with a focus on converting opportunities and driving incremental revenue across the customer and event journey.

For Special Events, the role will take ownership of the F&B client relationship once an event has contracted with the venue, managing the journey from initial F&B enquiry and requirements gathering through to proposal, quotation, conversion and operational handover. Working closely with Culinary, Hospitality and Operations, they will ensure each opportunity is commercially maximised while delivering a seamless client experience.

Across Premium, the role will drive pre-booked F&B revenue, conversion and spend across Co-op Live’s Premium spaces and experiences, working closely with the Premium and Marketing teams to maximise existing opportunities and develop packages and experiences that generate incremental revenue.

The role will work collaboratively across Special Events, Premium, Sales & Marketing, Culinary, Hospitality, Operations and Finance to deliver agreed revenue targets and support the continued development of Co-op Live’s F&B proposition. F&B Sales and Revenue Growth

• Drive incremental F&B revenue across Special Events, Premium and wider sales opportunities.
• Maximise the value of existing enquiries and contracted events through effective conversion, upselling and account development.
• Identify opportunities across menus, beverages, packages, upgrades and experiences to increase spend and strengthen the overall F&B proposition.
• Develop strong client relationships that support conversion, repeat business and long-term revenue growth.
• Maintain oversight of the F&B sales pipeline, tracking enquiries, quotations, conversion, confirmed revenue and future opportunities.
• Support the development and implementation of targeted sales activity and initiatives aligned to wider commercial objectives.
• Use sales performance, customer behaviour and client feedback to identify opportunities for continued growth and improvement.
• Support wider commercial opportunities where there is a clear opportunity to generate incremental F&B revenue.

Special Events Sales & Client Management

• Take ownership of the F&B sales journey for Special Events once the event contract has been secured by the Venue team, managing the client relationship from initial F&B enquiry and requirements gathering through to confirmed F&B booking and operational handover.
• Act as the dedicated F&B contact for clients throughout the sales process, understanding their requirements and providing expert guidance on catering and hospitality.
• Lead client meetings, planning sessions and venue show rounds, providing a professional and consultative sales experience.
• Develop tailored catering proposals, quotations and hospitality packages aligned to client requirements and commercial objectives.
• Proactively upsell menus, beverages, premium experiences and additional hospitality products to maximise revenue and spend per head.
• Manage pricing, quotations and amendments through the sales process, ensuring commercial opportunities are effectively converted.
• Coordinate key F&B requirements ahead of operational handover, including menus, beverages, dietary requirements, service styles and event timings.
• Produce comprehensive event briefs and ensure a clear handover to Culinary, Hospitality and Operations teams for delivery.
• Maintain appropriate client contact following handover and attend key events where required to strengthen relationships and support future business.
• Participate in post-event reviews, identifying opportunities for repeat business, account development and continuous improvement.

Premium F&B Sales & Development

• Drive F&B sales and pre-booked revenue across Co-op Live’s Premium spaces and experiences, with a focus on increasing conversion, advance commitment and spend per head.
• Act as a key F&B sales contact for the Co-op Live Premium team, developing a strong and collaborative working relationship.
• Maximise F&B revenue from existing Premium members, guests and event opportunities through targeted sales activity, upselling and pre-booking.
• Identify opportunities to improve conversion, average spend and overall F&B revenue across the Premium customer journey.
• Work collaboratively with Culinary and Premium teams to develop menus, packages, upgrades and experiences that enhance the Premium F&B proposition and generate incremental revenue.
• Work closely with Premium and Marketing teams to develop targeted sales activity and communications that increase awareness, engagement and pre-booking conversion.
• Monitor Premium F&B sales performance and customer behaviour to identify opportunities for growth and improvement.
• Support initiatives that enhance the Premium guest experience while delivering agreed commercial objectives.

Financial & Administrative Responsibilities

• Ensure all F&B revenue is accurately captured, reconciled and invoiced.
• Maintain accurate quotations, event documentation, client records and sales activity within relevant systems.
• Track and report on key commercial measures including enquiry activity, pipeline, conversion, confirmed revenue, Premium pre-booked revenue and spend per head.
• Provide accurate sales forecasts and performance updates against agreed targets.
• Review event consumption and validate post-event charges to ensure all products and services are correctly recorded.
• Work closely with Finance and operational teams to maintain effective commercial processes and controls.
• Use performance data and commercial insight to recommend actions that drive incremental revenue and improve sales performance.

Stakeholder & Team Management

• Build strong relationships across Special Events, Premium, Sales & Marketing, Culinary, Hospitality, Operations, Finance and Venue Management.
• Ensure F&B is represented early and effectively within Special Events and wider commercial conversations.
• Provide day-to-day leadership and development of the Sales Executive, creating a proactive and commercially focused approach to sales and client service.
• Maintain a clear and effective transition between the sales process and operational delivery, ensuring teams are fully briefed and set up for success.
• Represent EVSL professionally during client meetings, venue show rounds, networking events and relevant industry engagements.
• Work collaboratively across departments to support wider commercial objectives and deliver an exceptional client and guest experience.

Essential

• Demonstrable experience within F&B sales, account management, conference & events, premium hospitality or a similar commercially focused role.
• Proven experience of managing and converting inbound sales opportunities and delivering against revenue targets.
• Strong understanding of food and beverage operations and event delivery.
• Experience preparing proposals, quotations and client presentations.
• Strong commercial awareness, with the ability to identify opportunities to maximise revenue through conversion, upselling and incremental sales.
• Excellent communication, client management and relationship-building skills.
• Highly organised with exceptional attention to detail and the ability to manage multiple events, opportunities and competing deadlines simultaneously.
• Confident working cross-functionally with Culinary, Operations and other commercial teams to translate client requirements into deliverable F&B solutions.
• Proficient in Microsoft Office applications.

Desirable

• Experience within a stadium, arena, conference centre, hotel or large-scale events venue.
• Knowledge of premium hospitality and corporate events.
• Experience developing new hospitality products, packages or commercial propositions.
• Experience using CRM or event management systems.
• Understanding of invoicing, event reconciliation and revenue reporting.
• Passion for live entertainment, hospitality and events.