The Monogram Collective
Director of Sales
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Why join The Vineyard Hotel?
The Vineyard is one of England’s most celebrated country house hotels: a Five Red Star, Relais & Châteaux property renowned for its exceptional food, its world-class wine cellar and its warmth of hospitality. Following a multi-million-pound refurbishment, it is preparing for a new chapter, and we are looking for the Director of Sales who will help write it.
This is a rare chance to be at the forefront of the rebirth of an iconic hotel: to shape how The Vineyard returns to market, to build its corporate and MICE business from a refreshed product, and to establish it as the destination of choice for discerning businesses across Berkshire, London and the Thames Valley.
The role
We are seeking an experienced and well-connected Director of Sales to lead all sales activity for The Vineyard, with a primary focus on Meetings, Incentives, Conferences and Events (MICE) and Corporate business. The role is dedicated solely to The Vineyard and will drive revenue from corporate accounts, agencies and event organisers, while supporting the hotel’s luxury leisure and consortia business.
Working closely with the General Manager and on-property teams, and as part of the wider Monogram Collective Commercial Team, the successful candidate will bring strong commercial acumen, established relationships within the UK corporate and luxury MICE market, and the ambition to define the hotel’s sales success through and beyond its relaunch.
You’ll also:
Strategic Sales Leadership
- Develop and execute a comprehensive sales strategy for The Vineyard, with MICE and Corporate as the priority segments, aligned to the hotel’s relaunch plan and the Monogram Collective commercial strategy.
- Set annual and monthly segment targets for meetings, conferences, incentives, private events and corporate accommodation, and own delivery against them.
- Lead the commercial launch of the refurbished meetings and events spaces, ensuring the product is positioned, priced and packaged to win high-value business from day one.
- Identify and develop new markets and sectors, with particular focus on London, the Thames Valley and the M4 corridor business community.
MICE & Events Sales
- Proactively generate and convert MICE business, including board meetings, leadership retreats, conferences, product launches, incentive programmes and exclusive-use events.
- Build and manage relationships with leading UK venue-finding agencies, event management companies, DMCs and incentive houses.
- Lead site inspections, show-rounds and client entertaining, showcasing the hotel’s food, wine and service credentials as a core part of the sales proposition.
- Work closely with the on-property events team to ensure a seamless handover from contract to delivery, and to drive rebooking and repeat business.
- Develop compelling packages and proposals that maximise total revenue, including accommodation, food and beverage and ancillary spend.
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Corporate Accounts & Relationship Management
- Develop, manage and grow a portfolio of high-value corporate accounts, securing negotiated rates, volume agreements and RFP participation where appropriate.
- Target key corporate sectors locally and nationally, including technology, professional services, finance, automotive and life sciences, and build a strong presence with businesses headquartered across Berkshire and the Thames Valley.
- Maintain relationships with travel management companies (TMCs) and relevant corporate travel programmes.
- Conduct regular sales calls, client visits, networking events and sales missions, maintaining a strong and visible presence in the market.
Leisure, Consortia & Trade Partnerships
- Support the hotel’s luxury leisure business through key partnerships, including Relais & Châteaux and other luxury consortia, travel advisors and tour operators, in collaboration with the wider Monogram Collective Commercial Team.
- Represent The Vineyard at selected trade events, roadshows and industry functions where they support Luxury Leisure, DMC, MICE, corporate and leisure objectives.
Revenue Generation & Reporting
- Collaborate closely with Revenue Management, Reservations and the events team to maximise yield, optimise group displacement and drive total revenue.
- Maintain a disciplined pipeline using the hotel’s sales and CRM systems, ensuring accurate, up-to-date account and booking information.
- Deliver accurate reporting on sales performance, pipeline, conversion and forecast, along with ROI on key sales initiatives.
- Monitor competitor activity and market trends across the local and aspirational competitive set.
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Brand Promotion & Positioning
- Work alongside the Head of Commercial, the brand and marketing team and the hotel’s PR partners to support relaunch campaigns targeting corporate, MICE and premium leisure audiences.
- Ensure all sales collateral, proposals and partner communications reflect The Vineyard’s Five Red Star, Relais & Châteaux positioning.
- Contribute to the development of meetings and events collateral, digital content and launch activity.
Leadership & Team Collaboration
- Act as a senior member of the hotel’s leadership team, fostering a high-performance, guest-focused sales culture.
- Partner with operations, culinary and wine teams to deliver a seamless, personalised experience for corporate clients, event organisers and VIP guests.
- Work collaboratively with sales colleagues across the Monogram Collective, sharing leads, insight and best practice.
About you
- Minimum 5 years’ experience in a senior sales role within luxury hospitality, ideally at a 5-star or leading country house level, with a strong focus on MICE and corporate sales.
- Established network of UK venue-finding agencies, event management companies and corporate decision-makers, ideally across London and the Thames Valley.
- Proven track record of achieving revenue targets, winning new accounts and growing market share.
- Experience of launching or repositioning a hotel or new event spaces is highly desirable.
- Strong commercial acumen, with a solid understanding of revenue management, group displacement and total revenue optimisation.
- Excellent verbal and written communication skills; confident presenting to senior stakeholders and leading high-value negotiations.
- A genuine passion for luxury hospitality, food and wine, and the ability to bring a property’s story to life for clients.
- Self-motivated and organised, comfortable working in a hybrid model and as part of a wider group commercial team.
- Flexibility to travel within the UK, and occasionally internationally, as required.
Preferred:
- Experience with sales, CRM and hotel systems such as Infor HMS, Opera or Salesforce.
- Knowledge of luxury consortia and affiliations, including Relais & Châteaux.
- Experience in a pre-opening or relaunch environment.
- Full UK driving licence.
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