Associate Director Of Sales

Associate Director of Sales – WA | Drive growth | Influence strategy | Make it yours

Are you a commercially savvy sales leader ready to take ownership of performance and drive meaningful growth? We’re seeking an Associate Director of Sales, based in Western Australia to play a pivotal role in strengthening our market position and unlocking new opportunities across our hotel portfolio.

This is a career-defining role where your strategic thinking, relationship expertise, and results-driven mindset will directly shape business success.

The Opportunity

As Associate Director of Sales, you’ll take the lead in developing and delivering sales strategies that enhance visibility, optimise performance, and maximise revenue. You’ll identify new business opportunities, strengthen key partnerships, track market dynamics, and convert insights into tangible outcomes.

Working closely with hotel operations and cross-functional teams, you’ll ensure a seamless client journey—from initial enquiry through to exceptional event execution.

What you’ll do

• Develop and activate targeted sales strategies across MICE and corporate segments
• Expand SME, non-national corporate, and PCO client portfolios
• Drive proactive business development, lead conversion, and KPI achievement
• Monitor market intelligence, competitor positioning, and revenue trends
• Prepare and deliver annual sales plans, budgets, and forecasts
• Foster strong internal and external partnerships across operations, marketing and industry networks
• Lead high-value site inspections, client events, and local market activations
• Represent the business at industry events, trade shows, and sales missions

What you’ll bring

• 5+ years’ experience in a senior or leadership role within hospitality sales or hotel commercial function, ideally across multi-property or multi-brand environments
• Strong analytical capability with the ability to interpret data and drive decisions
• Proven negotiation skills with a resilient, adaptable approach
• Confident communicator with polished presentation and business writing skills
• Track record of successfully delivering sales strategies and revenue growth
• Extensive experience across domestic and international MICE markets
• Exceptional attention to detail and organisational capability
• Strong stakeholder engagement and relationship management skills
• Ability to thrive in a fast-paced, target-driven environment
• Professional presentation with outstanding communication skills
• Valid Australian driver’s licence and reliable vehicle
• Unrestricted work rights in Australia, with eligibility to work without sponsorship

Why TFE Hotels

• Autonomy to innovate and shape long-term commercial strategy
• Supportive, high-performing and collaborative sales culture
• Clear progression pathways within a growing national portfolio
• Opportunity to directly influence and elevate business performance

TFE Hotels brings together an outstanding portfolio of properties with a culture that empowers our people to succeed. As we continue to evolve and grow, we’re focused on delivering exceptional experiences, driving innovation, and creating impact across everything we do.

If you’re energised by results, thrive on building relationships, and are ready to make your mark—we want to hear from you.