Head of Commercial

Head of Commercial to lead the Sales and Marketing team and drive revenue growth for the new Lounge, Event Halls, and Membership programs. The role oversees sales, client management, partnerships, digital and general marketing, membership administration, and CRM initiatives. The incumbent is accountable for achieving annual revenue targets, expanding new and existing accounts, and ensuring effective communication with Senior Management and cross-functional teams.

Head of Commercial – Plaza Premium Lounge Singapore Pte Ltd

Sales Strategy Development and Execution

• Own and achieve/exceed annual sales targets for the terminal's business.
• Develop and execute strategic plans to achieve sales targets and expand both B2B and B2C customer base across the terminal's services and products.
• Analyse and track clients' performance to identify business potential and opportunities.
• Seek out new clients and grow strong customer relationships with key clients.
• Develop a strong understanding of the competitive landscape for the various products.
• Forecast future sales and market trends to adapt to shifts and direction of sales strategy to maximise revenue and profit.
• Provide market intelligence and industry trends; identify gaps and opportunities, sharing feedback and best practices within the organisation.
• Regularly track and monitor sales revenue and the team's sales pipeline to ensure revenue is on budget.
• Maintain a disciplined approach to team management and client account management.
• Ensure team adherence to all sales procedures and processes.

Marketing

• Develop and execute the commercial strategy of the terminal, focusing on sales, marketing, and customer engagement to drive traffic, increase footfall, build awareness, and maximise revenue.
• Develop and implement sales and marketing strategies to grow passenger traffic and footfall.
• Lead campaigns and partnerships to enhance brand awareness of the terminal.
• Drive commercial performance across all touchpoints, including lounge, F&B, advertising, and service offerings.
• Identify new revenue opportunities and optimise existing streams.
• Build and maintain strong relationships with airlines, business partners, and stakeholders.
• Monitor market trends and customer insights to inform commercial strategy.
• Deliver and track KPIs relating to traffic growth, revenue targets, and customer engagement.
• Lead and motivate the commercial team to achieve business objectives.
• Lead Corporate Communications and PR on external and internal communications, stakeholder engagement, brand reputation management, crisis communications, and support for commercial initiatives.
• Increase visitor traffic and utilisation.
• Improve sales and customer spend.
• Enhance market positioning and brand visibility of the terminal.
• Achieve commercial revenue and profitability targets.

Management of Sales & Marketing Team

• Lead and implement Sales & Marketing team KPIs, goals, and objectives.
• Supervise, train and guide team members to successfully achieve revenue targets.
• Inspire and motivate team members while providing positive feedback.
• Maintain effective control of Sales & Marketing budget and expenses.

Other Responsibilities

• Represent the business at major industry events, conferences, trade shows, and expositions.
• Any other duties as assigned by Management from time to time.

• Degree in Hospitality Management, Business Administration or related discipline with a minimum of 15 years' experience in hospitality Sales and Marketing leadership.
• Demonstrable experience in a senior sales role, meeting or exceeding targets.
• Ability to lead and take decisive actions, working under pressure and prioritizing work.
• Ability to drive the sales process from plan to close.
• Ability to effectively analyse and use operational, financial, and marketing data to maintain and improve market share/penetration goals.
• Strong listening, persuasive, negotiation and presentation skills, excellent interpersonal and communication skills, ability to present and influence all levels of the organization, including at executive and C-level.
• Strong ability in coaching, team development, cross-team collaboration and project management.
• Demonstrable ability to lead CRM initiatives and e-commerce capability.

Seniority level

• Director

Employment type

• Full-time

Job function

• Sales, Marketing, and General Business
• Industries: Hospitality

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