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Senior Sales Manager

posted October 2, 2017

University of California, Berkeley
Berkeley, CA
633143 l

About This Job

About Berkeley

The University of California, Berkeley, is one of the world’s most iconic teaching and research institutions. Since 1868, Berkeley has fueled a perpetual renaissance, generating unparalleled intellectual, economic and social value in California, the United States and the world. Berkeley’s culture of openness, freedom and acceptance—academic and artistic, political and cultural—make it a very special place for students, faculty and staff.

Berkeley is committed to hiring and developing staff who want to work in a high performing culture that supports the outstanding work of our faculty and students. In deciding whether to apply for a staff position at Berkeley, candidates are strongly encouraged to consider the alignment of the Berkeley Workplace Culture with their potential for success at

Departmental Overview

At Cal Dining, we believe that “breaking bread together” is a unique aspect of dining on-campus with friends, faculty or staff. Our focus is on nourishing the Cal community, both for physical and social well-being, through customer-driven programs, culinary excellence and campus social responsibility.

The Division of Student Affair’s Residential and Student Service Program (RSSP) supports the University’s mission by providing its students with a comprehensive residential student life experience. Conferences and Events Sales is one of several revenue generating bodies within the RSSP cluster.

During the summer months when the housing facilities are vacant, this unit is responsible for filling the beds in the residential units (approximately 6,800 bed spaces) with a variety of programs, events and meetings to utilize the space/services as well as generate revenue that assists with the overall financial well-being of the department. The sales team operates as a “one stop shop” for guests by selling affordable accommodations, dining services, catering services, meeting space and computer labs to groups. In addition, this unit is responsible for coordinating conference activities and billing for all services provided.

Year-round, Conferences and Events Sales is responsible for selling various catering services to the campus and external clients. This unit is also responsible for selling venue spaces at Clark Kerr Conference Center and California Memorial Stadium, as well as coordinating event logistics such as audio-visual, parking, rentals, etc.

Annual gross income from these activities is approximately $15M, with much of the revenue being used to offset academic year student room/board rates and help put funding towards facility improvements.


The primary purpose of the Senior Sales Manager position is year-round sales reach and the management of specific key accounts. This position will guide and oversee the daily work of the Conferences and Events Sales Coordinators, who each sell, coordinate and manage conference programs and catering events. The Senior Sales Manager is also responsible for development of a strategic, creative sales and marketing directive to manage the changes in business, to meet the financial obligations of the department. The Senior Sales Manager will work closely with the Director for overseeing day-to-day operations, ensuring that revenue targets are appropriately established and met through deliverance of high quality and effective customer service. In addition, the Senior Sales Manager may dedicate time and expertise to other auxiliary units within the Division of Student Affairs.

The scope of job functions also involves the planning and organizing of campus event activities, including managing logistics such as facilities, audience management activities, concessionaires, caterers, and vendors, and facilitation of communication and services with speakers and facility maintenance staff; or provides technical support of these activities.

Actively solicits new business and participates in the marketing endeavors of the unit.

• Achieves annual sales and specific revenue goals

• Works with Director to develop Conferences & Events’ annual marketing plan

• Develops specific marketing strategies for assigned market segments

• Creates and implements sales and promotional activities for new and repeat clients

• Pursues sales leads

• Devises methods for tracking sales leads

• Maintains a system of business referrals with University departments and local community

• Creates, develops, produces, and coordinates events such as open houses, systemwide conferences, tradeshows, and tastings to promote awareness of the unit’s services

• Writes proposals designed to meet conference bid specifications

• Organizes and makes oral presentations to clients

• Conducts site inspections and entertains clients

• Formulates and writes copy for brochures

• Approves all promotional and brochure copy written by clients

• Consults on client marketing plans for each program

• Advises and directs clients in menu and special event planning

• Evaluates guest service scores and recommends improvement ideas

• Plans, organizes and manages more complex and/or high-profile conference programs

• Conducts research on history of each group

• Meets with clients and analyzes program requirements

• Interprets operational standards

• Establishes budget parameters for each group

• Develops housing and dining services, catering, and venue space rental income projections for each group

• Negotiates contractual agreement for facilities and services for each conference and event and writes addenda to agreements

• Maximizes conference yields by allocation and reallocation of facilities and services

• Prepares detailed specifications for the housing, dining, catering, parking, AV, venue, and rental arrangements for each conference and event

• Exercises decision-making and signature authority for use of alcoholic beverages on University property

• Directs departmental and University managers on program requirements

• Oversees the implementation of each program and event

• Exercises decision-making with on-site problems

• Approves final group billings

• Evaluates completed programs

• Compiles summary reports for business booked and statistical analysis of completed programs for calendar and fiscal periods

Directs multiple service contractors and subcontractors.

• Articulates Conferences and Events’ objectives to the University and community

• Develops and maintains cooperative working relationships with appropriate campus units including Admission and Records, Martin Luther King. Jr. Student Union, Cal Performances,

Materiel Management, Media Services, Parking Services, Police Department, Public Information, and Recreational Sports

• Plans and controls provision of services to clients by campus units

• Intervenes to prevent problems between clients, campus units and community suppliers

• Interprets and implements University policy for clients using campus facilities and services

• Ensures that all pertinent campus and community constituencies are adequately consulted and informed of pending programs

• Provides departmental and University exposure at system wide meetings and to regional and national organizations supporting conference activities

• Represents the department as necessary at University and community functions

• Facilitates special handling of University administrative requests for conference planning and services in a sensitive and diplomatic manner

Financial and budget responsibilities

• Manages area budget

• Reviews variance reports

• Ensures billing for designated groups is accurate

• Develops annual revenue targets in concert with Director

• Produces annual conference income projections in concert with Director

• Completes annual income summary

• Completes annual income reports for UC System wide Conference Services Meeting

Will lead a team of Events Specialist professionals, and mentor and/or manage less experienced events staff.

• Assigns conference and catering/event inquiries to Conferences and Events Sales Coordinators by group type, market segment, and group complexity, while balancing staff workload

• Checks status of sales leads

• Establishes and monitors sales activities for each Sales Coordinator

• Mentors and oversees the daily work of each Sales Coordinator

• Trains staff and counsels as appropriate

Required Qualifications

• Advanced knowledge of concepts, principles and best practices of event planning and public relations, including design, organization and production of complex events.

• Advanced knowledge of the campus, including its vision, mission, goals, objectives, achievements and infrastructure.

• Advanced long-range planning, project management and organizational skills.

• Advanced interpersonal communication skills to build and maintain relationships at all organizational levels and with a variety of people.

• Highly developed political acumen skills and social perceptiveness to successfully meet the needs of guests and ensure guest satisfaction; that is, for fundraising events, skill in effectively providing donor stewardship.

• Advanced judgment, decision-making and problem recognition/avoidance/resolution skills.

• Advanced skill in meeting goals and objectives within budget and time constraints.

• Organizational and analytical problem-solving skills to develop solutions to group service requirements and to prioritize work in the summer when the workload is at its heaviest.

• Demonstrated understanding of customer service and effective delivery.

• Solid interpersonal communications skills to build and foster a collaborative and cooperative work environment and build and maintain good working relations at all organizational levels and with outside constituencies.

• Leadership abilities, including skills to lead, mentor, counsel and motivate staff.

• Budget and revenue forecasting experience

• Proficiency in Microsoft Word, Excel, PowerPoint, Visio, Internet conference and catering/events management software. University budget/accounting and revenue forecasting expertise

• Ability to anticipate deadlines, adjust priorities, complete multiple competing tasks and meet deadlines with a high degree of accuracy.

• Excellent oral and written communications skills, including the ability to be tactful and maintain professional standards of conduct under sometimes stressful situations, and the ability to interact with a diverse population including, senior administration, managers, subordinates, peers, vendors, clients and guests.

• Excellent organizational skills and attention to detail, with the ability to maintain focus.

• Ability to effect immediate decisions in a variety of complex and politically sensitive conditions.

• Bachelor’s degree in related area and/or equivalent experience/training

• Minimum of 5 yrs. in Hotel / Conference and/or Catering / Events Sales management

• Proven ability to discover and maintain new revenue streams

• Strong skills in long and short term strategic thinking

• Experience in successfully leading a sales team that works cohesively to generate revenue

• Experience in conceptualizing, planning, coordinating and evaluating conference programs, services, and events

• Minimum of 5 yrs. in marketing and trade show experience

• Demonstrated organizational and analytical problem-solving skills

• Excellent interpersonal and communication skills

• Strong writing/editing skills

• Ability to effect immediate decisions in stressful situations

• Ability to negotiate and compromise

• Strong computer skills: Inventory Management Software, Microsoft Word, Excel, PowerPoint, Visio, Internet.

Salary & Benefits

For information on the comprehensive benefits package offered by the University visit:

Driving Required

A valid driver's license and DMV check for driving record is required.

Conviction History Background

This is a designated position requiring fingerprinting and a background check due to the nature of the job responsibilities. Berkeley does hire people with conviction histories and reviews information received in the context of the job responsibilities. The University reserves the right to make employment contingent upon successful completion of the background check.

Equal Employment Opportunity

The University of California is an Equal Opportunity/Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status. For more information about your rights as an applicant see:

For the complete University of California nondiscrimination and affirmative action policy see:


About This Employer

University of California, Berkeley

Berkeley, CA

Telephone (510) 642-6000


Our Workplace Culture

As employees of Berkeley, we are part of an institution that uncovers new knowledge, conducts groundbreaking research and shifts the global conversation every single day.

We all do different things. (Very different things.)

But together, we are serving a university that's unlike any other. No matter our role, we help Berkeley redefine what's possible.

We do this by being inclusive - of ideas, of people, of points of view.

By being accountable - to each other, to our teams, to our commitments.

By simplifying whenever possible. (It's often how the best solutions arise.) By taking risks. (And learning from them.) And by serving Berkeley, and everyone who is a part of it, with respect.

Individually, we are experts at what we do. Collectively, our impact is even greater.

As employees of Berkeley, when we reimagine the possibilities of our own world, we shape the one around us.

For more information regarding our operating principles, visit our HR website(link is external).

Reimagine your world at Berkeley.