Director of Sales – London East
Reporting to the Director of Sales – UK & Ireland, this role will drive commercial performance and take full ownership of sales targets across assigned Locke & Cove properties in the East London market, delivering exceptional revenue growth through strategic account management and targeted new business development.
This role is based on property 5 days a week.
The Stage Is Set
We don’t run conventional hotels; we build places with character and intent. What began as a small UK aparthotel portfolio has grown into a European collection recognised for design and atmosphere – and we’re now entering a new chapter. As we redefine the brand and evolve our identity, we’re focused on creating spaces that feel compelling, contemporary, and truly distinctive. Locke leads with bold expression; Cove by Locke refines that same spirit into a quieter, more streamlined approach.
Guests come to rest, work, or escape. Comfort is a given – great beds, hot showers, genuine service. But we aim to create moments that feel memorable and a little unexpected, bringing back the sense of mood hospitality often lost.
This is our backdrop. We’re on an exciting journey – step on stage and play your part.
The Work In Your Hands
- Developing and executing property-level sales strategies aligned with KPIs to consistently meet or exceed revenue targets across your portfolio
- Delivering against ambitious B2B revenue targets with full personal accountability for results
- Dedicating approximately 25% of your efforts to direct revenue generation through hands‑on account management – identifying growth opportunities, increasing market share, and maximising yield from existing clients
- Allocating 75% of your time to high‑impact new business development – personally identifying, pursuing and closing new corporate clients that deliver significant incremental revenue
- Implementing rigorous account planning to systematically grow revenues from existing and new B2B customers across all channels, including direct corporate clients, Travel Management Companies (TMCs), Serviced Apartment Booking Agencies (SABAs), consortia and other B2B intermediaries
- Actively pursuing revenue opportunities across all segments, including corporate, groups, M&E, mid & extended stay
- Working collaboratively with the Key Accounts Team, Groups & MICE Team, and wider Commercial Team while maintaining personal ownership of revenue targets
- Maintaining disciplined use of CRM & edyn's database with meticulous attention to data quality and pipeline management
- Providing detailed, data‑driven reporting to key stakeholders on sales activity, pipeline development and revenue performance
- Personally hosting FAM trips, property showcases, sales presentations and events to drive business to your properties
- Ensuring rigorous adherence to all internal processes for effective account management
- Maintaining comprehensive, up‑to‑date records with accurate client information in all databases
- Producing actionable management information from internal systems to support strategic decision‑making
The Fire You Carry
- Exceptional commercial acumen with proven sales achievement
- Superior relationship‑building capabilities with C‑suite decision makers
- Advanced problem‑solving and negotiation skills
- Strategic planning and organisational excellence
- Outstanding written and verbal communication
- Advanced proficiency in business technology tools for sales presentations and reporting
- Demonstrating advanced proficiency with Word, PowerPoint, Excel, CRM and PMS
Your Proven Track
- 4 years previous hotel experience across multiple European/international jurisdictions looking after £3m plus of annual business
- Proven track record of consistently exceeding sales targets in hospitality or related sectors
- Significant hospitality sales and strategic account management experience with demonstrable results
- Established local market knowledge with an active network of industry contacts
- Comprehensive understanding of the business travel industry, with specific expertise in the hospitality and serviced apartment sector
What We Look For
We’re here to rethink what a modern lifestyle hotel can be. That takes pace, creativity, and people who enjoy working with purpose. If you’re comfortable with change, motivated by ideas, and focused on crafting meaningful guest experiences, you’ll do well here. We value individuals who can hold a vision, appreciate atmosphere, and want their work to have impact.
Skills can be taught. Mindset can’t. There’s no single template for success here – just the right approach and willingness to grow.
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