Cluster Sales Manager - Groups & Events

Middle Eight is a new, 180 room lifestyle luxury hotel with purpose in Covent Garden. We're a relaxed, welcoming, city hotel that offers more than just a room for the night - we offer a holistic experience that changes throughout the day; spaces that not only reflect our local communities, they are part of the fabric of the community, they draw people in and inspire a feeling of belonging.

The Guardsman is a new 59 room, luxury hotel in St. James's. Alongside these rooms are six residences intended for longer-term stays. With the scale, familiarity and feel of a club, The Guardsman is a home from home that will inspire both loyalty and longer stays. The hotel has an unmistakably British feel that befits its proximity to such iconic landmarks as Buckingham Palace and The Palace of Westminster. Whilst the scale and ambiance are more reminiscent of a club than a hotel, the interiors have a bright, modern and relaxed feel that is lent a very British character with a few, carefully chosen, traditional and quirky embellishments.

 

As Cluster Sales Manager – Groups & Events – This role is responsible for generating and converting group & events business across both properties, driving occupancy and revenue through corporate, leisure, and event-led segments for Middle Eight & The Gardsman Hotel.
Working within a lifestyle hospitality environment, you will position both hotels as preferred destinations for group stays, delivering tailored solutions and seamless client experiences from enquiry through to execution.

Benefits

• Hotel discounts across all Axiom Hospitality hotels – colleague rates and up to 50% discount on F&B;
• 28 days holiday, including bank holidays, increasing yearly to 33 days;
• Discounts across retail, restaurants, events and more through our benefits & rewards portal;
• Access to our Employee Assistance Line to support your Mental Health and Wellbeing;
• Use of Wagestream Financial Wellbeing platform, allowing instant access to your pay;
• Yearly complimentary Axiom Xcape stayover after one year of service;
• A growing team with great training, progression, and promotion opportunities;
• Rewards for referring a friend: referral bonus for recommending a new team member starts at £250 per successful hire;
• Free meals while on shift;
• Length of service awards, ranging from 1 year to 3, 5, 10 and 20-year rewards and more!

Sales & Revenue Generation
• Proactively drive group & events business across both hotels, including corporate groups, leisure, and event-led stays
• Convert enquiries into confirmed business, maximising revenue and occupancy
• Identify need periods and target group & event opportunities to support overall revenue strategy
• Analyse booking patterns, pace, and conversion data to refine approach and improve performance across both hotels
Account Management & Partnerships Building
• Build and manage strong relationships with key clients, agencies, and bookers within the entertainment and lifestyle sectors
• Act as the primary point of contact for high-value and repeat clients
• Develop strategic partnerships that enhance visibility and drive incremental business
• Maintain a strong network within relevant industries
Revenue & Commercial Focus
• Negotiate rates and contracts in line with hotel pricing strategy and commercial guidelines.
• Work closely with the Revenue and Reservations teams to optimise pricing, availability, and yield.
• Identify opportunities to upsell bedrooms, events space, food & beverage, and additional services.
• Execute the commercial sales strategy aligned with the hotel’s goals.
Business Development
• Proactively source and convert new business opportunities aligned with both hotels’ positioning
• Attend industry events, networking functions, and client meetings to build brand presence
• Identify emerging trends and opportunities within the lifestyle and entertainment space
Collaboration & Internal Alignment
• Work closely with Revenue, Marketing, and Operations teams to align sales activity with overall business strategy
• Collaborate on campaigns, promotions, and packages targeting key segments
• Ensure seamless handover and execution of bookings and client requirements
Market Intelligence & Reporting
• Monitor competitor activity and market trends within the luxury and lifestyle hospitality sector
• Track performance against targets and provide regular reporting and insights
• Use data to inform strategy and optimise results
• Ensure all sales activity, client interactions, and opportunities are accurately recorded in the CRM system (Monday.com).
• Prepare and submit reporting for the monthly commercial packs.

ESSENTIAL SKILLS, KNOWLEDGE, EXPERIENCE AND QUALIFICATIONS
Essential
• Previous sales experience within hospitality, hotels, or a customer-facing commercial role.
• Proven ability to proactively generate new business and build strong client relationships.
• Strong communication, negotiation, and presentation skills.
• Strategic thinker with hands-on execution capability.
• Highly organised with excellent time management and attention to detail.
• Confident using CRM systems and Microsoft Office.

Desirable
• Minimum 3 + years of sales leadership experience in hospitality.
• Bachelor’s degree in hospitality, Business, or related field (MBA preferred).
• Proven success in repositioning or launching high-end properties.
• Strong network within travel, corporate, and event planning sectors.

 

You must have the right to work in the UK to be eligible for this role. Documented evidence of eligibility will be required from all candidates prior to commencing employment.

Having these core skills will put you one step further to joining Axiom Hospitality and Middle Eight.

Opportunities for all

At Axiom Hospitality, we thrive on differences and believe it is critical to our success as a fast-growing hospitality company with global aspirations. We are proud to be an equal-opportunity workplace that seeks to recruit, develop, and retain the most talented people from various backgrounds, perspectives, and skills. We, therefore, encourage applications from all genders, races, religions, ages, and sexual orientations, as well as parents, veterans, people living with disabilities, and any other groups that could bring diverse perspectives to our business.

At Axiom Hospitality, we are making efforts to reduce our carbon, energy, water and waste footprint. We strive to be ethical in all we do and want to be a thriving, sustainable and responsible business for our people, our communities and our planet. Working closely with our Hotel Owners, we are committed to the journey to sustainability. In addition, we are working to reduce our hotels’ impact on the environment through internationally recognised eco-label certification.

Our hotels strive to be active members of their local communities by giving back where they can. Supporting local charities is important to our teams, from volunteering at soup kitchens to collecting donations and fundraising. Our hotels aim to leave a positive impact on their neighbourhoods. At Axiom Hospitality, we are working closely with our stakeholders to support our social impact commitment. Caring about people extends outside our business and is part of our DNA.