Job Specifications
About Us
Sonoma County Tourism (“SCT”) is the official destination stewardship organization dedicated to promoting overnight stays and creating a sustainable hospitality economy in Sonoma County, California. SCT’s mission is to inspire overnight travel to Sonoma County that bolsters the region’s economy and encourages responsible stewardship of the community’s abundant resources. SCT achieves this mission by working with the local community and employing a marketing and promotions plan that creates awareness of the destination and encourages people and businesses to travel to Sonoma County.
Summary
The Manager, Destination Sales, is responsible for promoting Sonoma County as a premier destination for groups, meetings, and special events. Key performance indicators (KPIs) are achieved through a comprehensive set of responsibilities, including prospecting new clients, attending trade shows and conferences, retrieving and following up on leads, organizing client events, conducting familiarization tours, coordinating site inspections, and executing other activations to effectively position Sonoma County as a top choice for group overnight stays. Depending on the candidate, there is potential for this to become a Senior Manager role.
The Manager should have excellent verbal and written communication skills, and bring a high energy, self-motivated, partner-first approach to the position. Ideally this person is comfortable interacting with industry professionals, community leaders, business partners, and clients.
Essential Duties & Responsibilities
Duties may include but are not limited to the following:
Group Room Lead and Bookings
Oversee the dissemination of in-bound leads and follow up with each team member on the status of each lead.
Identify and evaluate new opportunities, partnerships, and sales/promotional opportunities that help the department meet its goals and initiate the programs.
Identify and develop new market opportunities from existing accounts.
Organize and participate in sales blitzes, client events, trade shows, site inspections, familiarization (FAM) trips, and other industry engagements.
Proactively prospect new opportunities in assigned markets by engaging with both new and existing accounts.
Develop branded presentations, sales communications, positioning strategies, and follow-up initiatives to position the organization as a reliable destination resource.
Utilize an innovative approach to generate incremental, qualified leads for the destination.
Provide detailed and timely communications to business partners on lead development.
Manage all aspects of assigned accounts within the Customer Relationship Management (CRM) system, ensuring accurate and up-to-date records.
Oversee the booking cycle, acting as a liaison between business stakeholder properties, clients, and end users when applicable.
Accept and respond to assigned RFPs and leads through various communication channels, including phone calls, virtual meetings, emails, and in-person interactions.
Foster and manage strategic partnerships with key meeting planner organizations such as MPI, PCMA, SITE, and third-party planning entities.
Sales Activations
Represent the organization at industry trade shows, client trainings, sales missions and other sales-focused programs. As appropriate, recruit local partners for participation.
Manage aspects of trade show involvement, including registration, submissions, appointment scheduling, shipping logistics, and travel coordination.
Execute timely and strategic follow-ups with clients met during appointments, networking events, entertainment, or other activations.
Identify and invite qualified meeting planners to attend familiarization (FAM) tours and client events.
Develop engaging and customized itineraries while escorting clients throughout Sonoma County.
Collaborate with partners to deliver exceptional site inspection experiences for clients.
Partner Relations
Act as a liaison between clients and local industry partners, developing relationships and building partnerships.
Understand the unique selling points of the destination, attractions, and activities and promote Sonoma County Tourism partners’ services to clients.
Build and maintain strong relationships with destination lodging properties, attractions, wineries, service partners, Destination Management Companies (DMCs), and other businesses to enhance sales opportunities.
Identify need periods and special promotional opportunities to support stakeholders in maximizing business potential.
Stay informed about new developments, events, and offerings in Sonoma County to provide up-to-date destination insights.
Assist in the coordination of quarterly destination sales team mixers.
Administrative Duties
Respond to RFPs from clients through Cvent or other booking platforms.
Maintain an activity log in CRM relating to influencing the sales process of contracted programs, including client meetings, follow up, incentives, trainings,