Sales Director

Job Description

Sales Director-AAZ

Commercial Responsibilities

JOB DESCRIPTION

• Execute commercial priorities to maximize revenue and attendance across domestic and international market segments for Al Ain Zoo.
• Identify, develop, and expand new business channels and revenue streams.
• Build and maintain strategic partnerships within both domestic and travel trade markets.
• Drive initiatives that enhance market awareness, partner engagement, and conversion.
• Support international trade strategy execution, aligning activities with global market opportunities.
• Expand Al Ain Zoo’s presence through partnerships, campaigns, and trade engagements.
• Monitor global and domestic competitor activity to drive performance optimization.
• Strengthen the Schools, Corporate, and Government segments through strategic account management.
• Support and develop the Events/MICE segment in alignment with the business priorities.
• Ensure strong client relationship management, including executive-level engagements when required.
  

Leadership Responsibilities

• Set clear KPIs, annual targets, and operational objectives for the sales team.
• Coach, mentor, and develop high-performing team members, supporting succession planning.
• Promote accountability and a performance-driven culture through structured reviews and performance management.
• Coordinate with Marketing, Operations, Science Education and Customer Experience to ensure unified delivery of commercial priorities.
• Lead or support key negotiations as directed by the Senior Sales Director.
  

B2B Marketing Responsibilities

• Work closely with the B2B Trade Marketing Manager to direct B2B marketing strategies and campaigns to drive revenue, attendance, and market engagement.
• Implement targeted marketing initiatives for domestic market and internationally (OTAs, DMCs, and Tour Operators).
• Ensure alignment between sales objectives and marketing-led trade campaigns.
• Monitor campaign performance, market trends, and competitor promotions to guide improvements.
• Strengthen partner engagement through events, trainings, webinars, and trade activations.
  

Strategic Responsibilities

• Manage and monitor the sales budget, ensuring adherence to internal processes.
• Support the development and execution of long-term sales strategies aligned with the broader portfolio direction.
• Assist in strategic projects and initiatives that impact long-term growth.
• Forecast revenue and attendance, providing data-driven recommendations.
• Collaborate with cross-functional leaders to support commercial, operational, and guest experience alignment.
• Optimize sales processes and partner engagement strategies.
  

Business Planning Responsibilities

• Contribute to annual and multi-year business planning for Al Ain Zoo.
• Participate in pricing strategy reviews, benchmarking, and revenue optimization efforts.
• Monitor performance trends and competitor insights to inform decisions.
• Translate strategic priorities into actionable plans for the team.
  

Essential

• Bachelor’s degree
• Minimum 7 to 10 years of work experience in the attractions, tourism or hospitality industry, handling at least 4 of the segments involved in this role.
• Excellent spoken and written English.
• Strong commercial, strategic, and analytical skill set.
• Proven experience in business development and account management.
• Established network within Corporate, Government, Schools, and Travel Trade segments.
• Strong understanding of domestic and international tourism markets.
• Demonstrated ability to lead teams and drive performance.
• Strong interpersonal, communication, and stakeholder management skills.
• Strong proficiency in MS Office, especially PowerPoint.
  

Desirable

• Master’s degree
• Additional certifications in tourism, sales, or international business.
• 5 – 6 years of Sales, Business Development or Commercial leadership roles
• Fluency in Arabic (spoken and written) would be a strong advantage.
• Experience working with attractions, wildlife parks, or cultural destinations.
• Knowledge of GCC cultural dynamics and international visitor expectations.
  

About Us

Miral Destinations