Market Director - MICE Sales

JOB SUMMARY

The Market Director, MICE Sales - Singapore provides strategic leadership for market-wide meetings, incentives, conferences and exhibitions opportunities requiring coordinated participation across multiple Marriott hotels in Singapore. The role increases Marriott's share of high-value MICE demand through disciplined market planning, customer engagement, opportunity qualification, hotel alignment and close day-to-day coordination with participating hotels and the Global Sales Organisation (GSO).

The position serves as the market leader for priority MICE customers, intermediaries and multi-hotel opportunities, aligning customer requirements with hotel capacity, commercial priorities, pricing strategy and operational feasibility. The role uses market, production and competitor intelligence to identify incremental demand and develop 6-10 new MICE accounts or intermediaries annually that produce into competitor venues or hotels but have limited or no production into Marriott hotels in Singapore.

KEY INTERNAL RELATIONSHIPS

• Participating hotel Directors of Sales and MICE sales leaders
• Participating hotel Revenue Management, Events and Convention Services leaders
• General Managers and hotel leadership teams
• Singapore Area Sales, Marketing & Distribution leadership
• Global Sales Organisation account leaders and market teams
• Finance, Legal and other support disciplines, as required

CANDIDATE PROFILE Education and Experience

• 4-year bachelor's degree in Business Administration, Hospitality Management, Sales, Marketing, Events or a related discipline; minimum 5 years of proactive MICE sales, key account management or related experience.
• OR
• 2-year degree or recognised diploma in a related discipline; minimum 7 years of relevant sales experience, including complex, multi-property or large-scale MICE opportunities.
• Demonstrated success developing MICE accounts, qualifying complex opportunities, coordinating multi-hotel proposals and leading customer presentations or destination bids.
• Experience influencing stakeholders across multiple hotels, brands or business units without direct authority is preferred.
• Knowledge of the Singapore MICE ecosystem, including corporations, professional conference organisers, destination management companies, event agencies and associations, is strongly preferred.

KEY RESPONSIBILITIES Strategic Leadership of Market MICE Sales

• Own the Singapore market MICE sales strategy for priority customers, intermediaries and opportunities with potential across multiple participating Marriott hotels.
• Establish revenue, room-night, event-space, conversion and market-share objectives, supported by customer priorities and hotel participation plans.
• Lead regular market MICE account and opportunity reviews with participating hotels and GSO partners.
• Coordinate daily communication among customers, intermediaries, participating hotels and GSO, ensuring timely responses and clear ownership.
• Map customer and intermediary stakeholders, including meeting planners, procurement teams, agencies, professional conference organisers, destination management companies and association decision-makers.
• Ensure participating hotels understand each opportunity, customer objectives, decision criteria and actions needed to improve conversion.
• Mobilise the appropriate sales, events, revenue, operations or GSO stakeholders to remove barriers to conversion or share growth.

Opportunity Qualification, Allocation and Proposal Leadership

• Lead market coordination of qualified MICE opportunities requiring more than one participating hotel or a coordinated Singapore destination response.
• Assess dates, room-block profile, meeting-space requirements, food and beverage potential, programme complexity, hotel fit, decision process, competitive position, profitability and conversion probability.
• Determine appropriate hotel participation based on customer needs, hotel capability, availability, commercial value and market strategy, avoiding duplicated or conflicting outreach.
• Partner with Revenue Management, Sales and Events leaders to align pricing, concessions, value proposition, space strategy and response deadlines.
• Coordinate proposal content so customers receive a compelling Marriott market solution with accurate hotel-level commercial and operational details.
• Maintain an opportunity tracker covering qualification, hotel participation, proposals, site inspections, negotiations, definite decisions, lost-business reasons and handover.
• Balance customer value, hotel profitability, operational feasibility and long-term account potential.

Account Development and Customer Engagement

• Develop strategic account plans for priority MICE customers and intermediaries with production potential across the Singapore Marriott portfolio.
• Build trusted relationships with corporate meeting planners, event agencies, professional conference organisers, destination management companies, associations and other demand generators.
• Conduct strategic sales calls, portfolio presentations, showcases, site inspections, familiarisation programmes and business reviews.
• Coordinate with GSO account leaders to identify global or regional MICE demand that can be converted into Singapore opportunities.
• Create a consistent Singapore Marriott portfolio value proposition supported by differentiated hotel capabilities and customer-specific solutions.
• Maintain a forward calendar of recurring programmes, congresses, incentive movements and sourcing cycles to support earlier engagement.
• Manage customer issues arising during the sales process, ensuring accurate handover, timely resolution and appropriate escalation.

New Account and Intermediary Development

• Build a data-led target list of MICE customers and intermediaries producing into competitor hotels or venues but generating limited or no Marriott production.
• Prioritise 6-10 new accounts or intermediaries annually based on addressable value, programme frequency, hotel fit, decision-maker access and conversion probability.
• Develop a written acquisition strategy for each target, including demand hypothesis, competitor footprint, stakeholder map, Marriott value proposition, hotel plan, milestones and expected production.
• Use market intelligence, hotel prospecting, GSO knowledge, lost-business data and agency relationships to validate demand and create qualified opportunities.
• Lead coordinated prospecting across participating hotels, preventing duplicated outreach and presenting one coherent Marriott proposition.
• Convert prospects through preferred partnerships, recurring meetings, incentive movements, congress accommodation or other suitable MICE solutions.
• Report monthly on target progress, pipeline stage, estimated value, conversion barriers and next actions.

Market Intelligence, Reviews and Performance Management

• Lead regular business reviews for priority MICE accounts and intermediaries using consolidated Singapore market data.
• Analyse customer, competitor, citywide-event and hotel performance information to identify demand trends, booking windows, need periods and portfolio opportunities.
• Prepare clear customer and internal narratives explaining performance drivers, opportunity gaps, upcoming programmes and recommended actions.
• Agree documented actions, owners and timelines and maintain disciplined follow-through with hotels, customers, intermediaries and GSO partners.
• Provide participating hotels with timely intelligence on sourcing cycles, programme changes, competitor movement, customer feedback and future events.
• Escalate material performance risks and opportunities with evidence-based recommendations.

Market Coordination, Reporting and Sales Discipline

• Maintain accurate account records, contacts, activities, opportunities, proposals, account plans and production reporting in required systems.
• Create a regular market MICE dashboard covering revenue, room nights, event value, pipeline, conversion, lost-business reasons and new-account development.
• Coordinate annual and quarterly activity plans, including customer engagement, portfolio showcases, sales missions, site inspections and familiarisation activity.
• Share relevant market intelligence while respecting customer confidentiality, contractual requirements and data-handling standards.
• Improve MICE sales processes, including lead qualification, opportunity allocation, response standards, site-inspection coordination, reporting and hotel communication.
• Ensure confirmed opportunities are handed over accurately to contracted hotels with expectations, commitments and programme requirements documented.
• Perform other related duties as assigned to meet business needs.

SUCCESS MEASURES

• Revenue, room-night, event-space and market-share growth from priority MICE accounts and opportunities across participating Singapore hotels.
• Quality, speed and commercial effectiveness of market MICE proposals, destination bids and customer responses.
• Conversion of qualified multi-hotel and portfolio opportunities, with clear tracking of lost-business reasons.
• Progressive penetration of priority customers and intermediaries across relevant participating hotels and stakeholder groups.
• Acquisition and conversion of 6-10 data-qualified new MICE accounts or intermediaries annually, with measurable Marriott production.
• Accuracy of account data, pipeline, reporting and forward-looking market intelligence.
• Hotel, customer, intermediary and GSO stakeholder confidence in communication, coordination and market leadership.

MANAGEMENT COMPETENCIES Leadership

• Adaptability - Adjusts priorities while maintaining focus on the customer and commercial outcome.
• Communication - Presents complex programme, pricing and performance information clearly and gains stakeholder alignment.
• Problem Solving and Decision Making - Uses evidence to evaluate alternatives and make commercially and operationally sound decisions.
• Professional Demeanour - Conveys confidence, sound judgement and credibility and represents Marriott International in alignment with its values.

Managing Execution

• Driving for Results - Sets clear outcomes, ownership and timelines and intervenes early when conversion or delivery is off track.
• Planning and Organising - Structures account plans, proposal milestones, customer activity and responsibilities to meet deadlines.
• Building and Contributing to Teams - Creates alignment among participating hotels and GSO teams and fosters shared accountability.

Building Relationships

• Customer Relationships - Develops long-term relationships based on customer understanding, relevance and consistent delivery.
• Stakeholder Management - Builds engagement across hotels, disciplines and geographies and influences without direct authority.
• Global Mindset - Works effectively across cultures, brands, hotel priorities and organisational perspectives.

Learning and Applying Professional Expertise

• Business Acumen - Interprets revenue, room-night, space, profitability, market and competitor data to shape strategy.
• MICE Account Management - Builds account plans, stakeholder maps, value propositions and penetration strategies.
• Opportunity Qualification and Conversion - Evaluates customer needs, programme value, hotel fit and decision criteria to prioritise resources.
• Proposal and Presentation Leadership - Coordinates customer-focused solutions and persuasive proposals reflecting hotel capabilities.
• Negotiation and Influence - Balances customer priorities, hotel economics, operational requirements and stakeholder interests.
• Technical Acumen - Uses sales, account-management, reporting and presentation tools to maintain data quality and support decisions.

BASIC COMPETENCIES

• Computer Skills - Uses standard business, presentation, spreadsheet, sales and account-management applications effectively.
• Mathematical Reasoning - Accurately interprets revenue, room nights, event value, average rate, growth and conversion measures.
• Oral Comprehension - Listens to and understands information presented through spoken communication.
• Reading Comprehension - Understands written customer, contractual, programme and business information.
• Writing - Communicates clearly and accurately for customer, hotel and leadership audiences