Assistant Director of Catering

Job Description

Assistant Director of Catering is responsible for supporting the Director of Catering in managing and driving catering sales, including meetings, conferences, weddings, social events, corporate functions, and other catering business opportunities.

The position is responsible for developing business opportunities, maintaining strong client relationships, achieving revenue targets, and coordinating with relevant hotel departments to ensure the successful execution of events in accordance with Pullman and Accor brand standards.

KEY RESPONSIBILITIES

1. Catering Sales & Revenue Management

• Assist the Director of Catering in developing and implementing catering sales strategies to achieve departmental revenue and profitability targets.

• Identify and develop new business opportunities from corporate clients, event organizers, wedding planners, travel agencies, and other market segments.

• Drive sales for meetings, conferences, weddings, social events, banquets, and other catering functions.

• Prepare sales proposals, quotations, contracts, and event packages based on client requirements and hotel policies.

• Negotiate rates, packages, and contractual terms within the approved authority.

• Monitor catering revenue, sales activities, conversion rates, and business performance.

• Identify opportunities to maximize event revenue through food and beverage packages, room rental, accommodation, and additional services.

2. Client Relationship Management

• Establish and maintain strong relationships with existing and prospective clients.

• Conduct sales calls, client meetings, property inspections, and hotel presentations.

• Understand client requirements and recommend suitable event venues, catering packages, and services.

• Respond promptly to inquiries, prepare proposals, and follow up on business opportunities.

• Handle client concerns professionally and ensure a high level of customer satisfaction.

• Develop long-term partnerships to generate repeat business and referrals.

3. Event Planning & Coordination

• Coordinate with Banquet Operations, Culinary, Food & Beverage, Front Office, Reservations, and other relevant departments to ensure successful event delivery.

• Review event requirements, banquet event orders (BEOs), function room setups, menus, audiovisual requirements, and other arrangements.

• Ensure all client specifications and special requests are communicated accurately to the operational teams.

• Participate in pre-event meetings, site inspections, and event briefings when required.

• Monitor event execution and follow up on client feedback to identify areas for improvement.

4. Sales Strategy & Market Intelligence

• Support the development of the annual catering sales plan and departmental budget.

• Monitor market trends, competitor activities, pricing strategies, and new business opportunities.

• Develop action plans to improve market penetration and increase catering business.

• Maintain an updated database of clients, accounts, prospects, and sales activities.

• Collaborate with the Sales team to maximize cross-selling opportunities across hotel products and services.

5. Budgeting & Financial Performance

• Assist in preparing the catering sales budget, forecasts, and business development plans.

• Monitor actual revenue against budget and forecast.

• Support the achievement of revenue, profitability, and catering conversion targets.

• Ensure quotations and event contracts comply with approved pricing and profitability guidelines.

• Monitor deposits, payment arrangements, and outstanding balances in coordination with Finance.

6. Team Leadership & Development

• Support the Director of Catering in supervising, coaching, and developing the Catering Sales team.

• Set clear sales priorities and follow up on individual and team performance.

• Provide guidance on client handling, negotiation, sales presentations, and event coordination.

• Encourage teamwork, accountability, and continuous professional development.

• Support the implementation of departmental procedures and service standards.

7. Administration & Reporting

• Prepare regular sales activity reports, revenue forecasts, account production reports, and business updates.

• Ensure client records, proposals, contracts, and event documentation are accurate and properly maintained.

• Monitor sales leads and opportunities through the hotel's designated sales or CRM system.

• Ensure timely communication and coordination with internal stakeholders.

• Comply with hotel policies, commercial procedures, and applicable data confidentiality requirements.

Qualifications

• Bachelor's Degree or Diploma in Hospitality Management, Business Administration, Sales & Marketing, or a related field.

• Minimum 3–5 years of relevant experience in hotel catering sales, banquet sales, or event sales.

• Previous experience as Catering Sales Manager, Senior Catering Sales Manager, or in a similar supervisory role is preferred.

• Strong knowledge of hotel banquet operations, catering packages, event planning, and revenue generation.

• Proven ability to develop new business and maintain client relationships.

• Strong negotiation, presentation, communication, and interpersonal skills.

• Good command of written and spoken English and Bahasa Indonesia.

• Proficiency in Microsoft Office and hotel sales/CRM systems.

• Able to work under pressure and accommodate client meetings and events outside normal office hours when required.

CORE COMPETENCIES

• Sales & Business Development

• Revenue Generation

• Client Relationship Management

• Negotiation & Persuasion

• Event Planning & Coordination

• Commercial Awareness

• Forecasting & Reporting

• Leadership & Team Development

• Communication & Presentation

• Problem Solving

• Planning & Organizing

• Guest and Client Focus

KEY PERFORMANCE INDICATORS (KPIs)

• Catering revenue achievement against budget

• Catering sales conversion rate

• New business acquisition and account development

• Repeat business and client retention

• Average revenue per event

• Catering profitability and adherence to pricing guidelines

• Accuracy of sales forecasts and reports

• Client satisfaction and feedback

• Effectiveness of cross-departmental coordination

• Team productivity and sales performance

Additional Information

Why Join Us?

• Opportunity to be part of a leading international hospitality brand.
• Career growth and development within Accor Hotels.
• Dynamic and supportive work environment.