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About the Job
The SMERF Sales Manager is responsible for generating new business and managing key accounts within the Social, Military, Educational, Religious, and Fraternal (SMERF) segments. This role requires a unique blend of strategic prospecting, consultative selling, and relationship management to secure group room nights, meeting space, and catering revenue. The ideal candidate is a self-starter, an excellent communicator, and deeply understands the budget-conscious, value-driven nature of the SMERF sector.
Job Title:Sales Manager, SMERF
Reports To:Director of Sales and Events
Department: Sales & Events
Availability: Full Time Regular
Salary Range for the position will be CA$ 75,000 - CA$ 80,000.
Qualifications
Minimum 2-3 years of experience in hotel sales or a related industry
Self-motivated, goal-oriented, and able to work both independently and collaboratively
Proven track record of achieving sales targets and revenue goals
Strong negotiation and relationship-building skills
Excellent communication (verbal and written) and presentation skills
Proficiency in CRM systems, hotel sales software (e.g. Delphi, Envision, Opera) and Microsoft Office Suite
Bachelor’s degree in Business, Hospitality, Marketing, or a related field (preferred)
Responsibilities (include but not limited to):
New Business Development: Proactively identify, qualify, and solicit new SMERF accounts through research, networking, cold calling, and participation in industry events and tradeshows (e.g., religious conferences, educational associations).
Account Management: Serve as the primary point of contact for a portfolio of existing SMERF clients, ensuring exceptional service from proposal through post-event follow-up to secure repeat business.
Proposal & Contract Generation: Develop compelling, detailed proposals and contracts that meet the specific needs and budget parameters of SMERF groups, highlighting value-adds and flexible options.
Revenue Optimization: Achieve and exceed quarterly and annual sales goals for room nights, revenue, and market share. Strategically negotiate rates and concessions to win business while protecting profitability.
Market Expertise & Strategy: Maintain in-depth knowledge of SMERF market trends, competitor activity, and seasonal opportunities. Develop and execute a strategic sales plan for the SMERF segment.
Cross-Functional Collaboration: Work closely with the operations, catering, and events teams to ensure seamless transition and execution of booked events. Conduct site inspections and presentations for prospective clients.
CRM Management: Diligently use the company’s operating software to track all activities, manage the sales pipeline, and generate accurate forecasts and reports.
Why should you work with Hyatt Regency Toronto?
Our team members work in an environment that demands exceptional performance yet reaps great rewards. Whether its career opportunities, job enrichment or a supportive work environment, if you are ready for this challenge, then we are ready for you.
2023, 2024 and 2025 Great Place to Work Certified
Hyatt Regency Toronto is dedicated to offering employment accommodation in compliance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If contacted for a job opportunity, please inform the Human Resources department if you require accommodations.
Sales Manager, SMERF • Toronto, ON, CA
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