Head of B2B Sales

4 weeks ago

Thame, United Kingdom Travelodge Full time

This is a hybrid role and will spend three days per week based from our head office in Thame (OX9 3AT) with the option to

work from home for two days per week.

The job in a nutshell

To lead, define and implement our direct to brand, SME customer acquisition, retention and growth strategy to achieve budgeted revenue targets. You will achieve this through leading the SME New Business & Customer Retention teams who are tasked on the sign up, conversion and growth of B2B customers, increasing Travelodge’s market share and maximising midweek RevPAR growth.

The role is responsible for the strategic direction of important functions, products and services that generate demand for Travelodge. Working closely with the IT, Digital, Product & Brand teams you will optimise the Travelodge Business and Travelodge Business Pay propositions & business customer journey to improve web conversion, deliver sign up targets and increase customer booking frequency.

What you’ll be doing:
SME Sales Delivery
- Define and lead the new business and customer retention strategy for our Business Website channel in order to deliver budgeted room nights and revenue.
- Successfully identify and convert new customers, as well as maintain and grow revenue and market share from the existing Travelodge Business customer base.
- Develop the direct to brand B2B customer acquisition strategy, working across all acquisition channels (telemarketing, digital, social) to meet new sign up targets.
- Analyse performance of lead sources, customer segments, and market trends to optimise our acquisition strategy, identify target markets and tactical campaigns.
- Identify opportunities for driving B2B demand and generating new leads.
- Maintain an in-depth understanding of the market based on intelligence and knowledge of competitor activity, online functionality and rates.
- Ensure that an accurate rolling new business and managed account sales forecast is maintained, reported and acted upon.
- Develop and maintain the CRM system to blend sales processes and methodology for maximum effect.
- Build strong internal stakeholder relationships at all levels, promoting accountability of sales performance, communication, problem resolution and innovation.

Business Customer Proposition
- Play a lead role in shaping the future of our business customer products. Work with the IT and Digital teams to optimise the Travelodge Business online proposition to win new customers, and improve the customer journey to increase customer retention, conversion to spend and booking frequency.
- Define the strategic direction and manage the day to day operation (in conjunction with our contracted partner) of the Travelodge Business Pay credit facility.
- Work with the Brand and Digital teams to develop a B2B communication strategy to support customer retention, conversion to spend and engagement.
- Flag to the Operations and Product teams any opportunities to improve the in-hotel service and proposition for business customers.

Leadership
- Visibly lead, manage and develop a highly engaged and high performing sales team of c.30 people.
- Define the strategic direction of the New Business and Customer Retention teams and lead the wider SME Sales team to develop and deliver the plans needed to grow revenue in line with targets.
- Create, implement and maintain measureable new business and account retention sales processes for the SME Sales Team ensuring that all KPI’s are met.
- Set the standards and role model first class business development, client relationship and account development practices, leading by example.
- Support your team’s success by setting objectives and conducting regular performance and development reviews with all team members.

What we’ll expect from you

To succeed in this role you’ll need to be a strong sales leader who is able to proactively deliver account growth, strategy and actions. They will be customer focused, commercially aware and have a good understanding of customer segmentation. There will be a significant emphasis on the individual to coach the team to grow customer penetration and market share. In addition, the role requires:

- Significant B2B sales experience with a strong track record of delivering revenue growth through both new business development and strategic account management, ideally in the hospitality or travel industry.
- Experience of leading and managing teams and driving sales performance in a fast moving and sometimes challenging environment.
- Ability to coach team members to achieve the best outcomes.
- Excellent communication and relationship building skills, both internally and externally.
- Focus on results, with a proven track record of delivering and exceeding revenue targets.
- Self motivation and focus with the ability to take proactive action without relying on direction from others.
- Experience of developing business customer products and propositions.

At Travelodge, we believe that behaviours are

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