Senior Manager, Group Sales and Onsite Revenue
A NEW BREED OF ENTERTAINMENT
With almost 150 years of proud horseracing history, Woodbine Entertainment Group is the founding pioneer and largest operator of professional horseracing in Canada.
Building on our rich past, we are surging ahead to the future with an energized, new vision. Today we deliver the most thrilling and highest quality racing, dining and entertainment experiences to our visitors. In doing so, we remain a world-leader in horse-racing — and also among the most exciting and diverse entertainment facilities on the globe.
JOB SUMMARY
The Senior Manager, Group Sales and Onsite Revenue is responsible for the planning, development, and execution of sales and growth strategies that maximize on-track revenue and engagement. This includes driving group sales, enhancing customer growth opportunities, and optimizing in-venue revenues such as food and beverage, catering, wagering engagement, and memberships. The role ensures customer satisfaction measures are established and achieved in collaboration with the Brand and Experience, Partnerships, and Operations teams.
Reporting to the Vice President of Partnerships and Customer Growth, the Senior Manager will lead, develop and oversee WEG’s group sales and membership strategies and programs. This role will generate a robust pipeline of demand through innovative sales initiatives and effective prospecting. The Senior Manager will also focus on cultivating strong customer relationships and delivering unique onsite event and programming opportunities to enhance exposure and effectiveness of wagering and F&B offerings across all sites. This dynamic position requires close collaboration with cross-functional teams to align efforts with broader organizational goals while driving customer satisfaction, engagement, and revenue growth.
KEY RESPONSIBILITIES
Develop and lead Group Sales Strategy, creating and executing a long-term vision and roadmap for WEG’s group sales
Create and lead a B2B sales model and demand pipeline to maximize occupancy, revenue, and customer engagement.
Lead the design and delivery of group sales promotional programs, offerings, and unique experiences that drive group sales revenue, collaborating with Brand Experience and Operations for seamless delivery and execution and outstanding customer satisfaction
Collaborate with wagering and customer data team to develop tailored group programs that encourage increased onsite wagering
Oversee and act as primary intake for all new stakeholder relationships, developing onboarding processes to convert relationships into revenue opportunities through group events, memberships, and other monetization strategies.
Lead the design of stakeholder on-track programs and hospitality driven experiences that maximize onsite betting, F&B sales, engagement and customer acquisition. Collaborate effectively with partnerships, brand experience & operations for optimized delivery and execution.
Partner with Operations on opportunities for profitable utilization, programming, and optimization of physical spaces to support group sales growth and improve experience.
Develop annual group sales and onsite revenue growth plan informed by research on competitive marketplaces and target market segments, incorporating insights to improve sales effectiveness and customer satisfaction.
Lead the development of sales budgeting, forecasting, financial analysis and associated KPI’s
Continuously monitor sales processes, customer feedback, and event execution to provide actionable insights and improvements to Operations.
Actively participate in cross-departmental planning activities, contributing to the broader objectives of WEG’s revenue, customer growth, and engagement strategies.
Lead the creation of group sales kits, customer-facing communication materials, web and digital content, ensuring alignment with WEG’s brand and customer engagement goals.
Build and maintain strong relationships with internal teams and external stakeholders, ensuring effective collaboration across departments.
Develop and implement programs to capitalize on group sales’ customers, stakeholders, and vendors by developing revenue-generating initiatives, such as event tickets, and enhanced membership programs.
Strategically manage third-party event planner relationships that maximize program effectiveness.
Identify opportunities to refine sales cycle processes, and provide training and orientation for rest of the team
Lead direct report (s) to demonstrate and exemplify the organization’s values and drive a positive and productive work culture.
KEY SUCCESS FACTORS
Bachelor’s degree in Business Administration, Marketing, Hospitality Management, or a related field, or an equivalent combination of education and experience.
7+ years of progressive experience in a sales/catering/events/banquets business management environment, with a proven track record of success. Preference to those experienced in a highly customer-centric industry/organization
Demonstrated ability to manage, coach, and inspire people, including 2+ years experience managing or leading a partnerships, sales and/or customer service team, with a focus on achieving and exceeding revenue and KPI targets.
Solid understanding of business planning, sales tactics, revenue management, and marketing strategy, including experience with budgeting, forecasting, and financial analysis.
Proven ability to understand customer needs and translate them into compelling sales solutions and experiences, with a strong focus on building long-term relationships.
Experience negotiating and interpreting sales contracts, ensuring mutual value and alignment with organizational goals.
Proficiency in Microsoft Office and familiarity with CRM tools or other sales software, with the ability to analyze and leverage data to inform decision-making.
Ability to bring cross-functional teams together, set shared goals, and drive results without direct reporting authority, fostering a culture of teamwork and mutual accountability.
Advanced written and verbal communication skills, including the ability to deliver persuasive presentations and build rapport in one-on-one or group situations with diverse internal stakeholders, as well as customers, clients and external stakeholders
Strong interpersonal and networking skills, with the professionalism to represent WEG to external customers, agencies, and partners effectively.
Exceptional organizational skills, able to prioritize and manage multiple priorities in a fast-paced environment, coupled with strong problem-solving and decision-making abilities
Driven and self-motivated, able to work independently to identify and complete work goals
WORKING CONDITIONS
Work in an office and general public environment. Woodbine is currently operating under a hybrid model, with an expectation of at least 3 days a week in office and at most 2 days a week remotely.
Attend multiple key dates of live racing and entertainment outside regular business hours.
Flexibility to travel within GTA as required, including to the Woodbine Mohawk Park site.
Diversity, Equity, Inclusion and Belonging
Be Yourself.
We believe differences should be valued and celebrated. By building diverse and inclusive teams, we strive to provide a more authentic and empowering work experience that unlocks the potential of our people. Regardless of race, religion, colour, national origin, sex, gender, expression, sexual orientation, age, marital status, veteran status, or disability status, we believe everyone has the right to express their ideas, ambitions, and pursue their goals with confidence and integrity. Diversity breeds innovation. We want people to think differently. Our commitment is to build a culture that welcomes everyone and leverages their unique perspectives to be a great entertainment company that shares the thrill of horseracing experiences with the world.