Role overview

We are looking for a hands-on Event Sales Manager to build and manage Upbound’s event sales business across trade events, exhibitions, expos, roadshows and other relevant selling opportunities.
This is a sales-led role, not solely an event coordination or brand activation role. You will identify commercially viable events, plan participation, lead on-ground selling and deliver measurable sales results while controlling costs. Initially, you will operate as the sole dedicated manager for this function, coordinating internal support, temporary promoters and external vendors as needed.

Key responsibilities

Event opportunity development

• Identify and evaluate events that offer relevant audiences and credible sales potential.

• Build relationships with event organisers, venue operators and commercial partners.

• Maintain a rolling event pipeline and participation calendar.

• Negotiate booth fees, locations, selling rights and other commercial terms.

• Prepare an event business case covering sales forecasts, stock requirements, staffing, participation costs and expected contribution.

• Recommend participation based on audience fit, commercial potential and operational feasibility.

• Set event-level sales targets, budgets and selling plans.

• Develop bundles, offers and sales incentives within approved pricing and margin guidelines.

• Lead booth sales and actively participate in customer selling.

• Recruit or coordinate temporary sales promoters and event crew within approved budgets.

• Train teams on product knowledge, selling techniques, customer objections and payment procedures.

• Monitor performance during events and adjust deployment or sales tactics to improve results.

• Coordinate booth setup, display materials, stock, transport, equipment and payment arrangements.

• Work with Marketing to maintain brand consistency and support event promotion.

• Manage stock allocation, replenishment, unsold inventory and post-event returns.

• Ensure accurate daily sales, payment and stock reconciliation with Finance and Operations.

• Coordinate organiser requirements and applicable event rules with the relevant teams.

• Report sales, costs, contribution, stock variances and lessons learned after each event.

• Recommend which events to repeat, improve or discontinue.

• Capture relevant trade enquiries and hand them over to the appropriate account manager.

• Build repeat relationships with organisers and propose additional staffing when confirmed event demand supports it.

• Event sales and contribution after direct event costs.

• Performance against approved event budgets and sales targets.

• Sales productivity per event day and promoter.

• Stock and payment reconciliation accuracy.

• Quality of event pipeline and repeat commercially viable opportunities.

• Typically 3–6 years of experience in event sales, roadshow sales, exhibition sales or a similar commercial role.

• Proven experience delivering product sales at events—not only organising events or running awareness campaigns.

• FMCG, beverage or consumer-product experience is preferred.

• Experience managing promoters, temporary sales teams or event vendors.

• Able to prepare budgets, assess event profitability and reconcile sales and stock.

• Strong selling, negotiation, planning and problem-solving skills.

• Willing to work weekends, public holidays and irregular hours, with travel as required.

• Comfortable building a new function with limited dedicated manpower.