Group Sales Manager

Overview

The Group Sales Manager is responsible for generating and booking group business that drives overnight stays and economic impact throughout Thurston County. This role proactively markets the destination to meeting planners, sports organizations, and group travel buyers while serving as a trusted connector between clients and local tourism partners. Reporting to the CEO, the Group Sales Manager focuses on lead generation, RFP management, partner coordination, and relationship-driven sales, ensuring Experience Olympia & Beyond is positioned as a responsive, collaborative, and competitive destination for group travel.

Success in this role is measured by booked room nights, lead conversion, and strong community relationships.

• Group Sales & Business Development
• Develop and execute a group sales plan aligned with the EOB Annual Business & Marketing Plan and organizational priorities.
• Proactively generate leads and pursue group business across meetings, sports, SMERF, and group travel markets.
• Manage all group sales inquiries and RFPs, ensuring timely responses, competitive proposals, and strong partner alignment.
• Serve as the primary point of contact for planners throughout the sales process, from initial inquiry through booking.
• Coordinate and host site visits and familiarization tours that showcase Thurston County's venues, accommodations, and experiences.
• Attend trade shows, sales missions, and industry events to promote Thurston County as a group travel destination.
• Utilize the CRM system to track leads, bookings, and outcomes, producing reporting that demonstrates performance and economic impact.
• Maintain a qualified buyer database and lead distribution process that supports local partners.
• Lead the Olympia & Beyond Sports Commission with a focus on booking sports-related group business.
• Support all aspects of group sales efforts in coordination with the Film Commission and Wedding Collaborative, and others, as applicable.

• Community Partnership & Stakeholder Engagement
• Build and maintain strong relationships with local hotels, venues, attractions, restaurants, and tourism partners.
• Serve as a visible ambassador for Experience Olympia & Beyond through regular site visits, check-ins, and in-person engagement.
• Collaborate with team to ensure Sports Facility Guides and Meeting Planner Guides are up to date and informative.
• Educate partners on group sales opportunities, RFP processes, and market trends to increase participation and readiness.
• Support partner participation in EOB programs related to group sales and sponsor ships, as assigned.
• Lead outbound communication with industry contacts and local stakeholders to strengthen collaboration and trust.
• Maintain working knowledge of local, community and industry trends and highlights.

• Internal Collaboration & Reporting
• Collaborate closely with the marketing team to align group sales efforts with destination marketing plan.
• Track, report, and share organization sales performance updates, market insights, and Thurston County lodging performance with internal leadership and stakeholders.
• Support board and stakeholder presentations related to group sales results and opportunities.
• Contribute to a collaborative, solutions-oriented team culture at Experience Olympia & Beyond.

Nothing in this job description restricts management's right to assign or reassign duties and responsibilities to this position at any time. EO&B believes that each employee makes a significant contribution to our success. That contribution should not be limited by the assigned responsibilities. It is our expectation that each employee will offer his/her services wherever and whenever necessary to ensure the success of the organization.

• Increased group leads, bookings, and room nights
• Strong conversion rates and positive planner experiences
• High partner engagement in group sales opportunities
• Clear, data-driven reporting of group sales performance
• A strong reputation for Experience Olympia & Beyond as a proactive, partner-focused sales organization
• Sales Communication - Clearly articulates value propositions and tailors messaging to meet client and partner needs.
• Relationship-Based Selling - Builds trust-based relationships that lead to long-term partnerships and repeat business.
• Negotiation & Closing - Confidently navigates objections, aligns stakeholder interests, and moves opportunities toward commitment.
• Initiative - Proactively seeks opportunities, takes ownership of outcomes, and moves projects forward without waiting for direction.
• Accountability - Takes responsibility for performance, follow-through, and results.
• Time Management - Effectively prioritizes tasks and manages deadlines across multiple sales efforts.
• Critical Thinking - Evaluates challenges, identifies solutions, and applies sound judgment in decision-making.
• Good Listener - Actively listens to planners, partners, and stakeholders to understand needs and build trust.
• Attention to Detail - Ensures accuracy and…