Destination Sales Manager

About Us

Sonoma County Tourism (“SCT”) is the official destination stewardship organization dedicated to promoting overnight stays and creating a sustainable hospitality economy in Sonoma County, California. SCT’s mission is to inspire overnight travel to Sonoma County that bolsters the region’s economy and encourages responsible stewardship of the community’s abundant resources. SCT achieves this mission by working with the local community and employing a marketing and promotions plan that creates awareness of the destination and encourages people and businesses to travel to Sonoma County.

Summary

The Destination Sales Manager is responsible for promoting Sonoma County as a premier destination for groups, meetings, and special events. Key performance indicators (KPIs) are achieved through a comprehensive set of responsibilities, including prospecting new clients, attending trade shows and conferences, retrieving and following up on leads, organizing client events, conducting familiarization tours, coordinating site inspections, and executing other activations to effectively position Sonoma County as a top choice for overnight stays.

The Manager should have excellent verbal and written communication skills, be a high energy, self-motivated, and comfortable interacting with industry professionals, community leaders, business partners, and clients.

Essential Duties & Responsibilities

Duties may include but are not limited to the following:

Lead Generation

• Identifies and develops new market opportunities from existing accounts.
• Organize and participate in sales blitzes, client events, trade shows, site inspections, familiarization (FAM) trips, and other industry engagements.
• Proactively prospect new opportunities in assigned markets by engaging with both new and existing accounts.
• Develop branded presentations, sales communications, positioning strategies, and follow-up initiatives to position the organization as a reliable destination resource.
• Utilizes an innovative approach to generate incremental, qualified leads for the destination.
• Provide detailed and timely communications to business partners on lead development.
• Manage all aspects of assigned accounts within the Customer Relationship Management (CRM) system, ensuring accurate and up-to-date records.
• Oversee the booking cycle, acting as a liaison between business stakeholder properties, clients, and end users when applicable.
• Accept and respond to assigned RFPs and leads through various communication channels, including phone calls, virtual meetings, emails, and in-person interactions.
• Foster and manage strategic partnerships with key meeting planner organizations such as MPI, PCMA, SITE, and third-party planning entities.

Sales Activations

• Represent the organization at industry trade shows and sales missions while recruiting local partners for participation.
• Manage all aspects of trade show involvement, including registration, submissions, appointment scheduling, shipping logistics, and travel coordination.
• Execute timely and strategic follow-ups with clients met during appointments, networking events, entertainment, or other activations.
• Identify and invite qualified meeting planners to attend familiarization (FAM) tours and client events.
• Develop engaging and customized itineraries while escorting clients throughout Sonoma County.
• Collaborate with partners to deliver exceptional site inspection experiences for clients.

Partner Relations

• Build and maintain strong relationships with destination lodging properties, attractions, wineries, service partners, Destination Management Companies (DMCs), and other businesses to enhance sales opportunities.
• Identify need periods and special promotional opportunities to support stakeholders in maximizing business potential.
• Stay informed about new developments, events, and offerings in Sonoma County to provide up-to-date destination insights.
• Assist in the coordination of quarterly destination sales team mixers.

Administrative Duties

• Maintains an activity log in CRM relating to influencing the sales process of contracted programs, including client meetings, follow up, incentives, trainings, networking, partner referrals, sales activations, or other activities that substantially influence the contracting of programs at stakeholder properties.
• Ensure timely, prompt, and accurate daily, weekly, monthly and quarterly reports on sales activities, lead generation, definite room night bookings, site visits, trip activity, communications, and other sales related goals.
• Manages expenditures within budgetary requirements.
• Represent the organization by serving on industry committees and boards as appropriate while maintaining active memberships and attending local, state, regional, and national industry events.
• May have special assignments and responsibilities outside of normal work hours.

Supervisory Responsibilities

• This position has no personnel supervisory responsibilities and minimal budgetary responsibilities.

Required Education and/or Experience

• A minimum of three years of sales experience in the tourism industry, preferably within a hotel or destination marketing organization.
• A bachelor’s degree in hospitality, tourism, international marketing, business administration, or a related field is preferred.

Required Knowledge. Skills. & Abilities

• Goal-oriented, reliable in meeting deadlines, well-organized and a consensus builder.
• Excellent public presentation and communication skills (both orally and in writing)
• Expertise and certification in event.
• Proficiency in Microsoft Outlook, Word, Excel and Power Point.
• Experience working with a CRM database (Simpleview experience a bonus).
• Displays an aptitude for identifying and learning new software programs.
• Skilled in high-level, professional customer service.
• Ability to work effectively with a cross-section of people, nationalities and time zones.
• Ability to perform consistently in a fast-paced, multi-tasked and deadline-driven environment.

Physical Requirements

• The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.
• Ability to lift up to 40 lbs. Frequently sits, stands, and walks. Occasionally twists/turns, bends, kneels, and reaches overhead. Specific vision abilities required by this job include close vision, distance vision, peripheral vision, depth perception and ability to adjust focus.

Work Environment

• Position is hybrid, with the possibility of 3 days in the office and 2 days remote.
• This job primarily operates in a professional office environment.
• This position requires up to 60% travel. Frequently travel is outside the local area and overnight.
• Must have a valid driver's license and provide own transportation.

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.