Sales Director – AV Rentals | Events & Exhibitions

Our client is seeking a commercially driven and results-oriented Sales Director with a strong background in AV Rentals within the Events & Exhibitions industry.

This is a senior commercial leadership role focused on new business development, revenue growth, market expansion, and sales strategy. The successful candidate will be responsible for leading the sales function, identifying new market opportunities, acquiring high-value clients, securing major commercial contracts, and driving sustainable business growth.

We are looking for a strategic sales leader with a strong hunter mentality, a proven track record of winning new business, and the ability to build and lead a high-performing sales team. The priority is someone who can personally drive commercial opportunities while developing a sales strategy that expands the company’s market presence and revenue.

This is not an account management-focused position. The ideal candidate must demonstrate the ability to open new doors, generate substantial new revenue, win key accounts, and establish strategic partnerships across the Events & Exhibitions sector.

Key Responsibilities

• Develop and implement the overall sales strategy to drive revenue growth, market expansion, and new business acquisition.
• Lead, motivate, and develop the sales team, establishing clear commercial objectives, KPIs, and performance expectations.
• Identify and pursue new business opportunities across the Events & Exhibitions, live events, and event production sectors.
• Personally drive high-value sales opportunities, engage key decision-makers, negotiate major contracts, and secure strategic accounts.
• Build and strengthen relationships with exhibition organisers, event organisers, event agencies, production companies, exhibition stand contractors, and corporate clients.
• Expand the company’s client portfolio by identifying opportunities to supply AV rental equipment and technical solutions for exhibitions, trade shows, conferences, corporate events, and live productions.
• Develop strategies to penetrate new markets, target new customer segments, and increase market share.
• Establish strategic partnerships and commercial relationships that generate long-term revenue opportunities.
• Oversee the sales pipeline, ensuring consistent lead generation, effective opportunity management, accurate forecasting, and strong conversion rates.
• Take ownership of sales targets, revenue forecasts, commercial performance, and new client acquisition objectives.
• Work closely with technical, operations, and project delivery teams to develop competitive solutions, ensure service delivery, and maximise profitability.
• Analyse market trends, competitor activity, customer demand, and industry developments to identify opportunities for commercial growth.
• Drive pricing strategies, commercial negotiations, and deal structures to maximise revenue and profitability.
• Establish and maintain robust CRM processes, sales reporting, and performance management frameworks.
• Provide regular commercial updates to senior management on sales performance, pipeline development, market opportunities, and revenue projections.

Requirements

• Mandatory experience working for an AV Rentals company, preferably within the Events & Exhibitions industry.
• Proven experience in a senior sales leadership role, such as Sales Director, Head of Sales, or an equivalent commercial leadership position.
• Demonstrable track record of winning new business, securing major contracts, and delivering significant revenue growth.
• Strong understanding of AV rental solutions, including LED screens, audio systems, visual equipment, lighting, staging, and event technology.
• Established network of senior decision-makers across the Events & Exhibitions, live events, event production, and exhibition services sectors.
• Proven ability to develop and execute sales strategies that generate new revenue and expand market share.
• Experience leading, managing, and developing sales teams in a target-driven commercial environment.
• Strong commercial acumen, with experience in pricing, contract negotiations, revenue forecasting, and profitability management.
• Demonstrated ability to identify new markets, develop strategic partnerships, and convert high-value prospects into profitable contracts.
• Experience managing the complete sales cycle, from market mapping and prospecting through to negotiation and contract closure.
• Proficiency in CRM systems, sales pipeline management, commercial reporting, and performance analysis.
• Excellent leadership, communication, negotiation, and stakeholder management skills.
• A proactive, commercially ambitious, and results-oriented mindset, with the ability to balance strategic leadership with hands-on business development.

Key Success Factors

The successful candidate will be measured by their ability to:

• Deliver revenue growth and achieve or exceed overall sales targets.
• Win new clients, secure major contracts, and generate significant new business.
• Expand the company’s market presence and establish new commercial opportunities.
• Build, lead, and develop a high-performing sales team.
• Maintain a strong and consistent pipeline of qualified opportunities.
• Increase market share and develop strategic partnerships across the Events & Exhibitions industry.
• Improve sales conversion rates, commercial performance, and overall profitability.
• Establish a scalable sales strategy that supports sustainable long-term growth.

The Ideal Candidate

We are looking for a commercial sales leader with a hunter mentality, not an account management mindset.

The ideal candidate will combine strategic sales leadership with a hands-on approach to business development. They will be well-connected within the AV Rentals and Events & Exhibitions industry, confident in engaging senior decision-makers, and capable of winning substantial new business while leading a team to deliver ambitious commercial targets.

Candidates whose experience is primarily focused on managing existing accounts, maintaining client relationships, or overseeing sales teams without demonstrable personal contribution to new business generation may not be suitable for this role.

If you have a strong background in AV Rentals, a proven record of winning new business, and the commercial leadership skills to drive the next stage of growth, we would like to hear from you.

Salt is acting as an Employment Agency in relation to this vacancy.