Most commonly reported Work Activities

• Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
• Coaching and Developing Others Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.
• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Developing and Building Teams Encouraging and building mutual trust, respect, and cooperation among team members.
• Training and Teaching Others Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.
• Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.

The Work

Sales & Marketing Managers in the hospitality sector are typically responsible for increasing the overall sales and to promote the establishment. That means that, as the sales & marketing manager, you need to be able to promote and sell everything about the hospitality business; from guest rooms, to conference and meeting space, to restaurants, leisure facilities and activities/experiences.

The Sales & Marketing Manager develops and implements advertising and promotional plans, which often include online and social media marketing. They may also monitor market trends and activities of key competitors.

They may be responsible for a team of sales representatives, and should try to encourage and support them to meet sales targets.

The responsibilities of the Sales & Marketing Manager can also include maintaining and updating the business website, ensuring effective communications.

Large and medium sised hotels often employ a Sales & Marketing Manager who works closely with the General Manager and Revenue Manager, as well as a sales team. The Sales & Marketing Manager may also report to a senior Sales Executive in some businesses. Attending meetings to keep the general management team informed would also be central to the work of a Sales & Marketing Manager.

Every member of staff who deals with customers’ 'personal data', such as names and addresses, or who process payment card transactions, need to have some knowledge of the General Data Protection Regulations (GDPR). It is the responsibility of the employer to give job-specific information on GDPR in their organisation. You can read more about data protection in the workplace here. 

Most commonly reported Work Tasks

• Direct and coordinate activities involving sales of manufactured products, services, commodities, real estate or other subjects of sale.
• Resolve customer complaints regarding sales and service.
• Review operational records and reports to project sales and determine profitability.
• Oversee regional and local sales managers and their staffs.
• Determine price schedules and discount rates.
• Prepare budgets and approve budget expenditures.
• Monitor customer preferences to determine focus of sales efforts.
• Plan and direct staffing, training, and performance evaluations to develop and control sales and service programs.
• Direct, coordinate, and review activities in sales and service accounting and record-keeping, and in receiving and shipping operations.
• Direct clerical staff to keep records of export correspondence, bid requests, and credit collections, and to maintain current information on tariffs, licenses, and restrictions.

Further Information

• Sales and Marketing Manager - Hospitality - from: eHow [US]

This occupation is typically suited for people with the following Career Interests:

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

You will generally need quite a lot of relevant work experience in Sales and Marketing to be considered for a Sales & Marketing manager position. Business and Marketing qualifications can boost your chances of developing your career. Typically, Sales & Marketing Managers have an undergraduate degree in Business and marketing in addition to Sales/Marketing experience.

As a sales & marketing manager in the hospitality industry, you need to keep yourself up-to-date on the hospitality industry. Professional organisations may offer training or promote training providers. As a Sales & marketing manager in Hospitality, you need to keep yourself up-to-date on market trends, pricing, and any other important developments.

Training & Development

FET Centre Traineeship: Accounting, Business & Administration NFQ level 5 Search FET courses 

FET Centre PLC Courses: Accounting & Finance, Business & Sales, Travel & Tourism, and Hospitality Management, Marketing NFQ Level 5-6 Search FET PLC Courses 

Apprenticeship: Sales, Recruitment NFQ Level 6 Search Apprenticeship 

Higher Education CAO entry: Accounting & Finance, Business & Sales, Travel & Tourism, Hospitality Management, and Marketing NFQ Level 6-8 Search CAO courses 

Postgraduate Course Options: Sales, Marketing, Hospitality management NFQ Level 9 

Springboard Courses: Digital Marketing, Sales, Analytics, Marketing NFQ level 6-9 Search Springboard courses 

Professional Development or Networking opportunities:

Irish Hospitality Institute

Irish Hotels Federation

Last Updated: April, 2023

Salary Range (thousands per year)* €55k - €90k

Salaries vary based on employer, location, experience, and duties.

Data Source(s):
Excel / Lincoln/ Collins McNicolas/ Sigmar/ Morgan McKinley/ Prosperity.ie/ Clark/ Osborne

Last Updated: July, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

• Fáilte Ireland

  • Amiens Street, Dublin 1
  • (01) 884 7700
  • [email protected]
  • Click Here

• Irish Hotels Federation

  • 13 Northbrook Road, Dublin 6
  • 01 497 6459
  • [email protected]
  • Click Here

• Irish Hospitality Institute

  • 12 Priory Office Park, Stillorgan Rd, Co. Dublin
  • (01) 662 4790
  • Click Here

• The Marketing Institute

  • +353 1-295 2355
  • [email protected]
  • Click Here