B2B Audience & Sales Manager – Live Events

Location: Madrid, Spain

Working model: Hybrid – 3 days in the office, 2 days working from home

Salary: €60,000 OTE (€45,000 fixed salary + €15,000 bonus)

About the Opportunity

Our client is an established international B2B events and media organisation operating across the technology and professional services sectors. They create high-value events and experiences that bring together senior business leaders, decision-makers and corporate audiences.

We are looking for an experienced B2B Audience & Sales Manager to lead audience growth and delegate sales activity across a portfolio of live events in Spain and LATAM.

This is a commercially focused leadership role, combining B2B sales, ticketing/delegate sales, audience development and team management. You will be responsible for ensuring each event attracts the right audience in terms of volume, seniority, company profile and commercial value.

The successful candidate will be highly target-driven, organised and confident managing a sales team, while also being comfortable engaging directly with senior decision-makers and corporate audiences.

Key Responsibilities

Sales Strategy & Audience Development

Develop and implement delegate and ticket sales strategies aligned with event revenue and audience targets.
Build targeted sales campaigns for different B2B and corporate audience segments.
Identify new audience opportunities and develop strategies to increase attendance and revenue.
Use data, market intelligence and customer insight to optimise sales activity and conversion.
Develop long-term relationships with key buyers, decision-makers and corporate organisations.
Identify audience gaps and ensure the right mix, seniority and volume of attendees across each event.

Team Management & Performance

Lead, manage, coach and motivate the audience/delegate sales team.
Set clear KPIs and individual and team targets.
Monitor performance and provide regular feedback, coaching and development.
Identify areas for improvement and implement action plans to increase team effectiveness.
Create a high-performance, accountable and collaborative sales environment.
Conduct regular performance reviews and support the professional development of team members.

Ticketing & Delegate Sales

Oversee the full ticketing/delegate sales cycle, from prospecting and lead generation through to conversion and post-event relationship management.
Drive new business while maximising repeat attendance and existing customer relationships.
Engage with senior decision-makers and corporate audiences to understand their needs and encourage event participation.
Ensure the right mix of attendees, seniority and corporate representation across each event.
Monitor sales performance, forecasting and revenue against targets.
Build strong relationships with senior stakeholders and decision-makers within target companies.
Maintain high service levels throughout the sales process to encourage customer satisfaction and repeat attendance.

Market & Audience Intelligence

Research target markets, competitors, industry trends and customer preferences.
Identify new corporate audience groups and potential high-value accounts.
Develop strategies to improve audience retention and repeat attendance.
Use sales data and market intelligence to identify growth opportunities.
Develop relationships with key buyer groups and organisations across targeted markets.

KPIs & Targets

Deliver agreed event delegate/ticket revenue targets.
Achieve agreed activity and conversion KPIs.
Build a consistent pipeline of new B2B and corporate opportunities.
Increase attendance and repeat participation across events.
Maintain the appropriate audience mix, seniority and volume for each event.
Track and report regularly on sales performance, forecasting and revenue.

What We're Looking For

Essential Experience

Proven experience in ticketing, delegate sales, event sales or a closely related B2B sales environment.
Strong experience working with a B2B and/or corporate audience.
Demonstrable experience managing and developing a sales team.
Proven track record of achieving or exceeding sales and revenue targets.
Experience working with senior decision-makers and corporate clients.
Strong commercial and relationship-building skills.
High level of spoken and written English – essential.
Highly target-driven, self-motivated and comfortable working in a fast-paced environment.
Strong organisational skills with the ability to manage multiple priorities.
Confident communicator with excellent telephone, virtual meeting and written communication skills.
Experience with CRM systems, LinkedIn Sales Navigator or similar prospecting tools would be advantageous.

The Ideal Candidate

You will be a commercially minded sales leader who understands how to build, engage and grow a high-quality B2B and corporate audience.

You should be comfortable balancing hands-on sales activity with team leadership, and enjoy working towards ambitious targets. You will have the confidence to speak with senior corporate decision-makers, the analytical mindset to use data to improve performance, and the leadership skills to develop a high-performing team.

Experience within events, ticketing, delegate sales, conferences, B2B media or professional services would be particularly relevant.

What Our Client Offers

€60,000 OTE: €45,000 fixed salary and €15,000 performance-related bonus
Hybrid working: 3 days in the office and 2 days working from home
Social Benefits package
Career development opportunities within an international organisation

B2B Audience & Sales Manager – Corporate Events