The Sales Director is responsible for leading, shaping, and executing Al Ain Zoo's global sales strategy. This role is based 50% at Al Ain Zoo and 50% at Miral Destinations Headquarters, requiring regular presence and coordination across both locations to ensure unified commercial strategy, consistent execution, and seamless integration of on-site operations with central support functions.
This role drives revenue growth across domestic and international segments by developing strong market partnerships, expanding global distribution through B2B marketing, and maximizing commercial opportunities for Al Ain Zoo and associated experiences (e.g., Safari, Events, Conservation products, Experiences).
The Sales Director oversees the performance of both domestic and international sales teams, ensuring effective market penetration, strategic account management, and new business development. This position is central to strengthening Al Ain Zoo's presence in key source markets while maintaining strong relationships with local partners, schools, corporates, and stakeholders.
Commercial responsibilities
- Execute commercial priorities to maximize revenue and attendance across domestic and international market segments for Al Ain Zoo.
- Identify, develop, and expand new business channels and revenue streams.
- Build and maintain strategic partnerships within both domestic and travel trade markets.
- Drive initiatives that enhance market awareness, partner engagement, and conversion.
- Support international trade strategy execution, aligning activities with global market opportunities.
- Expand Al Ain Zoo's presence through partnerships, campaigns, and trade engagements.
- Monitor global and domestic competitor activity to drive performance optimization.
- Strengthen the Schools, Corporate, and Government segments through strategic account management.
- Support and develop the Events/MICE segment in alignment with the business priorities.
- Ensure strong client relationship management, including executive-level engagements when required.
Leadership responsibilities
- Set clear KPIs, annual targets, and operational objectives for the sales team.
- Coach, mentor, and develop high-performing team members, supporting succession planning.
- Promote accountability and a performance-driven culture through structured reviews and performance management.
- Coordinate with Marketing, Operations, Science Education and Customer Experience to ensure unified delivery of commercial priorities.
- Lead or support key negotiations as directed by the Senior Sales Director.
B2B Marketing responsibilities
- Work closely with the B2B Trade Marketing Manager to direct B2B marketing strategies and campaigns to drive revenue, attendance, and market engagement.
- Implement targeted marketing initiatives for domestic market and internationally (OTAs, DMCs, and Tour Operators).
- Ensure alignment between sales objectives and marketing-led trade campaigns.
- Monitor campaign performance, market trends, and competitor promotions to guide improvements.
- Strengthen partner engagement through events, trainings, webinars, and trade activations.
Strategic responsibilities
- Manage and monitor the sales budget, ensuring adherence to internal processes.
- Support the development and execution of long-term sales strategies aligned with the broader portfolio direction.
- Assist in strategic projects and initiatives that impact long-term growth.
- Forecast revenue and attendance, providing data-driven recommendations.
- Collaborate with cross-functional leaders to support commercial, operational, and guest experience alignment.
- Optimize sales processes and partner engagement strategies.
Business Planning responsibilities
- Contribute to annual and multi-year business planning for Al Ain Zoo.
- Participate in pricing strategy reviews, benchmarking, and revenue optimization efforts.
- Monitor performance trends and competitor insights to inform decisions.
- Translate strategic priorities into actionable plans for the team.
Essential:
- Bachelor's degree
- Minimum 7 to 10 years of work experience in the attractions, tourism or hospitality industry, handling at least 4 of the segments involved in this role.
- Excellent spoken and written English.
- Strong commercial, strategic, and analytical skill set.
- Proven experience in business development and account management.
- Established network within Corporate, Government, Schools, and Travel Trade segments.
- Strong understanding of domestic and international tourism markets.
- Demonstrated ability to lead teams and drive performance.
- Strong interpersonal, communication, and stakeholder management skills.
- Strong proficiency in MS Office, especially PowerPoint.
Desirable:
- Master's degree
- Additional certifications in tourism, sales, or international business.
- 5 - 6 years of Sales, Business Development or Commercial leadership roles
- Fluency in Arabic (spoken and written) would be a strong advantage.
- Experience working with attractions, wildlife parks, or cultural destinations.
- Knowledge of GCC cultural dynamics and international visitor expectations.
