Sales Director

Sales Director (International exhibitions)

Location: London
Job Type: Full-time
Salary: Competitive

We are seeking an experienced and driven Sales Director to lead the commercial strategy for a high-profile defence and security exhibition and conference. This role is pivotal in driving exhibitor and sponsor acquisition, forging strategic partnerships, and ensuring revenue growth across international markets. The Sales Director will play a critical leadership role in delivering a world-class event, collaborating extensively with internal teams and external stakeholders.

Day-to-day of the role:

Develop and execute a comprehensive sales plan aligned with the event’s goals.
Identify and engage key stakeholders in defence, aerospace, cybersecurity, and related sectors.
Drive new business development across exhibitor and sponsorship sales.
Manage international agents and country pavilions.
Build strong relationships with defence contractors, government representatives, and international delegations.
Engage with local and international embassies, trade commissions, and industry associations to boost participation.
Lead and mentor a high-performing sales team across multiple territories.
Monitor performance KPIs and implement continuous improvement strategies.
Work closely with marketing, operations, and content teams to ensure aligned messaging and delivery.
Collaborate with conference producers to ensure alignment between exhibition and conference programming.
Monitor regional and international defence market trends and identify emerging opportunities in the International defence sector.

Required Skills & Qualifications:

Degree educated with senior commercial experience in medium/large scale B2B events.
Minimum 7–10 years of B2B sales experience, preferably in defence, aerospace, security, or large-scale international events.
Proven track record of delivering and exceeding sales targets.
Strong network within global defence and/or security sectors is highly desirable.
Experience working on defence or security exhibitions (e.g., IDEX, AAD, DSEI, etc.) is a strong advantage.
Exceptional communication, negotiation, and stakeholder engagement skills.
Comfortable working across diverse cultures and geographies.
Proficient in CRM, preferably Salesforce.
Strategic thinker with commercial acumen.
Resilient, self-motivated, and results-driven.
Strong leadership and team management skills.
Ability to navigate complex procurement and decision-making processes.
Willingness to travel frequently internationally.

Benefits:

Competitive salary and performance incentives.
Opportunities for professional growth in a dynamic international setting.
Frequent travel opportunities.
Collaborative and supportive work environment.

To apply for this Sales Director position, please submit your CV and cover letter detailing your relevant experience and why you are interested in this role.