Director of Catering and Events Sales

The salary range for the role is $120,000-$135,000 per year.

Eligible for Quarterly Incentives too!

Position Summary

The Director of Catering and Events leads the strategy, sales execution, planning, and on-property delivery of catering and events for Appellation Healdsburg. This role is responsible for building and managing the catering and events pipeline, driving revenue through social and group segments, owning event operations and standards, and partnering across culinary, rooms, and operations to deliver high-touch experiences. The Director will create structure and systems that scale, while ensuring each event reflects Appellation’s food-first, wine country luxury positioning.

Key responsibilities

Sales, revenue, and strategy

• Own catering and events revenue strategy across social, weddings, corporate, and group programs, aligned with annual budget goals.
• Manage the full event sales lifecycle: inquiry intake, discovery, site tours, proposals, contracting, deposits, menu and package design, and upsell strategy.
• Build and maintain a healthy pipeline and pace, with accurate forecasting and weekly reporting (conversion, pickup, average check, space utilization, and pace to goal).
• Optimize pricing and packaging with Revenue and Culinary, including space fees, F&B minimums, service styles, add-ons, and seasonal experiences.
• Lead prospecting and relationship development with planners, DMCs, luxury agencies, and local partners to generate qualified demand.
• Planning, operations, and execution
• Own event planning standards and workflows: timelines, function space planning, BEOs, rooming coordination, arrivals, VIP moments, and post-event wrap.
• Partner with Executive Chef and F&B leadership to design menus and experiences that match brand and profitability goals.
• Ensure flawless on-property execution: pre-cons, banquet checks, run-of-show, staffing alignment, and real-time problem solving.
• Champion service culture and guest experience, ensuring every event delivers consistent warmth, precision, and hospitality.

Team leadership and cross-functional collaboration

• Lead, coach, and develop the catering and events team (event managers, coordinators, conference services as applicable).
• Collaborate with Sales, Rooms, Front Office, Housekeeping, Engineering, and Spa to ensure seamless guest and planner experience.
• Establish SOPs, templates, training, and quality assurance tools that elevate consistency and reduce friction across departments.
• Promote a culture of accountability, responsiveness, and creativity.

Financial management and administration

• Own event P&L levers: profitability, labor alignment, service charges, concession strategy, and cost control in partnership with Finance and F&B.
• Ensure accuracy and compliance for contracts, insurance requirements, payment schedules, credit card authorizations, and billing closeout.
• Maintain clean, current records in the CRM / event systems (Delphi, TripleSeat, Cvent, or comparable), including trace and task discipline.

Success metrics (examples)

• Achieves or exceeds monthly/annual catering and events revenue and profit targets.
• Improves conversion rate, average check, and ancillary spend per attendee.
• Delivers strong planner satisfaction scores and repeat business.
• Maintains high-quality BEO accuracy, on-time delivery, and clean billing closeout.
• Builds a predictable pipeline and forecasting cadence with leadership visibility.

Qualifications

• 5 to 8+ years of progressive catering/events leadership experience in luxury hotels or high-end resorts; Director-level experience strongly preferred.
• Proven track record driving catering/event revenues and leading successful event operations at a premium standard.
• Strong business acumen: forecasting, pricing, budgeting, and margin management.
• Skilled communicator and relationship builder with confidence leading planner discussions and negotiations.
• Operational strength: BEO discipline, rooming coordination, banquet/catering production, and cross-department orchestration.
• Tech fluency with CRM/event systems and Microsoft Office/Google Workspace; comfort with reporting and dashboards.
• Ability to work flexible hours, including evenings, weekends, and holidays based on event needs.

Core competencies

• Luxury service mindset with calm, decisive leadership under pressure
• Strong organizational systems and attention to detail
• Creative, food-and-beverage-forward approach to experience design
• Team development and performance management
• Negotiation and sales execution excellence

Why Hospitality Professionals Choose Appellation

· Weekly Pay - Get paid every week for better cash flow and financial flexibility

· Vacation and Sick Time Off - Recharge when you need it to rest and reconnect

· Comprehensive Insurance Coverage - Health, dental, and vision insurance plans available

· 401(k) Matching - Build your future with company-matched retirement contributions

· Holiday Pay - Get compensated for those important family moments and celebrations

· Your Birthday = Paid Holiday - Celebrate your special day with a paid day off

· Complimentary Meals - Savor every shift with delicious complimentary meals

· Employee Discounts – Enjoy discounted stays at Appellation properties and dining outlets

These aren't just benefits - they're our commitment to your career and well-being. People power us! When you thrive, we all thrive!

Appellation Healdsburg is an equal opportunity employer.