Director of Destination Sales

SUMMARY: The Director of Destination Sales is the lead for group sales and a key contributor to Visit Walla Walla’s success. Responsible for developing and executing the Group Sales Strategy, this role aligns sales initiatives with organizational goals to drive bookings. The Director builds lasting, value-driven client relationships; promotes Walla Walla to key target markets; manages the sales budget; activates sales initiatives; and oversees key accounts. This position plays a hands-on role in lead generation, site visits, trade show representation, and coordination with local partners to attract meetings, conferences, and group events.

EDUCATION & EXPERIENCE: Bachelor's degree in Business, Marketing, Communications, Hospitality Management, or a related field preferred; equivalent relevant experience will be considered. Proven track record in group sales with a preference for travel, tourism, or hospitality. Prior convention hotel or DMO sales experience preferred. Strong knowledge of meetings and hospitality industry distribution channels and customer base. CORE COMPETENCIES & CHARACTERISTICSCollaborative, team-oriented, and relationship-driven Strong sales and presentation skills Detail-oriented with process development and follow-through Present the diversity of opportunities in a creative and dynamic fashion Clear communicator with diverse audiences Motivated, adaptable, and self-starting High integrity and professional judgment Experience building alliances and working across teams Working knowledge of computer software applications (MSWord, Excel, Power Point, Outlook, Simpleview CRM)

ESSENTIAL DUTIES & RESPONSIBILITIES: Develop and implement group sales strategies aligned with organizational goals Manage sales processes, performance, and budget Pursue high-value group segments including professional, educational, and special interest events that align with Walla Walla’s destination strengths Lead direct sales initiatives: site visits, FAMs, trade shows, events, and digital campaigns Leverage CVENT, Linked In and other tools for lead generation and prospecting Re-engage past conference and association clients; identify high-value target segments Coordinate with hospitality partners to attract meetings and conventions Oversee booking agreements and ensure service hand-offs post-sale Collaborate with Marketing on outreach initiatives Oversee development and execution of sales materials (e.g. collateral, web page, itineraries) Contribute to long-term organizational strategy as part of the leadership team Represent the organization at industry events and stakeholder meetings Monitor, report, and optimize sales performance Perform additional duties as neededBENEFITSHealth Insurance Paid Time Off Vision Insurance Flexible Schedule Retirement Plan Seniority level Director Employment type Full-time Job function Sales and Business Development Industries Hospitality Referrals increase your chances of interviewing at Visit Walla Walla by 2xGet notified about new Sales Director jobs in Walla Walla, WA.We’re unlocking community knowledge in a new way. Experts add insights directly into each article, started with the help of AI.