B2b Audience

Location: Madrid, Spain

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

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.
• 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.
• 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

• 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

• 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 un