Associate Director of Sales & Events

Job Posted 8/23/2023
Shelby Farms Park Conservancy
Memphis, TN 38134
United States
Category Farming Jobs
Job Description

Job Details

Main Office - Memphis, TN
Full Time
$65,000.00 - $75,000.00 Salary

The Associate Director of Sales + Events is responsible for leading the team that manages client relationships, closes inside sales, and executes events for venue rentals. This role is also a main stakeholder in developing and implementing SFPC events to meet revenue and fundraising goals, such as the managing our annual gala.

Position Summary

The Sales + Events (S+E) Team is responsible for critical revenue to support the Park while ensuring “above + beyond hospitality.” The Associate Director of Sales + Events is responsible for leading the team to manage client relationships, close inside sales, and execute events for venue rentals. This role is also a main stakeholder in developing and implementing SFPC events to meet revenue and fundraising goals.


The Associate Director of Sales + Events is an excellent collaborator who works with teammates, direct reports, stakeholders, clients, and other departments to achieve goals, overcome obstacles, and deliver high quality events with strong client loyalty. This position will drive results in three areas: (1) achieve team revenue goals by converting incoming leads for venue rental clients through direct reports by providing guidance, support, and conflict resolution when issues arise; (2) maximize fundraising revenue and visitor experience through creation, planning, and management of SFPC events; and (3) motivate team by maintaining a positive, productive, and engaged team culture.  The Associate Director coordinates work schedules and event logistics. This is both an internal and external facing role that collaborates with all departments within the Park.


Job responsibilities include but are not limited to

  • Along with S+E Director, analyze business processes and identify opportunities to generate additional revenue through the creation of business plans with actionable objectives

  • Continuous research on industry standards for best practices on pricing, operations, and procedures

  • Set and meet goals for SFPC to reach net profit objectives; assist with creating and managing team budget 

    • Control expenses to operate within the approved budget

    • Maximize revenue by selling all aspects of venue rentals 

    • Create and execute additional revenue streams as possible 

  • Partner with Communications Team to develop and implement marketing strategies to increase revenue opportunities

  • Drive client loyalty through cultivating a culture of above + beyond hospitality throughout the sales process and fulfillment of events

  • Lead and develop teammates by consistently providing training, performance feedback, coaching, and support in alignment with SFPC policies, team culture guidelines, and work standards

  • Establish accountability for client-facing direct reports to maintain team standards of excellence

    • Utilize sales platform/database to track bookings and prepare correspondence, booking reports and files 

    • Generate and execute event contracts for new and repeat clients 

    • Negotiate pricing and maintain operational consistency

    • Ensure swift response to leads and push to convert to event/venue sales

    • Review and create site layouts with CAD drawings

    • Drive client loyalty through excellent customer service throughout the sales and implementation process 

    • Serve clients by recommending appropriate features and services that best meet needs

    • Execute events, as needed

    • Absorb unexpected scheduling conflicts and/or gaps in staffing  

  • Meet frequently with team, individually and as a group, to review client event plans and assign specific duties for efficient logistics

  • Oversee the creation, management, and dissemination of the SFPC upcoming events calendar, including managing relationships of strategic Park partners by providing updates on events that may impact their functions 

  • Plan and drive weekly team meetings, including ownership of event planning documentation, work schedules, and client satisfaction follow-up

  • Partner with S+E Team leaders to coordinate logistics, staffing plans, set-up and tear-downs for all events

  • Anticipate problems and develop appropriate solutions; investigate, analyze, and resolve operational problems and complaints 

  • Facilitate conflict resolution internally and externally, managing through issues and finding common ground

  • Main contact on S+E team in developing and implementing SFPC fundraising events in collaboration with Park Operations, Development, and Communications Teams

  • Plan and implement SFPC events, including developing budgets, directing events, preparing written plans to communicate with SFPC team to facilitate successful implementation 

    • Work with Development Team to develop and maximize SFPC event sponsorship value, and fulfills event sponsorship commitments to ensure sponsor retention 

    • Seek to exceed SFPC event revenue goals while operating within budget constraints 

  • Pre- and post-event reporting; prepare reports, establish metrics, and maintain tracking to support analysis of all SFPC and client events 

  • Assist with additional events and S+E special projects, as needed


  • Strong organizational and decision-making skills

  • Excellent communication and guest relation skills

  • Knowledge of market trends, competition and key customers of the Park

  • Excellent collaboration skills 

  • Ability to work effectively in stressful, high-pressure situations, including resolving guest complaints 

  • Maintains composure and objectivity under pressure

  • Highly motivated, strong sense of urgency

  • Effective listener, able to understand and clarify concerns raised by team members and guests

Personal Qualities

  • Demonstrates values of collaboration, accountability, humility, authenticity, trust and learning

  • Commitment to the consistent production of high quality, detailed work

  • Organizes, plans, and schedules in an efficient, productive manner

  • Spirit of inquisitiveness/curiosity

  • Team player attitude; willingness to complete the most important task at hand 

  • Manages stress in a fast-paced, changing organization

  • Collaborates with people of different races, backgrounds and experiences

  • Elicits confidence and builds rapport

  • Enthusiastic, dependable, self-motivated, and self-aware


  • A degree in Business Management, Marketing, or Hospitality  is an asset but not required

  • Minimum of 5+ years of sales and/or event experience

  • Minimum of 2+ years of people management experience

  • Ability to consistently work nights, weekends, and holidays 

Physical Requirements

  • Physical ability to perform tasks outside in extreme conditions (heat, cold, inclement weather)

  • Must be able to sit and/or stand for extended periods

  • Must be able to lift up to 30 pounds at times


Company Summary

About Shelby Farms Park

At 4,500 acres, Shelby Farms Park in Memphis, Tennessee is one of the largest urban parks in the country.  The Park features miles of paved and unpaved trails, dozens of lakes and ponds, the internationally recognized and sustainably designed Woodland Discovery Playground, a buffalo herd, the FedEx Event Center, a water play sprayground, an outdoor event stage overlooking an 80-acre lake, a treetop adventure course and more. 


About Shelby Farms Park Conservancy

Shelby Farms Park Conservancy (SFPC) is the nonprofit that manages and cares for Shelby Farms Park and Shelby  Farms Greenline in Memphis, TN. SFPC is responsible for daily management, fundraising to meet operational budget needs, setting the vision for the Parks future, and stewarding its natural resources. SFPC team members are committed to our vision of creating a celebrated 21st-century park that defines and shapes a great city and that provides inclusive, equitable, and free access for each and every resident of the Memphis area.


This document describes typical duties and responsibilities and is not intended to limit management from assigning other work as required.

SFPC is an Equal Opportunity/ Affirmative Action Employer, we will consider applicants for all positions without regard to race, color, religion, national origin or ancestry, sex, age (40+), disability, veteran status, or any other legally protected status under local, state, or federal law.