Sales Executive (Outdoor Events)
Reporting to: Head of Corporate Sales
Purpose
The Sales Executive plays a vital role in driving revenue growth for VRC through the commercialisation of Flemington Precinct and Outdoor Events.
Reporting to the Head of Corporate Sales, this position combines business development, account management, and strategic relationship building to maximise the value of the VRC's world-class entertainment precinct.
This role exists to identify new opportunities, deepen partnerships, and deliver exceptional experiences in a fast-paced, high-profile events environment.
Stakeholders
Internal:
Executive team, department heads, managers, Board of Directors, and the broader VRC team.
External:
VRC members, customers, clients, suppliers, vendors, regulators, and relevant industry networks and associations.
Focus
Flemington Outdoor Event Strategy:
Assist in development and implementation of an outdoor events strategy to commercialise and further innovate outdoor opportunities within the precinct.
Sales Growth:
Drive revenue by implementing by sourcing new outdoor events proactively, responding to briefs & growing existing accounts and relationships.
Commercial Negotiation:
Manage the feasibility, full quoting, proposal, negotiation, and contracting process to secure profitable and mutually beneficial agreements.
Stakeholder Management:
Build and maintain strong client and stakeholder relationships to ensure exceptional service, seamless collaboration, and smooth handovers to Operations team and Hospitality partner.
Market Insight:
Leverage market trends, competitor activity, and client insights to inform sales strategies and uncover new business opportunities.
Performance & Compliance:
Achieve KPIs for new outdoor business and event/client retention, ensure accurate booking processes, and maintain compliance with legal and VRC policy requirements.
Event Delivery & Reporting:
Providing support where required during events along with reporting such as ECC logs and resident hotlines.




Success Measures (KPIs)
Achieve annual revenue sales targets for outdoor events.
Orchestrate deals that generate the best commercial outcome for the VRC.
Secure an agreed number of new events per season, with a minimum retention rate of 70% for returning clients/events.
Deliver quarterly reports on market trends and competitor activity, including at least two cutting-edge initiatives per year that generate measurable business growth.
Core Capabilities
Demonstrated success in sales or more broadly within the outdoor event space.
Genuine passion for outdoor events and a commitment to delivering exceptional outdoor events and experiences.
Proven ability to build and sustain long-term, meaningful client relationships.
Strong business acumen with well-developed negotiation skills, attention to detail, and effective time management.
Resilience and adaptability in high-pressure environments, with openness to change in response to evolving business needs.
High level of computer literacy, including advanced proficiency in Microsoft Office Suite
Excellent written and verbal communication skills, with the ability to engage confidently with clients, partners, and stakeholders at all levels.
Contribute to a positive and respectful team environment that values open communication, creative collaboration, and mutual support.
Manage workload effectively, with guidance from leaders, to maintain a healthy balance between high-quality creative output and personal wellbeing.
Support an inclusive workplace where diverse perspectives are valued, and feedback is encouraged, constructive, and solution focused.
Values
Think VRC:
We deliver with one purpose and plan.
We're one VRC team.
Create Joy:
We design every experience, for our members, customers and each other, to create joy.
Be Gutsy:
We are grounded in our heritage; we're brave and curious in our pursuit of a bigger future.
F-Learn:
We fail but learn, treating setbacks as opportunities for growth.
Care Deeply:
We genuinely care about each other: our people, our members, our customers and our community.
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📌 Sales Executive (Outdoor Events) (Melbourne)
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