Director of Sales

Job Description Job Description Job Title: Director of Sales – Nicewonder Farm & Vineyards Reports To: Resort Manager / General Manager Coordinates With: Food & Beverage, Marketing, Business Office, Front Office, Housekeeping, and Executive Leadership Position Type: Full-time; Exempt About Us: At The Virginian Golf Club & Nicewonder Farm & Vineyards, we believe in more than just beautiful views and top-tier amenities — we believe in creating experiences that linger. Located across 1,500+ acres in Virginia’s highlands, our private community blends championship golf, elegant lodging, curated cuisine, and award-winning wine into one destination you’ll never forget. From Tom Fazio’s pristinely sculpted golf course, to our boutique Inn and luxury yurts, to Hickory — our fine dining restaurant led by a James Beard-nominated chef — everything we do is rooted in hospitality, nature, craftsmanship, and joy. We are growing, innovating, and deeply committed to quality in every service and encounter. Join us, help us craft memorable moments, and be part of a team that blends country elegance with genuine warmth. Position Overview The Director of Sales at Nicewonder Farm & Vineyards leads revenue generation through strategic sales initiatives, market development, and strong client relationship management. This role is responsible for driving group bookings, weddings, corporate retreats, and destination events while positioning the property as a premier luxury hospitality destination. The Director develops and executes proactive sales strategies, oversees the client lifecycle from prospecting through event execution, and partners cross-functionally to ensure operational excellence and exceptional guest experiences, balancing strategic leadership with hands-on execution to consistently achieve revenue goals and support long-term property growth. Key Responsibilities • Develop and execute a comprehensive sales strategy to grow group business, weddings, corporate retreats, and private events. • Establish revenue goals and forecasting models; monitor performance and adjust strategies to meet or exceed targets. • Identify emerging markets, industry trends, and partnership opportunities to expand the property’s reach and visibility. • Cultivate and maintain strong relationships with corporate clients, event planners, travel professionals, and community partners. • Lead sales outreach efforts including prospecting, client presentations, networking events, site tours, and industry showcases. • Negotiate contracts, secure agreements, and ensure business terms align with organizational objectives. • Oversee group booking processes, including room blocks, event space utilization, and pricing strategies in partnership with revenue leadership. • Provide strategic oversight of Banquet Event Orders (BEOs), ensuring accuracy and seamless communication between sales and operations teams. • Partner with Food & Beverage, Culinary, and Events teams to ensure successful execution of contracted experiences. • Maintain accountability for the entire sales pipeline, leveraging CRM systems to track activity, conversion rates, and client engagement. • Monitor competitor activity and market conditions to maintain a strong competitive position within the luxury and destination hospitality segment. • Support the development of marketing initiatives, promotions, and packages that enhance occupancy and event revenue. • Prepare and present regular sales reports, forecasts, and performance insights to executive leadership. • Represent Nicewonder Farm & Vineyards with professionalism at industry events, trade shows, and community engagements. • Foster a culture of accountability, service excellence, and collaboration across departments. Qualifications Required: • Education: Bachelor’s degree in Sales, Marketing, Hospitality, Business, or a related field. • Experience: Minimum of 5–7 years of progressive hotel or resort sales experience, including demonstrated success in group and event revenue generation. • Proven ability to develop sales strategies, close high-value business, and consistently meet or exceed revenue targets. • Strong financial acumen with experience in forecasting, budgeting, and performance analysis. • Availability to work a flexible schedule, including evenings and weekends as business demands require. • Ability and willingness to travel as needed. Preferred: • Prior leadership experience overseeing sales teams or complex revenue segments. • Familiarity with CRM platforms, sales analytics tools, and event management systems. • Established professional network within corporate, wedding, or hospitality markets. • Experience in luxury, boutique, resort, or destination hospitality environments. Knowledge, Skills, and Abilities (KSAs) • Advanced sales and negotiation expertise with a results-driven mindset. • Strong leadership presence with the ability to influence stakeholders and guide cross-functional collaboration. • Excellent communication, presentation, and relationship-building skills. • Strategic thinker with the ability to translate market insights into actionable plans. • High level of organization with the capacity to manage multiple clients, contracts, and timelines simultaneously. • Financial and analytical proficiency to evaluate performance metrics and optimize revenue opportunities. • Professional judgment and discretion when handling high-profile clients and confidential information. • Commitment to delivering elevated hospitality experiences aligned with brand standards. Work Environment / Physical Requirements The Director of Sales operates within a dynamic hospitality environment that includes the inn, event venues, vineyards, and farm property, with frequent interaction with guests, clients, vendors, and leadership. This role requires regular mobility throughout the property for site tours, client meetings, and event oversight, along with extended periods of standing and walking. Occasional lifting of materials up to 25 pounds may be necessary. The position also requires schedule flexibility, including evenings, weekends, holidays, and periodic travel, in order to support events, client engagement, and business demands. Benefits of Joining Our Team At The Virginian Golf Club, Nicewonder Inn, and Nicewonder Farm & Vineyards, we believe our employees are the heart of our success. We’re proud to offer a supportive, rewarding workplace with benefits designed to help you thrive both personally and professionally. Our benefits include: • Competitive Pay – Fair wages with opportunities for growth. • Health & Wellness – Comprehensive medical, dental, and vision coverage, plus company-provided life insurance at no cost to you. • Retirement Planning – 401(k) plan with company contribution. • Paid Time Off – Vacation, holidays, and sick time to support work–life balance. • Team Member Discounts – Special pricing on lodging, dining, and vineyard experiences. • Beautiful Work Environment – A scenic setting across 1,500+ acres of rolling hills, vineyards, and golf greens. • Career Growth – Training, mentorship, and advancement opportunities across hospitality, golf, and agricultural operations. Positive Culture – Be part of a professional team that values respect, collaboration, and excellence in service. EEO Statement The Virginian Golf Club L.C. is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.