Director, Exhibit & Sponsorship Sales | Optica


Posted: 04-Feb-22

Location: Washington, D.C.

Type: Full Time

Required Education: 4 Year Degree



Job Function:


Years of Experience:


Optica is recruiting for a Director, Exhibit & Sponsorship Sales. The Director, Exhibit and Sponsorship Sales is responsible for all exhibit, advertising and sponsorship sales for OPN, OFC, CLEO, FiO, and Congresses/Topical meetings. The Director, Exhibit & Sponsorship Sales builds strong relationships between OPTICA and companies in the optics and photonics industry and provides opportunities for key companies to maximize their visibility through appropriate OPTICA channels. This position works closely with the marketing, meetings and exhibit teams to ensure successful exhibit and sponsorships sales that meet or exceed revenue goals and quality objectives. The Director, Exhibit & Sponsorship Sales works closely with the Senior Director, Corporate Engagement to develop new strategies that will increase acquisition and retention rates for all exhibits in the OPTICA portfolio.

Primary Responsibilities:

  • Develop and implement an overall sales plan for sponsorship, advertising and exhibit sales.
  • Actively prospect/cold call new business and build the sales database.
  • Manage sales leads by tracking and prompt follow up on sales.
  • Manage and maintain the integrity of the sales database.
  • Working in conjunction with the Sr. Director, Corporate Engagement to develop key account reports and tools to include coverage of key account contacts, sales tracking information for all initiatives, financial tracking and reporting for all initiatives and development of new sales tools as necessary to advance association programs.
  • Identify new sponsorship and exhibit sales opportunities across all OPTICA conferences, exhibitions and advertising.
  • Develop and maintain excellent sponsor and exhibitor relations, especially with key accounts.
  • Provide input to maximize revenue-generating floorplans.
  • Work with Sales Managers to design and implement the onsite exhibit space selection process, to include the Priority Point Process, creation of the rebook mailer, contract, and onsite duties.
  • Develop and implement sponsor and exhibitor retention programs.
  • Identify key competitive conferences and exhibitions to attend for prospecting and competitive intelligence gathering.
  • Prepare sales proposals and follow through with all necessary invoicing, documentation, and contracts.
  • Monitor industry, vendors, developments and trends, and trade association business models to support updating and introducing to OPTICA programs and projects.
  • Support the marketing team and the Senior Director of Corporate Engagement in the development of comprehensive OPTICA sponsorship and exhibits print and electronic promotional materials.
  • Penetrate new markets such as Quantum and AR/VR
  • Sell and lead team selling new exhibits and sponsorships that arise as driven by new OPTICA strategic directions.
  • Coordinate sales, invoicing, and collections for exhibits, OPN advertising and sponsorships.
  • Evaluate all sales revenue utilizing the weekly reports, ensuring that the sales team follows up on all current and pending sales and prospects; including updated projections for each show, renewal reports, booth hold reports.
  • Overall responsibility for meeting the sales team’s primary exhibit and advertising sales goals, lead generation, new sales, renewal sales and timely processing of these transactions through effective coordination and proper entry into Netforum, Expocad, Google Docs and the Industry Relations CRM database.
  • Update CRM database with new accounts and prospects as they are collected.
  • Serve as a mentor to Industry Relations Sales Managers in the overall sales strategy, process, and efforts to exceed revenue goals.
  • Effectively communicate and assists Industry Relations Sales Managers with completion of all sales outreach initiatives, including but not limited to email calendars with proposed topics, competitive prospecting trips and marketing initiatives needed to hit/exceed revenue goals.
  • Ensure additional sales initiatives are completed and documented. These initiatives include but are not limited to prospect lists, hold reports and renewal/new target reports.
  • Identify and manage relationships with key accounts to drive additional revenue.
  • Utilize the CRM database to track sales efforts, make detailed notes, update contact details and create accurate sales projections. Provide weekly updates to Industry Relations Sales Managers to include top prospects.
  • Identify new sponsorships and create a report/document to outline sponsorship goals to increase sponsorship sales.
  • Oversee pre-show, onsite and post-show rebook efforts to increase the overall rebook revenue.
  • Develop relationships with key accounts and exhibitor prospects to maximize revenue.
  • Maintain excellent communication with Industry Relations Sales Managers. Initiatives include meeting with the team regularly regarding prospecting, team facilitation, responding to sales managers’ questions promptly, and maintaining reports reviewed by the entire team.
  • Lead the Industry Relations Sales Managers by serving as the go-to resource, quickly identify mistakes & challenges, use leadership communication and negotiation tactics with the clients and the sales team.
  • Identify and execute high-impact, high-visibility initiatives. Be a strategic thinker and take ownership of all meetings. The Director, Exhibit and Sponsorship Sales will always have a bigger picture view, ready to offer/recommend future initiatives.
  • Ensure that all sales tasks are prioritized and executed promptly, including prospect lists, rebook efforts, web site updates, marketing materials, and renewal/new target reports.
  • Work closely with the Exhibit & Meetings Operations Teams to ensure customer satisfaction related to exhibit and sponsorships.

Education and Experience

  • Minimum of 10 years exhibit, advertising and/or sponsorships sales experience
  • Association, Exhibition and/or Advertising experience preferred
  • International sales and/or exhibit experience preferred
  • Knowledge/familiarity with optics and photonics industry preferred
  • Previous Sales team management experience required

Skills and Abilities:

  • Required proficiency in Microsoft Word, Excel, Outlook and PowerPoint
  • Proficiency with contact management software, preferably ACT or SalesForce
  • Experience with content management systems, preferably Kentico
  • Experience with NetForum or other association management software system
  • Prefer experience with ExpoCAD or other space-draw programs
  • Strong interpersonal and customer communications skills.
  • Excellent business writing skills and experience.
  • Skilled in following up with customers and persistent in closing sales to maximize customer decision-making.
  • Ability to focus effectively on multiple tasks at all times
  • Ability to meet deadlines.
  • Ability to travel required

Located in the Dupont Circle neighborhood of Washington, DC, Optica, formerly OSA, offers a competitive salary and excellent benefits. Send resume, cover letter, and salary requirements to [email protected]

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