Director of Sales

At Miiro, we believe there’s a better way to travel. A way that is more thoughtful and personal. And since our hotels are in Europe’s most interesting neighbourhoods, we also encourage guests to discover new places — on their own terms and in an authentic way. Ultimately, we want to make sure guests go home inspired and reinvigorated because they’ve had a brilliantly considered stay. Creating ‘Brilliantly Considered Stays’ is the essence of our brand. Stays that bring our guests closer to the local culture and their stories.

This exciting role will result in development and execution of a multi segment sales strategy for the first hotel to open within the newly launched Miiro portfolio. Under the supervision of the Head of Sales and working with the hotel GM, you will be the main sales representative on the ground for London and will play a crucial role in the commercial success of a brand\-new hotel in Earl's Court. As Sales Manager you will be responsible for continually maximising the commercial opportunities in all aspects of the hotel including bedrooms, food and beverage and event spaces. You will be working closely with the Head of Sales and wider global team to successfully identify and nurture client relationships and continue to build upon your success to ensure the delivery of budgetary targets.

The Opportunity

As a Director of Sales, you will play a pivotal role in shaping and executing the commercial strategy for our first London hotel — a landmark opening within the Miiro portfolio, located in Earl’s Court.

Reporting to the Head of Sales and collaborating closely with the General Manager and wider commercial team, you will lead the sales function on the ground, driving performance across all segments — rooms, events, and F\&B — while establishing Miiro as a distinctive, desirable brand in the London market.

This is a rare opportunity to shape the market positioning and revenue success of a new, design\-led hospitality brand in one of Europe’s most competitive cities.

Key Responsibilities

• Develop and implement a multi\-segment sales strategy to drive revenue, market share, and brand visibility.


• Build, lead, and inspire a high\-performing sales team focused on proactive client engagement and relationship management.


• Identify new business opportunities across corporate, leisure, and MICE segments, ensuring sustained commercial growth.


• Collaborate closely with marketing, revenue management, and operations to align sales initiatives with overall business objectives.


• Represent the hotel and brand at trade fairs, networking events, and industry conferences.


• Analyse sales performance and market trends to adjust strategies and optimise results.


• Oversee key client relationships, negotiations, and contracting processes.


• Support pre\-opening sales activity, including launch planning, PR collaborations, and market activation.

• Minimum 5 years’ experience in a senior sales leadership role, ideally within the London hospitality market.


• Proven track record in developing and executing strategic sales plans that deliver measurable commercial results.


• Strong commercial acumen, with the ability to translate strategy into action.


• Excellent networking, negotiation, and communication skills, with a passion for creating meaningful client relationships.


• Confident working autonomously within a growing, entrepreneurial brand environment.


• Proficient in CRM, PMS, POS, and benchmarking systems.


• Fluent in English; additional European languages are an advantage.

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