Summary
Overview
Work History
Education
Skills
Certification
References
Timeline
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Kayleigh Santos

Cobham,Surrey

Summary

A highly experienced Sales and Events Director with extensive expertise in the hospitality sector, proficient in managing bookings across a variety of systems and optimising event planning processes. Skilled in building strong rapport with both staff and guests, ensuring the creation of positive environments. Known for delivering seamless and memorable experiences while driving business growth through exceptional service. A collaborative leader with a proven track record of enhancing customer satisfaction and achieving successful outcomes across a wide range of events.

Overview

8
8
years of professional experience
3
3
years of post-secondary education
1
1
Certification

Work History

Sales and Events Director

Lio Group
London
09.2023 - Current
  • Secured repeat business through excellent account management skills.
  • Oversaw the planning and execution of targeted sales and marketing strategies.
  • Consistently exceeded all KPIs set for 2023 and 2024 as Sales and Events Director, including a year-on-year increase in sales revenue from events and a significant rise in overall reservations.
  • Managed operational event delivery to ensure smooth execution.
  • Led a sales team of 6 internally and supervised a team of 80+ concierge and brand ambassadors, driving performance through motivational strategies to consistently exceed sales targets.
  • Delivered personalised solutions, fostering increased customer loyalty.
  • Conducted regular training sessions to enhance team productivity.
  • Maintained up-to-date knowledge of industry trends to gain a competitive advantage.
  • Coordinated and managed paid marketing campaigns across multiple platforms, overseeing results to maximise ROI.
  • Generated leads through networking at industry events.
  • Developed new sales strategies to improve customer satisfaction.
  • Managed high-profile events, ensuring successful execution.
  • Created marketing plans to support departmental strategies.
  • Developed pricing structures based on historical and current trends, competitor activities, and supply chain data.
  • Optimised budget utilisation to ensure maximum returns on investment.

Operations Director – Opening

Lio Group
London
02.2022 - 09.2023
  • Oversaw a wide range of tasks, from coordinating refurbishments to ensuring the seamless opening of the venue.
  • Coordinated with architects, contractors, and interior designers on all aspects of the venue refurbishment, ensuring alignment with brand guidelines and operational requirements.
  • Led the operational readiness of the venue, ensuring all areas (front-of-house, back-of-house, kitchen, storage, etc.) were fully equipped and functional prior to opening.
  • Acted as the primary point of contact for all communications related to the venue opening, liaising between internal teams (operations, marketing, HR) and external partners (contractors, designers, vendors). This involved providing regular updates to senior management on progress, highlighting key milestones, risks, and any changes to scope or timelines.
  • Managed the recruitment process for venue staff, ensuring all roles were filled with qualified candidates well ahead of opening.
  • Ensured staff were operationally ready, including collaborating with third parties to deliver training on venue-specific technology, health and safety protocols, and emergency procedures.
  • Developed and implemented operational workflows and standard operating procedures to support smooth day-to-day operations post-opening.
  • Led the creation of an opening strategy that maximised footfall and brand visibility, including targeted invitations to VIPs, influencers, and media.
  • Developed and implemented a post-opening sales strategy, focusing on securing partnerships with top concierges, brand ambassadors, and event agents. This included negotiating commission-based agreements to drive business and maximise venue exposure.

Sales and Events Executive

Swan at The Globe (Shakespeare's Globe)
London
08.2021 - 02.2022
  • Recruited to introduce a fresh dynamic to the venue's sales strategy, with the primary goal of driving sales and developing a diverse client portfolio, particularly targeting those who might not typically consider booking a historic venue. By creating dynamic events, innovative shows, and exciting F&B offerings, I enhanced the venue’s appeal, leading to increased sales.
  • Increased event revenue by 26% within 4 months of taking on the role.
  • Led and managed the reservations and reception team, ensuring a seamless and efficient guest experience from booking through to arrival.
  • Coordinated and executed a wide variety of events, from corporate functions to private celebrations, ensuring smooth delivery from conception to completion.
  • Generated new business by proactively identifying opportunities, conducting client outreach, and maintaining a strong pipeline of leads.
  • Negotiated contracts and pricing with clients, ensuring profitability while meeting customer expectations and budget requirements.
  • Collaborated closely with internal teams (founders, catering, operations, marketing) to ensure all event details were executed to the highest standard.
  • Managed the day-to-day reception team alongside restaurant sales, providing ongoing support and training to deliver exceptional customer service, promptly addressing any customer concerns.
  • Contributed to the development of marketing strategies to promote the venue's capabilities and drive event bookings.
  • Managed event budgets, ensuring all financials were tracked and adhered to, maximising profitability without compromising quality.
  • Created innovative themes for corporate events, which were highly appreciated by clients.

General Manager - Opening

PJ's Chelsea Brasserie
London
12.2020 - 07.2021
  • Opened the venue during the COVID pandemic, building and leading a team of 45 operational staff, while managing day-to-day operations.
  • Developed and implemented sales strategies to maximise reservations, optimise table turnover, and drive revenue growth.
  • Collaborated with the marketing team to relaunch the restaurant post-pandemic, creating and promoting special offers, seasonal menus, and events, which boosted bookings during both peak and off-peak periods.
  • Monitored and managed the restaurant’s budget, including labour costs, food and beverage costs, and overheads, ensuring profitability without compromising on quality.

Sales & Operations Director

Cafe de Paris & Tropicana Beach Club (Maxwells)
London
08.2017 - 09.2020
  • Led the overall sales and operations strategy for multi-functional venues, accommodating events both privately and corporate as well as operating as nightclubs with a restaurant/show offering.
  • Maximising revenue and guest satisfaction.
  • Directed the sales team in securing corporate events, private functions, and large-scale parties, while developing targeted marketing campaigns to attract diverse clientele.
  • Managed the day-to-day operations of the venue, ensuring smooth coordination between front-of-house, back-of-house, event services, and bar/restaurant teams.
  • Oversaw and optimised the venue's revenue streams by analysing sales data, identifying opportunities for upselling, and introducing innovative offerings in F&B and events.
  • Promoted from Head of Events in September 2019.
  • Built and maintained strong relationships with clients, event organisers, suppliers, and external vendors, ensuring excellent service delivery and repeat business.
  • Worked closely with the marketing team to create bespoke event packages, seasonal promotions, and loyalty programmes, driving brand visibility and bookings.
  • Implemented and reviewed key performance indicators (KPIs), producing detailed reports to senior management on sales performance, operational efficiency, and guest feedback.
  • Oversaw financial management, including budgeting, cost control, and profit maximisation, ensuring the venue achieved financial targets while maintaining high standards.
  • Coordinated with the entertainment and operations teams to ensure a smooth transition between restaurant service, nightclub operations, and event set-up.
  • Developed and maintained an exceptional guest experience across all aspects of the venues, ensuring a high-quality environment for dining, events, and nightlife.
  • Negotiated contracts with suppliers to reduce costs.
  • Analysed market trends for competitive positioning of products and services.

Education

Bachelor of Arts - Music and Live Events Management

Buckinghamshire New University
Wycombe
09.2008 - 05.2011

Skills

  • Event planning expertise
  • Sales metrics understanding
  • Stakeholder engagement
  • Commercial Awareness
  • Event safety compliance
  • Proactive initiative
  • Google Analytics
  • Market research proficiency
  • Sales pipeline management
  • Brand Promotion
  • Cross-functional leadership

Certification

  • Personal License Holder (previously DPS at Lio London)
  • First Aid Certification
  • Health and Safety at Work, Level 3
  • Food Safety and Hygiene Certificate, Level 3



References

References available upon request.

Timeline

Sales and Events Director

Lio Group
09.2023 - Current

Operations Director – Opening

Lio Group
02.2022 - 09.2023

Sales and Events Executive

Swan at The Globe (Shakespeare's Globe)
08.2021 - 02.2022

General Manager - Opening

PJ's Chelsea Brasserie
12.2020 - 07.2021

Sales & Operations Director

Cafe de Paris & Tropicana Beach Club (Maxwells)
08.2017 - 09.2020

Bachelor of Arts - Music and Live Events Management

Buckinghamshire New University
09.2008 - 05.2011

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Kayleigh Santos