louise sweeney
Sales Director/Event Director/Digital Sales Director
Twickenham
Summary
Knowledgeable account management professional with experience in developing client communications, sales strategy and contract negotiation. Cultivates long-term relationships and delivers high levels of customer service to achieve revenue targets. Dedicated and driven Sales Director, committed to boosting client satisfaction across all accounts. Trains teams to address problems in proactive and knowledgeable manner to retain accounts and exceed targets. Identifies upselling and cross-selling opportunities to boost revenue. Ambitious promoter and skilled people manager with deep understanding of market trends and successful strategies to achieve sales and marketing results. Strengths include leveraging data to optimise approaches and capitalising on new opportunities. Loyal employee with solid understanding of training and mentoring employees. Dedicated team player, proactive and hands-on in task completion.
Overview
22
22
years of professional experience
Work History
SENIOR ACCOUNT MANAGER
EMAP PUBLISHING
London
09.2021 - 10.2024
- Company Overview: a world-leading publisher of speciality and business-to-business magazines
- New business sales on Architectural Review, Architects Journal for UK & International Manufacturers
- Online & print magazine for architects
- Including bespoke event sponsorship, AR Emerging, AR House, AR new into old, AR Future Projects, W Programme
- AJ100 Awards, Retrofit Live, World Architecture Festival
- Have developed new ideas, content marketing strategies for bespoke events, roundtables.
- Sales person of the month three times at Emap in 2022
- Managed the W Programme an event aimed at diversity & inclusion
- Including new business development UK & Worldwide including Europe, Australia, Middle East, South Africa, USA, Canada, Asia, Saudi Arabia, UK.
- Projects have included 48 page monograph sales
- Sales database management HubSpot, researching LinkedIn for new leads, including use of Sales Navigator
- Category organisation for target market sector
- Prepared, presented yearly forecasts and plans to key stakeholders.
- Investigated low-performing accounts, adapted strategy to support sales and retention.
- Working closely with editorial & marketing including proof reading
- Sending sales documents/marketing emails
- Managing and providing stats for print ads, digital ads including open rates, click throughs.
- Social media LinkedIn, X, Facebook and Instagram campaigns for clients
- Writing sponsorship proposals on Canva for new business, mainly international manufacturers kitchens & bathrooms, drainage, ceilings, roofing, cement, government, tourism, real estate.
- Attending UK including international competitive events to pitch new business
- A world-leading publisher of speciality business-to-business magazines
- Conducted extensive contract negotiations to maximise profit margins.
- Retained existing customer accounts through consistent engagement, sales data analysis.
- Cultivated long-term relationships with clients to accurately quote pricing and terms to achieve customer objectives.
- Managed client portfolios, fostering long-term relationships, client satisfaction.
- Tracked KPIs with Salesforce reporting to enable sound planning with budget forecasting.
- Established strong relationships with new clients through effective influencing, strategic prospecting and weaving exceptional customer service into sales process.
- Supported finance team by preparing timely and accurate invoices to streamline processing.
- Reviewed accounts regularly to assess performance in identifying improvement areas.
- Nurtured client relationships, scheduling on-site visits or off-site meetings to touch base on account needs.
- Represented company at industry events, networking to increase client engagement, identifying new opportunities.
- Generated KPI reports to illustrate overall performance.
- Addressed account enquiries and provided updated data from CRM software.
- Negotiated contracts and closed deals to achieve favourable terms for corporate objectives.
SENIOR ACCOUNT MANAGER CHANNEL LIVE
Mark Allen Group
01.2021 - 04.2021
- Company Overview: a specialist in professional content and services for global audience
- Launched the first virtual event for Channel Live
- Including seminar slots for the conference in March 2021
- Used swapcard and managed the virtual stand at the online show
- Achieved the first headline sponsor in 5 years in March during the pandemic in my first month 'Vorboss Ltd'
- Worked with Blabbermouth marketing for Talk Talk and British Telecom
- Managed the whole show including floorplan, sponsorship proposals, booking stands, email campaigns, budgeting, forecasting
- Internal CRM sales system, booking teams meetings and new business cold calling
- A specialist in professional content and services for global audience
- Reviewed accounts regularly to assess performance and identify improvement areas.
- Developed business and marketing plans with long-term strategic perspective to enable sustained growth.
DIGITAL SALES DIRECTOR
MCI Group
Dubai
03.2016 - 12.2020
- Company Overview: Global association management company and congress management headquarters in Geneva
- Responsible for digital advertising, print, sponsorship proposals for online magazines in Dubai and the largest magazine in Abu Dhabi
- Connector magazine for schools and hospitals
- Pitching to over 700 hotels in the Middle East, government, property, medical centres, including hospitals, airlines, financial sectors, banks, FMCG, real estate, motor, hospitals, schools, supermarkets, fashion, beauty brands and shopping malls
- In charge of editor, digital manager and marketing team, including team in Dubai and Abu Dhabi, 14 staff inc editorial
- Including disciplinary procedures and performance reviews
- Main contact for PR agencies and Media buying agencies
- Launched Dubaiweek.ae solely in 2016 achieved 800,000 dhs in year 1, achieved 1,2 million digital sales year 2 and increased sales on Abu Dhabi World with my personal contribution in 2019 by 12 percent
- Averaged 12 meetings per week
- Sourcing creative companies for videography, podcasts, building flip books for clients, approving articles
- Facebook ebooks, cover videos, boosting videos on Facebook and Instagram
- Direct marketing, social media, including A/B testing and articles
- Database management
- Implementing revenue streams, proposals and media packs
- Budgeting, KPI's & forecasting and reporting directly to CEO
- Managing all large media buying agencies in the Middle East such as PHD, OMD, Starcom, Publicis & BPG Maxus
- Including sending proposals on behalf of clients and setting up annual AVR agreements
- Own appointment making, networking at major international events at the World Trade Centre in Dubai and Arabian Travel Market
- Assistance with editorial reviews, writing copy during busy periods
- Trained sales team as no digital experience and implemented a digital strategy across the business
- Tier1 accounts Thailand Tourism, Emaar Properties, Damac, Virgin Atlantic, Turkish Airlines, Marriott International over 67 hotels, Intercontinental Group 17 brands, Hilton Worldwide, Nakheel Malls, Emirates NBD Bank, Berkeley Asset Management, Mediclinic (largest hospital group), Lulu Supermarket, Meraas Holdings, Emaar Hospitality, MMI alcohol supplier and Dubai Tourism
- In Abu Dhabi Cleveland clinic, NMC Hospital, TCA, Abu Dhabi Government
- Created the online directory for a coupon discount system and selling influencer packages, including virtual reality packages
- Global association management company and congress management headquarters in Geneva
- Applied positive customer service approach to increase satisfaction levels.
- Used Microsoft Word and other software tools to create documents and clear communications.
- Oversaw logistics and operations to deliver process optimisations and efficiencies.
- Applied critical thinking to analyse problems, evaluate solutions and select best decisions.
- Analysed data and information to identify issues and create tailored solutions.
- Developed appropriate resources to meet needs of diverse audiences.
- Managed teams by overseeing hiring, training and professional growth of employees.
- Quickly learned and applied new skills to daily tasks, improving efficiency and productivity.
- Oversaw daily operations to achieve high productivity levels.
SENIOR ACCOUNT MANAGER - TIMEOUT MAGAZINE DIGITAL/PRINT, TIMEOUT AWARDS
ITP Publishing Group
Dubai
08.2014 - 03.2016
- Company Overview: Largest publishers in the Middle East
- Sold across 34 supplements throughout the year across the Time Out portfolio, including digital and print
- Special execution Sponsorship for the magazine and sponsorship across Time Out Kids Awards, Restaurant Awards Abu Dhabi & Dubai, Young Chef of the Year award and the Music & Lifestyle awards
- Managed key agencies such as PHD, BPG Maxus, Aurora and Gmasco
- Responsible for the weekly flat plan and updating CRM data
- Very high paced sales environment
- Assisted Time Out Muscat print magazine and online
- Target per month was 80,000 USD print/digital and 60,000 USD for each award sponsorship
- Won the most sales in 2015, within the division and won to attend the Formula One Grand Prix, Abu Dhabi, Best deal 100,000 USD Steinberger Hotel
- Two agencies requested me as the main contact for Toyota through Gmasco and Jumeirah Restaurant Group with OMD
- Pitched/closed first campaign idea for the new Dubai metro service, launched in the UAE by Dubai government 50,000 USD
- Tracked KPIs with Salesforce reporting to enable sound planning and budget forecasting.
- Cultivated long-term relationships with clients to accurately quote pricing and terms to achieve customer objectives.
- Retained existing customer accounts through consistent engagement and sales data analysis.
- Delivered high level of service to clients to maintain and extend relationships for future business opportunities.
- Reviewed accounts regularly to assess performance and identify improvement areas.
- Established strong relationships with new clients through effective influencing, strategic prospecting and weaving exceptional customer service into sales process.
- Handled customer concerns and complaints to resolve issues and build loyalty.
- Supported finance team by preparing timely and accurate invoices to streamline processing.
- Investigated low-performing accounts and adapted strategy to support sales and retention.
- Conducted market research to enable customer segmentation and targeted sales strategy.
- Managed client portfolios, fostering long-term relationships and client satisfaction.
SALES DIRECTOR TASTE FESTIVALS
One CMG Group
Dubai
09.2012 - 08.2014
- Company Overview: Independent marketing & communications business
- Responsible for stand sales and sponsorship and management of team 4 staff, including operations and marketing Taste Festivals
- 150 exhibitors and 20 sponsors
- Managed marketing for the event, managed all the main sponsors, sales team and reported to the CEO directly
- Rebooked stands, managed over 150 exhibitors, including welcome packs and helping with stand complications
- Launched 2 new events for the business such as Dubai Winter Festival & Ladies Day Out, sourced the venues and budgeted for these
- Including corporate hospitality packages, main sponsor Devere Group
- Managed a headline sponsor MMI
- The alcohol provider in the Middle East and pitched to sponsors
- Brought to Dubai the first Breast Cancer Awareness Ball at Meydan Hotel owned by Mohammed Bin Rashid Al Maktoum Prime Minister and Ruler of Dubai and sold sponsorship for one evening gala event in October, inc hospitality packages at the ball
- Created new sponsorship opportunities for features
- Proofed the floorplan, exhibition manual and media pack
- Organised commission and targets for staff and created sponsorship proposals for the team
- Achieved 1.1 million USD in 2013 managing the event
- Increased to 1.5 million USD within 2 years
- Achieved 250,000 USD sponsorship on the Big Pink Ball Gala Event in 2 months for Breast Cancer Awareness
- Achieved 500,000 USD on the first launch of Ladies Day Out at Meydan and Dubai Winter Festival 300,000 USD in 3 months
- Key sponsors personally brought in for Taste- British Airways, Marks & Spencer's, Crate & Barrel, Emaar Hospitality, Standard Chartered Bank and Philips kitchen appliances
- Key sponsors accomplished for Dubai Winter Festival, were Crate & Barrel, Speedex Tools, Miele and Siemens
- Sponsors for Ladies Day Out, included Fitness First, Estee Lauder, Karen Millen, Nivea and Calvin Klein
- Key sponsors for the Big Pink Ball -Nayomi (Fashion underwear)and Karen Millen
- Independent marketing & communications business
- Leveraged trends in customer industries and marketplaces to shape value-added solutions and approaches.
- Created and managed client contracts, negotiating positive, profitable terms to aid target revenue attainment.
- Attended industry and company-specific events as One CMG Group representative.
- Generated new leads and opportunities to maximise revenue.
- Cultivated strong relationships with key organisations and professionals to support future business growth objectives.
- Effectively handled daily customer meetings, sales calls and account management tasks, improving sales team efficiency.
SALES MANAGER
Daily Mail 7 Days Newspaper
Dubai
07.2011 - 09.2012
- Company Overview: British daily, tabloid
- Highest circulated magazine in the Middle East
- Advertising sales manager for one of the largest newspapers in the Middle East
- Managed over 600 accounts
- Responsible for new business predominately b to b clients
- Working on sponsorship of the newspaper and solely managed Homes & Gardens Magazine & Wellbeing magazine including Pharmaceutical Magazine
- Sold corporate hospitality packages for clients at the Rugby 7's Middle East in designated area, for 7DAYs
- Managed key agencies such as Gmasco, and solely managed Jumeirah Restaurant Group who had 40 restaurants during that period
- Own appointment making and cold calling new business in all sectors
- Achieved 350,000 dirhams from Jumeirah Restaurant in print revenue in one quarter
- Largest account sign up 500,000 dirhams TNT sponsorship 'Talk from the top'
- Achieved 2.2 million dirhams personally in less than 6 months
- Established budgets for programme activities and controlled expenditure to meet targets.
- Evaluated sales and service processes to generate targeted improvement strategies and increase revenue opportunities.
- Developed pricing structures based on historical and current trends, competitor activities and supply chain data.
- Represented organisation to public at trade exhibitions and conventions, driving awareness of 7days.
- Analysed sales reports to identify trends and update strategies.
- Developed marketing plans to support department strategies.
- Optimised sales methods to best engage, acquire and retain customers.
- Strategised cross-promotions with new and existing partners to expand sales and marketing opportunities.
SALES DIRECTOR
The Real Food Festivals
London
07.2010 - 06.2011
- Company Overview: Independent food exhibitions
- Managed the whole of the Real Food Festivals and their monthly food and beverage markets, launched an event on the Southbank
- Managed floorplan, planning, budgets, sales targets and revenue for the shows
- Sponsorship/stand sales, managed 2 staff, including marketing manager
- Very hands on management, contributed to the team sales
- Organised in conjunction with the Soil Association the Organic Food and Drink Festival Bristol for sales and sponsorship
- Launched monthly real food markets worldwide and at the Southbank
- Leveraged trends in customer industries and marketplaces to shape value-added solutions and approaches.
- Established and maintained positive, profitable client relationships through superb communication.
- Effectively handled daily customer meetings, sales calls and account management tasks, improving sales team efficiency.
SALES MANAGER - IDEAL HOME SHOW
Media 10
Epping, Essex
06.2009 - 07.2010
- Company Overview: Largest independently owned event organiser of Grand Designs & Ideal Home Show
- Ideal Homes Show held in Earls Court responsible for 8 staff, this event was over 20 days and over 600 exhibitors to manage
- Massive responsibility for this event
- Selling stands to alcohol brands, furniture, food, leisure, gardening, retail and DIY
- Staff appraisals, commission structure and staff dismissal
- Exhibitor packs, checking website, rebooking
- Assisted the sponsorship manager with sponsorship contracts and managing operations
- Represented organisation to public at trade exhibitions and conventions, driving awareness of The Ideal Home Show.
- Set targets, monitored call reports, sold on stand sales as well as managing team
- Disciplined staff and set appraisals
- Achieved 1.4 million pounds between team on rebook and 420,000 pounds personally in the home interior section
- Recruited 6 sales staff with no previous exhibition experience and achieved 2 million pounds in 6 months
- Won the award for the best consumer show in 2010
- Largest independently owned event organiser of Grand Designs & Ideal Home Show
- Supported front-line sales teams with well-coordinated administrative operations.
- Defined business strategies and roadmaps to drive performance across sales, promotions and marketing departments.
- Coordinated and managed paid marketing campaigns on different platforms, carefully overseeing results to deliver maximum ROI.
- Allocated teams, materials and calendar space for individual projects.
- Developed pricing structures based on historical and current trends, competitor activities and supply chain data.
- Organised special sales at specific times to drive customer engagement and move high volumes of products.
- Oversaw planning and execution of targeted sales and marketing strategies.
- Used multi-source data to determine sales and delivery terms for products and services.
EVENT DIRECTOR - THE TIMES CRÈME SECRETARIAL EVENT
Touchstone Exhibitions & Conferences Ltd
Richmond, Surrey
11.2005 - 05.2009
- Company Overview: Independent exhibition organiser
- Times Crème Executive Secretarial & PA event Olympia London and Manchester
- Responsible for 3 staff including Marketing Manager and key sponsors
- Own budgets, floor plan amendments, setting targets for sales team, operations and full management of show
- Individually targeted on sponsorship, stand sales and contras for features
- Sponsors included Mont Blanc, Hays Secretarial, Pitman Training, Esselte, John Dickinson, Filofax
- Targeted 30-40 effective calls per day individually, as well as managing team, assisting with operations and had to make any management decisions in the absence of the Commercial Director
- Direct marketing, email campaigns and sales promotional material
- Worked with the Princes Trust and assisted with some of their events
- Assisted on rebook for the Chartered Institute Professional Development
- Generated a sponsored travel management sector within the show with the Institute of Travel Management, this includes major airlines such as BA, Lufthansa, Continental airlines, etc, Value 500,000 pounds
- Independent exhibition organiser
- Explained event packages, options and prices clearly to customers.
- Obtained client feedback to determine improvements for future events.
- Created bespoke packages for clients based on event requirements.
- Assessed individual customer needs and recommended event packages to suit.
- Negotiated costs with suppliers to meet client event budgets.
- Obtained best prices for external services through research, building relationships and negotiation.
- Supervised external contractors to achieve successful events.
- Managed large-scale events from initial planning to successful completion.
- Registered and briefed attendees on event schedules.
- Advised customers on various catering and drinks package options.
- Determined client budget, vision and requirements through consultations.
- Designed event set-up and displays to match client requests.
GROUP SALES DIRECTOR in conjunction with Haymarket Exhibitions - BBC GOOD HOMES SHOW
Brand Events
Earls Court, United Kingdom
01.2003 - 11.2005
- Responsible for 2 sales executives, a sponsorship manager and over 500 exhibitors at the BBC Good Homes Show, NEC Birmingham
- Sold and managed 5 exhibition halls
- Reported to BBC Haymarket and complied with their strict policies & procedures
- In 2004 helped launch the first BBC DIY consumer event in the UK
- Promoted in 2004 to Group Sales Manager when BBC Haymarket brought the event in house
- Initiated key visitor attractions around the show and developed new features
- In addition sold on the 'Outdoors show', 'Daily Mail and Ski Board Show 'The Vitality Show', 'Taste of London' and MPH
- Attended numerous events around the UK related to the business and generated new revenue for stand sales and key sponsors
- Responsible for budgets, floorplan, production of sales brochure, proposals, team targets and interviewing new sales staff
- 2 staff became top sales performers and were developed by myself
- Launched La Dolce Vita 'The Italian Lifestyle Event' in London, MPH with Jeremy Clarkson, The first Taste of London, Chemistry (The living dating consumer event)
- In 2003 achieved 1.2 million on BBC Good Homes Show, the target had not been met in 2 years
- In 2004 reached 1.4 million
- Created and managed client contracts, negotiating positive, profitable terms to aid target revenue attainment.
- Worked with internal and external teams to initiate marketing strategies to grow at national, regional and specific sector levels.
- Established and maintained positive, profitable client relationships through superb communication.
- Effectively handled daily customer meetings, sales calls and account management tasks, improving sales team efficiency.
- Cultivated strong relationships with key organisations and professionals to support future business growth objectives.
- Monitored and analysed market trends and competitive offerings to identify opportunities for segment expansion.
- Attended industry and company-specific events as BBC Haymarket/Brand Events representative.
- Improved profitability, developing pipeline using multiple sales channels and penetration strategies.
- Leveraged trends in customer industries and marketplaces to shape value-added solutions and approaches.
- Reinforced branding initiatives by coordinating presentations and creating marketing campaigns to maximise outreach.
Education
GCSE - English, Maths, Art, Economics, History
Education & Skills
Skills
CanvaPowerPointHubSpotExcelOutlookTeamsZoom meetingsGoogle meetSocial mediaLinkedIn Sales NavigatorTwitterInstagramFacebook adsVideographyMonographsFlipbooksVirtual RealitySwapcardRoundtablesOne to one meeting packages
Contract negotiation
Campaign performance optimisation
Sales expertise
Lead gen strategies
Account management
Client Relationship Management
Sales team management
Budget management
Strategic decision-making
Salesforce CRM
Pitch deck design
Video production
Brand strategy
SPIN sales technique
Growth strategies
Salesforce
Business development
Trade shows
Managed advertising packages
Highly competitive
Oral and written communication
Networking skills
Team Leadership
Key Performance Indicator monitoring
Upsell opportunities
Contract negotiation
Value-based selling
Persuasive communication expertise
Management collaboration
Budgeting
Customer relationships
Presentations and public speaking
Market trend analysis
B2B Marketing
Sales strategies
Networking and relationship building
Lead development
Savvy objection handling
Margin retention
Growth pipeline development
Strategic engagement
Advertising and promotions
Lead qualification
Interests
Regular cycle spin classes
Squash
Badminton
Travelling
Interior design
Qualifications and Skills
Sales & Marketing Skills, Google fundamentals in digital marketing 2021, Salesforce, Canva, PowerPoint, HubSpot, Excel, Outlook, Teams, Zoom meetings, Google meet, Social media management. Chat GPT. Pitch AI presentations.GDPR guidelines, Cyberattackguidelines. Emap internal sales courses.
TEFL - Teaching English as a Foreign Language Certification
Languages
English
Fluent
Portuguese
Beginner
French
Beginner
Timeline
SENIOR ACCOUNT MANAGER
EMAP PUBLISHING
09.2021 - 10.2024
SENIOR ACCOUNT MANAGER CHANNEL LIVE
Mark Allen Group
01.2021 - 04.2021
DIGITAL SALES DIRECTOR
MCI Group
03.2016 - 12.2020
SENIOR ACCOUNT MANAGER - TIMEOUT MAGAZINE DIGITAL/PRINT, TIMEOUT AWARDS
ITP Publishing Group
08.2014 - 03.2016
SALES DIRECTOR TASTE FESTIVALS
One CMG Group
09.2012 - 08.2014
SALES MANAGER
Daily Mail 7 Days Newspaper
07.2011 - 09.2012
SALES DIRECTOR
The Real Food Festivals
07.2010 - 06.2011
SALES MANAGER - IDEAL HOME SHOW
Media 10
06.2009 - 07.2010
EVENT DIRECTOR - THE TIMES CRÈME SECRETARIAL EVENT
Touchstone Exhibitions & Conferences Ltd
11.2005 - 05.2009
GROUP SALES DIRECTOR in conjunction with Haymarket Exhibitions - BBC GOOD HOMES SHOW
Brand Events
01.2003 - 11.2005
GCSE - English, Maths, Art, Economics, History
Education & Skills