Head of Sales - LIONS Riyadh

About the Role
We are looking for a proven sales leader who can drive and accelerate revenue for LIONS Riyadh, a flagship event aimed at amplifying Middle Eastern creativity on the global stage. The Head of Sales will lead the commercial strategy and revenue growth for the event, establishing a premium partnership proposition for global and regional brands, agencies, media owners, technology companies, and other organizations seeking to engage with the creative industries. This senior role will be responsible for achieving revenue targets while leading and nurturing the sales team for maximum effectiveness and efficiency.

Unlike a traditional event sales role, this position demands a highly consultative approach, requiring the Head of Sales to engage with clients to understand their brand, business, and audience objectives. The goal is to create bespoke opportunities across content, experiences, hospitality, talent, activations, learning, and year-round engagement, thus building long-term strategic partnerships that enhance both the commercial value and experience of LIONS Riyadh.

Sales & Commercial Development
Key Responsibilities:

• Own and deliver the overall commercial and sales strategy for LIONS Riyadh, including revenue targets, sector priorities, account strategy, and go-to-market plans.
• Develop creative commercial propositions that extend beyond traditional exhibition space, incorporating brand experiences, showcases, and bespoke participation opportunities.
• Identify and develop high-value strategic accounts across global and regional brands, agencies, media, technology, entertainment, platforms, government-linked organizations, and the wider creative economy.
• Lead, coach, and develop the sales team, fostering a consultative sales culture focused on strategic account development.
• Maintain strong pipeline discipline, forecasting, and revenue reporting, ensuring clear visibility of conversion, account progression, risks, and opportunities.
• Support in planning and executing a full rebooking campaign for the exhibition.
• Collaborate with Marketing to develop client-facing thought leadership, research, case studies, and proof points that enhance the commercial proposition.
• Develop a robust understanding of the Saudi, GCC, and international creative, advertising, marketing, and media landscape to identify new revenue opportunities.
• Utilize audience insight, market intelligence, and client research to craft propositions around specific communities, sectors, and business objectives.

Management:

• Build a commercially ambitious team that understands the LIONS brand and can sell through insight, relevance, and ideas rather than just inventory.
• Ensure the team can confidently engage with senior clients across brands, agencies, media, technology, and the wider creative industries.
• Coach the team to develop consultative and solutions-led sales approaches tailored to client objectives.
• Conduct regular training sessions with key takeaways and KPIs.
• Create staff development roadmaps for direct reports.
• Foster a teamwork-driven culture and conduct regular one-on-ones for objective setting and appraisals.
• Identify team members for promotion or advancement to retain talent.

Communication:

• Maintain frequent communication with all group functions within the portfolio to ensure optimal team collaboration.
• Liaise with the Sales Operations team for the timely processing of contracts, invoicing, floorplan updates, etc.
• Work closely with Content, Marketing, Creative, Partnerships, and Operations to develop relevant and commercially compelling client solutions.
• Ensure client requirements and market feedback inform Festival planning and product development.
• Maintain strong communication with LIONS to ensure commercial activities align with brand standards and Festival propositions.

Reporting:

• Demonstrate financial and numerical astuteness in reporting.
• Present weekly exhibition figures and pipelines to the Senior Management team.
• Prepare reports detailing weekly sales performance and projections for the upcoming weeks.
• Monitor performance across client segments, products, and markets to identify growth opportunities.
• Ensure the quality and value of the commercial pipeline by attracting the right brands and organizations to LIONS Riyadh.
• Provide clear market intelligence and client feedback to inform the wider commercial and Festival strategy.

Exhibition Operations:

• Liaise regularly with the Operations Department concerning floorplans, special events, and bespoke client requirements.
• Provide onsite support to the Operations team.
• Oversee relevant sections of the online exhibitor manual or customer center.
• Ensure that commercial propositions are operationally feasible and deliver the promised client experience.
• Collaborate with Creative and Operations teams to support high-quality brand environments, activations, and experiences that reflect LIONS standards.
• Focus on the overall Festival experience when allocating commercial inventory and client presence.

Exhibition Marketing:

• Exhibit a clear understanding of marketing fundamentals.
• Contribute to the marketing direction and provide input for marketing plans and schedules.
• Collaborate with the Marketing team to design, create, and write copy for marketing materials and websites.
• Ensure sales narratives effectively communicate the value, audience, and distinctive positioning of LIONS Riyadh.
• Work with Marketing and Content teams to translate speaker details, program insights, and Festival developments into stronger commercial conversations.
• Support account-based marketing initiatives for priority brands, agencies, and industry sectors.

Qualifications

• Educated to degree level or equivalent.
• Degree or professional background in business, marketing, media, communications, or a related field is advantageous.
• Relevant senior commercial experience may be considered in place of formal qualifications.

Experience

• Significant senior-level sales or commercial experience within media, advertising, marketing, creative industries, technology, major events, or premium B2B platforms.
• Strong understanding of the advertising, media, and creative ecosystem is highly desirable.
• Proven track record of delivering ambitious revenue targets and securing high-value strategic accounts.
• Experience selling to major brands, agencies, media companies, technology platforms, or similar senior B2B clients.
• Proven experience in developing bespoke commercial propositions rather than relying solely on standard inventory.
• Strong network of senior decision-makers across relevant industries is highly desirable.
• Experience in a start-up environment and/or scaling a new business is desirable.
• Experience launching or growing a commercial proposition in a new market would be advantageous.
• Middle East, particularly Saudi/GCC market experience is desirable.
• International commercial experience would be an advantage.

Skills & Qualities:

• Good written and oral communication skills.
• Excellent quantitative skills.
• Proficient in Excel, PowerPoint, and financial modeling.
• Strong analytical and presentation skills.
• Attention to detail and accuracy.
• Self-starter with a proactive nature, capable of working autonomously.
• Experience using SAP, TM1 (IBM), and/or Oracle is advantageous.
• Highly collaborative and able to thrive on constant change.
• Highly credible and confident in conversations with CMOs, CEOs, agency leaders, and senior brand decision-makers.
• Creative and solutions-oriented commercial thinker capable of turning client objectives into compelling Festival opportunities.
• Excellent relationship-building, negotiation, and influencing skills.
• Commercially ambitious while sensitive to brand integrity, audience experience, and editorial credibility.
• Curious about creativity, culture, media, technology, and evolving industry trends.
• Culturally aware and comfortable operating across Saudi, regional, and international markets.

Core Benefits:

• Medical Insurance for individual and family.
• Annual leave – 28 days.
• Remote working on Sundays.
• Ability to work anywhere for 2 months every year.
• School fees contribution: 40,000 SAR per child per year (up to a maximum of three children).
• Wellbeing Benefits.
• Residency visa including yearly dependent fees.
• Individual annual flight allowance for expatriates.

Local Relocation Package (if eligible):

• Paid flight to Riyadh for individual and family.
• 30 days accommodation or suitable serviced apartment from arrival date or a one-off payment of 5,000 SAR.
• Up to 2,500 SAR reimbursement for shipping goods/excess baggage costs.

International Relocation Package (if eligible):

• Paid flight to Riyadh for individual and family.
• 60 days accommodation or suitable serviced apartment from arrival date, or a one-off payment of 5,000 SAR.
• Up to 2,500 SAR reimbursement for shipping goods/excess baggage costs.
• Paid flight home for individual and end-of-service gratuity payment when leaving the company (if applicable).

We work hard to ensure that life at the company is rewarding, supportive, and enjoyable for everyone. We encourage a culture that values energy, ambition, and inclusivity. We invite applicants from all backgrounds and circumstances to join our diverse team.