Director of Sales

POSITION DESCRIPTION
POSITION: Director of Sales

DEPARTMENT: Sales

DATE: July 2026

Purpose of Discover Lancaster
Discover Lancaster, a private non-profit membership organization, is the official Destination Marketing Organization for Lancaster County. Our mission is to stimulate economic growth throughout Lancaster County by attracting visitors and inspiring them to discover our unique destination.

To accomplish our mission, Discover Lancaster creates, plans, and implements marketing, sales, and public relations programs that attract meetings, conventions, tradeshows, international and domestic groups, media, and leisure visitors to Lancaster County. Discover Lancaster achieves its goals through the combined efforts of its marketing, sales, and public relations staff who actively solicit meetings, conventions, tradeshows, international and domestic groups, media coverage, and leisure travelers for Lancaster County along with internal staff who support and promote these efforts.

Purpose of Position
This full-time position is responsible for attracting sports tournaments and events, meetings and conventions, corporate business, tour and travel groups, and international groups to Lancaster County to achieve assigned annual room night goals. The DOS will lead implementation of the sales strategic plan with a focus on four priority areas: Tour & Travel, In-house, Sports, and Countywide (P1).

Nature and Scope of Position
This position is responsible for managing the sales team and ensuring all lead and booking goals are met. This position develops and executes a sales plan that drives visitation and increases awareness of Lancaster County. In addition to managing the sales department, the incumbent will be responsible for developing and maintaining their own book of business in one of the key market segments as determined with the president.

The Director of Sales must possess the ability to develop, manage, organize, coordinate and prioritize assignments so that booking numbers are met and budget parameters are maintained.

The Director of Sales must possess excellent management, sales, and interpersonal skills, and the ability to effectively communicate and regularly network with stakeholders, community leaders and members.

Supervisory Relations
This position reports to the President, and acts as the manager to the Sales department.

Background Required to Perform Essential Functions

A bachelor’s degree in Sales or Business or equivalent

5-10 years of experience in the tourism or hospitality industry

Knowledge and experience with market segmentation within sales departments of DMOs

Microsoft Office skills including Word, Excel, Outlook and Power Point

Ability to set priorities, work as a team player, and meet deadlinesli>Demonstrate persistence, initiative, and creative thinking

Outstanding attention to detail

Excellent interpersonal and communication skills

The incumbent must develop an in-depth knowledge of the functions of the sales department and Discover Lancaster.

Essential Functions

Create and implement

an annual sales plan that optimizes our exposure to key market segments and generates desired leads and bookings in each respective sales area. Monitor plan implementation with each sales manager on a weekly and monthly basis.

Develop

sales strategies and methods, research potential sales prospects, and solicit state, regional, national and international events for Lancaster County.

Assist

in the development of annual sales budget in conjunction with President; work monthly with Accounting Manager to ensure budgeted dollars are reconciled and transparent.

Manage

sales team; ensure goals are being met and efforts are optimized. Develop and sustain measures of accountability via business plans and provide ongoing coaching. Conduct bi-weekly team, and individual team member meetings.

Create, write and schedule

all sales updates for the President, Board of Directors, stakeholders, community leaders and members. This may include memos, update meetings, e-news updates, presentations, newsletters and others. This information includes Smith Travel Research reports and lodging forecasts.

Develop

systems to ensure leads are followed through, appointments are met and scheduled, and CRM is optimized.

Participate

in FAM trips, client site visits and client events in targeted market cities and Lancaster County as needed.

Collaborate

with the Director of Marketing to ensure consistency of messaging across all markets.

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