Head of Sales

As a global media company, we connect, educate and strengthen business communities through market-leading events, digital products and publications. Our operating divisions and offices are strategically located around the world to provide local expertise and global market access to the industries we serve.

As a third-generation, family-owned events and digital media company, Diversified is committed to long-term success beyond the bottom line. We invest in industries we care about and believe in and continually evolve to meet the needs of our customers, our partners and our communities.

Purpose of this role

As a key member of Diversified Australia Leadership Team, reporting to the Managing Director, the Head of Sales will lead Diversified' s commercial revenue growth strategy across all B2B brands. The role will shape and execute a sales strategy that is insight‑led, performance‑driven and future‑focused to ensure that our exhibitions continue to be market‑leading commercial platforms for industry connection and innovation.

This role is accountable for unlocking organic growth within existing portfolios while identifying and capturing new revenue opportunities, whether through new business models, categories or strategic partnerships. Our aim is to be trusted partners to our customers where we drive industry best-practice and innovation that ultimately leads to business growth.

This role will lead the team in line with the Diversified vision and values, remove roadblocks, coach, develop and mentor the team and ensure they are set up for success.

Job Description

- Translate strategic goals into actionable plans, optimising the sales funnel to enable the team to exceed performance targets through disciplined execution and continuous improvement.
- Lead the design and execution of sales strategies that are informed by data and market analytics, aligning with long‑term growth objectives across all B2B brands, focused on:
- Organic revenue growth across existing events and brands.
- Working closely with the Product team to identify and test new growth verticals, sectors, and/or products.
- Develop sales plans for each Brand with KPIs and metrics to track team performance and priorities, ensuring any key risks are identified.
- Ensure the company objectives are communicated in a meaningful way and built into sales goals and KPIs.
- Develop and implement a framework to ensure that value proposition is understood and communicated to customers through consistent brand positioning and messaging.
- Leverage customer, market and competitive data to champion a high-performance sales culture; commercially savvy, customer-focused and outcome-oriented.
- Build and embed a data‑driven mindset within the sales team, using CRM and analytics platforms to measure performance, optimise pipelines and drive accountability.
- Drive revenue expansion through improved key account management, product penetration, customer retention and year-on-year client growth.
- Drive revenue growth by applying data‑driven segmentation and pricing strategies, ensuring sales efforts focus on highest‑value customers, segments and products.
- Partner with Marketing, Product and Delivery, leading to design and delivery of tailored solutions that create value and increase customer (exhibitor) ROI.
- Leverage data‑driven market insights and customer trends to design compelling sponsorship packages that deliver measurable value for both partners and the business.
- Collaborate with Marketing and Product leads to innovate and evolve sponsorship offerings, ensuring a differentiated value proposition that attracts premium brand investment.
- Monitor and assess sponsorship performance and market trends, providing actionable insights and recommendations to continually refine offerings and maximise revenue opportunities.
- Actively scan for market whitespace and new monetisation opportunities including adjacent categories, upselling, and strategic partnerships.
- Lead the development of strategic sales plans for our emerging products, launches, or innovation pilots.
- Working with the Sales Manager, build a best-in-class sales capability through modern tools, frameworks, performance coaching and accountability structures.
- Oversee forecasting, pipeline management, lead scoring and conversion metrics to optimise revenue delivery.
- Monitor, measure and optimise sales conversion metrics, ensuring continual improvement and accountability within the sales team.
- Review and evolve the commission model to incentivise sustainable growth behaviours and cross-functional collaboration.
- Ensure data-driven decision-making using Salesforce and other sales technologies.
- Identify and unlock new revenue opportunities by analysing customer trends and sales performance data to guide decisions and resource allocation.

People & Culture

- Inspire, develop and support a high-performing sales team of Sales Manager, Client Managers and Analyst.
- Establish clear roles, goals and success metrics across individuals and teams.
- Create a coaching culture where commercial excellence and customer-centricity are championed.
- Model and embed Diversified's leadership behaviours and values.

Stakeholder & Cross-functional Collaboration

- Work hand-in-hand with Product, Marketing and Delivery teams to align revenue initiatives with go-to-market strategy.
- Provide actionable insights and forecasting to the Leadership Team, supporting long‑term planning and identifying new opportunities for growth.
- Ensure sales input informs annual budgeting, new product development, pricing and event strategies.
- Actively engage internal and external stakeholders to strengthen Diversified's brand as a commercially creative and trusted partner.

Desired Skills and Experience

- Minimum 15 years of progressive leadership in B2B sales; ideally with exposure to media, events, publishing or exhibition industries.
- Proven track record of driving both organic growth and new business development in complex commercial environments.
- Demonstrated ability to build scalable sales strategies and develop high-performing teams.
- Strong commercial acumen, data fluency, and customer insight capabilities.

Attributes & Values

- Growth-oriented mindset with strategic agility and executional discipline.
- Natural leader who inspires performance through vision, clarity and coaching.
- Commercially curious—keen to explore, test, and adapt new revenue opportunities.
- Collaborative, values-driven, and personally accountable.

Visit the careers page on our website to find out more about our company and what it's like to work for us. www.divcom.net.au

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