AREA DIRECTOR OF SALES – AMSTERDAM & THE HAGUE

Reporting to the Country General Manager,  this role will drive commercial performance and take full ownership of sales targets across assigned Locke & Cove properties in Amsterdam and The Hague. You will deliver exceptional revenue growth through strategic account management, market expansion, and targeted new business development across both locations.

This role is based across properties, with regular on-site presence in both Amsterdam and The Hague.

THE STAGE IS SET

The stage is set for something different. We don’t run conventional hotels; we build places with character and intent.

What began as a small UK aparthotel portfolio has grown into a European collection recognised for design and atmosphere - and we’re now entering a new chapter. As we redefine the brand and evolve our identity, we’re focused on creating spaces that feel compelling, contemporary, and truly distinctive. Locke leads with bold expression; Cove by Locke refines that same spirit into a quieter, more streamlined approach.

Guests come to rest, work, or escape. Comfort is a given - great beds, hot showers, genuine service. But we aim to create moments that feel memorable and a little unexpected, bringing back the sense of mood hospitality often lost.

This is our backdrop. We’re on an exciting journey step on stage and play your part.

THE WORK IN YOUR HANDS

• Developing and executing multi-property sales strategies aligned with KPIs to consistently meet or exceed revenue targets across Amsterdam and The Hague
• Taking full accountability for delivering ambitious B2B revenue targets across both markets
• Leading a balanced approach to revenue generation, combining hands-on account management with proactive new business acquisition
• Identifying, pursuing, and closing new corporate clients across local and international segments to drive incremental revenue
• Driving market share growth in both cities through strategic positioning and targeted sales activity
• Implementing structured account planning to grow revenues from corporate clients, Travel Management Companies (TMCs), Serviced Apartment Booking Agencies (SABAs), consortia, and other B2B intermediaries
• Actively pursuing opportunities across all segments including corporate, groups, M&E, mid- and extended-stay
• Acting as the commercial lead across both locations, ensuring alignment with wider European sales strategy
• Collaborating closely with Key Accounts, Groups & MICE, and the broader Commercial Team while retaining ownership of regional performance
• Maintaining disciplined use of CRM and edyn’s database, ensuring high-quality pipeline management and accurate forecasting
• Providing detailed, data-driven reporting on sales performance, pipeline development, and market insights
• Representing both properties through FAM trips, client events, trade shows, and sales presentations
• Ensuring consistency in sales standards, processes, and account management practices across both locations

THE FIRE YOU CARRY

• Strong commercial acumen with a proven ability to drive multi-property performance
• Exceptional relationship-building skills, including engagement with senior decision-makers
• Advanced negotiation and influencing capabilities across diverse markets
• Strategic mindset with the ability to manage multiple priorities across locations
• Excellent communication and presentation skills
• High level of proficiency in sales tools, reporting platforms, and CRM systems

YOUR PROVEN TRACK

• Minimum 4–6 years’ experience in hospitality sales across European or international markets, managing €3M+ annual revenue
• Proven success in exceeding sales targets within multi-property or regional roles
• Strong background in strategic account management and new business development
• Solid knowledge of the Dutch market, with an established network in Amsterdam and/or The Hague preferred
• Deep understanding of the corporate travel and serviced apartment sectors

WHAT WE LOOK FOR

We’re here to rethink what a modern lifestyle hotel can be. That takes pace, creativity, and people who enjoy working with purpose.

If you’re comfortable with change, motivated by ideas, and focused on crafting meaningful guest experiences, you’ll do well here. We value individuals who can hold a vision, appreciate atmosphere, and want their work to have impact.

Skills can be taught. Mindset can’t. There’s no single template for success here - just the right approach and willingness to grow.