B2B Audience & Sales Manager – Live Events

Location: Madrid, Spain

Working model: Hybrid – 3 days in the office, 2 days working from home

Salary: €60,000 OTE (€45,000 fixed salary + €15,000 bonus)

About the Opportunity

Our client is an established international B2B events and media organisation operating across the technology and professional services sectors. They create high-value events and experiences that bring together senior business leaders, decision-makers and corporate audiences.

We are looking for an experienced B2B Audience & Sales Manager to lead audience growth and delegate sales activity across a portfolio of live events in Spain and LATAM.

This is a commercially focused leadership role, combining B2B sales, ticketing/delegate sales, audience development and team management . You will be responsible for ensuring each event attracts the right audience in terms of volume, seniority, company profile and commercial value.

The successful candidate will be highly target-driven, organised and confident managing a sales team, while also being comfortable engaging directly with senior decision-makers and corporate audiences.

Key Responsibilities

Sales Strategy & Audience Development

- Develop and implement delegate and ticket sales strategies aligned with event revenue and audience targets.
- Build targeted sales campaigns for different B2B and corporate audience segments.
- Identify new audience opportunities and develop strategies to increase attendance and revenue.
- Use data, market intelligence and customer insight to optimise sales activity and conversion.
- Develop long-term relationships with key buyers, decision-makers and corporate organisations.
- Identify audience gaps and ensure the right mix, seniority and volume of attendees across each event.

Team Management & Performance
- Lead, manage, coach and motivate the audience/delegate sales team.
- Set clear KPIs and individual and team targets.
- Monitor performance and provide regular feedback, coaching and development.




- Identify areas for improvement and implement action plans to increase team effectiveness.
- Create a high-performance, accountable and collaborative sales environment.
- Conduct regular performance reviews and support the professional development of team members.

Ticketing & Delegate Sales
- Oversee the full ticketing/delegate sales cycle, from prospecting and lead generation through to conversion and post-event relationship management.
- Drive new business while maximising repeat attendance and existing customer relationships.
- Engage with senior decision-makers and corporate audiences to understand their needs and encourage event participation.
- Ensure the right mix of attendees, seniority and corporate representation across each event.
- Monitor sales performance, forecasting and revenue against targets.
- Build strong relationships with senior stakeholders and decision-makers within target companies.
- Maintain high service levels throughout the sales process to encourage customer satisfaction and repeat attendance.

Market & Audience Intelligence
- Research target markets, competitors, industry trends and customer preferences.
- Identify new corporate audience groups and potential high-value accounts.
- Develop strategies to improve audience retention and repeat attendance.
- Use sales data and market intelligence to identify growth opportunities.
- Develop relationships with key buyer groups and organisations across targeted markets.

KPIs & Targets
- Deliver agreed event delegate/ticket revenue targets.
- Achieve agreed activity and conversion KPIs.
- Build a consistent pipeline of new B2B and corporate opportunities.
- Increase attendance and repeat participation across events.




- Maintain the appropriate audience mix, seniority and volume for each event.
- Track and report regularly on sales performance, forecasting and revenue.

What We're Looking For

Essential Experience

- Proven experience in ticketing, delegate sales, event sales or a closely related B2B sales environment .
- Strong experience working with a B2B and/or corporate audience .
- Demonstrable experience managing and developing a sales team .
- Proven track record of achieving or exceeding sales and revenue targets.
- Experience working with senior decision-makers and corporate clients.
- Strong commercial and relationship-building skills.
- High level of spoken and written English – essential.
- Highly target-driven, self-motivated and comfortable working in a fast-paced environment.
- Strong organisational skills with the ability to manage multiple priorities.
- Confident communicator with excellent telephone, virtual meeting and written communication skills.
- Experience with CRM systems, LinkedIn Sales Navigator or similar prospecting tools would be advantageous.

The Idóneo Candidate You will be a commercially minded sales leader who understands how to build, engage and grow a high-quality B2B and corporate audience .

You should be comfortable balancing hands-on sales activity with team leadership , and enjoy working towards ambitious targets. You will have the confidence to speak with senior corporate decision-makers, the analytical mindset to use data to improve performance, and the leadership skills to develop a high-performing team.

Experience within events, ticketing, delegate sales, conferences, B2B media or professional services would be particularly relevant.

What Our Client Offers

- €60,000 OTE: €45,000 fixed salary and €15,000 performance-related bonus
- Hybrid working: 3 days in the office and 2 days working from home
- Social Benefits package
- Career development opportunities within an international organisation

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