Head of Sales - LIONS Riyadh
Informa Group Plc. · Riyadh, Saudi Arabia · hybrid
Tahaluf is the largest B2B live and on-demand events organiser in Saudi Arabia by space, attendance, colleagues, and revenue. It is a joint venture between Informa PLC, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Events Investment Fund (EIF).
Tahaluf is bold, visionary, and determined to make an impact. Our team fosters a culture of collaboration, creativity, and a little fun, here teamwork rules and work feels as exciting as the events we create. Scaling at this pace also requires exceptional local partners, and Tahaluf is proud to work with a range of government and non-government organisations at the forefront of Saudi Arabia’s B2B and B2C large-scale events scene.
Be part of something BIG with Tahaluf’s series of record-breaking events: LEAP and Cityscape - the largest events in the world in their respective fields of tech and real estate; Black Hat MEA - a Guinness World Record holder for the largest CTF competition during the event; and CPHI Middle East - the largest pharma debut event in history, to name just a few. Tahaluf is making a huge impact on the global events sector.
Join our ambitious and highly committed team, unafraid to push boundaries and disrupt the status quo. From day one, you’ll dive into large-scale projects under the guidance of a supportive leadership team that will encourage your personal development and open doors to new opportunities.
About LIONS Riyadh
LIONS Riyadh marks a bold new chapter for the world’s most prestigious platform for creative marketing. Launched by Tahaluf in partnership with LIONS and Saudi Arabia’s Ministry of Media, it is a distinct Festival within the global LIONS community, home to the renowned Cannes Lions International Festival of Creativity. Designed to amplify Middle Eastern creativity on the global stage, LIONS Riyadh will showcase the region’s talent, ideas and storytelling while connecting its creative industries with the world’s leading networks, brands and decision-makers. The inaugural three-day Festival takes place at KAFD, Riyadh, from 6–8 December 2027. It will bring together regional and global CMOs, creative leaders, agencies, brands and emerging talent around creative excellence, effectiveness, culture and the future of the industry.
We are looking for a proven sales leader who can drive and accelerate revenue for this flagship event.
The Head of Sales will lead the commercial strategy and revenue growth for LIONS Riyadh, building a premium partnership proposition for global and regional brands, agencies, media owners, technology companies and other organisations seeking to engage with the creative industries.
In this senior role, the individual will be responsible for achieving revenue targets, whilst leading and developing the sales team to maximize effectiveness and efficiency.
Unlike a traditional event sales role, this position requires a highly consultative approach. The Head of Sales will work with clients to understand their brand, business and audience objectives and translate these into bespoke opportunities across content, experiences, hospitality, talent, activations, learning and year-round engagement.
The role is responsible not simply for selling inventory, but for building long-term strategic partnerships that enhance both the commercial value and the 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 go beyond traditional exhibition space, including 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 organisations and the wider creative economy.
- Lead, coach and develop the sales team, creating a consultative sales culture focused on strategic account development
- Maintain strong pipeline discipline, forecasting and revenue reporting, with clear visibility of conversion, account progression, risks and opportunities.
- Support in the planning and execution of a full rebooking campaign for the exhibition
- Work with Marketing to develop client-facing thought leadership, research, case studies and proof points that strengthen the commercial proposition.
- Develop a strong understanding of the Saudi, GCC and international creative, advertising, marketing and media landscape to identify new revenue opportunities.
- Use audience insight, market intelligence, and client research to develop 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 inventory alone.
- Ensure the team can confidently engage 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.
- Hold regular training sessions with the team with key takeaways and KPIs
- Create staff development roadmaps for direct reports
- Create and encourage a teamwork culture
- Have regular one to ones with team and conduct annual meetings for objective setting and appraisals
- Identify team members for promotion / advancement to retain talent
Communication:
- Communicate with all group functions within the portfolio on a regular basis to ensure optimal team working
- Liaise and work with the Sales Operations team to ensure 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 are communicated back into Festival planning and product development.
- Maintain strong communication with LIONS to ensure commercial activity is aligned with brand standards and the wider Festival proposition.
Reporting:
- Demonstrate financial and numerical astuteness
- Ensure weekly exhibition figures and pipelines are presented to the Senior Management team
- Prepare reports detailing weekly sales performance and projections for upcoming weeks
- Effective and timely reporting to ensure potential result or resource problem areas are flagged early
- Track performance across client segments, products and markets to identify growth opportunities.
- Monitor the quality as well as the value of the commercial pipeline, ensuring the right brands and organisations are being attracted to LIONS Riyadh.
- Provide clear market intelligence and client feedback to inform the wider commercial and Festival strategy.
Exhibition Operations:
- Continually liaise with Operations Department with respect to floorplans, special events and bespoke client requirements
- Assist and provide support to the Operations team onsite
- Oversee relevant sections of the online exhibitor manual or customer center
- Ensure commercial propositions are operationally achievable and deliver the experience promised to clients.
- Work with Creative and Operations teams to support high-quality brand environments, activations and experiences that reflect LIONS standards.
- Maintain a strong focus on the overall Festival experience when allocating commercial inventory and client presence
Exhibition Marketing:
- Show clear understanding of the fundamentals of the marketing processes
- Contribute to the marketing direction and feed into marketing plans and schedules
- Work closely with the Marketing team to design/create and write copy for marketing materials and websites
- Ensure sales narratives clearly com