Sales Director


The Director will ensure the Museum has a highly trained and motivated sales team that meets revenue and customer satisfaction goals in key segments – event sales, event add-ons, and the tour and travel markets.  The Director will report to the VP of Operations of the Spy Museum.  

The position also oversees and manages a diverse team of staff, from sales account executives, managers, administrators, to hourly staff.  This includes recruitment, hiring, training, professional development, recognition, and disciplinary actions.  The candidate will manage revenue and expenses, forecasting, and team analysis by utilizing technology available. The Director works towards creating a high level of trust, and excellence and drives vision and cohesion while adhering to the Museum core values.

Five Areas of Accountability

  • Revenue forecasting, pacing, and analysis (fully utilizing Salesforce)
  • Staffing
  • Cross departmental collaboration 
  • New opportunities and department growth
  • Sales cultivation and technology support - utilization of technology to support product/experience development, promotion, assessment, etc.

Success Traits

  • Strategic thinker – understands and digs deeper with regards to analyzing processes, developing, and applying performance metrics, collecting data and producing analytics to make more informed decisions.
  • Staff cultivation – provides consistent feedback and ensures team members receive the proper development/training to excel in their positions.  
  • Collaborative problem solving – identifies issues, discusses with team, colleagues, or external contacts and supports solutions for a positive outcome.
  • Adaptability – open to new ideas and leads the team to appreciate and evaluate new opportunities and take measured risks.
  • Leadership – garners respect and trust through transparency, integrity and visionary direction.



  • Create and direct all departmental policies and procedures for all market segments. 
  • Ensure the department software systems are being utilized strategically and tactically.  This includes the successful implementation of the CRM (Salesforce) and sales point-of-sale (Siriusware) systems, along with other supportive software programs and services.
  • Stay up to date on all technical, managerial, and industry-related developments.  This knowledge is shared with the team and the Spy Museum through internal trainings and communication. 


  • Develop and market new promotional offerings that support the team’s goals.  Offerings are strategic, complement the Spy Museum mission, maximize revenue potential with reasonable costs, and utilize mostly existing resources.
  • Ensure all sales are smart sales that provide a good margin, do not negatively impact other visitation and revenue streams, and provide the guest with an exemplary experience.
  • Develop and communicate team incentive plan.  Incentive plan will energize team and look at current and new incentives beyond traditional monetary rewards.  

Analysis and Planning

  • Maintain regular pacing updates utilizing current technology that includes detailed reporting to the team, VP of Operations and President of the Spy Museum.
  • Create and implement a continuous comprehensive short-term (1 year) and long-term (3 year) marketing plan marketing plan for all three market segments.  Plan will be segmented into short and long-term timetables and include networking events, trade industry partnerships, digital and written marketing opportunities. Monitor and provide a summary on the effectiveness of the plan.
  • Manage and develop the department budget and regularly reconcile department budget regular basis.  Develop and manage department forecast, in line with incentive plan.


  • Collaborate with other departments on a regular basis, communicating needs and partner opportunities, supporting colleague department goals, and utilizing colleague resources to support the sales team.  For example, work closely with Education team and the tour and travel Sales Account Executive to develop and market education workshops for the tour operator and school markets or work with Development staff for event rental leads resulting in a sponsor or corporate membership and a shared sale.
  • Work closely with VP of Operations on the servicing of what the team sells.  This includes the development and tracking of policies, major Sales initiatives and administration, and cross-departmental trainings.
  • Develop and nurture relationships between the Spy Museum, local tour and travel community, and select professional organizations that support the team and/or the Spy Museum.


  • Direct a positive and productive team dynamic.  Team dynamics will mirror the Spy Museum core values of service excellence, creativity, team, diversity and fun.
  • Assess team segments and individual abilities to ensure everyone is working to their fullest potential, thus exceeding goals. 
  • Create a system of open and regular communication with the team.  This includes written and oral dialogue with the team as a whole and individually. 
  • Create and execute a Sales training program.  Assess the staff training needs.  Design and facilitate internal training programs (team and/or individual training) and recommend and facilitate external training offerings.

Education and Experience

  • Bachelor's degree in business, accounting, or a related field.
  • MBA, MAC or equivalent graduate degree desirable.
  • Five or more years’ experience within a sales lead position, preferably in the in a cultural arts organization (such as a museum, performing arts venue, etc.). However, the Museum is open to a talented individual without specific industry experience.
  • Several years in a managerial role preferred.
  • Museum and/or cultural experience preferred.

Skills Preferred

  • Strong revenue forecasting and analysis skills
  • CRM and POS systems.
  • Excellent verbal and written communication skills.
  • Strong supervisory and leadership skills.
  • Extensive knowledge of the procedures and best practices in the industry.
  • Excellent organizational skills and attention to detail.
  • Strong analytical and problem-solving skills.

How to Apply

To Apply, please submit a cover letter, resume, and salary requirements to the Sales Department Application Form.