Event Sales Manager, Live Events

The Event Sales Manager is a leadership role within the Toronto Star Live Events commercial team, accountable for the event sponsorship revenue goal. This person leads executive and senior level discussions, coaches and supports the Sales Representative team, and is deeply embedded in the sales process to shape pitches, join client calls, and drive deals to completion. The role involves collaborating with the VP, Sales and Director, Live Events on commercial planning, developing sponsorship packages, and managing senior-level client relationships.

Responsibilities

• Collaborate with the VP, Sales and the Director, Live Events on the annual commercial planning process, including planning, pricing strategy/revenue target-setting, package development, and go-to-market strategy for new and returning events.
• Accountable for the Live Events event sponsorship revenue goal, tracking performance across the team, flagging risks early, and working with the VP, Sales on mitigation strategies.
• Act as the senior sales supervisor for the Sales Representative team, joining client meetings and four-legged calls to help advance event sponsorship deals, add credibility, and unlock larger direct-client commitments.
• Coach and support sales representatives on event sponsorship sales by providing strategic guidance on ideation, package development to proposal strategy, objection handling, and deal progression.
• Identify gaps in the event sponsorship pipeline and work collaboratively with reps to address them, whether through revised approaches, new prospect targets, or strategic direct-client outreach.
• Partner with the Star Live Events team to develop and refine event sponsorship packages — including tiered offerings and naming/presenting partnership structures — ensuring they are well-structured, deliverable, and integrated into event programming to maximize revenue potential across the portfolio.
• Partner with Program Managers at the point of handoff to ensure comprehensive briefings on each sponsor, including contracted deliverables, client objectives, relationship history, and any commitments made during the sales process to inform seamless execution.
• Cultivate and manage senior-level client relationships to advance strategic event sponsorship opportunities, stewarding key accounts through the full sales lifecycle and ensuring a seamless transition for execution.
• Partner with the events production, digital, creative, and marketing teams as needed to develop sponsorship assets and pitch materials.
• Attend and support Toronto Star Live Events, serving as a senior ambassador for the brand to sponsors, guests, and community partners.

Requirements

• 6-10 years of progressive experience in sponsorship sales, media sales, or B2B partnership development, with at least 2-3 years in a managerial or team-lead capacity.
• A demonstrated track record of closing significant event sponsorship or media partnerships with direct clients, combined with experience mentoring or supporting junior sellers.
• Strong written and verbal communication skills, including the ability to develop and deliver compelling presentations to C-suite and VP-level decision-makers.
• Proven ability to hold accountability for a team revenue goal.
• Experience working in a matrixed environment alongside internal teams, and multiple sales stakeholders.
• Proficiency with CRM platforms (e.g., Salesforce, HubSpot) and a disciplined approach to pipeline management and forecasting.
• An established network of senior marketing and brand contacts in the Toronto/GTA market.

Nice to have

• Experience within a media, publishing, or live events environment is strongly preferred.
• Post-secondary education in business, marketing, communications, or a related field is preferred.