Head of Sales LIONS

About Tahaluf and LIONS Riyadh

Tahaluf, a joint venture between Informa PLC, the Saudi Federation for Cybersecurity, Programming and Drones (SAFCSP), and the Events Investment Fund (EIF), is a B2B live and on-demand events organiser in Saudi Arabia. Tahaluf organises events such as LEAP, Cityscape, Black Hat MEA, and CPHI Middle East. LIONS Riyadh, launched by Tahaluf in partnership with LIONS and Saudi Arabia’s Ministry of Media, is a new Festival designed to highlight Middle Eastern creativity on a global stage. The inaugural three-day Festival will take place in Riyadh from December 6–8, 2027, connecting creative industries with global networks and decision-makers.

The Role of Head of Sales - LIONS Riyadh

The Head of Sales for LIONS Riyadh is a full-time position based in Riyadh, requiring 5-10 years of experience. This role focuses on driving and accelerating revenue for the LIONS Riyadh Festival. The Head of Sales will lead the commercial strategy and revenue growth, developing premium partnership propositions for global and regional brands, agencies, media owners, and technology companies. This position requires a consultative sales approach to build long-term strategic partnerships that enhance both commercial value and the Festival experience.

Key Responsibilities

• Develop and deliver the overall commercial and sales strategy for LIONS Riyadh, including revenue targets, sector priorities, account strategy, and go-to-market plans.
• Create commercial propositions beyond traditional exhibition space, such as brand experiences and bespoke participation opportunities.
• Identify and develop high-value strategic accounts across global and regional brands, agencies, media, technology, entertainment, platforms, and government-linked organisations.
• Lead, coach, and develop the sales team, fostering a consultative sales culture focused on strategic account development.
• Maintain pipeline discipline, forecasting, and revenue reporting, with clear visibility of conversion, account progression, risks, and opportunities.
• Collaborate with Marketing to develop client-facing thought leadership, research, case studies, and proof points.
• Develop an 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.
• Ensure the team can confidently engage senior clients across various creative industries.
• Communicate regularly with all group functions within the portfolio to ensure optimal teamwork.
• 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 for Festival planning and product development.
• Demonstrate financial and numerical astuteness, preparing reports on sales performance and projections.
• Monitor the quality and value of the commercial pipeline to attract relevant brands and organisations.
• Liaise with the Operations Department regarding floorplans, special events, and bespoke client requirements.
• Ensure commercial propositions are operationally achievable and deliver the promised client experience.
• Contribute to marketing direction and feed into marketing plans and schedules.
• Work with Marketing and Content teams to translate Festival developments into stronger commercial conversations.

Qualifications and Experience

• Degree level education or equivalent; relevant senior commercial experience may be considered in place of formal qualifications.
• Significant senior-level sales or commercial experience within media, advertising, marketing, creative industries, technology, major events, or premium B2B platforms.
• Proven track record of delivering ambitious revenue targets and securing high-value strategic accounts.
• Experience selling to major brands, agencies, media companies, technology platforms, or similar senior B2B clients.
• Proven experience developing bespoke commercial propositions rather than relying solely on standard inventory.

Desirable Attributes

• Degree or professional background in business, marketing, media, communications, or a related field.
• Strong network of senior decision-makers across relevant industries.
• Experience in a start-up environment and/or scaling a new business.
• Experience launching or growing a commercial proposition in a new market.
• Middle East, particularly Saudi/GCC market experience.
• International commercial experience.

Work Environment

The successful candidate will join an ambitious and committed team, working on large-scale projects under the guidance of a supportive leadership team. The role encourages personal development and offers opportunities within the global events sector.