Director of Events - Sales & Experience Leader

Drive Revenue. Build Relationships. Create Memories. At Folktale Winery & Vineyards, we believe that every event should be as memorable as our award-winning wines and as joyful as the stories we help our guests create. We're seeking a dynamic Director of Events - a strategic revenue leader with a passion for sales, hospitality, and crafting world-class experiences that elevate our brand as the premier destination in Carmel Valley .As Director of Events, you'll blend sales leadership, relationship development, and hands-on event ownership to grow our event book from weddings and corporate events to social gatherings and community partnerships. You'll manage your own portfolio of business from prospecting through execution, collaborate with a second Director to grow market share, and ensure Folktale continues to be top-of-mind for clients and partners alike. RequirementsEvent Sales & Revenue GrowthProactively pursue new business across weddings, corporate, social, and community eventsDeliver compelling property tours and site visits that inspire bookingsCraft proposals, pricing, and contracts aligned with revenue and margin goalsOwn events from initial inquiry through post-event client follow-upHit or exceed revenue goals and strategically upsell wine packages, culinary add-ons, and premium experiencesCommunity Engagement & Brand BuildingBuild referral pipelines and partnerships with hotels, planners, corporate partners, and community leadersRepresent Folktale at networking events and business gatheringsPosition Folktale as the must-choose venue for milestone celebrations and premium experiencesEvent Leadership & Team OversightLead and mentor the Event Manager to ensure seamless planning and executionPartner with Culinary, Hospitality, and Operations teams to align expectationsCollaborate with your fellow Director to refine strategy and strengthen consistencyWhat We're Looking ForYou thrive on strategic sales and leadership, with a hospitality heart and an entrepreneurial mindset: 10+ years in event sales or hospitality leadership A proven hunter and closer with excellent negotiation skills Exceptional communicator who builds relationships with ease Ability to manage multiple high-impact events concurrently Strong strategic thinker with sales forecasting, financial, and CRM capabilities Comfortable working evenings, weekends, and holidays as events require High energy, self-initiative, and passion for hospitality and luxury experiences Salary Description $90,000.00 - $110,000.00

Created: 2026-04-02