Event Sales Manager, Live Events

Reporting to the VP, Sales, Toronto Star , the Event Sales Manager is a leadership role within the Toronto Star Live Events commercial team. This person is accountable for the event sponsorship revenue goal, achieved primarily by leading executive and senior level discussions to support and elevate the performance of the Sales Representative team through coaching, ideation, and client engagement. The Event Sales Manager is expected to be deeply embedded in the sales process alongside the rep team, helping to shape pitches, join four-legged calls, and drive deals across the finish line. KEY 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.