Key Responsibilities and Required Skills for Catering Sales Coordinator

🎯 Role Definition

The Catering Sales Coordinator is the primary operational and sales support role for catering and private events. This position blends active sales (lead generation, proposals, contract negotiation) with operational coordination (banquet event orders, staffing, vendor management) to ensure events are sold, executed and closed profitably. The ideal candidate has hospitality sales experience, strong communication skills, CRM proficiency, and a process-oriented approach to event production.

📈 Career Progression

Typical Career Path

Entry Point From:

Catering Assistant or Banquet Server with demonstrated sales aptitude
Event Coordinator or Assistant Event Planner
Sales Associate or Guest Services Representative in hospitality

Advancement To:

Senior Catering Sales Coordinator / Catering Sales Manager
Director of Catering & Events
Regional Catering Sales Director or Hospitality Sales Manager

Lateral Moves:

Event Operations Manager / Banquet Manager
Group Sales Coordinator or Conference Services Manager

Core Responsibilities

Primary Functions

Generate, qualify and manage a steady pipeline of catering leads through inbound inquiries, outbound prospecting, RFP responses and partnerships to meet monthly and quarterly catering sales targets and revenue KPIs.
Respond promptly to client inquiries and RFPs, prepare tailored proposals and quotes that include menu options, pricing, staffing estimates, rentals and A/V needs, and track proposal conversion rates.
Prepare, review and maintain accurate Banquet Event Orders (BEOs) and event run sheets, ensuring all client expectations, timelines and special requests are documented and communicated to culinary, service and operations teams.
Negotiate contracts and terms with clients, secure deposits, finalize billing arrangements and ensure all signed agreements comply with hotel/venue policy and liability/insurance requirements.
Maintain and update customer records, event histories and sales activity in CRM systems (Salesforce, CVENT, Caterease or equivalent), ensuring lead statuses, notes and revenue forecasting are current.
Conduct site tours, tastings and client meetings—both virtual and in-person—to sell catering packages, upsell upgrades and close new business by showcasing venue capabilities and culinary offerings.
Build and maintain strong client relationships through consistent follow-up, personalized service and a consultative sales approach that maximizes lifetime value and drives repeat business.
Collaborate with culinary leadership and executive chefs on menu development, pricing, special dietary requests and food cost optimization to ensure profitable menus and satisfied clients.
Coordinate staffing plans with Banquet Managers and HR, including scheduling service personnel, culinary teams and third‑party vendors to match event requirements and labor budgets.
Produce accurate event budgets and profitability analyses, track actual vs. estimated costs, and provide post-event financial summaries to leadership to inform pricing and margin strategy.
Create and distribute detailed event production documents (BEOs, floor plans, timelines, vendor contact lists) to internal teams and external vendors to ensure flawless event execution.
Manage deposits, invoicing and final client billing in coordination with finance and accounting teams; reconcile event revenues and resolve billing disputes promptly.
Monitor inventory of catering supplies and equipment, coordinate replenishment or rentals (china, linens, glassware, staging, AV), and manage relationships with preferred rental and floral vendors.
Oversee vendor coordination—caterers, rental companies, entertainers, AV providers, decorators—ensuring vendor contracts, delivery windows and on-site requirements are met.
Serve as the on-site client liaison during events when assigned, handling last-minute changes, troubleshooting operational issues and ensuring client satisfaction from setup through breakdown.
Track and report on sales performance metrics and KPIs (revenue booked, leads generated, conversion rate, average event value) to Catering Sales Manager and leadership on a weekly and monthly cadence.
Conduct competitive market research and maintain knowledge of local catering trends, pricing benchmarks and competitor offerings to refine packages and sales positioning.
Support marketing initiatives for catering sales including email campaigns, seasonal promotions, social media content, and coordination of tastings/open-house events to drive lead generation.
Train and mentor junior sales staff or interns on proposal creation, CRM best practices, sales scripting and hospitality standards to scale team capabilities.
Ensure compliance with all health, safety, licensing and alcohol service regulations; coordinate required permits and insurance certificates for special events and third-party vendors.
Manage calendar and scheduling for tastings, walkthroughs, vendor deliveries and client meetings to optimize use of sales resources and venue availability.
Facilitate cross-selling between catering and other revenue streams (rooms, audio-visual, spa, F&B outlets) to increase overall event spend and achieve integrated sales goals.
Document and implement process improvements for sales workflows, proposal templates and event checklists to reduce errors and accelerate time-to-contract.
Solicit client feedback post-event, manage satisfaction surveys, collect testimonials and case studies, and escalate any service recovery matters to leadership.
Coordinate logistics for off-site catering events including transportation, staging, portable kitchens, power requirements and local permitting to expand service capabilities.
Support group sales and conference teams on multi-day or large-scale events by aligning catering timelines, room blocks and meal functions to ensure cohesive client experiences.

Secondary Functions

Assist marketing with photo and content capture during events for promotional use and case studies that support catering sales campaigns.
Participate in community networking events, vendor showcases and trade shows to generate referral relationships and build brand presence.
Maintain up-to-date sample menus, RFP response templates and sales collateral to ensure consistent and polished presentations to prospective clients.
Monitor and recommend technology tools (CRM integrations, e-signature platforms, event management software) that improve sales productivity and client experience.
Support sustainability initiatives related to catering operations by tracking waste reduction, local sourcing opportunities and eco-friendly rental options.

Required Skills & Competencies

Hard Skills (Technical)

Proficient with CRM platforms (Salesforce, CVENT, Caterease or similar) for pipeline management and forecasting.
Experience creating and managing Banquet Event Orders (BEOs), event timelines and production documents.
Strong pricing, quoting and menu costing skills with understanding of food & beverage COGS and gross margin drivers.
Contract preparation and negotiation skills, including deposit schedules, payment terms and liability clauses.
Familiarity with RFP response processes and proposal software; ability to customize proposals quickly.
Advanced proficiency in Microsoft Excel / Google Sheets for budgeting, reporting and revenue analysis.
Knowledge of event management and catering software (POS integrations, inventory management, scheduling tools).
Working knowledge of local health, safety, alcohol licensing and permit requirements for on- and off-site events.
Experience coordinating audiovisual and technical requirements (A/V riders, staging, power) with technical vendors.
Ability to produce professional marketing collateral, tasting menus and sales presentations (PowerPoint / Keynote).
Proven ability to use e-signature platforms (DocuSign) and billing systems for contract execution and invoicing.

Soft Skills

Excellent written and verbal communication skills with an ability to craft persuasive proposals and clearly brief operational teams.
Strong client relationship and consultative sales skills; ability to build trust and upsell appropriately.
Exceptional organizational skills with high attention to detail under tight timelines and multiple concurrent events.
Problem-solving mindset and calm under pressure, especially when managing on-site event changes and last‑minute requests.
Time management and prioritization skills to balance sales activities with production responsibilities.
Collaborative team player who partners effectively with culinary, operations, finance and marketing colleagues.
High level of professionalism and customer service orientation with a focus on creating memorable client experiences.
Negotiation and conflict resolution skills to manage vendor issues or client disputes tactfully.
Adaptability and flexibility to support variable schedules, including nights and weekends for events and tastings.
Initiative and continuous improvement mindset to refine sales processes and contribute to revenue growth.

Education & Experience

Educational Background

Minimum Education:

High school diploma or equivalent

Preferred Education:

Bachelor’s degree in Hospitality Management, Business Administration, Sales, Marketing, or Event Management

Relevant Fields of Study:

Hospitality Management
Event Management / Meeting & Event Planning
Business Administration or Sales & Marketing
Culinary Arts (for menu collaboration and costing knowledge)

Experience Requirements

Typical Experience Range: 1–4 years of catering, banquets, hospitality sales, or event coordination experience.

Preferred: 2–5 years of progressive experience in catering sales or group sales at hotels, convention centers, restaurants or independent catering firms with proven sales results and operational event production experience.