Event Sales Manager, Live Events

Company Description The Toronto Star is a progressive media organization with a long, proud history in newspapers and a passion for capitalizing on the fluid world of digital and mobile media. Our vision for success is driven by a deep customer-centric obsession, continued journalistic excellence, advanced data-driven competency and a culture that is selfless, focused, agile, collaborative and results driven. The successful candidate will be a champion of those priorities while keeping the customer at the heart of all the creative work that they will be doing. Our Commitment to Diversity We strive to be a leader in building and cultivating an employee community framed around fairness, support and opportunity. We believe that what makes us different, makes a difference. And as a team, the diversity of our backgrounds, interests and experiences is what enriches our work, and our workplaces. We welcome all, and we strive for an inclusive culture that allows individual growth and shared success. Job Description 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. Qualifications 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. 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. Additional Information We are committed to providing an inclusive and barrier-free recruitment process ensuring equal access to employment opportunities for candidates, including persons with disabilities. In compliance with Accessibility for Ontarians with Disabilities Act and Ontario Human Rights Code we will endeavour to provide accommodation to persons with disabilities in the recruitment process upon request. If you are selected for an interview and you require accommodation due to a disability during the recruitment process, please notify the hiring manager upon scheduling the interview of your requirements. This posting is for an existing vacancy. Our Applicant Tracking System (ATS) uses AI for initial screening and assessment; however, all final selection decisions are made by our Hiring Managers.

The Event Sales Manager is responsible for achieving sponsorship revenue goals by leading and coaching a sales team through the full sales lifecycle. They will collaborate on commercial planning, develop sponsorship packages, and manage senior-level client relationships to drive deal progression.

Candidates must have 6-10 years of experience in sponsorship or media sales with at least 2-3 years in a leadership capacity. A proven track record of closing significant partnerships and strong communication skills for C-suite engagement are required.

Identified from the job description. Confirm important requirements above.

• Sponsorship Sales
• Media Sales
• B2B Partnership Development
• Team Leadership
• Sales Coaching
• Strategic Planning
• Revenue Management
• CRM
• Salesforce
• HubSpot
• Pipeline Management
• Client Relationship Management
• Public Speaking
• Negotiation
• Account Management
• Market Strategy
• Go-to-Market Strategy
• Ideation
• Accountability
• Sales Prospecting
• Packaging Development
• Event Sponsorships
• Proposal Strategy
• Planning
• Artificial Intelligence
• Applicant Tracking Systems
• Business Marketing
• Business To Business
• Customer Relationship Management
• Management
• Commercial Planning
• Communication
• Event-Driven Programming
• Sales
• Forecasting
• Leadership
• Marketing
• Journalism
• Mentorship
• Presentations
• Pricing Strategies
• Coaching
• Sales Process
• Sales Management
• Verbal Communication Skills
• HubSpot CRM
• Scheduling

• Sales
• Management & Leadership
• Creative & Media
• Marketing
• Event Sales Manager
• Sales Manager (General)
• Sales and Marketing Managers
• Sales Managers

Minimum education

Bachelor’s degree

Minimum experience

5+ years

Posting language

English

Working hours

40 hours per week