Show Director (Industrial).

Location: Dubai, UAE
Employment Type: Full-time, permanent
Industry: Exhibitions and Events
Client: Confidential
Reporting To: Portfolio Director

The Opportunity

Our client is seeking an experienced and commercially driven Show Director to lead the strategic development, commercial performance and delivery of an established exhibition portfolio.

The successful candidate will take responsibility for sales strategy, revenue growth, key-account development, industry partnerships and team performance. Working closely with marketing, operations and conference teams, they will ensure each event achieves its commercial objectives while delivering an excellent experience for exhibitors, visitors and partners.

Key Responsibilities

Commercial Strategy and Sales Leadership

• Develop and implement the sales strategy for the assigned exhibition or portfolio.
• Take ownership of revenue, exhibition-space, sponsorship and rebooking targets.
• Establish and monitor individual targets for the internal sales team and international sales partners.
• Maintain accurate annual, quarterly and monthly sales forecasts.
• Identify performance gaps and implement appropriate commercial recovery plans.
• Develop new business opportunities, revenue streams and product categories.
• Personally manage negotiations with major exhibitors, sponsors and strategic accounts.
• Maintain strong pricing and discounting discipline.
• Ensure exhibitor bookings, contracts and sales activity are administered accurately.
• Provide regular performance reports, forecasts, risk assessments and market updates to the Portfolio Director.

Business Development and Key Accounts

• Build and maintain a strong pipeline of prospective exhibitors, sponsors and partners.
• Provide a high standard of exhibitor service throughout the complete event cycle.
• Manage strategically important accounts and develop long-term commercial relationships.
• Lead exhibitor retention and rebooking activity against agreed targets.
• Identify opportunities to grow existing accounts through additional space, sponsorship and value-added products.
• Maintain regular contact with clients to understand their objectives, challenges and future requirements.
• Act as the senior escalation point for significant exhibitor or partner matters.

Sales Planning and International Networks

• Develop and manage effective domestic, regional and international sales channels.
• Review existing sales territories and identify opportunities to expand the international sales network.
• Establish clear targets and performance expectations for agents and sales partners.
• Provide sales teams and partners with appropriate training, market intelligence and commercial materials.
• Monitor the effectiveness of sales channels and address underperformance.
• Coordinate international sales activity to protect key accounts and avoid duplication.
• Plan and undertake targeted regional and international sales visits.
• Attend competitor and industry events to generate leads, strengthen relationships and gather market intelligence.

Marketing and Event Positioning

• Work closely with the marketing team to develop the event’s positioning, campaign strategy and commercial messaging.
• Support the creation of sales presentations, brochures, digital content and other commercial materials.
• Ensure marketing activity supports exhibitor acquisition, visitor development and revenue objectives.
• Contribute industry knowledge and commercial insight to marketing plans.
• Monitor campaign performance and ensure sales and marketing activity remain closely aligned.
• Identify media, association and promotional partnerships that strengthen the event’s market presence.
• Represent the exhibition in presentations, meetings and promotional activity when required.

Industry and Stakeholder Relationships

• Build strong relationships with trade associations, government entities, publications, media partners and other relevant industry groups.
• Secure endorsements and partnerships that enhance the credibility and reach of the exhibition.
• Maintain close working relationships with leading exhibitors and influential industry stakeholders.
• Develop international partnerships and country-pavilion opportunities where relevant.
• Represent the event professionally at industry meetings and competing exhibitions.
• Establish the Show Director as a credible and knowledgeable representative of the exhibition.

Market Research and Event Development

• Maintain a detailed understanding of the relevant industry, market trends and competitive environment.
• Coordinate structured market research and competitive analysis.
• Identify emerging sectors, product categories and future growth opportunities.
• Use market intelligence and client feedback to refine the event’s commercial strategy and content.
• Work with internal teams to develop new features, pavilions and other event propositions.
• Identify sponsorship opportunities in collaboration with the relevant internal stakeholders.
• Prepare recommendations that support the long-term development and competitiveness of the exhibition.

Floor Plan Management

• Lead the commercial and strategic development of the exhibition floor plan.
• Position show sections, pavilions, features and premium areas to support revenue and visitor flow.
• Coordinate floor-plan development with the Portfolio Director and operations team.
• Monitor space sales and adapt the floor plan in response to commercial performance.
• Ensure space allocation balances exhibitor requirements with the strategic positioning of the event.
• Maximise the commercial potential of premium locations and sponsorship assets.

Team Leadership

• Build, lead and develop a cohesive, high-performing show and sales team.
• Establish clear responsibilities, commercial targets and performance expectations.
• Monitor individual and team performance and provide regular feedback.
• Coach and mentor team members across sales, business development and account management.
• Identify training and professional-development requirements.
• Promote a collaborative culture based on accountability, initiative and commercial excellence.
• Support recruitment, performance reviews and succession planning within the team.
• Coordinate effectively with marketing, operations, finance and other internal departments.

Budget and Financial Management

• Prepare realistic annual budgets and commercial forecasts in consultation with the Portfolio Director.
• Take responsibility for achieving agreed revenue, cost and profitability targets.
• Monitor financial performance and investigate significant variances.
• Maintain suitable contingency allowances for unforeseen event-related costs.
• Manage relevant sales, exhibitor marketing and promotional budgets.
• Ensure expenditure is appropriately authorised and accurately recorded.
• Assess the commercial return of sales, marketing, sponsorship and partnership activity.

Event Delivery

• Maintain senior oversight of the exhibition’s planning and on-site delivery.
• Work closely with the operations team to ensure the event is delivered safely, professionally and within budget.
• Support venue and supplier negotiations where senior commercial input is required.
• Maintain a visible leadership presence throughout build-up, live days and breakdown.
• Ensure exhibitors, visitors, VIPs and business partners receive a high-quality experience.
• Coordinate arrangements for important guests, international partners and industry stakeholders.
• Resolve significant commercial or customer issues during the event.
• Lead post-event reviews and ensure agreed improvements are incorporated into the next event cycle.
• Drive rebooking and customer-retention activity during and immediately following the exhibition.

Candidate Profile

The successful candidate will be a commercially accomplished exhibition professional with the leadership capability and industry credibility required to grow an event and strengthen its market position.

They will be proactive, resilient and comfortable operating in a target-driven environment. The individual must be able to balance strategic planning with hands-on sales leadership while building strong relationships across clients, partners and internal teams.

Essential Experience

• A minimum of five years’ experience in sales management and the exhibitions industry.
• Previous experience in a Show Director, Event Director, Show Manager or comparable commercial role.
• Demonstrable experience launching, developing or significantly growing exhibitions.
• Strong exhibition sales, business-development and key-account management experience.
• Proven ability to achieve revenue, space and rebooking targets.
• Experience managing and developing sales or event teams.
• Experience preparing budgets, forecasts and commercial performance reports.
• Strong relationships with exhibitors, industry groups or international sales partners.
• Experience working across sales, marketing, operations and conference functions.
• Willingness to undertake regional and international travel.
• Strong written and spoken English.

Qualifications

• Bachelor’s degree in Business Administration, Marketing, Event Management, Economics or a related discipline.
• Additional qualifications in sales, leadership or the events industry would be advantageous.

Key Competencies

• Commercial and sales leadership
• Exhibition strategy and development
• Revenue and pipeline management
• Key-account development
• Team leadership and coaching
• Industry relationship building
• Budget ownership and forecasting
• Market research and competitive analysis
• International sales-partner management
• Negotiation and influencing
• Strategic planning
• Executive communication
• Attention to detail
• Resilience and adaptability
• Personal accountability

What the Role Offers

• Strategic and commercial responsibility for a significant exhibition or portfolio.
• The opportunity to grow and develop an established event platform.
• Leadership of a dedicated show and sales team.
• Regular engagement with senior regional and international stakeholders.
• The opportunity to build influential relationships across the relevant industry.
• A varied position within a fast-paced international exhibitions environment.
• A competitive remuneration and benefits package.