Commercial Director

Job Title: Commercial Director
Reporting line: General Manager
Directly Supervises: Sales, MICE, Marketing, Revenue and Reservations Teams
Liaises with: All other hotel operations
Location: Kampala Serena Hotel, Uganda
Job Purpose
The Commercial Director is a member of the hotel’s Executive Committee responsible for driving commercial
performance, market leadership, and sustainable revenue growth across all business segments. The role
provides strategic leadership for Sales, Marketing, Revenue Management, Reservations, Distribution, and
MICE, ensuring the hotel achieves revenue, profitability, market share, and brand positioning objectives
within Uganda and the wider regional market.
1. COMMERCIAL STRATEGY AND LEADERSHIP
• Develop, implement, and continuously refine the hotel’s commercial strategy in line with overall
business objectives.
• Accountable for achieving agreed commercial KPIs including Revenue, ADR, RevPAR, Occupancy,
Market Share and profitability targets.
• Identify and pursue new revenue streams, strategic partnerships, and emerging market
opportunities.
• Lead the hotel’s Revenue Strategy Committee and ensure robust forecasting, pricing, inventory
management, demand generation, and distribution strategies that maximize total revenue
performance.
• Lead the Sales, Marketing, Revenue Management and Distribution teams to achieve revenue,
occupancy, ADR, and market share targets.
• Provide commercial direction and market intelligence to the General Manager and senior leadership
team.

• Monitor competitor activity, market trends and economic developments, and adjust strategies
proactively.
2. REVENUE GENERATION AND PERFORMANCE
• Drive total hotel revenue across rooms, food & beverages, conferences, banqueting, events and
other profit centers.
• Oversee pricing, yield management, inventory control, and distribution channel strategy.
• Ensure effective management of key accounts, corporate contracts, travel trade, MICE and leisure
segments.
• Maximise opportunities through Serena group synergies and inter-unit sales across Africa and Asia.
3. SALES, MARKETING AND BRAND POSITIONING
• Direct sales strategies for corporate, government, diplomatic, NGO, MICE and leisure markets.
• Oversee marketing plans, brand campaigns, digital presence, public relations, and promotional
activities.
• Ensure the hotel is strongly positioned as a leading luxury hospitality destination in the market.
• Represent the hotel at high-level industry events, client forums, and stakeholder engagements.
4. TEAM LEADERSHIP AND CROSS-FUNCTIONAL COLLABORATION
• Lead, coach and develop the commercial team to high performance.
• Work closely with Operations, Finance, Food & Beverage and other departments to ensure seamless
delivery of commercial commitments.
• Foster a commercial culture focused on revenue generation, guest satisfaction, and accountability.
5. SUSTAINABILITY
• Support Serena’s ESG and sustainability agenda through responsible commercial partnerships and
stakeholder engagement.
• Promote Serena’s sustainability initiatives through sales and marketing activities.
• Ensure alignment of commercial activities with the group’s ESG objectives.
6. KEY STAKEHOLDER ENGAGEMENT
• Develop strategic relationships with key corporate, diplomatic, government, travel trade, and
industry stakeholders.
Represent the hotel at industry forums, tourism events, and business networking platforms.

JOB SPECIFICATIONS
• Bachelor’s Degree in Business Administration, Marketing, Hospitality Management, Commerce or a
related field (Master’s degree is an advantage).
• Minimum 10 years’ progressive commercial experience within the hospitality industry, including at
least 5 years in a senior commercial leadership role within a luxury or internationally branded hotel
environment.
• Proven track record in a 5-star hotel environment, preferably within an international or luxury brand.
• Demonstrated ability to establish and implement sales and marketing strategy for a 5-star business
and leisure hotel, international conference centre, and business excellence.
• Experience leading business transformation, repositioning, commercial turnaround, or pre-opening
projects will be an added advantage.
• Strong experience in driving total revenue, managing multi-segment portfolios, and leading high-
performing teams.
• Sound knowledge of revenue management systems, distribution channels, CRM tools, and digital
marketing.
SKILLS AND PERSONAL ATTRIBUTES
• Strong commercial acumen and strategic thinking.
• Excellent leadership, negotiation, presentation, and stakeholder-management skills.
• · Analytical, results-oriented, and decisive.
• High level of integrity, professionalism, and customer focus.
• Ability to inspire teams and work collaboratively across departments.
• Well-groomed, confident, and capable of representing the hotel at the highest levels.
COMPETENCES AND CORE VALUES
A) COMPETENCIES
1. Revenue growth experience
2. Luxury hotel experience
3. Market knowledge
4. Leadership capability
5. Business development track record

B) CORE VALUES
At Serena Hotels, our success is built on the values of Integrity, Teamwork, Accountability, Professionalism,
Innovation & Creativity, Compassion, Empowerment and Growth.
We offer an opportunity to join one of Africa’s leading hospitality brands and play a pivotal role in shaping
the commercial success of Kampala Serena Hotel, a flagship luxury property renowned for excellence in
hospitality, conferencing and guest experience.
APPLICATION PROCESS
All applications sent to jobvacancy.kampala@serenahotels.com by 15th October 2026
Tourism Promotion Services Eastern Africa Plc is an equal opportunity employer and is committed to
attracting, developing and retaining a diverse workforce. Qualified candidates from all backgrounds are
encouraged to apply.