Birmingham’s Eastside Rooms builds on award-winning year with new Director of Sales appointment

The Eastside Rooms, a leading, modern venue in the heart of Birmingham, has appointed experienced industry professional Vicky Howe as its new Director of Sales, following a period of exceptional commercial success and recognition at this year’s Memcom Awards.

Vicky steps up to the role from her previous position as Business Development Director, where she has played a key part in driving growth across The Eastside Rooms and the adjoining Aloft Birmingham Eastside hotel. 

Over the past year The Eastside Rooms has secured a series of major national and international conference and events wins, welcomed record levels of repeat business from association and corporate clients, and celebrated success at the Memcom Awards, underscoring its growing reputation within the membership and not-for-profit sectors.

As Director of Sales, Vicky will lead the overall sales strategy for The Eastside Rooms and Aloft Birmingham Eastside, with a focus on:

• Strengthening relationships with key association, corporate and agency partners

• Building on recent award success and high-profile business wins

• Continuing to grow market share for Birmingham as a meetings and events destination

Vicky brings extensive industry knowledge and expertise gained during her tenure as Director of Sales at LGH Hotels Management, as well as her time in senior roles at The Eastside Rooms. 

Vicky said:  “I am excited to take on the role of Director of Sales at such a pivotal time for The Eastside Rooms and Aloft Birmingham Eastside. Over the past year we have seen incredible momentum, from major new contracts and prestigious events to recognition at the Memcom Awards.”

“This is a venue that was purpose-built for modern conferences, meetings and events and it genuinely impresses clients when they experience the spaces, technology and service first-hand. I am excited to lead the sales team as we build on this success, deepen our relationships with our partners and bring even more high-quality events to Birmingham.”

Tim Sparrow, General Manager at The Eastside Rooms, added: “Vicky has already made a significant impact on our business, so promoting her to Director of Sales is a natural and very positive step.  The past year has been one of our most successful to date, with major business wins and external recognition that reflect the hard work and expertise of our team. Vicky’s leadership, strategic vision and strong client relationships will be central as we continue to grow and deliver outstanding events for our customers.”

This appointment reinforces The Eastside Rooms’ commitment to investing in experienced people, building long-term partnerships and providing exceptional, modern conference and event experiences in the heart of Birmingham.