Director of Events — Sales & Experience Leader at Folktale Group LLC – Carmel, California

Drive Revenue. Build Relationships. Create Memories.

At Folktale Winery & Vineyards, we believe that every event should be as memorable as our award-winning wines and as joyful as the stories we help our guests create.

We’re seeking a dynamic Director of Events — a strategic revenue leader with a passion for sales, hospitality, and crafting world-class experiences that elevate our brand as the premier destination in Carmel Valley.

As Director of Events, you’ll blend sales leadership, relationship development, and hands-on event ownership to grow our event book from weddings and corporate events to social gatherings and community partnerships. You’ll manage your own portfolio of business from prospecting through execution, collaborate with a second Director to grow market share, and ensure Folktale continues to be top-of-mind for clients and partners alike.

Event Sales & Revenue Growth

• Proactively pursue new business across weddings, corporate, social, and community events
• Deliver compelling property tours and site visits that inspire bookings
• Craft proposals, pricing, and contracts aligned with revenue and margin goals
• Own events from initial inquiry through post-event client follow-up
• Hit or exceed revenue goals and strategically upsell wine packages, culinary add-ons, and premium experiences
  

Community Engagement & Brand Building

• Build referral pipelines and partnerships with hotels, planners, corporate partners, and community leaders
• Represent Folktale at networking events and business gatherings
• Position Folktale as the must-choose venue for milestone celebrations and premium experiences
  

Event Leadership & Team Oversight

• Partner with Culinary, Hospitality, and Operations teams to align expectations
• Collaborate with your fellow Director to refine strategy and strengthen consistency
  

You thrive on strategic sales and leadership, with a hospitality heart and an entrepreneurial mindset:

10+ years in event sales or hospitality leadership
A proven hunter and closer with excellent negotiation skills
Exceptional communicator who builds relationships with ease
Ability to manage multiple high-impact events concurrently
Strong strategic thinker with sales forecasting, financial, and CRM capabilities
Comfortable working evenings, weekends, and holidays as events require
High energy, self-initiative, and passion for hospitality and luxury experiences