Head of B2C – Direct Sales & Commercial Performance

About Lets Go Maldives
Lets Go Maldives (LGM) is an established Maldives-based Destination Management Company
(DMC) and luxury travel specialist, working directly with an extensive portfolio of resorts, hotels
and premium hospitality partners across the Maldives.
We are expanding our direct-to-consumer (B2C) business and seeking an ambitious,
commercially driven leader to build and grow a high-performing direct sales department.
This is an opportunity to lead a business unit with access to established supplier relationships,
an experienced reservations team, international market knowledge, digital marketing resources
and AI-powered travel technology.

The Opportunity
We are looking for a hands-on B2C leader who is equally comfortable selling, managing people,
building systems and delivering financial results.
The successful candidate will take ownership of the B2C business, develop profitable directbooking channels and create a scalable sales operation supported by automation and AI.
This is not a purely administrative or supervisory role. We expect a proactive commercial
professional who leads by example, converts enquiries into confirmed bookings and takes
responsibility for results.

Key Responsibilities
1. Business Development & Revenue Growth
• Develop and execute the B2C commercial strategy to grow profitable direct bookings.
• Generate new business through digital channels, direct enquiries, referrals, partnerships
and repeat guests.
• Drive sales of luxury resorts, honeymoon packages, family holidays, private islands, VIP
travel and premium experiences.
• Personally handle and close high-value enquiries when necessary.
• Develop upselling, cross-selling, repeat-booking and customer retention initiatives.
2. Sales Leadership & Accountability
• Establish and lead a lean, performance-driven B2C sales operation.
• Manage enquiry allocation, quotations, sales follow-ups and conversion.
• Set measurable individual and departmental KPIs.
• Introduce effective sales processes, CRM discipline and customer service standards.
• Coach staff to improve sales performance and customer satisfaction.
• Maximize existing company resources before recommending additional recruitment.
3. AI, Automation & Digital Sales
• Work with the company's AI concierge platform, Kamana, to improve lead qualification,
response efficiency and customer conversion.
• Collaborate with the marketing and IT teams to improve website enquiries, landing
pages, digital sales funnels and CRM workflows.
• Turn AI-generated and digital enquiries into measurable sales opportunities.
• Identify automation opportunities that reduce repetitive work and improve productivity.
• Monitor lead sources, customer acquisition costs and digital marketing returns.
4. Commercial & Financial Performance
• Take responsibility for departmental sales targets, gross margins, collected net
contribution and profitability.
• Monitor quotation competitiveness, supplier rates, discounting and sales margins.
• Coordinate closely with existing reservations, contracting, finance and operations teams.
• Prepare sales forecasts, revenue targets and practical growth plans.
• Control departmental costs and demonstrate clear return on investment.
• Deliver weekly performance reports to the CEO covering enquiries, conversion,
confirmed bookings, sales pipeline and profitability.
5. Customer Experience & Luxury Sales
• Ensure professional, timely and personalized communication with direct customers.
• Develop excellent relationships with high-value guests and repeat customers.
• Manage escalated sales enquiries and important customer relationships.
• Maintain the highest standards of service, confidentiality and responsiveness.
• Identify opportunities to differentiate Lets Go Maldives through expert destination
knowledge and tailored experiences.

Candidate Requirements
Essential
• Minimum 5 years of relevant experience in travel, tourism, hospitality, luxury travel or
direct consumer sales, including leadership responsibilities.
• Proven experience generating sales and achieving revenue or profitability targets.
• Strong knowledge of online travel sales, customer acquisition, sales conversion and CRM
systems.
• Demonstrated ability to lead a small team and independently manage commercial
operations.
• Strong negotiation, communication and customer relationship skills.
• Excellent written and spoken English.
• Commercially analytical, results-driven and highly accountable.
• Comfortable working with AI tools, digital platforms and sales automation.
• Willingness to support international customers and urgent operational matters outside
standard office hours when business needs reasonably require it.

Highly Preferred
• Previous experience selling Maldives resorts or luxury holiday packages.
• Existing relationships with luxury travel customers, international travel partners or
hospitality suppliers.
• Experience in B2C travel e-commerce, digital lead conversion or luxury concierge
services.
• Knowledge of premium hospitality markets, including GCC, Europe, Russia/CIS, India
and Asia.
• Additional international language skills.

First 90 Days – Expected Deliverables

First 30 Days
• Review existing B2C enquiries, sales performance and operational resources.
• Implement clear lead ownership, response procedures, CRM discipline and daily sales
tracking.
• Assess existing AI and digital lead-generation channels.
• Submit a practical sales growth plan with measurable targets.
Days 31–60
• Implement improved lead conversion and follow-up processes.
• Launch targeted initiatives for direct bookings, repeat business and luxury customers.
• Establish weekly commercial performance reporting and conversion benchmarks.
• Identify opportunities to increase average booking value and profitability.
Days 61–90
• Demonstrate measurable improvement against agreed sales and conversion baselines.
• Present a six-month commercial growth plan.
• Establish a sustainable, cost-effective B2C operating structure.
• Demonstrate clear ownership of departmental financial performance.

What We Offer
• Leadership opportunity within an established Maldives tourism company.
• Access to extensive resort partnerships and existing hospitality infrastructure.
• Support from experienced reservations, contracting, finance, marketing and IT teams.
• AI-powered technology and digital sales tools.
• Competitive salary based on experience and demonstrated capability.
• Performance-based incentives linked to agreed commercial and profitability targets.
• Opportunities for long-term career growth.
How to Apply
Interested candidates should submit:
1. Updated CV highlighting B2C sales and leadership experience.
2. Brief summary of demonstrated sales achievements, including revenue, conversion or
profitability results.
3. Current and expected salary.
4. Notice period and earliest possible joining date.

Send applications to: hr@letsgomaldives.com
Email Subject: Application – Head of B2C | Lets Go Maldives

We are looking for a commercial leader who can build business, close sales, develop people and
deliver measurable profitability not simply manage a department.