Alexa Lumb

In my role as Group Sales and Events Manager, I lead the delivery of seamless, high-impact experiences across a diverse range of events—from intimate gatherings to large-scale corporate functions and weddings. I focus on driving group sales performance, building strong client and supplier relationships, and collaborating closely with marketing to develop compelling event packages and promotional strategies. From designing tailored wedding packs and launching venue-specific Instagram accounts to managing end-to-end coordination, I bring creativity, operational expertise, and a hands-on approach to every project. My passion lies in exceeding client expectations and growing event revenue through innovation, precision, and genuine connection.

Managed a diverse portfolio of six iconic venues across NSW, including:
Balcony Bar & Oyster Co (Byron Bay), The Farm (Byron Bay), Lennox Hotel (Lennox Head), Hotel Illawong (Evans Head), The Sir George (Jugiong – remote), The Imperial Erskineville (Sydney – remote).

Key Responsibilities & Achievements:

• Led high volumes of reactive sales inquiries while developing proactive sales strategies across all venues.
• Drove consistent, high-quality customer experiences, fostering strong relationships and repeat business.
• Delivered tailored client engagement by providing personable service and bespoke event offerings.
• Managed end-to-end event coordination, including detailed run sheets, staff briefings, and on-the-day execution.
• Oversaw financial elements including budgets, minimum spends, and weekly/monthly reporting.
• Collaborated with venue leadership to ensure events aligned with both client expectations and business goals.
• Focused on business development within local industries and communities to drive new event opportunities.
• Conducted regular site inspections and hosted high-value prospective clients.
• Recruited and trained event staff, including upskilling FOH teams and mentoring future leaders through sales and coordination coaching.

• Managed all day to day event and reservation inquiries
• Implemented booking conditions and reservation strategies to maximise restaurant revenue across multiple sittings
• Restructured venue floorplan to increase venue capacity and creation of new event spaces to accommodate more events with a greater event offering
• Oversaw the day to day operations of the reservation systems including key ticketed events
• Business development with local tourism operators to bolter events and general reservations
• Worked alongside marketing department to drive activations annually

• Tailor made travel itineraries for clients ranging from social, corporate, groups and luxury travel
• Flight bookings including point to point, round the world, group fares and air passes
• Accommodation and day tour bookings
• Visa and Travel Documentation preparation
• Arranged travel accommodations for groups, couples, executives and special needs clients.
• Developed loyal repeat clientele base due to excellent ability to qualify clients and deliver a high level of 'around the clock' customer service
• Global Ball Achiever - top sales agents worldwide

• Casual restaurant management
• Event Execution

• Key role in the development of sales and reservations for a sustainable micro resort in Sumatra, Indonesia