Hello, I’m Naomi
Hello!
Hospitality has been part of my life for as long as I can remember.
It’s the space for moments, memories and real human connection, and that’s always been what I’ve loved about it.
The energy. The people. The experiences that stay with you long after you’ve left.
Over the last 11 years, that passion evolved into building and leading high-performing sales functions inside one of the UK’s leading hospitality brands.
As the business grew from 5 venues to 22 across the UK and Europe, I built the sales culture, commercial structure and leadership that supported that growth and delivered more than £25m in pre-booked revenue annually.
Building that sales function from the ground up taught me what hospitality businesses can achieve when sales is treated as a strategic part of the operation, not simply a reactive function.
At the same time, it became increasingly clear how many hospitality businesses were still relying on reactive sales, inconsistent processes and luck rather than a defined commercial approach.
That’s what led me to start Naomi Dallas Sales Consultancy.
My goal is simple: to help hospitality businesses create stronger sales cultures, more predictable revenue and teams that feel confident influencing commercial performance.
Building a solid sales infrastructure
I started out working in bars and restaurants, moved into managing large-scale events in central London, spent time in hospitality recruitment, and eventually found my way into sales.
When I joined The Alchemist Bars and Restaurants, there were 5 venues.
By the time I left, there were 25 across the UK and Europe.
Over 11 years, I built the sales infrastructure that supported that growth, delivering over £25m annually in pre-booked revenue and helping create consistent commercial performance across the estate.
Working closely with operations, finance and marketing teams, the focus was always the same, building a sales function that supported long-term growth, not short-term wins.
Because a quiet patch was never just accepted.
There is always an opportunity somewhere in the year, and part of my role was making sure we found it.
The Numbers
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Years leading hospitality sales
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Pre-booked revenue managed annually
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Venues managed across the UK & Europe
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Generated through events & Corporate Activity annually
Built Around People
The numbers only tell part of the story.
What matters just as much is the people behind them.
Over the years, I’ve built sales teams from scratch, restructured teams that were busy but unproductive, and coached managers who went on to become exceptional leaders.
I’ve worked across different cities, formats and markets, from regional venues in Leeds and Cheltenham to high-volume London sites, and I understand how different hospitality businesses behave commercially.
I’m also an Accredited Level 5 Coach through the Association for Coaching, having completed the Leaders Who Coach programme with Top Right Thinking. That training reinforced something I’d already learned throughout my career, that lasting commercial success comes from helping people build confidence, take ownership and believe they can influence results.
Because good sales leadership isn’t just about targets.
It’s about confidence, buy-in, accountability and creating a culture people genuinely want to be part of.
Core Values
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Ambitious
I believe the bar should be set high and backed with a clear commercial plan.
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Grounded
I will always built any sales strategy around the realities of how hospitality actually works day-to-day.
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Commercial
All of my decisions will be driven by a focus on improving performance and driving results.
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Human
I understand that hospitality is built on people, and strong relationships matter. This is at the heart of what I do.
A different approach
Think of me as a partner, not just a consultant.
The goal is never to deliver a strategy that looks good on paper but doesn’t work operationally. Every venue is different. Every team is different. That means understanding the culture, energy and ambition behind the business before building a commercial approach that actually fits.
Having spent more than a decade building sales functions inside hospitality businesses, I know that sales success rarely comes down to process alone. Businesses run on people. Get the buy-in, confidence and accountability right, and the revenue follows.
I understand people quickly, which means I can often identify what’s really holding performance back, whether that’s confidence, culture, structure or ownership. From there, I help create practical change that people can genuinely get behind.
The focus is always on creating something that continues to work long after the consultancy ends. More predictable revenue. Stronger conversion. Better enquiry handling. A healthier sales culture. A team that understands how they influence results, not just what the results are.
Commercially strong. Operationally realistic. Built around people.
Let’s talk
If you’re ready to make sales a stronger part of your business, I’d love to hear more about where you are now and where you’d like to get to.
“Naomi was in at the ground floor of The Alchemist growth journey, joining the business at the moment private equity investment arrived and the roll out plan got underway. As the company took hold in London and then on into Wales, Scotland and Germany she grew a sales function from the ground up, that became the commercial engine and driver of over 25 venues operating in a range of trading environments; from shopping centres to corporate communities
Throughout her time at The Alchemist, she worked with boundless energy, a can do attitude and incredible warmth of personality - all traits commonly found in hospitality - what marked Naomi out as an exceptional sales leader, however was her ability to step back and think strategically, always ensuring that her team and processes were fit for the next stage of growth.
She was a comfortable communicator across all functions of the business and an enthusiastic champion of the sector in general. I am confident that she would add genuine value and energy to any hospitality organisation, as a consultant or otherwise.”
Simon Potts - CEO - The Alchemist