Birmingham’s biggest residential conference venue, Conference Aston, has appointed Kat Armstrong as its new sales manager to help develop new business and capitalise on the city’s inward investment.

Kat joins after six years as sales manager at Conference Centres of Excellence (CCE), and has over 15 years’ worth of experience in sales and hospitality in hotels and restaurants across the West Midlands, and joins the city centre-based team to support Samantha Brown, the venue’s director of sales. Birmingham born and raised, Kat trained as a chef at the Birmingham College of Food, before graduating in Food and Hospitality Management in 2001.

Speaking of her appointment, Kat said: “I’ve worked closely with Conference Aston for many years, helping to promote the venue to new clients through CCE. It’s exciting to be a part of its friendly in-house team and to be bringing in new business. I will be helping to raise the profile of Conference Aston and educating people about the quality of the facilities that we have available. Many people aren’t aware of the flexibility and size of the spaces that we have, from the meeting suites to our four-star standard hotel rooms.

“I’ll be working directly with agencies to bring new business into the city, as well as building on existing client relationships to maximise repeat visits. In addition to our £5.4 million redevelopment in 2013, Birmingham itself is seeing large amounts of inward investment, and with increasing numbers of businesses and travellers to the city, it’s important that we make the most of the opportunities available to us.”

Samantha Brown, sales director at Conference Aston, said: “Experience is key when looking for a sales manager and we are very lucky to have Kat onboard. Many of our team have worked with her before and her experience, combined with her character and personality, makes her a fantastic colleague and an excellent salesperson. She knows the ins and outs of the conference industry and in particular, the strengths and weaknesses of the various markets we operate in, allowing us to fully identify prospective customer’s needs and build on new and existing relationships, to ensure we can cater to them.”

To find out more about Conference Aston, visit or call 0121 204 4300.