SALES & BUSINESS GROWTH VA GoHighLevel & AI Specialist | Excelling in Hospitality

This is a remote position.

Location: Remote

Hours: Initially 10 hours per week, with potential to increase

Availability: Agreed communication periods between 10 am and 2 pm UK time Reports to: Founder & CEO

About Excelling in Hospitality
Excelling in Hospitality is a leadership development, coaching and mentoring business helping hospitality professionals, leaders and organisations improve confidence, leadership effectiveness, performance and workplace culture. We deliver premium leadership mentoring, online coaching programmes, digital products and professional development experiences.

About the role

Our primary objective is revenue growth. We seek a commercially minded professional to generate qualified leads, turn online conversations into booked discovery calls, and take ownership of the sales pipeline. The role also includes maintaining GoHighLevel, using Claude, ChatGPT and AI agents to reduce repetitive work, managing client onboarding and facilitating private coaching communities. This is not a role focused on continually building new systems: established systems should be used, maintained and improved when there is a clear business need.

1. Sales, lead generation and appointment booking - primary responsibility

• Develop and execute proactive prospecting for relevant hospitality professionals, leaders, organisations and other agreed ideal clients.

• Identify buying signals; engage through personalised Instagram and LinkedIn comments, story replies and direct messages.

• Manage inbound enquiries from social content, lead magnets, landing pages and campaigns; respond promptly and professionally.

• Use relationship-led Sell by Chat to build rapport, uncover needs, qualify prospects and invite suitable leads to book a call with the Founder.

• Handle common questions and objections appropriately, without pressure or misleading promises.

• Own follow-up for interested prospects, dormant leads, unbooked invitations, cancellations and no-shows.

• Track meaningful conversations, qualified opportunities, booked and attended calls, and eventual sales outcomes.

• Test outreach messages, calls to action and follow-up approaches to improve conversion, not merely message volume.

2. GoHighLevel CRM, pipeline and business operations

• Maintain accurate contacts, tags, segments, conversation notes, opportunity stages and next actions.

• Use GoHighLevel Conversations, Opportunities, Workflows, Calendars, Funnels and reporting to support revenue growth.

• Monitor existing lead nurture, booking confirmation, reminder and no-show recovery automations.

• Identify stalled opportunities, gaps in follow-up and opportunities to improve appointment attendance.

• Maintain landing pages, booking pages, checkout journeys, memberships, courses and private communities.

• Troubleshoot issues, test workflows and make necessary improvements; build new systems when justified by business needs.

• Report on lead sources, qualified appointments, attendance, conversion and sales opportunities.

3. Claude, ChatGPT, AI agents and automation

• Demonstrate hands-on experience with both Claude and ChatGPT and building, connecting and managing AI agents.

• Use AI to support prospect research, CRM monitoring, follow-up administration, reporting and operational efficiency.

• Connect AI-powered solutions with GoHighLevel and relevant business platforms where appropriate.

• Automate repetitive tasks in sales operations, onboarding, digital product delivery and routine support.

• Maintain, test, troubleshoot and document AI agents and existing automations, with appropriate human oversight.

• Recommend additional AI solutions only where they deliver meaningful time savings or commercial benefit.

4. Client onboarding and programme management

• Manage enrolment and onboarding for new coaching and mentoring clients.

• Provide and maintain access to GoHighLevel courses, portals, private communities and programme resources.

• Manage welcome communications, instructions, reminders, session logistics and recordings.

• Monitor onboarding completion, client participation and access problems; proactively follow up where needed.

• Maintain accurate client records and improve the onboarding journey.

5. Private community facilitation and client support

• Welcome members, initiate discussions and encourage active, meaningful participation.

• Publish approved announcements, prompts and accountability reminders; contact inactive members appropriately.

• Encourage attendance, lesson completion and implementation; attend selected online sessions when required.

• Act as first point of contact for programme, booking, login and course-access enquiries.

• Track and resolve support requests; escalate sensitive or coaching-related matters to the Founder.

• Gather feedback and improve client satisfaction, engagement and retention without replacing human relationships with automation.

6. Email marketing, newsletters and digital products

• Prepare and schedule fortnightly newsletters using approved content and messaging.

• Maintain nurturing, re-engagement and follow-up sequences, contact lists and segmentation.

• Monitor waiting lists, lead magnets, digital product funnels, checkout journeys and automated access.

• Support payment-related workflows and access issues; update systems when offers change.

• Identify commercial opportunities from existing marketing assets and email engagement.

7. Commercial ownership, initiative and communication

• Prioritise sales-generating activity and client commitments over unnecessary technical projects.

• Take ownership of agreed outcomes, proactively spot opportunities and recommend practical improvements.

• Collaborate with the existing social media manager to convert content engagement into qualified conversations.

• Work independently, manage tasks in Asana, flag problems early and provide solutions rather than waiting for instructions.

• Provide a concise weekly report covering prospecting, conversations, qualified leads, calls booked and attended, client engagement, system issues and next actions.

• Communicate clearly and professionally in excellent written and spoken English during agreed UK working periods.

• Operate within agreed authority; pricing, strategic and major commercial decisions remain with the Founder.

8. Confidentiality, data protection and responsible AI

• Protect confidential business and client information and follow applicable UK GDPR requirements.

• Use AI tools responsibly and do not disclose sensitive information to unauthorised services or people.

• Follow approved messaging practices, relevant marketing consent requirements and platform rules.

• Maintain appropriate access controls and escalate security or privacy concerns promptly.

Essential experience and skills

• Proven record of generating qualified leads and booking appointments through online prospecting and Instagram/LinkedIn DMs.

• Strong relationship-led selling, qualification, objection handling and follow-up skills.

• Advanced hands-on GoHighLevel experience across CRM, Conversations, Opportunities, Workflows, Funnels, Calendars, Memberships, Courses and Communities.

• Practical experience with both Claude and ChatGPT, including building, connecting and managing AI agents.

• Experience with online coaching or membership onboarding, private community engagement and professional client support.

• Working knowledge of email nurturing, digital products and sales conversion reporting.

• Excellent communication, commercial judgement, ownership, organisation and independent problem-solving.

Desirable experience

Selling premium coaching, mentoring, professional development or hospitality services; measurable improvements in booked appointments, conversion, retention or operational efficiency.

Performance and accountability

Success will be measured primarily by the quality and consistency of qualified sales opportunities and booked and attended calls, alongside effective follow-up, CRM accuracy, client onboarding, community engagement, system reliability and time saved. Targets will be agreed realistically against the initial 10-hour weekly commitment.

Application requirements

• CV and relevant experience, including quantified lead generation and appointment booking results.

• Examples of Instagram or LinkedIn DM conversations and relationship-led selling outcomes (with personal details removed).

• Examples of GoHighLevel pipelines, workflows and systems personally managed.

• Demonstrations of AI agents built using Claude, ChatGPT or related technology and the practical results achieved.

• Experience onboarding clients, supporting online courses and facilitating private communities.

• Hourly rate, UK-time availability and confirmation of interest in starting at 10 hours per week.

Shortlisted candidates may be invited to complete a paid practical assessment covering DM sales, lead qualification, GoHighLevel and AI automation.

The opportunity

Join a growing leadership development business and contribute directly to sales growth and client experience. We seek a proactive professional who builds genuine relationships, takes ownership of outcomes and uses technology to create a more efficient, scalable business.