Director of Sales and Marketing
JOB OVERVIEW: The Director of Sales and Marketing is responsible for directing the efforts of the sales team for the Atlantica Hotel through selecting, motivating, developing, and leading by example to achieve individual and hotel revenue goals. The Director of Sales and Marketing must demonstrate outstanding associate and customer relations and will act as a key element of the hotel management team.
REPORTS DIRECTLY TO: General Manager
Job Function
- Directs the activities of the sales & Catering teams, providing leadership and motivation necessary to implement effective sales and marketing strategies and to maximize the generation of hotel sales/revenues.
- Develops tactical sales and marketing plans to support overall system-wide sales plans/strategies and programs.
- Be fully accountable to develop, execute sales and marketing revenue initiatives and achieve desired results for the portfolio.
- Work closely with the National Sales Manager
- Support and direct property leadership in revenue growth, market share performance and sales / marketing initiatives to achieve desired outcomes.
- Establish processes to monitor marketplace dynamics and to proactively set selling strategies and tactics in advance of changes in the marketplace.
- Properly develop and train effective sales managers.
- Ensure proper staffing of all Sales, Catering and Marketing related positions.
- Work with property team members to ensure maximization of revenues and profits, proper controls, optimal productivity and a coordination of efforts to achieve operational excellence in STR market and TripAdvisor results.
- Ensure properties are in compliance with brand standards and company initiatives.
- Facilitate the financial goals of all hotels as it pertains to the sleeping room, meeting room and banquet/catering sales.
- Monitors weekly sales call reports and works with team to direct their efforts to business needs.
- Monitor and review performance on a regular basis and hold appropriate property leaders accountable for results.
- Assist designated hotels with day-to-day sales and marketing initiatives, and tactical plans for performance.
- Strategic use of Hotelligence and other market intelligence reports to drive positive property market share growth.
- Assist in completing and compiling information for key sales meetings.
- Participate in weekly revenue strategy calls/meetings to ensure strategic alignment.
- Sustains a constant sense of urgency to generate demand and drive revenue.
- Responsible for the performance review process for sales managers.
- Develop relationships within the community
Planning:
- In partnership with Revenue Management, develops a revenue strategy to achieve short and long term revenue goals.
- Develops and executes a goal oriented action plan outlining planned sales activities on a quarterly basis.
- Reviews period end reports and adjusts sales plans appropriately to business needs.
- Works with property sales team to determine best accounts to deploy against.
- In conjunction with General Manager, prepares annual revenue budget and annual marketing plan.
- Develops and manages sales budget.
- Knowledgeable of available sales resources and tools and uses them to execute against goals.
- Uses available tools to understand the market conditions and competitors’ strengths and weaknesses, and knows how to sell against them.
Direct Sales
- Leads the sales effort in proactively identifying, qualifying, and soliciting business opportunities through account and market penetration and saturation.
- Uses negotiating skills and creative selling abilities to maximize revenue.
- Conducts hotel tours and site inspections for potential customers.
- Assist in handling key account contacts in representing the hotel. Follow up with leads with the National Sales Manager.
- Builds and strengthens relationships with existing and new customers.
- Effectively develops relationships within community to strengthen and expand customer base.
- Leads the effort in responding to incoming group opportunities for the hotel.
- Creates customer correspondence as required – sales agreements, proposals, and thank you letters
Financial Returns
- Develop and implement strategic Sales and Marketing plans for the Hotel designed to achieve Company financial objectives. This includes all revenue streams of a full service operation.
- Achieve budgeted revenues and personal/team Sales goals and maximize profitability.
- Review weekly and monthly reports and sales forecasts to analyze current/potential market and sales trends.
- Coordinate activities to increase revenue and market share and monitor performance to ensure actual sales meet established revenue plan.
- Create and develop special events, programs and sales blitzes to showcase the Hotel to potential clients.
- Make certain all business booked is profitable, collectable and fits within the strategic vision of the Hotel.
- People
- Direct day-to-day sales activities, plan and assign work.
- Educate, train and motivate the Sales team to achieve Hotel revenue goals. Experience with Delphi a plus.
Requirements
- Previous leadership experience.
- Displays a capacity for the development, training, and mentoring of associates.
- Skilled in providing constructive coaching and counseling to associates.
- Minimum of 5-10 years proactive direct sales experience.
- Ability and desire to perform outside direct sales with strong overall sales skills including an ability to close.
- Ability to understand a need time strategy as developed by revenue management and overall profit/loss implications.
- Experience in all aspects of marketing, print, digital, TV and radio
- Experience in marketing plan development, budgeting and action planning.
- Demonstrates an ability to impose deadlines and delegate tasks.
- Ability to work collaboratively with hotel service team in providing exceptional customer service.
- High level of comfort with technology based tools
- Reputational Management
- General knowledge of content development for social media platforms
- Analytical / Critical thinking
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