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Skills

Strategic marketing planning and implementation
10

Over 20 years of hands-on experience in creating successful business plans.

Owner relations
10

Expert in working with asset managers and owner operated properties.

Product positioning and branding
10

Proven success in rebranding assets to attract new guests and open new markets.

Market research and analysis
10

Strong foundation in revenue management and data-driven decision making.

Digital marketing and e-commerce
10

Highly experienced in developing and deploying ecommerce marketing plans for conversion. Conversant in all KPIs.

Strategic partners and marketing alliances
10

Hands-on experience curating brand partnerships to drive location sales.

Social media
10

A pioneer in social media marketing for the hotel industry, I stay on top of all trends and work closely with influencer agencies.

Public Relations
10

Core competency - innovative and effective PR campaigns to build brand awareness.

Certifications

  • 20 Habits of Executive Leadership
  • How to Make Strategic Thinking a Habit
  • The Six Morning Habits of High Performers
  • Social Media Marketing: ROI
  • Selling to Executives

Languages

  • English: Primary language
  • Spanish: Fluent

Summary

Seasoned and experienced Director of Sales and Marketing with a diverse background in luxury and lifestyle hotels and resorts. Results-oriented and driven to succeed, I have led teams in a variety of settings, delivering exceptional RevPAR growth and overall business profitability. My expertise includes developing and executing comprehensive sales and marketing plans, owner relations and building strong relationships with leadership. My approach is to mentor and positively coach team members on an individual basis, fostering a high-performing, fully engaged and cohesive unit. With a background in revenue management, I bring a strongly analytical mindset to my role as a sales leader.

Work Experience

2024-01Present

Executive Director of Sales

Strategic Solution Partners
  • Oversee all sales and marketing activities for a hospitality Task Force company, providing strategic direction and leadership to drive revenue growth and market expansion.
  • Provide daily supervision and guidance to Sales, Marketing, and Customer Success teams, ensuring alignment with company goals and objectives.
2022-122023-12

Director of Sales and Marketing

Amara Resort and Spa, Sedona, US
  • Directed and managed all sales and marketing activities for a 100-room boutique resort in Sedona, AZ.
  • Developed and executed comprehensive sales and marketing plans to drive revenue growth and increase brand visibility.
  • Successfully managed team to best in class performance as measured by several KPIs, including RevPAR index change, GOP and NOP performance to budget, guest Net Promoter Score (NPS) and staff engagement score.
2019-052021-07

Director of Sales and Marketing

The London West Hollywood at Beverly Hills
  • Led a team of 10 full-time employees, as well as external PR, creative, social media, and advertising agencies, overseeing all sales, catering, convention services, and branding initiatives.
  • Successfully managed and implemented film studio publicity marketing campaigns, driving customer engagement and loyalty and growing topline junket revenues by 20%.
  • Led efforts to improve hotel's comp set RevPAR performance, resulting in 15% increase in RevPar Index over two years.
2018-092019-05

Chief Marketing Officer

Hotel Figueroa, Los Angeles, US
  • Successfully rebranded and relaunched the historic Hotel Figueroa, establishing a strong connection with the Downtown Los Angeles (DTLA) community and supporting a unique and compelling brand story.
  • Developed and implemented cultural curation programming, showcasing local artists and creatives, aligning with the brand's story of being rooted in DTLA.
  • Led a major focus on nightlife activation and F&B marketing, attracting and engaging local clientele, resulting in increased revenue and brand visibility.
2013-042018-09

Director of Sales and Marketing

Four Seasons Hotels and Resorts, Los Angeles, US
  • Led and managed the transient, group, and catering/conference services teams at Four Seasons Hotels and Resorts, Los Angeles, overseeing all aspects of sales and marketing.
  • Developed and executed comprehensive marketing strategies, resulting in a 25% increase in room bookings and a 35% increase in revenue for food and beverage and spa outlets.
  • Implemented targeted promotional campaigns, leveraging digital marketing channels to reach a wider audience and drive customer engagement.
  • Maintained strong relationships with key clients and partners, ensuring high levels of customer satisfaction and repeat business.
2012-042013-04

Director of Sales & Marketing - Royal Palms Resort & Spa

Destination Hotels and Resorts
  • Led successful rebranding and repositioning efforts for Royal Palms Resort & Spa, resulting in a 20% increase in bookings and revenue.
  • Conducted extensive research and successfully onboarded a new PR firm, branding agency, and website team, enhancing the resort's online presence and brand image.
  • Revamped social media strategies, resulting in a 30% increase in engagement and a significant boost in brand visibility.
  • Developed and executed innovative marketing campaigns, targeting key demographics and driving customer acquisition and retention.
2010-062012-05

Director of Sales & Marketing

L'Auberge de Sedona
  • Directed the successful rebranding and business plan development for a luxury boutique inn, spa, and restaurant following a $25 million renovation and expansion.
  • Achieved a consistent 30% year-over-year revenue growth, surpassing desired pro-forma projections and positioning the establishment as a market leader.
  • Developed and executed innovative sales and marketing strategies, resulting in increased brand visibility and customer engagement.
2003-012010-06

Director of Sales & Marketing

Starwood Hotels & Resorts Worldwide, Inc
  • Directed and executed strategic sales and marketing initiatives, driving revenue growth and market penetration for Starwood Hotels & Resorts Worldwide, Inc, including St. Regis, Luxury Collection, Westin, and other prestigious brands.
  • Led a high-performing sales team, fostering a culture of excellence and achieving consistent sales targets and objectives.
1997-022002-11

Sales Manager/Dir of Revenue Mgmt

Four Seasons Hotel Beverly Hills
  • Started as Director of Revenue Management and progressed to various sales positions, culminating in the role of Sales Manager at Four Seasons Hotel Beverly Hills.
  • Assisted in the development of annual rooms budgets and pricing grids, ensuring optimal revenue generation.
  • Implemented effective yield management strategies, resulting in a significant increase in Revenue per Available Room (RevPAR).
  • Managed corporate sales for East Coast-based transient business, successfully securing and maintaining key accounts.
  • Led sales efforts for West Coast-based entertainment group business, consistently exceeding revenue targets.

Education

19881992

Bachelor of Arts

University of California