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Wendy W. Jeffries, HMCC

Dynamic . Experienced . Knowledgeable . Tested . Polished . Hands On Professional


Sales, marketing, project and healthcare professional with 25 years of experience in revenue growth. Proven record of building and mentoring teams that produce results, foster strong client relationships, and achieve budgeted expectations. Passionate leader who understands the importance of investing in others to establish a culture of both learning and accountability. 

  • Budgeting, Forecasting, P&L Reporting, Pace/Variance Analysis, Marketing, Business Planning, Strategic Segmentation
  • Management of Revenue Strategies, Flow, and Profitability
  • Procurement and RFP Negotiation 
  • Advanced Utilization of CRM, Fiscal, and Sales Platforms (Salesforce, HubSpot, Cvent, HB Connect, CI/TY, ISAC, Delphi, ProfitSword, Meeting Matrix)
  • Recognized with National, Regional, and Local Awards for Financial and Leadership Accomplishments
  • Project Management of Events Exceeding 2,000 Attendees
  • Recruitment, Training, Development, Education, Retention
  • Medical Billing
  • EPIC, Hospital System Basics
  • Healthcare Meeting Compliance Certification (HMCC)
  • Customer Centric; Career Built on Providing Outstanding Customer Service

Work experience

Feb 2023Present

Director of Sales and Marketing

ATMA Hotel Group
Feb 2021Jan 2023

Director of Operations

Powell Medical Equipment

Manage daily operations of Pediatric Durable Medical Equipment facility; to include all staffing, administrative, and patient engagement.  Changing industries, it was imperative to quickly learn DME, HIPAA, Coding, and Diagnosis basics to adequately provide leadership and support to experienced clinicians, technicians, billing and clerical personnel.  Directly oversee financial reporting, accounts payable, and revenue forecasting.  Ensure that team accurately codes, bills, and collects from Medicaid, Medicare, and Private/Primary Insurance. Utilize customer service background to effectively communicate with patient families, therapists, and case managers throughout the process; from initial evaluation to equipment delivery.  

Dec 2015Dec 2020

Regional Vice President


Provided leadership and support to the Team of North Carolina based HelmsBriscoe Associates.  Assisted with new account development within the region, partner relationships, and client retention.  Implemented strategic group and meeting solutions for clients; site selection, contract negotiation, and reported cost savings. Responsible for associate recruitment; increased number of associates in the region by 41% from 2016 - 2019, which resulted in a net growth of more than $13 Million in sleeping room revenue, pushing the region’s total room revenue production to more than $35 Million annually. Developed and serviced own individual accounts to include Pharmaceutical, Medical, Association, and Government clients.  Worked directly with the Duke Energy Catastrophe Team; placing linemen throughout the state of North Carolina during all storm related outages.  

Feb 2012Dec 2015

Area Director of Sales and Marketing

Richfield Hospitality

Managing Area Director for the Northeast Region, including full service branded properties for Starwood, Hilton, Radisson, and IHG.  Based out of the Sheraton Chapel Hill Hotel, responsibilities also included managing the daily operations of the onsite property sales and catering team, meeting individual sales goals, forecasting, and preparing the annual budget and business plan.  Achieved double digit RevPAR growth year over year in 2012, 2013, and 2014.  Three time 'President's Circle' recipient for surpassing annual goals and recognized with the 2013 'Sales Excellence' Award, and the 2014 'Director of Sales and Marketing of the Year' Award for the company.       

Apr 2009Feb 2012

Director of Sales and Marketing

Durham Marriott Hotel and Durham Convention Center

Recruited by management to return in early 2009 to rebuild the existing sales and catering team.  2011, achieved a 29% positive revenue variance over the prior year and the highest percentage of rate growth year over year within the portfolio; was nominated for the Marriott International 'Director of Sales and Marketing of the Year' for North America.  Maintained a group base of 30% of the Hotel's total room night consumption and consistently held a STAR RevPAR index performance in excess of 140%.  Completed three P&L statements each month; Hotel, Convention Center, and Consolidated.  Provided all revenue forecasting, pace updates, and marketing initiatives to the Hotel Management Company, Authority Board, as well as, City and County officials, who provided oversight for the Convention Center. 

Sep 2004Apr 2009

Director of Sales and Marketing

Radisson Hotel Research Triangle Park

Responsible for leading both the sales and catering operation for the Hotel.  Provided ninety day forecasting bi-monthly and prepared all essential reporting for both the Management Company and Ownership.  Established annual budget and marketing plan for the property, working directly with the General Manager and Controller.  Individually responsible for Hotel's annual RFP process; maintained relationships with procurement directors across the nation for each company located within Research Triangle Park.  Worked seamlessly with onsite Revenue Manager to maximize third party and promotion options.  Expedia ranked Hotel in the top ten for total North Carolina production for 2008.  Consistently met and exceeded annual goals by keeping team focused on what was revenue producing at all times.   

Sep 2001Sep 2004

Director of Sales and Marketing

Durham Marriott Hotel and Durham Convention Center

Managed direct sales effort for both the Durham Marriott Hotel and the Durham Convention Center.  Motivated sales and catering team through difficult selling environment following 9/11.  Team was recognized as the 2002 Shaner Hotel Group 'Hotel of the Year', and went on to achieve the highest GOP results for the company in 2003.  Remained diligent in fostering partnerships between sales and operation departments to execute smooth events and provide excellent guest service.  Responsible for providing monthly, quarterly, and annual reporting, forecasting, action plans, budgets and marketing strategies, for both the Hotel and Convention Center. 


National Association Sales Manager

Discover Durham - Convention and Visitors Bureau

Target research selling of Durham as a destination to Association Meeting Planners through out the country.  Represented DCVB at national tradeshows to showcase Durham's unique attractions and venues.  Provided client RFPs to lodging and event sites within Durham City and County.  Worked directly with Durham Hotel properties to develop attractive proposals and target new group business into the market.   

1999 2000

Medical Market Sales Manager

Millennium Hotels and Resorts

Concentrated outside sales calls to all departments within Duke Medical Center Main, and the Duke South Clinics.  Introduced RFP for patient and family rate agreements with Duke Oncology, Duke Transplant, and surrounding medical complexes (i.e. Center for Living, Rice Diet Center, Pepsi Fitness Center, etc...)  Exceeded monthly sales goals consistently, and increased transient medical LNR business over prior year. 


Director of Revenue Management

Sheraton Chapel Hill

Responsible for total revenue optimization and forecasting for transient, group, and catering revenues.  Compiled full property end of month reporting, utilizing Starwood's SMART revenue tracking software.  Direct report to Hotel's Director of Sales, and Starwood Area Director of Revenue Management.  Managed internal property reservations department, and worked closely with the Front Office Staff and Sales Team.  


Revenue Manager

Radisson Hotel Research Triangle Park

Utilized both stay and rate restrictions to maximize revenues and drive RevPar Index during peak market conditions.  Responsibilities included all group data management,  monitoring occupancy ceilings, leading daily business review meetings, transient forecasting, and end of month reporting.