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Summary

Over 25 years of hospitality experience

Drove record setting RevPAR growth for multiple properties

Social media guru

Online hotel marketing expert

Objective

To provide a comprehensive solution for every aspect of property sales, marketing, reputation management, e-commerce, training, and CSR initiatives.

Work History

Aug 2015Mar 2016

Director of Sales

Home2 Suites by Hilton Orlando International Drive South

I was the first member of the executive management team brought in to begin the pre-open process and ramp up to opening.

  • I completed the the Pre-Open Road Map Items, Participating in all Touch Point Calls with the pre-open hotel support team, researched and prepared the Rate Binder and worked with the Revenue Management Team to set rates.  I evaluated and set up the competitive set for STAR, built out the Property Information Management System, set up and maintain Hotel Planner, C-Vent, Trip Advisor, Facebook, Linked In, Meeting Broker, providing all content,loading photos, and maintaining these platforms as well as providing all content for our vanity website. The Facebook page I was responsible for won the Social Media Award at the Hilton Extended Stay Annual GM & DOS Conference held in Dallas, Texas on March, 22nd, 2016.
  • I began the process of securing a spot in the Disney Good Neighbor Hotel Program and bringing in an Expedia Partner Central Desk for the property.                                                                                                           
  • All required brand training with Hilton was completed.
  • Multiple Sales Blitzes were done with great success and outside calls preparing for our opening.
  • The 2016 Sales and Marketing Plan was completed.
  • 2016 Qualifiers were submitted on Hilton National Accounts and all invitations to bid were responded to. (much research was required to get to the top 26 best opportunities for us in this diverse and dynamic market). Gearing up now for the 2017 which starts in May.
  • Prep for the Grand Opening held February 17th, 2016, sending out and managing all invites, ensuring ribbon cutting was set, getting food & beverage, VIP bags, and planning this all out.
  • I was able to secure appointments and did presentations for Hilton Reservations and Customer Care, American Express Tampa, Travel Inc. Tampa, and AAA Tampa. (It is quite difficult to obtain these appointments).                                                                                                       
  • I also secured a presentation appointment with Hilton Direct in Dallas this May, Am Ex Tampa for 3 of our properties the end of March, Booth at the Hilton Reservations Customer Care Spring Fling beginning of April for 3 of our properties, and Booth at Baccus Bash with the Central Florida Hotel and Lodging Association the beginning of April.
  • I attended networking and educational events with the Convention and Visitors Bureau and Central Florida Hotel and Lodging Association.
  • I had never been on a pre-open team and learned a lot, this was a challenge and great learning experience as each item fell into place. 
  • We opened the property January 28th 2016.             
  • I booked over $317,000 in group business was turned definite in the first quarter of 2016.                                                                                           
  • Multiple local negotiated accounts are now producing with 4 or 5 of them being extended stay project work averaging a length of stay for 6+ months (Two of these local negotiated accounts have also been accepted as preferred on a Global level and is loaded for GDS access, and the contract is secured on this project for the next 3 years and expected to extend beyond).                                                                                                 
Aug 2012Jul 2015

Corporate Group Business Travel Sales

DoubleTree by Hilton Orlando Airport
  • Developed new accounts and growing current accounts.
  • Target appointment-oriented sales calls to ensure a successful direct sales program.
  • Maximize current hotel key accounts by identifying and capturing those that offer revenue growth.
  • Capture competitor's accounts through networking, research and solicit the most probable to generate new business.
  • Plan and implements an on-going Targeted Account Development "hit list" in order to acquire valuable hotel contacts, and contracts.
  • Target and prospect new business through telemarketing, and personal sales calls.
  • Utilize yield management techniques to negotiate room rates and space rental to raise the hotel's financial performance. 
  • Develop loyal customer relationships through frequent communication and personal interaction.
  • Create customer profiles and maintains an effective trace system, including trace dates and references,  to ensure superior account service and increased revenues.
  • Prompt follow-up on all customer needs and inquiries.
  • Conduct research, surveys, and study market and territory in order to capitalize on the hotel's strengths and competitor's weakness. 
  • Maintain contact with past accounts and groups, which allowed a shift of business to this property to continue relationships going back 10 plus years.
  • Focus on revenue-producing activity and concentrate on direct sales efforts.
  • Control expenses to minimize hotel costs.
  • Develop sales department staff to ensure productivity.
  • Provide clear communication on accounts, groups, and events so each department has all the details necessary to exceed expectations every time.
  • President of CARE Committee
  • Manage social media programs.
  • Trip Adviser account management.
  • Monitor and distribute incoming leads and inquiries.
Jul 2013Jul 2014

Chief Sales and Marketing Officer

Foundations Hospitality

A founding partner of Foundations Hospitality responsible for all aspects of development and implementation of strategic initiatives for sales and marketing, e-commerce/social media/reputation management, CSR programs, revenue management, and public relations. Serving as a liaison to the brand to ensure standards are met and brand programs are rolled out effectively. The project was abandoned when it became apparent with the partners holding full time positions with other Companies while getting Foundations Hospitality up and running, it was impossible to fulfill our current obligations with excellence and dedicate the necessary time to properly launch Foundations Hospitality.

Back History:

A founding partner of Guest Service 360 responsible for development and implementation of the e-commerce/reputation management solutions, sales and service solutions, sales training and sales and service keynote series, and marketing for the launch of our Company. It was decided a few months into the project to take the Company to the next level and  become a Hotel Management Company, Foundations Hospitality.

Mar 2011Aug 2012

Director of Sales

Hilton Garden Inn & Homewood Suites Lake Buena Vista
  • Exceed revenue goals by developing new accounts and growing current accounts.
  • Exceed productivity goal and activity goals.
  • 2011 annual STAR had a RevPAR index of 134.
  • 2012 January Month End Star shows RevPAR index of 168.5 and Growth index of 18.4. February running 28 thru the 18th STAR reflects continued success with a RevPAR index rating of 172 and Growth index of 22.2. Steady growth for March and April.
  • Hilton Garden Inn top 10 RevPAR leaders for the SE Region for current month, year to date, and 2011 annual (we are the only Orlando property out of 5 to hold these).
  • Target appointment-oriented sales calls to ensure a successful direct sales program.
  • Maximize current hotel key accounts by identifying and capturing those that offer revenue growth.
  • Capture competitor's accounts through networking, research and solicit the most probable to generate new business.
  • Plan and implements an on-going Targeted Account Development "hit list" in order to acquire valuable hotel contacts, and contracts.
  • Target and prospect new business through telemarketing, and personal sales calls.
  • Utilize yield management techniques to negotiate room rates and space rental to raise the hotel's financial performance. 
  • Develop loyal customer relationships through frequent communication and personal interaction.
  • Create customer profiles and maintains an effective trace system, including trace dates and references,  to ensure superior account service and increased revenues.
  • Prompt follow-up on all customer needs and inquiries.
  • Conduct research, surveys, and study market and territory in order to capitalize on the hotel's strengths and competitor's weakness. 
  • Maintain contact with past accounts and groups, which allowed a shift of business to these properties to continue relationships going back 10 plus years.
  • Focus on revenue-producing activity and concentrate on direct sales efforts.
  • Control expenses to minimize hotel costs.
  • Supervise sales department staff to ensure productivity.
  • Provide clear communication on accounts, groups, and events so each department has all the details necessary to exceed expectations every time.
Jan 2010Mar 2011

Director of Sales

Hilton Garden Inn Orlando International Drive North
  •  As the Director of Sales coming in to a priority/need property the focus was on shifting share in the local business travel market, and building base business through agressive strategies imployed in the group and other discount segments.

    • Pushing to reach a profitable mix of business while maintaining a positive RevPAR growth index, strategies worked and we ended the year holding a positive growth index.

    • We were taken off the priority hotel list a few months after employing strategies, and were leading the southeast portfolio in revenue growth. We also ended the year on the top 10 list for HGI Southern Region in year to date RevPAR.

    • SMART Action Plans were developed, along with group and catering goals which had previously been non existent in this company.

    • Goals were also developed for the Sales Coordinator for both booking, production, and prospecting, as well as a development plan to assist in the long range goal to become a Sales Manager.

    • Booking and production goals were agressive based on year over year pace, and all were exceeded.

    • Year over year revenue was at a 30% increase, much as a direct result of group bookings and targeted efforts to build under performing markets.

Jul 2005Aug 2009

Senior Sales Manager

Hilton Garden Inn Orlando at SeaWorld International Center
  • Created a dramatic increase in group booking through negotiation of local and national accounts and was able to shift the market mix to increase revenues.
  • Reviewing all department work for accuracy, was directly responsible for increased productivity.
  • Identified accounts to qualify, and penetrate for total saturation of each established target company.
  • Acheived growth in average daily rate and occupancy, thus increasing revenue per available room night by shifting the market mix through building and maintaining a loyal base of consistent back yard corporate business, negotiating and securing preferred status with national corporate accounts, and growing higher rated group and convention bookings.
  • Inspired solid team participation throughout all departments to assist with the overall property sales strategy.
  • Strategic management of Hilton Direct leads and relationships ensured loyalty and additional business opportunities.
  • Fluid, strategic Sales Action Plans were developed around market conditions/need dates.
  • Strategy employed to shift market mix to 60/40 transient/group in 2 year’s was achieved in 1 year.
  • Developed 2009 and 2010 Property Strategy Review and 2009 Marketing Plan.
  • Social networking strategy developed was able to secure a diverse network and group membership.

  • Acting DOS most of 2008, the STAR shows flexible strategy employed during that time placed our property well ahead of the competition.
  • Markets Citywide, Corporate and Association, all BTS, also involved in Wholesale . Previous Government.
  • My revenue goal for 2008 achieved at 140% plus. $2.4 million in group bookings and an additional $500,000+ in BT.
May 2001Aug 2004

Central Florida Area Sales and Referral Marketing Manager

SunCruz Casinos
  • Built and serviced the Orlando/I Drive line run, and Central Florida group sales.
  • Visits to accounts for collateral deliveries and product education.
  • Contests were implemented to drive production.
  • Published newsletters within the industry, highlighting contest winners and promoting new contests.
  • Formed strategic partnerships in hospitality, corporate, and association organizations to provide marketing assistance and increased exposure.
  • Hosted/attended hospitality industry events, trade shows, golf tournaments, networking and related association functions, built a database of industry contacts while increasing awareness.
  • Reservations for line run were directed to me for coordination of pick up locations/times as well as for tracking purposes.
  • Group business was secured through sales calls, involvement with area organizations, and by hosting fundraisers which provided a loyal base business.
May 2000Feb 2001

Director of Sales

Hawthorne Suites
  • Arranged for room blocks and space for meeting, weddings, and parties.
  • Built relationships with key accounts to ensure loyalty and a consistent base business.
  • Committee and Board level involvement with select organizations to create awareness.
  • Hosted guest, client, and employee appreciation events.
  • Planned and implemented all area promotions, including sales blitzes.
  • Developed SMART sales action plan to include all employees, encouraging participation by rewarding participation and results.
  • Negotiation of corporate transient and group rates allowing us to secure the business while keeping in mind the mix necessary to increase the occupancy and drive average daily rate to maximizing RevPAR.
  • Reviewed work of Sales Coordinator to ensure accuracy, and consistency in performance and reporting.
  • Continuous evaluation of markets to identify new target accounts to qualify for additional business. Developed existing accounts by penetrating all departments ensuring total saturation of each company.
Oct 1997May 2000

Multi Property Sales Manager / AGM

Homestead Studio Suites

Multi Property Manager-Responsibilities included:

  • Reevaluation of markets to identify new target accounts to qualify.
  • Built upon existing relationships with key accounts to ensure loyalty, and generate referrals to gain additional accounts allowing us to achieve a consistent base of business.
  • Attending area meetings and events with select organizations to create brand awareness within the business community.
  • Planned and implemented promotions, including sales blitzes, and on property lead generation contests.
  • Developed sales action plan to include all employees, encouraging participation by rewarding participation and results.
  • Entertained clients, and arranged all property site tours.
  • Hosted guest, client, and employee appreciation events.
  • Negotiated all corporate, group, and transient rates allowing us to secure the business.

Event Photos

Awards

Involvement, Honors & Awards

  • Social Media Award winner at the Hilton Extended Stay Brands Annual Conference held in Dallas, Texas on March, 22nd, 2016.
  • Speaker at Meeting Professionals International World Education Conference on "Contract Negotiation Strategies in a Buyers Market" panel discussion.
  • Manager of the Quarter 4th quarter
  • Department of the Quarter 4th quarter
  • Excellence in Sales Award
  • Board Member Central Florida Business Travelers Association 2 years
  • Speaker for Southeastern Regional Relocation Council Spring Conference
  • Chairperson Extreme Business Network Leads Group
  • Committee Member for Great Oaks Village Foundation
  • Orlando Regional Chamber of Commerce Ambassador
  • Orlando Regional Chamber of Commerce Mover and Shaker
  • Central Florida Hotel and Lodging Association Bacchus Bash Committee
  • Central Florida Hotel and Lodging Association Holiday Gala Committee

Professional Involvement

Community and Professional Involvement, Groups, Associations and Memberships:

  • Meeting Professionals International
  • Greater Orlando Area Meeting Professionals International
  • Leadership Orlando Class of 2000
  • Central Florida Business Travel Association (Board Member 2 years)
  • Orlando Orange County Convention and Visitors Bureau
  • Associated General Contractors of Central Florida
  • Central Florida Society of Association Executives
  • Orlando Regional Chamber of Commerce
  • Central Florida Hotel and Lodging Association
  • Great Oaks Village Foundation Committee
  • Heavenly Hooves (Community project)

Education

1999Present

Hilton University and Career Related Studies
  • Hilton VAST 1
  • Hilton Property Management
  • Hilton Rate and Inventory Management
  • Hilton Revenue Management Full Training Course
  • Hilton Customer Relationship Management
  • Hilton Reservations Processing for Front Desk
  • Hilton Honors for Managers
  • Hilton Director of Sales Orientation
  • Hilton Beginning Revenue Management Training
  • Hilton Behavior Based Interviewing Techniques
  • Hilton Introductin to OnQ Technology
  • Hilton Introduction to Wholesale Business
  • Hilton Garden Inn Customer Focus Sales Advanced for Directors of Sales completed class, test score 96 and shop score of 96.
  • All Hilton e-sales/Customer Focused Sales modules
  • Property Strategic Sales Training
  • Completed Anthony Robbins “Unleash the Power” Seminars
  • Graduate of Leadership Orlando Class of 2000
  • Graduate of Workforce 2020 Academy of Learning
  • Listening In Sales Training
  • Signature Sales
  • Skill Builders Sales 1,1999
  • Skill Builders Sales 2, 2000
  • Upward Bound Sales and Operations Training 2000