Wendy W. Jeffries


Hospitality sales and marketing 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.  

Work History

Work History
Feb 2012 - Present

Area Director of Sales and Marketing

Richfield Hospitality

Managing Area Director for the Northeast Region, including full service branded properties for Starwood, Doubletree by Hilton, and Crowne Plaza - IHG.  Based out of the Sheraton Chapel Hill Hotel, responsibilities also include 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 2009 - Feb 2012

Director of Sales and Marketing

Durham Marriott City Center

Completed 2011 with a positive group revenue variance over the prior year of $721,378, increased the year over year group ADR by $12.87, and booked an additional 4,643 group room nights.  Achieved the highest percentage of rate growth year over year within the portfolio and 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 with rooms only group business in the year following the company's loss of the management agreement for the adjoining Convention Center.  Strategically altered revenue strategies as needed to focus on the segmentation and rate plans that best complimented a newly evolving full service hotel model, that was without event space.  Consistently held a STAR RevPAR index performance in excess of 140%. 

Apr 2009 - Jan 2011

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. Established 2010 budget and marketing plan for both the Hotel and Convention Center.  Developed in-house training for inexperienced sales personnel and rolled out both booking and solicitation goals.  After re-deploying team's market segmentation, one on one meetings were added weekly, as well as, daily lead and prospect meetings to keep team focused on revenue generating activity.  Responsible for all marketing initiatives, including the initial development of the Durham Convention Center website.  Established marketing relationships through out the downtown and college community, relying on in-kind agreements in most cases to gain valuable advertising space (i.e. Duke, NCCU, Durham Bulls, Durham Blues Festival, Carolina Theatre, Durham Performing Arts Center, Full Frame Film Festival, etc...) markedly without increasing budget expenses year over year. Utilized multiple levels of reporting, including three P&L statements (Hotel, Center, and Consolidated).  Completed all forecasting and end of month reporting to Management Company, Authority Board, and City and County officials that provided oversight for the Convention Center. 

Sep 2004 - Apr 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 monthly 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, and maintained relationships with procurement directors across the nation for each company located within Research Triangle Park.  Had an outstanding relationship with the Revenue Manager and worked closely 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 2001 - Sep 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. 

2000 - 2001

National Association Sales Manager

Durham Convention and Visitors Bureau

Target research selling of Durham as a destination to Association Meeting Planners through out the country.  Represented DCVB at nationwide 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 bids to bring new revenues into the market. 

Jan 1999 - Jan 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. 

Jan 1998 - Jan 1999

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 Manager, and Guest Service Representatives.

1993 - 1998

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, including building group blocks, entering rooming lists, and managing cutoff dates.  Worked closely with Sales Department to set group ceilings, lead daily business review meetings, provided transient forecasting, and end of month reporting.


1993 - 1995

Hotel and Restaurant Management

Wake Technical Community College