Work experience

Work experience
Feb 2010 - Present

Director of Sales and Marketing


SUMMARY: Manage & execute the properties’ sales & marketing efforts, guiding the development & implementation of the comprehensive sales/ marketing/public relations plans annually with strategies & tactics to increase rounds, promote a positive course image & maximize revenues according to fiscal & operational budget. Ensure use of marketing best practices & provide strategic input on sales, pricing, product & revenue management strategies.


·Create & execute annual 38-page marketing plan from concept to implementation that supports two 18-hole golf facilities in the City of Ventura.

·Work & coordinate with corporate management team, GM & property staff to achieve marketing & sales goals. Cross train other key staff members regarding the general sales process & important components as appropriate to facilitate the overall success of the sales team.

·Develop & organize internal/external group outings, special events & tournaments & manage communication between departments to ensure coordination of activities. Current annual tournament outing sales goal of $420K annually (gf/cf/range).

·Routinely meet &/or exceed monthly booking quota of $50K in future outings.

·Contact list of 500+ golf associations including SCGA affiliated travelling groups that plan group outings, special events, & tournaments throughout So. California.

·Forge & maintain relationships with local hotels & visitors bureaus to promote courses’ Stay & Play/Golf & Spa Packages. Create & coordinate all subsequent marketing collateral: direct mail, referral cards, rack cards/certified folder/lobby posters/ print advertising.

·Work with on-site sales managers to develop group leads. Avg. 3 qualified leads per week for Stay & Play from e-marketing efforts.

·Responsible for all marketing including online presence/SEO: Website maintenance, E-Marketing, Cyber-Sales, Online Reviews, Travel Sites, Social media marketing. Digital Marketing results include: Doubling email database to 15K unique, valid emails in less than 2 years; increased website traffic to 3000-5,000 monthly unique visitors; Avg.50-60% new visitors; Increased average time on site to 2.00+min; Generated $20,000 annually in online gift card sales (none prior to 2010); YTD cyber-sales generated 765 rounds/$33K new revenue.

·Create & implement daily fee strategies such as online reservations, pre-purchased rounds, third-party websites, ADR vs. REVPATT, & other utilization tactics to increase daily fee golfers & drive rounds in off-peak times.

·Manage public relations efforts by building & maintaining relationships with local, regional & national golf media including broadcast, print & online for advertorial, editorial & ad buying opportunities. Coordinate press trips, tours & media kits for golf writers & rankers for future editorial coverage/review

·Represent courses at meetings &/or presentations with various clients, municipalities, other outside agencies. Travel to & represent courses at various company conferences & trade shows: LA Golf Show & Las Vegas PGA Expo.

·Work & coordinate with various designers, advertising & PR agencies.

·Draft & submit Monthly Sales & Marketing Report & PACE in timely manner with information pertaining to operational, financial & budgetary updates.

·Market research including market-specific Pellucid Reports & NGF Trends/Reports.

·Prepare & execute customer satisfaction surveys including annual GSP Survey.

Jun 2007 - Feb 2010

Public Relations Specialist

  • Freelance public relations, virtual and integrated marketing. Experience with Media Relations, CisionPoint, Press Release distribution including PRWeb/ PRNewswire.
  • Web2.0 viral/social marketing, SEO, blogs, e-commerce, Google Analytics.
  • Website & Graphic Design Experience includes Adobe Suite (Mac or PC based).  Website coding HTML/CSS
Sep 2007 - Jan 2009

Public Relations Manager

  •  Responsible for all internal/external comm. for $25 million nonprofit in 5 counties.
  • Averaged 65 media hits per year in Central/Southern California targeted outlets.
  • Re-branding project: complete name change, logo re-design, corporate colors, mission,tagline and creation of marketing collateral.
  • Designed and implemented corporate brand-guide & training for staff of 500.
  • Monthly PR reports to Board of Directors, CEO, CFO and other executive staff.
  • Organized press conferences and crisis communication. (45 media hits in 3 mo.)
  • Implement new website w/online donations through PayPal.
  • E-marketing through Constant Contact.
Jan 2007 - Sep 2007

Account Executive

Juhll, Inc Online Advertising
  • Manage 20+ online advertising projects incl. websites, pop-ups, pre-roll, banner ads and other enhanced rich media.
  • Online campaigns, PPC, CPM, Tracking & reporting ROI.
  • Tracking hours per job, meeting clients' deadlines and daily client correspondence.



High School Diploma

Nordhoff High School

Class President - 3 years. ASB President, Varsity Soccer & Golf, 4.2 GPA

Jan 2008 - Aug 2012


Cal Lutheran University

3.89 GPA

Aug 2005 - Jun 2007


California State University

Minor in Communication Studies. Graduated Cum Laude, 3.9 GPA, National Journalism Honor Society.

Aug 2002 - Jun 2005

Associate's Degree

Ventura Community College

Honor Roll, 3.5 GPA