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Area Director of Sales

Department – Sales

Reports to – Corporate Director of Sales & Marketing

This position will primarily be based out of our Element Hampton Peninsula Town Center property, with regular travel required to our Tru by Hilton Ashland location. The selected candidate must reside in or around the Hampton Roads area, as this is a fully in-market position.

What’s the job?

As Area Director of Sales, you’ll provide full cycle sales execution for top line revenue generation for an assigned portfolio of hotels. This position will develop and implement proactive sales and revenue strategies to ensure revenue and room night sales goals are achieved for assigned hotels. You will be responsible for regularly selling hotel rooms, meeting rooms, and food and beverage through direct client contacts. You will help to build awareness of the hotel and brand in their respective local communities.

Your day-to-day

Revenue

• Responsible for achieving property revenue goals for each assigned hotel.
• Proactive solicitation of new business which includes in-person sales calls and telemarketing to potential clients.
• The Area DOS will develop and implement multi-hotel revenue strategies for assigned hotels.
• In partnership with the Corporate Director of Sales & Marketing and Hotel GMs, the Area DOS will share direct accountability in attainting total sales/revenue objectives and driving positive market share.
• Evaluates and supports the hotel’s participation in the various sales channels as appropriate and develops strong working relationships to maximize hotel’s benefits.
• Prepare and implement Sales and Marketing action plans.
• Revenue Strategy Leadership: Collaborate with General Managers and Revenue Management to develop and implement pricing, inventory, and marketing strategies, contributing to revenue optimization.
• Partners on cross functional initiatives in collaboration with Revenue Management, Marketing, and hotel GMs to deliver key discipline strategies.
• Review and implement Opal and Brand standards.

Community Involvement

• Act as a public relations representative and ambassador to raise awareness of hotels and brands in the local community.
• Forge relationships and build rapport. Cultivate, enhance and leverage external and internal relationships to elevate hotel and market share awareness and drive business.
• Effectively channel your knowledge of the competitive landscape.
• Ensure good standing in the community by developing and maintaining relationships and involvement with the Chamber of Commerce, the Convention and Visitors Bureau, other hotels, local schools, local government and other community and civic organizations.

Quality

• Communicates business trends to all area properties as well as key events in the city that will impact demand.
• Work closely with other hotel departments to ensure the hotel meets and exceeds Opal’s and the brand’s standards for guest satisfaction.
• Drive improvement in guest satisfaction goals. Collaborate with colleagues and hotel team members to establish and implement services and programs that meet or exceed guest expectations.
• Serve and build relationships with guests, clients, and their representatives (booking representatives, travel agents, etc.) – ask for their feedback and show them hospitality.
• Work closely with the Front Office and F&B Department to ensure a smooth execution of events and banquets.
• Review GSS scores and online reviews to understand guests’ appreciation and concerns.

Leadership

• Train team members to develop sales skills so that every associate is an extension of the sales team.
• Demonstrate a high level of integrity, take ownership of personal and team actions, communicate effectively, promote collaboration, nurture a positive, professional work environment, and adhere to Opal’s Standard Operating Procedures.
• Drive team member involvement in community organizations, activities, and businesses.
• Develop and carry out action plans to be environmentally conscious by taking steps to reduce the hotel’s carbon footprint.
• Take an active role in the preparation and implementation of the hotel’s annual Sales and Marketing plan.
• Perform other duties as assigned.

Requirements

• Bachelor's degree in related field or equivalent experience
• 5 years of relevant professional experience in sales management, demonstrating progressive career growth and pattern of exceptional performance
• Willing to travel and must possess a valid driver license.
• Must be a strong leader, self-motivator, team builder and willing to work 50+ hours per week with flexibility (minimum 5 days per week)
• Must speak fluent English (other languages preferred)

Specific Responsibilities

• Achieve Revenue and RevPAR targets for all business segments.
• Establish monthly sales forecasts. Keep the General Manager and Corporate Director of Sales and Marketing apprised of the status of these forecasts to ensure that the property has a steady stream of business through the year.
• Be proficient on the use of the sales / customer relationship management software (i.e. SalesPro/Delphi).
• Comprehensive Oversight of Hotel Marketing: Assume full accountability for the hotel's marketing activities, guaranteeing that all content is up-to-date, precise, and effectively portrays the hotel's image and offerings.
• Attend weekly Manager’s meeting, all general staff meetings, and various departmental meetings for increased communication.
• Leverage cross sell opportunities amongst all Opal properties.
• Maintain high visibility in the surrounding community.
• Maintain efficient sales office procedures for productive use of staff time and insure the maintenance of accurate and updated account files and follow-up procedures.
• Ensure all sales leads are followed up.
• Assist in the development and recommendation of rate strategies.
• Ensure compliance to the sales and marketing bonus plan.
• Maintain history trend analysis for the property.
• Ensure the prompt and systematic servicing of all business accounts.
• Identify and analyze competition, both locally and regionally.
• Attend Chamber of Commerce meetings, and other similar pertinent community activities.
• Develop strategic relationships with third party providers.
• Ensure that the web and third-party electronic distribution channels are continuously reviewed, researched, and updated for maximum hotel exposure and maximum room night generation.
• Attend relevant tradeshows and events to promote the assigned properties.
• Provide sales call reports to the Opal Corporate Director of Sales and Marketing, General Manager, and the Opal Director of Operations as required by the Standard Operating Procedures of Opal Hotels.

Optimum Attributes

• Excellent communication skills.
• Exceptional skills selling and negotiating.
• Excellent time management and organization skills.
• Good listener.
• Willing to take responsibility and accountability.
• Consistent and congruent.
• Willing to work on weekends and holidays if required.
• Well-groomed and professional appearance.
• Pleasant personality.

Performance Standards

Performance shall be measured by:

• Corporate, Group, and SMERF production
• Budgeted RevPAR
• MSI Index

The statements in this job description are intended to represent the key duties and level of work being performed. They are not intended to be ALL responsibilities or qualifications of the job.

Equal Opportunities Employer