Associate Director of Sales

Tiempo Completo

Job Summary:

The Area Associate Director of Sales is responsible for driving revenue across assigned market segments for multiple hotels within the collection. This role proactively sources, negotiates, and secures business from both new and existing accounts, ensuring alignment with the commercial goals and revenue targets of each property.

The Area Associate Director of Sales cultivates productive relationships with corporate travel partners, travel agents, receptive tour operators and local organizations; participates in sales missions, trade events, and key industry activations; and leverages market intelligence to generate demand and increase market share. This role works closely with property Sales, Revenue Management, and Operations teams to ensure strategies are effectively executed, and key accounts receive consistent support across hotels. 

Duties and Responsibilities:

• Sales & Business Development

  • Develop and execute segment strategies to drive revenue and share shifts across assigned properties. 

  • Actively prospect, solicit for new business opportunities in corporate, group, leisure and tour and travel segments. 

  • Develop and maintain strong relationships with corporate clients, travel agents, local businesses, and tour operators.

  • Conduct site tours and presentations for prospective clients 

  • Negotiate agreements, rate structures, and account terms that align with hotel profitability goals. 

  • Participate in networking events, trade shows, and community functions to promote hotels.

• Account Management & Retention

  • Segments include but are not limited to: Transients (local negotiated, Consortia, leisure government and long-term stay), Corporate groups and Tour and Travel (group tour and FIT) 

  • Manage an active portfolio of accounts; conduct regular business reviews to drive production, ensuring client satisfaction and repeat business. 

  • Maintain account records, production forecasts, and profile intelligence in CRM and property systems.

  • Negotiate rates, contracts, and packages to align with revenue goals and client needs. 

  • Prepare proposals and contracts in a timely and professional manner. 

  • Monitor market trends and competitor activity to adjust sales strategies accordingly.

• Market Representation & Partnerships

  • Attend industry trade shows, sales missions, tourism bureau events, and relevant travel organizations as needed 

  • Represent the properties in-market to build brand awareness and expand business networks. 

  • Collaborate closely with Destination Marketing Organizations and local chamber associations. 

• Internal Collaboration & Revenue Alignment

  • Partner with Revenue Management to ensure rate of integrity, inventory controls, and pricing strategy alignment. 

  • Work with Marketing to support targeted campaigns and seasonal promotional initiatives. 

  • Prepare monthly segment reports, forecast updates, and proactive sales action plans. 

  • Support onboarding, mentoring, and training of Sales Coordinators and Managers as needed. 

• Help direct the day-to-day activities of the sales team, plan, organize, and assign work, develop and communicate strategies and goals.  Advise staff of formal policies and procedures.

• Manage the staff and respond to client inquiries, meet and greet clients, schedule and conduct property tours to promote and sell facilities and services

• Solicit new and existing accounts to meet/exceed revenue goals through telephone solicitation, outside sales calls, site inspections and written communication.  Responsible for 10-20 personal sales calls monthly and conducts 5 phone calls daily.  Completes and provides weekly/monthly sales activity reports.  Meets quarterly sales goals as outlined.

• Manage hotel’s RFP process/rate negotiations according to hotel’s rate structure and guidelines

• Directly responsible for establishing and maintaining the corporate rated accounts in the hotel.  Develop and continually enhance relationships with key corporate, business and travel industry accounts to maintain and increase our market share.

• Recommend and/or initiate salary, disciplinary, or other staffing/human resources-related actions in accordance with Company rules and policies.  Alert management of potentially serious issues.

• Support / train, and motivate a sales team that is responsible for developing new accounts, maintaining existing accounts, and implementing sales strategies to achieve revenue goals and maximize profits for the hotel, while maintaining guest satisfaction. Develop and maintain relationships with key clients in order to produce group and/or convention business, to include room sales, food & beverage sales, and catering/banquet services.

• Achieve budgeted revenues and maximize profitability within all areas of responsibility.  Support the preparation of the annual departmental operating budget, the hotel marketing plan and business plan, and financial plans which support the overall objectives of the hotel. 

• Develop hotel-level tactical sales plans and special programs that drive measurable, incremental occupancy, increase average rates, increase business volume during off-peak periods, increase local food and beverage and banquet sales, and enhance the image of the hotel in the local community.  Monitor sales activities/performance to ensure actual sales meet or exceed established revenue plan.

• Identify operational problems that impact the effectiveness of marketing activities and overall hotel sales performance and work with appropriate department heads on solutions.

• Analyze current/potential market and sales trends and coordinate all activities to maintain and increase revenue and market share through added business volume and increased rate.  Create and develop special events and sales blitzes to showcase the hotel to potential clients.

• Direct the scheduling of conventions and/or business group activities at the hotel and coordinate with other hotel-level departments to facilitate services agreed upon by the sales office and prospective clients.

• Work closely with key contacts within the city to ensure constant, high-profile exposure of the hotel.  Develop and maintain good relationships with officials and representatives of local community groups and companies, and attend out-of-town conventions to generate convention and group business.  In coordination with General Manager, serve as hotel representative for media related inquiries and refer sensitive matters to the corporate Public Relations Department if necessary.

• Promote teamwork and quality service through daily communication and coordination with other departments.

• Perform other duties as assigned.

• Motivated self-starter with high integrity, enthusiasm, and a desire to work in a fast-paced environment

Minimum Qualifications:

• 3-5 years of progressive hotel sales experience; multi-property or area experience preferred

• Strong negotiation skills and proven success in account management and business development

• Understanding hotel revenue management, distribution, and rate loading processes.

• Ability to travel up to 25-40%, depending on trade and market activity.

• Extensive Knowledge of forecasting sales and interpreting/analyzing results to plan and conduct budgetary analysis.

• Exceptional computer skills in Microsoft Office Suite, CRM and hotel systems (Delphi and Opera S&C, Amadeus).  

• Excellent written and verbal communication skills

• Excellent follow-through, presentation, and relationship-building skills

• Mathematical skills, including basic math, budgeting, profit/loss concepts, percentages, and variances are utilized frequently.

• May be required to work nights, weekends, and/or holidays