Area Director of Sales

The Lodge at Primland•Meadows of Dan, VA

30d

About The Position

The Area Director of Sales for The Lodge at Primland and The Dunlin serves as each resort’s master storyteller and crafting the connections that bring guests through our doors. This role blends strategy with imagination, turning market insights into thoughtful plans and forging partnerships that help the resorts shine in every season. With a talent for inspiring teams and a knack for uncovering new opportunities, the Area Director of Sales ensures our offerings reach the right guests at the right time, while elevating each resort’s presence in the broader hospitality landscape.

Requirements

Bachelor’s degree in Hospitality Management, Business Administration, Marketing, or a related field; or equivalent professional experience.
Minimum of 5–7 years of progressive sales experience, including at least 3 years in a leadership role within a hotel or resort environment.
Proven record of achieving revenue targets and driving growth across multiple market segments.
Strong leadership, communication, and relationship-building skills, with the ability to guide and motivate a sales team.
Proficiency in CRM systems, sales reporting tools, and Microsoft Office Suite, with strong analytical and strategic planning abilities.

Nice To Haves

Prior experience selling multiple properties or brands, preferred.
Knowledge of Opera, HMS, Microsoft Office, Google platform, and Delphi system software, preferred.

Responsibilities

Develops and executes strategic sales plans to drive revenue across all resort market segments.
Leads, mentors, and supports the sales and events team to achieve and exceed hotel revenue goals and departmental performance goals.
Identifies new business opportunities and builds strong relationships with key accounts, partners, and market influencers to grow market share
Analyzes market trends, competitive data, STR reports, and demand patterns to adjust sales strategies and optimize performance.
Oversees the preparation of proposals, contracts, and presentations to secure group, corporate, social, and leisure business.
Collaborates with marketing, revenue management, and operations to align strategies and maximize overall resort profitability.
Supports sales managers in budget planning and execution of representing the resort(s) at trade shows, networking events, and sales missions to enhance brand visibility.
Ensures accurate forecasting, reporting, and management of sales pipelines and performance metrics.
Partners with the events and operations teams to ensure seamless execution of contracted business.
Upholds brand standards and maintains a high level of professionalism in all client interactions and negotiations.
Performs additional duties, responsibilities, or projects as assigned to ensure exceptional guest service and efficient operation of the hotel.
Work with the Area Reservations team and Group Rooms Coordinator to ensure rates, packages, offers are being effective and group blocks are appropriately managed.
Regular visits to both properties to support site visits, owner meetings, property team members, activations and local community engagement