Associate Director of Sales

Peregrine Hospitality•Napa, CA

3d•Onsite

About The Position

The Associate Director of Sales is responsible for leading the Group Sales and Catering departments while working closely with the Director of Conference Services. Reporting to the Area Director of Sales and Marketing, this position partners with property leadership, Revenue Management, Marketing, and Operations to execute the resort's sales strategy and achieve budgeted room and event revenue goals. The role provides daily team direction, coaching, and accountability while maintaining an active portfolio of accounts and prospects.

Requirements

At least 5 years of progressive hotel or resort sales experience, including experience managing an active account portfolio.
Previous senior sales or sales leadership experience is required.
Demonstrated record of achieving sales goals, with strong knowledge of hotel sales systems, CRM practices, reporting, forecasting, and professional client communication.

Nice To Haves

experience coaching or supervising sales team members is preferred.

Responsibilities

Adhere to the company's Service culture and the 4 Keys to creating guests for life.
Align with Peregrine Hospitality's TBO Strategy and support efforts to recruit, develop, and retain top talent.
Participate in all required resort meetings and training programs.
Maintain high standards of personal appearance and grooming, including the required uniform or business attire and nametag.
Develop a thorough working knowledge of resort operations, including Food and Beverage, Guest Services, Reservations, Golf, Spa, and Finance.
Partner with the Area Director of Sales and Marketing to execute the annual sales plan, market strategies, and actions needed to achieve budget expectations.
Manage assigned market segments and accounts, meeting or exceeding individual revenue, room night, and activity goals.
Lead the daily operations of the Group Sales and Catering departments and serve as the on-property sales leader or point of contact when delegated by the Area Director of Sales and Marketing.
Coach and support assigned sales team members through training, collaboration, performance feedback, and consistent follow-up.
Maintain an active solicitation program focused on new account development, existing account growth, and reactivation of past business.
Respond to, qualify, and follow up on leads promptly, with a consistent focus on conversion and speed to market.
Maintain accurate and current account, contact, activity, and opportunity records in the approved sales system.
Monitor production of assigned and top accounts, evaluate market trends, and recommend actions to improve performance.
Prepare required forecasts, pace reports, pipeline updates, production reports, and other sales information accurately and on time.
Collaborate with Revenue Management on need periods, pricing strategy, inventory considerations, and business displacement within approved parameters.
Work with third-party sales organizations, including ALHI, Preferred, and Peregrine Hospitality Global Sales, to maximize account exposure and lead opportunities.
Participate actively in customer engagement, entertainment, sales trips, trade shows, and relevant industry events.
Conduct professional and thorough resort site inspections that communicate the property's key features and benefits.
Assist with promotions, client events, sales blitzes, and targeted campaigns for assigned market segments.
Work closely with the Director of Conference Services and Operations to ensure complete account turnover and a consistent client experience.
Manage sales activities and approved expenses within established budget and authorization guidelines.
Develop networking opportunities through active participation in community and professional associations, activities, and events.
Maintain compliance with Silverado Resort policies, standards, regulations, and safety rules, and perform other duties as requested by management.