Director of Sales and Marketing

UNIVERSITY OF VIRGINIA HOST PROPERTIES INC•Charlottesville, VA

9d•$120,000 - $150,000

About The Position

The Director of Sales and Marketing (DOSM) is a member of the Resort Executive Leadership Group and helps set the direction for the Resort. The role develops and implements strategies to grow revenue across lodging, golf, spa, recreation programs, tennis and racket sports, food and beverage outlets, and banquet operations, including approximately 24,000 square feet of meeting space. The DOSM leads the Resort’s marketing and communications efforts to drive business and strengthen its brand positioning as a premier resort destination. The position also supports the opening and promotion of Birdwood Mansion. The DOSM leads and motivates the group sales and marketing teams and influences banquet, revenue management, reservations, and resort operations. The role establishes sales and marketing goals, manages budgets and agency relationships, oversees communications and public relations, and works with the General Manager and other leaders to maximize revenue and margins while maintaining effective interdepartmental communication.

Responsibilities

Support the Resort’s vision, mission statement, and core values.
Develop strategic sales and marketing goals for all lines of business.
Communicate the Resort’s brand pillars and vision across its lines of business and ensure guidelines are followed.
Work with a creative and branding agency to develop a mission, vision, strategic pillars, and brand guidelines for Birdwood Mansion.
Create and contribute to service standards and standard operating procedures for sales and marketing, while influencing banquet, reservations, and hotel operations standards.
Assist with developing the annual property budget and develop and manage the annual sales and marketing budget.
Work with agencies and the Marketing and Communication Manager on strategies, messaging, and measurement for media, print, SEO, email marketing, and social and digital initiatives.
Manage the Marketing and Communication Manager and seek expense efficiencies while maintaining the quality of communication vehicles.
Work with the Marketing and Communication Manager to develop plans, actions, and measurements for digital and social media initiatives tied to specific events.
Ensure the Resort website reflects its positioning and is easy for customers to navigate; coordinate SEO keyword strategies with the agency and measure impact monthly.
Manage the public relations agency and its work for Birdwood Mansion, and help develop plans to reach group and leisure markets and promote golf, tennis, food and beverage, and special events.
Oversee the relationship with Preferred Hotels and Resorts, develop strategic initiatives for the partnership, and review its production levels.
Manage the group sales team, including sales managers, catering sales, and conference services; establish goals and action plans and manage the annual expense budget.
Direct staffing, training, and performance evaluations to develop and support the sales program.
Meet with key clients and assist the sales team with maintaining relationships, negotiating, and closing bookings.
Analyze sales statistics, recommend policy, and identify opportunities to increase sales revenue.
Work with the Revenue Manager to establish group ceilings and pricing strategies, and participate in business reviews and weekly meetings.
Prepare forecasts, pacing reports, strategies, action plans, and promotional budgets.
Oversee conference planning and catering to sell hotel rooms, meeting space, and associated food and beverage effectively and profitably.
Review market analyses to determine customer needs, pricing schedules, and discount rates.
Procure marketing materials for group sales and the Resort.
Work with the sales team to maintain active memberships in local and industry associations.
Collaborate with the Revenue Manager on transient sales and revenue from agencies, wholesalers, and special events for Birdwood Mansion and the Resort.
Identify need periods and establish strategies to improve business levels across all business segments.
Represent the Resort with the Charlottesville Albemarle CVB and collaborate with it to build business for the Resort and Birdwood Mansion.
Monitor and evaluate competitor activities and products.
Monitor and control department expenditures to meet budgetary requirements.
Serve as liaison between sales and marketing and other departments, providing leadership through strategic planning, coaching, training, and team motivation.
Build proactive working relationships with members of the Leadership Team.
Develop ideas and recommendations for the General Manager regarding new business opportunities.