AHC Hospitality Director of Sales & Marketing, Peter Island Resort

AHC Hospitality•Grand Rapids, MI

4d•Hybrid

About The Position

The Director of Sales & Marketing is responsible for leading the sales strategy for Peter Island Resort, a private-island luxury resort in the British Virgin Islands. This role is approximately 70 percent sales focused and 30 percent marketing support focused, with primary accountability for driving revenue through luxury leisure, group, MICE, incentive, corporate retreat, social, and full-island buyout business. The ideal candidate brings proven luxury hospitality sales experience, strong business development discipline, polished relationship management skills, and the ability to position Peter Island Resort as a distinctive private-island destination defined by secluded luxury, refined Caribbean hospitality, and a highly personalized guest experience. This individual should have experience representing luxury, independent, island, or destination resorts that require strategic storytelling, proactive relationship development, and strong market education. This role will also serve as the marketing partner to AHC Hospitality’s efforts, providing sales insight, guest feedback, competitive intelligence, campaign input, and support for ROI and KPI measurement while AHC provides guidance and oversight of the resort’s broader marketing strategy and execution.

Requirements

Communicate proactively and professionally with resort leadership, AHC Hospitality, ownership representatives, guests, clients, vendors, and associates.
Exercise sound judgment, urgency, discretion, and professionalism in all clients, guest, associate, and business situations.
Maintain strong working relationships across departments to support a positive, collaborative, and high-performing resort environment.
Uphold the highest standards of professional conduct, ethics, confidentiality, accountability, and integrity.
Remain flexible and responsive to the needs of a luxury private-island resort, including changing business demands, guest expectations, travel needs, and operational priorities.
7 to 10 years of progressive hotel or resort sales and marketing experience, preferably within luxury, lifestyle, independent, island, or destination resort environments.
Experience working and/or partnering with Preferred Hotels and Resorts.
Proven success selling high-end resorts or unique destinations that require proactive education, strategic storytelling, and strong relationship development.
Demonstrated ability to achieve and exceed revenue goals across luxury leisure, group, incentive, corporate retreat, social, catering, and buyout business.
Strong understanding of luxury travel advisors, consortia, wholesale partnerships, MICE sales, destination sales, and high-touch client relationship management.
Experience leading, coaching, and holding a sales team accountable to measurable goals, productivity standards, and revenue outcomes.
Strong business acumen, financial awareness, and ability to understand budgets, forecasts, pace reports, revenue strategy, sales production data, ROI, and KPI performance.
Ability to partner effectively with a corporate marketing team while providing strategic property-level insight, sales intelligence, guest feedback, and market perspective.
Excellent written, verbal, presentation, negotiation, and relationship management skills.
Strong organizational skills, attention to detail, time management, and ability to manage multiple priorities without sacrificing quality.
Ability to travel frequently, including internationally and with limited lead time. Travel may be required up to 50 percent of the time.
Ability to obtain and maintain a BVI work permit.
Ability to work effectively from a home office, while traveling, and while on property.
Self-motivated, polished, energetic, and comfortable working with a high level of independence, accountability, and responsiveness.
Comfortable working in a small island environment where flexibility, teamwork, resourcefulness, confidentiality, and a positive attitude are essential.

Nice To Haves

Experience with Tripleseat, Agilysys, Preferred Hotels & Resorts, luxury consortia, CRM platforms, and sales tracking tools preferred.
Previous Caribbean, island, remote destination, or international resort experience strongly preferred.

Responsibilities

Develop and execute annual sales strategy for Peter Island Resort, with measurable goals tied to room nights, revenue, ADR, group production, catering revenue, seasonal need periods, and full-island buyout opportunities.
Serve as the primary sales leader for the resort, with focus on luxury leisure, travel advisor relationships, MICE, incentive travel, corporate retreats, social groups, destination celebrations, and island buyouts.
Proactively identify, qualify, solicit, and close new business through account development, strategic prospecting, market penetration, trade relationships, and consistent follow-up.
Lead, coach, and hold accountable the Peter Island Resort sales team, including group sales, leisure sales, catering and events, and sales coordination functions.
Establish individual and departmental sales goals, monitor production and pace, and maintain consistent accountability through appropriate sales tracking, reporting, and CRM tools.
Build and maintain strong relationships with U.S. and U.K. luxury travel advisors, consortia partners, wholesale partners, meeting planners, destination management companies, corporate clients, past guests, and other high-value referral sources.
Represent the resort at luxury travel tradeshows, sales missions, client events, networking opportunities, FAM trips, and site inspections, with clear goals for lead generation, conversion, and measurable return.
Maintain a strong understanding of the resort’s accommodations, villas, restaurants, spa, marina, beach experiences, event spaces, transportation logistics, destination access, and overall guest journey.
Position resort effectively within the luxury Caribbean market by understanding the competitive set, key feeder markets, major accounts, travel patterns, rate strategy, and destination-specific selling opportunities.
Partner closely with reservations, revenue management, operations, catering, and finance to align sales activity with revenue strategy, inventory controls, guest expectations, and operational capabilities.
Partner with AHC Hospitality on marketing planning, campaign strategy, content needs, public relations opportunities, digital performance, and overall brand positioning for the resort.
Provide leadership with strategic input on market conditions, sales opportunities, guest insights, competitive intelligence, campaign needs, ROI, KPI measurement, and revenue-driving priorities.
Support the on-island social media coordinator by identifying sales-driven storytelling opportunities, guest experience moments, resort activations, and content needs in partnership with AHC Hospitality.
Lead the property’s use of Tripleseat and other sales systems, ensuring proper training, data integrity, accountability, reporting, and management of leads, contracts, BEOs, group details, and client communications.
Conduct resort tours, site inspections, client presentations, and planning conversations that bring the Peter Island experience to life and support strong conversion of qualified business.
Lead sales, BEO, resume, and group review meetings to ensure all departments are aligned on upcoming business, guest expectations, special requests, and service opportunities.
Assist with annual sales and catering budget development, weekly and monthly forecasting, pace reporting, and performance updates tied to key business segments.
Maintain accurate records of proposals, contracts, room blocks, event details, deposits, billing, client communications, and group requirements.
Foster a collaborative, service-focused culture within the sales team and across resort departments, with an emphasis on accountability, communication, and guest satisfaction.