Director of Sales | Full Service Florida Market

SHANER•State College, PA

About The Position

Shaner Hotels is seeking a strategic, relationship-focused Director of Sales to lead a hotel's sales efforts and maximize revenue growth. The role develops and executes sales strategies, identifies new business opportunities, strengthens client relationships, and oversees the Sales Department. Working closely with the General Manager and hotel leadership, the Director of Sales helps achieve revenue goals, expand market share, and position the hotel as a preferred choice for corporate, group, leisure, sports, and association business. The Director of Sales oversees the department's daily operations and budget, develops pricing and sales forecasts with Revenue Management, and collaborates with hotel departments to support business and event delivery. The role also recruits, trains, coaches, and evaluates Sales team members; maintains client, forecast, CRM, and sales activity records; and represents the hotel in industry and community settings. The position requires a flexible schedule, including weekends, holidays, evenings, and varied shifts as business needs require.

Requirements

At least five years of progressive sales experience, preferably in hospitality, including leadership responsibilities.
Proven success generating hotel revenue through corporate, group, association, government, sports, and leisure business.
Valid driver's license and clean driving record.
High school diploma or equivalent required.
Strong knowledge of hotel operations, revenue management, sales strategy, budgeting, and forecasting.
Familiarity with local market conditions, business trends, and economic drivers.
Experience with hotel sales systems, CRM platforms, Property Management Systems (PMS), and revenue management tools.
Strong understanding of sales and marketing techniques, digital marketing, prospecting, negotiation, and account management.
Ability to prepare departmental budgets, monitor expenses, and maintain cost controls.
Ability to interpret banquet event orders (BEOs), contracts, operating procedures, and company policies.
Knowledge of event setup requirements and group business coordination.
Excellent leadership, communication, presentation, negotiation, and relationship-building skills.
Ability to communicate effectively with guests, clients, associates, management, and community organizations.
Strong analytical, organizational, and problem-solving abilities.
Knowledge of local attractions, events, and destination resources that support hotel sales efforts.

Nice To Haves

Bachelor's degree in Hospitality Management, Business Administration, Marketing, or a related field preferred.
Bilingual English/Spanish is a plus.

Responsibilities

Develop and execute strategic sales and marketing plans to achieve hotel revenue, occupancy, and market share goals.
Focus on hotel financial objectives, budget targets, and top-line revenue growth.
Oversee daily Sales Department operations and ensure compliance with company policies, franchise standards, and departmental procedures.
Keep the Sales team informed about and compliant with Shaner Hotels, franchise, and hotel policies.
Identify, solicit, negotiate, and secure new business across corporate, government, association, SMERF, sports, tour, and leisure market segments.
Maintain relationships with existing clients and pursue new accounts and revenue opportunities.
Analyze market trends, competitor activity, and customer demand to identify market segments and develop business-growth strategies.
Create and implement promotional packages, seasonal offers, and marketing initiatives to increase occupancy during need periods.
Collaborate with Marketing and hotel leadership on advertising, digital marketing, direct mail, local promotions, and community outreach.
Represent the hotel at trade shows, industry conferences, Chamber of Commerce events, networking functions, and community organizations.
Partner with the General Manager and Revenue Management to develop pricing strategies, sales forecasts, and business plans.
Develop, manage, and monitor the Sales Department annual operating budget and maintain cost controls.
Recruit, hire, train, coach, mentor, and evaluate Sales team members.
Foster communication and collaboration with the General Manager, Revenue Management, Catering, Front Office, Food & Beverage, and other operational departments.
Review banquet event orders (BEOs) and coordinate with operational teams to ensure group and event expectations are met.
Maintain accurate sales forecasts, account management records, CRM data, and sales activity reports.
Work a flexible schedule, including weekends, holidays, evenings, and varied shifts as business needs require.
Perform other duties as assigned.