Director of Sales | The Shenandoah Nature Resort | Star Tannery, VA

PM New•Star Tannery, VA

10d•Onsite

About The Position

We're seeking a relationship-driven, and commercially minded Director | Sales to lead revenue growth at The Shenandoah Nature Resort. This role is responsible for building and executing a comprehensive sales strategy that positions The Shenandoah as the premier nature-immersive luxury resort destination in the Mid-Atlantic, where the Shenandoah Valley's ancient landscape meets intentional, transformational hospitality. From curating immersive group retreats beneath the Blue Ridge canopy to driving commercial partnerships and group revenue, this leader ensures that every touchpoint—from first impression to final checkout—is deeply aligned with our guiding experience: Relax, Release, Connect, Love. The Director | Sales will be a critical member of the pre-opening leadership team, driving market positioning, revenue infrastructure, and commercial partnerships from the ground up. This role directly shapes how the world comes to know—and choose—The Shenandoah.

Requirements

7–10+ years of progressive sales experience in luxury hospitality or resort environments
Proven success in pre-opening or repositioning projects
Strong track record of group business development and luxury travel advisor engagement
Deep understanding of luxury traveler expectations and experiential travel trends
Exceptional communication, negotiation, and presentation skills
Analytical mindset with experience using sales reporting tools
Ability to thrive in an entrepreneurial environment
Demonstrated ability to build and lead high-performing commercial teams in pre-opening or ramp-up environments.
Comfortable working in outdoor resort environments with variable weather, terrain, and event logistics.
While this is a salaried position, be prepared to accommodate varying schedules including nights, weekends, and holidays, as required.
This position will require moving self in different positions to accomplish tasks in various environments.
The position may require moving greater than 50% of the time.

Nice To Haves

Ability to speak Spanish or other languages is a plus.

Responsibilities

Develop and execute a comprehensive sales and market strategy aligned with the resort’s positioning and revenue targets
Identify and secure key group accounts and contracts (corporate retreats, executive offsites, wellness programs, social groups) during pre-opening
Partner with Preferred Hotels & Resorts to build out and activate a network of luxury travel advisors and high-end agencies
Collaborate with Director of Marketing and brand agency to create compelling sales collateral that reflects the property’s unique positioning
Work with leadership team on rate strategy, group pricing models, and packages/itineraries for both the group and consortia markets
Represent the resort at industry trade shows, networking events, and luxury travel showcases with Preferred Hotels & Resorts and on own
Expand and deepen relationships with top-producing luxury travel advisors and agencies
Maintain a strong group sales pipeline across corporate, wellness, and niche group segments
Analyze performance metrics to refine sales strategies, and pricing
Lead proactive sales outreach including site visits, roadshows, and targeted campaigns
Ensure consistent achievement of revenue goals and ADR targets, while refining the optimal sales mix
Oversee sales reporting systems to track lead generation, conversion, and account performance
Identify and cultivate high-value relationships with corporate offsite planners, wellness retreat organizers, luxury travel advisors, production and media companies, and regional tourism partners.
Position The Shenandoah as the definitive luxury nature resort destination for the Mid-Atlantic and drive awareness among target audiences nationally.
Build and manage a robust sales pipeline; forecast demand with precision and report performance against revenue and contribution targets.
Partner with Revenue Management to ensure pricing strategy, yield optimization, and inventory management support both occupancy and rate goals.
Deliver measurable results across the resort's balanced scorecard: top-line revenue growth, contribution margins, guest satisfaction, brand alignment, and responsible travel execution.
Provide full accountability for the group, retreat, and event revenue line, including the Banquets & Catering (B&C) budget, forecasting, and performance reporting.
Lead and develop the sales and events team, establishing clear goals, accountability systems, and a culture of excellence and hospitality.
Serve as the primary liaison between Sales, Marketing, and Operations to ensure seamless execution of group and experiential programming.
Support the broader leadership team in cross-functional planning, reporting, and operational readiness initiatives.

Benefits

Competitive compensation package, including quarterly incentive plan.
Generous health, dental and vision insurance, plus 401K.
Comprehensive onboarding and training plan to set you up for success.
Coaching, feedback, and mentorship to develop yourself and your team.
Personalized development plan to fit your individual role and career goals.
Leadership courses to improve your personal and interpersonal effectiveness.
Monthly fitness and transportation credits.
Unlimited PTO and 9 paid holidays.
Opportunities to volunteer and give back to our local communities.
Paid Parental Leave.
Tuition reimbursement opportunities
Long-term growth opportunities within The Shenandoah platform, including potential participation in future incentive or partnership programs aligned with performance and tenure, subject to formal plan adoption.
A leadership environment designed for sustainability—where success is not expected to come at the expense of your health, family, or sense of purpose.
Supportive executive partnership and ownership engagement focused on long-term success, professional fulfillment, and shared accountability.