Aretha Jones Kelly
Upper Marlboro,MD
Summary
Results-oriented meetings industry professional with over 20 years of experience to include Area Associate Director, GSO, DMO, third party, catering and conference services. A proven track record of success working with associations, nonprofits, and corporate clients. Renowned for commitment to excellence, an energetic and trusted consultant for both clients and team members. Exceling at adapting to new opportunities and challenges to drive organizational success.
Overview
21
21
years of professional experience
Work History
Director of Global Sales
Associated Luxury Hotels International
12.2017 - Current
- Consistently exceeds business performance incentive and annual room night goals achieving 101.2%-126%
- Demonstrated success in developing and executing strategic account plans, building lasting relationships with stakeholders, and driving profitability within a portfolio of 220 accounts, resulting in a 200% increase in new business
- Developed and sustained strong relationships with luxury sales clients, including C-suite executives and key decision-makers, securing long-term partnerships and new business opportunities
- Skillfully developing, soliciting, and closing group business for our 300 member properties through a combination of direct sales calls, diligent lead follow-up, trade show attendance, and active participation in industry events
- Streamlined operations with the implementation of efficient processes, improving overall productivity.
- Forged strong relationships with internal stakeholders across departments to ensure alignment of goals.
- Developed key account relationships, resulting in long-term customer loyalty and repeat business.
Global Sales Executive
Conference Direct
08.2013 - 11.2017
- Managing relationships with the hotels to ensure best rates for clients when sourcing meetings
- Site selection service utilizing Cvent platform
- Assisting client with identification and mitigation of potential loss, analyzing and evaluating bids, proposals and contracts
- Negotiated and secured external contracts with hotels/convention centers and vendors with a focus on ensuring best terms for meetings and events and resolving any contract-related challenges
- Evaluated event data with customer to strategize future events and improving cost-effectiveness when negotiating contract terms
- Creating and managing budget for conferences and events
- Managing and attending site inspections for meetings and conferences
Citywide Sales Manager
VISIT Denver
04.2008 - 08.2013
- Developed and executed comprehensive strategic account plans to secure new business, surpassing annual Affinity lead goals by 125%-150% and driving consistent business growth through proactive client relationship management
- Managed a total of 240 accounts, securing high-profile conventions for the city of Denver and driving significant economic growth
- Built strong relationships and partnerships with area businesses, attractions, hotels, and vendors to increase membership and sales, fostering a collaborative and supportive network
- Delivered compelling written and in-person presentations to boards of directors, meeting planners, event attendees, and site selection committees, showcasing the city's unique offerings and advantages
- Coordinated hotel and convention center cost projections, organizing comprehensive facility packages for event planners' consideration, and streamlining the decision-making process
- Attended board meetings, tradeshows, planning committees, and conventions to maintain visibility and rapport with key industry stakeholders, solidifying the organization's influential presence
- Served as a liaison to city entities, assisting clients with all destination needs, and ensuring an exceptional experience for all parties involved
- Effectively communicated and collaborated with various departments internal partners to strategically win the business
Area Associate Director of Sales Association Group
Kimpton Hotels
11.2003 - 04.2008
- Consistently exceeded yearly room revenue goals with production, 103%-126%
- Expertly prospected, negotiated, and cultivated new and repeat business, demonstrating a strong ability to develop and maintain valuable client relationships
- Skillfully maximized room revenue and managed budgets, ensuring optimal financial performance across all properties
- Devised and executed strategic plans to build brand awareness within the community and industry, actively attending networking events and fostering key connections
- Developed proposals, contracts, and SOPs to streamline sales processes and enhance team efficiency
- Analyzed group and local trends, as well as competitor activity, to identify potential leads and capitalize on market opportunities
- Oversaw budget management for sales efforts and teams across four hotels, ensuring resources were allocated effectively
- Collaborated with various hotel departments to guarantee budget and sales goals were met, fostering a unified approach to achieving success
- Managed a team of 9 across four properties, fostering collaboration, overseeing recruitment, training, and mentorship, ongoing coaching while ensuring high performance and collaboration across all departments to sales goals
Education
Bachelor of Science - Hotel Restaurant Tourism Management And Business
University of Maryland Eastern Shore
Princess Anne05.1999
Skills
- Customer Engagement
- Business Development
- Sales process optimization
- Salesforce proficiency
- Contract Negotiation
- Budgeting & Forecasting
- Excellent Communication
- Team Leadership
- Relationship Building
- Venue & Site Selection
- Board & committee leadership
Teamwork and Collaboration
Affiliations
- Membership Committee and ReConEx Committee
- National Coalition of Black Meeting Professionals- Marketing and Communications Co Chair
- Professional Convention Management Association- DEI Committee
- Alpha Kappa Alpha Sorority, Incorporated- Event Coordinator
- Jack & Jill of America, Incorporated- Regional Teen Conference Logistics and Operations Chair
Timeline
Director of Global Sales
Associated Luxury Hotels International
12.2017 - Current
Global Sales Executive
Conference Direct
08.2013 - 11.2017
Citywide Sales Manager
VISIT Denver
04.2008 - 08.2013
Area Associate Director of Sales Association Group
Kimpton Hotels
11.2003 - 04.2008
Bachelor of Science - Hotel Restaurant Tourism Management And Business
University of Maryland Eastern Shore
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