Ashley M. Westfall
South Jordan,UT
Summary
Diligent Senior Sales Manager with robust history in driving sales initiatives and optimizing team performance. Successfully led multiple high-impact projects, ensuring revenue growth and market expansion. Demonstrated leadership and strategic planning skills, fostering team collaboration and achieving consistent results.
Overview
18
18
years of professional experience
Work History
Senior Sales Manager (Remote)
Black Desert Resort
St. George, UT
08.2025 - Current
- Senior sales manager for a luxury 800-room new build resort (open as of Fall 2024) with over 45,000 square feet of conference and outdoor space options
- Identify, solicit, and manage prospective group sales leads within my territory (Utah, Arizona, Nevada, Colorado and California)
- Develop customized proposals and negotiate group contracts to meet client needs while ensuring alignment with hotel standards and revenue goals
Director of Catering & Conference Services
Asher Adams Hotel
Salt Lake City, UT
08.2024 - 08.2025
- DOCC for pre-opening historic 225-room Autograph Collection hotel
- Department head for a team of 2 servicing managers and 1 group rooms coordinator
- Oversaw group sales process for contractual agreements including proper entry/pricing on rooms and F&B revenue
- Responsible for managing all catering and restaurant leads, ensuring timely follow-up and nurturing client relationships
- Responsible for a variety of tasks required for the successful opening of the hotel, including staff training, setting up operational procedures, CI/TY system build out, etc.
- Servicing Director for catered events and sports teams (NBA, NHL)
Senior Sales Executive
The Ritz-Carlton, Denver
Denver, CO
11.2021 - 08.2024
- Sales Manager for Catering department on leads 25 attendees and greater (weddings, corporate & non-profit galas)
- Group room Sales manager for programs with an 80/20 split of attendees vs. peak nights (100 room nights on peak or less)
- Responsibilities included contract negations, sales solicitation (both new and existing accounts) and personalized site tour visits
- Senior duties include onboarding/mentoring/training new selling managers
- Designed and implemented 2022 & 2023 Catering Menus (weddings, non-profit, holiday season)
- Recognized for Q1 2024 Marriott brand sales as #10 Luxury Seller in the Mountain-West region
- Met & Exceeded 2024 Catering Q1 Goal (151%) and currently pacing at 124% for Q2
- Met & Exceeded 2023 Catering YTD Goal (119%) & Room Revenue YTD Goal (122%)
Dual Senior Catering Sales Manager
Le Meridien/AC Hotel Downtown Denver
Denver, CO
05.2021 - 11.2021
- Sales Manager for entire Catering department (social, corporate & outlets) with a YTD goal performance of 145%
- Serviced and executed higher revenue/VIP catering events including weddings, outlet buyouts and corporate programs
- Senior duties included assisting with onboarding new department hires and mentoring new selling managers
- Re-designed Catering department menus (weddings, non-profit & corporate), growing catering pricing through in-market analysis
Senior Catering Sales Manager
Four Seasons Hotel Denver
Denver, CO
01.2017 - 06.2020
- Responsible for social, wedding and non-profit gala sales and event servicing on higher revenue/VIP bookings
- Outperformed annual revenue goal in 11 of 13 quarters
- Strategic focus on hotel marketing through site inspections, proactive sales calls and strengthening planner relationships via referral incentive programs
- Developed new wedding menus for 2019 season (increasing hotel awareness in multi-cultural specialty food offerings)
- Assisted Director of Catering in monthly forecasting duties, annual budget preparation, month-end commentary and department goal reporting
- Presented and submitted bi-weekly banquet food and beverage forecast to planning committee
Catering Sales Manager
Four Seasons Hotel Miami
Miami, FL
11.2014 - 01.2017
- Exceeded annual social and corporate sales targets ($1M annually)
- Responsible for providing the highest level of service and culinary experience for a diverse cultural area
- Executed and delivered an exceptional customer experience for more than 100 events annually in vertical market segments
- Heavily focused on prospecting while maintaining existing client/planner relationships
- Assisted Director of Catering in forecasting duties (data mining, anticipating seasonal trends and presenting recommendations to Director of Finance)
Conference Services Manager
Four Seasons Hotel Seattle
Seattle, WA
08.2013 - 11.2014
- Orchestrated all room accommodations for incoming groups for Seattle’s top luxury property
- Directed liaison with Travel Directors for entertainment and sports teams, managing specific room alignment requests, last minute needs and working with Guest Services to provide a smooth and expedited arrival process
- Generated incremental revenue for contracted events through up-selling efforts in Food & Beverage, Room Rental and Miscellaneous revenue
- Planned and executed all group catering events for hotel (including FS Seattle’s first ever car automotive press release drive-event with BMW)
- Ran all hotel pre-conferences and resume meetings
Social Catering Sales Manager
The Edgewater Hotel
Seattle, WA
10.2009 - 03.2013
- Sold, coordinated and serviced banquet event functions for over 10,000 square feet of meeting space
- Serviced over 200+ weddings/events for five seasons (2009-2013)
- Met and exceeded annual revenue goal of $780,000 (the highest revenue target goal in catering department)
- Responded to and followed up on all incoming inquiries for social/corporate leads while actively pursuing new business through direct sales efforts
- Heavily involved with training for incoming catering department staff members (administrative and managerial)
- Sold hotel private dining room space for in-hotel restaurant Six Seven
Conference Services Manager
The Edgewater Hotel
Seattle, WA
08.2008 - 10.2009
- Managed and executed planning of incoming corporate group bookings
- Effectively liaised with all departments to execute groups needs, ensuring seamless and successful programs
- Conducted pre-planning sites of the hotel, hosted pre-cons and post event meetings with clients
- Built strong relationships with group contacts through dedicated approach, availability and willingness to assist with all requests (resulting in repeat program bookings)
- Small Catering Sales goal selling events of 30 attendees or less
- Additionally serviced former Social Catering Manger’s wedding bookings from 2008-2009
- Managed Sales Department invoice coding and checkbook budgeting
Education
Bachelor of Arts - History & French Language Studies
The University of Portland
Portland, OR01-2004
International Certificate Studies - French Language Studies
IES Abroad
Paris, France01-2002
School of Art - General Studies
Atelier Nicolas Poussin
Paris, France01-2002
Skills
- Highly Proficient: CI/TY, Delphi, One Yield, Golden Sales & Catering, Opera, Social Tables, Triple Seat, Workday, ADP
Timeline
Senior Sales Manager (Remote)
Black Desert Resort
08.2025 - Current
Director of Catering & Conference Services
Asher Adams Hotel
08.2024 - 08.2025
Senior Sales Executive
The Ritz-Carlton, Denver
11.2021 - 08.2024
Dual Senior Catering Sales Manager
Le Meridien/AC Hotel Downtown Denver
05.2021 - 11.2021
Senior Catering Sales Manager
Four Seasons Hotel Denver
01.2017 - 06.2020
Catering Sales Manager
Four Seasons Hotel Miami
11.2014 - 01.2017
Conference Services Manager
Four Seasons Hotel Seattle
08.2013 - 11.2014
Social Catering Sales Manager
The Edgewater Hotel
10.2009 - 03.2013
Conference Services Manager
The Edgewater Hotel
08.2008 - 10.2009
International Certificate Studies - French Language Studies
IES Abroad
School of Art - General Studies
Atelier Nicolas Poussin
Bachelor of Arts - History & French Language Studies
The University of Portland