ASMÂA EL IDRISSI
Summary
Dynamic sales leader with a proven track record at Hilton, driving a 386% increase in group bookings. Expert in market analysis and client negotiations, fostering strong relationships to enhance revenue growth. Adept at training and coaching teams, leveraging data analytics to identify opportunities and achieve ambitious sales objectives. Always looking for Improvement and Growth.
Overview
25
25
years of professional experience
1
1
Certification
Work History
A. Director Of Sales @ Hilton
Arbor Lodging Partners
Boston Norwood
04.2025 - Current
- Anticipating Market request by analysing Data Daily and Weekly using Lighthouse, Demand360 and Agency360.
- Creating New Ideas for Giftings corporate clients as well as Regular clients to keep a solid relationship.
- Managed relationships with corporate clients, enhancing partnership opportunities and driving revenue growth.
- Boosted the Group Booking by 386% the first year.
- Shopping Compset either by Parking lots or Platforms, to Keep being Ranked higher in the Str Recap weekly and Monthly.
- Working on RFP during the RFP's Season, using Assumption's recap, and Compset shop.
- Led sales strategy development for hotel services and accommodations.
- Oversaw sales team performance and provided training for skill development.
- Analyzed market trends to identify new business opportunities for the hotel.
- Cultivated relationships with customers and industry professionals, fostering long-term business growth and collaboration.
- Negotiated contracts with vendors, suppliers, distributors and other businesses.
- Attended Hilton's Global Conference and Training, and all Chamber of Commerce Events.
- Pursued sales deals by qualifying clients, building individualized proposals, and preparing final contracts.
- Created detailed reports on sales performance metrics and trends.
- Maintained active sales contacts with assigned accounts to keep communication open and capture consistent revenue.
- Implemented effective pricing strategies that increased profits while maintaining customer loyalty.
Director Of Sales @ Marriott
Courtyard by Marriott
Norwood
09.2023 - 03.2025
- Identified, developed, and maintained relationships with key customers and partners.
- Developed and implemented sales strategies to maximize revenue growth.
- Managed a team of sales personnel to ensure performance goals were met or exceeded.
- Analyzed customer feedback to identify areas for improvement in products and services.
- Created detailed reports on sales performance metrics and trends.
- Conducted market research to identify new business opportunities.
- Implemented effective pricing strategies that increased profits while maintaining customer loyalty.
- Attended trade shows, conferences, and industry events to promote the company's brand image.
- Drafted creative marketing materials such as brochures, flyers, and presentations.
- Collaborated with other departments such as marketing, operations, and finance in order to ensure successful outcomes from sales initiatives.
- Reviewed competitors' activities in order to stay ahead of the competition in terms of pricing and promotions.
- Established sales objectives by forecasting and developing annual sales quotas.
Assistant General Manager
Hilton Garden Inn Hotel Plymouth
Plymouth
01.2023 - 09.2023
- Motivated, trained, and disciplined employees to maximize performance.
- Resolved problems promptly to elevate customer approval.
Sales Manager
Holiday Inn
Falmouth
09.2021 - 01.2023
- Established new accounts and serviced existing accounts maintaining professional relationships.
- Boosted revenue and facilitated sales activity while developing consistent employee measurements for exceeding goals.
- Created and maintained sales environment to support business objectives.
- Performed sales consultations and educated clients on products and services.
Hotel Experience Champion & Business Reward Leader
Holiday Inn
Falmouth
09.2021 - 01.2023
- Front & Back Office Champion
- Ensure program standards are delivered consistently
- Ensure team members have completed required relevant training / orientation
- Monitor and drive performance metrics through action planning
- Integrate focus areas, where possible, to create a cohesive hotel experience
- Attend regular champion calls or engagements
- Coordinate with GM and colleagues or committee members to discuss initiatives, strategies, and ways to communicate and engage the team
- Sustain and embed a culture of collaboration and empowerment, where everyone in the hotel takes pride and ownership in the experience they deliver
- Provide recognition and celebrate successes with the team
Training Coordinator
Holiday Inn
Falmouth
09.2021 - 01.2023
- Managed training calendars to inform participants of upcoming training session topics and dates.
- Evaluated effectiveness of training programs and recommended improvements to upper management.
- Got trained for the Brand Standards Training, Assigning it to all the employees, and tracking their progression and deadlines.
- Mentored and onboarded new staff members to establish top client satisfaction.
- Prepared reports to track employee progress and recruitment needs for future training.
Founder & General Manager
SMARTGROUP Morocco
Casablanca
02.2017 - 12.2023
- Developed clear mission, vision and culture for company as foundation for growth, branding and development of employee culture.
- Hired and trained new department managers to increase team oversight and productivity.
- Cultivated and maintained industry relationships and customer partnerships to capitalize on opportunities and maximize business success.
- Maintained professional network of potential clients and business opportunities.
- Prospected for new business using databases and other strategies to generate sales.
- Analyzed business and sales targets using critical problem-solving skills.
- Developed sales plans, goals, strategies and objectives to achieve team goals and revenue objectives.
- Attended trade shows for in-person engagement and network building.
General Manager
Linkoln & Mars
Casablanca
03.2014 - 03.2018
- Delivered exceptional client experiences through hands-on leadership of associates and managers.
- Built and maintained loyal, long-term customer relationships through effective account management.
- Acted as main point of contact in matters relating to client concerns and needs.
- Developed successful customer relationships and quickly resolved service requests to increase sales.
- Managing and Coaching each department.
- Managing and supervising client's projects on site.
Freelancer
Casablanca
01.2008 - 01.2014
- Event Planner, creator, planner and organizer of all types of events for individuals or professionals.
- Launch event organizer, communication officer and interior decorator of Candyland in a 4-month mission.
- Voice Over support, and Conference Animator.
- Consultant at Logic Diffusion.
- Consultant at Smart Object.
Senior Project Manager
Cible+
Casablanca
11.2012 - 03.2013
- Creation of concepts within C+ agency of Communication, Marketing and Events (End-to-end organization of all types of events, creation of Marketing concepts or product launch Ideas, creation and ideas of advertising concepts, decoration layout, Revelation, Team Building , etc…)
- Managing Graphic Designers and Manufacturing & Installation Team for every project.
- Created detailed report on strengths and weaknesses of current project management for client companies.
Communications Manager
ESIG FES
FEZ
06.2011 - 11.2012
- Cultivated relationships with students that enhanced learning and encouraged cooperative work on group projects.
- Talked with students needing extra attention and made plans to assist with problems.
- Participated in on-campus activities to support students outside of classroom.
- Scheduled group and private tutoring sessions to assist students requiring extra help.
- In parallel with the Students: Organization of full humanitarian evenings (search for sponsors, mediations, artist contacts, advertising work for creations and impressions, logistics, team management, etc.) for the benefit of associations.
Assistant General Manager
RMED FES
FEZ
04.2009 - 06.2011
- Managed and mentored staff to carry out operational directives with high productivity and accuracy.
- Helped team develop specialized projects, events and promotions.
- Oversaw payroll preparation and administration for staff.
- Served as main liaison between employees and leadership team to relay questions and concerns.
- Tracked supplies and products to maintain multi-site inventory.
Manager Director
DCOM & MOUBADARA
Casablanca
07.2007 - 03.2009
- Director and Organizer Moubadara, investment and business creation fair, organized in different Cities of the Kingdom : Fez, Laayoune, Meknes, and Tangier.
- Active member General Union of Businesses and Professions.
- Organizing all the Events from the Idea to Delivering.
Business Development Manager
CDVI
Casablanca
10.2004 - 02.2007
- Determined business development opportunities and implemented effective strategy for client acquisition.
- Generated leads and capitalized on valuable business opportunities to bring in new company revenue and improve bottom line profit.
- Identified new customers through pipelining, pre-qualification and territory analysis and management.
- Developed short-term and long-term vision and strategy to achieve targeted sales objectives.
- Maintained open and ongoing communication with clients to meet needs and expectations.
- Demonstrated thought leadership by presenting in industry seminars, leading webinars and publishing white papers.
Trainee
Hewlett Packard Enterprise
Casablanca
10.2001 - 12.2003
- Worked alongside senior team members to learn related job tasks and roles.
- Attended training sessions and meetings to learn new information and develop personal skills.
- Shadowed managers and senior employees to gain experience, noting down observations.
- Developed essential skills and techniques through diligent practice.
- Participated in weekly staff meetings and team building events.
- Worked in 3 Departments, Sales, Marketing & Communication, and Operations.
Education
Bachelor Degree of Business Management - Business Management
Higher Institute of Applied Technologies
Casablanca06-2003
BBA - Business Management College
French School Of Business
Casablanca06-2002
High School Diploma -
Al MANAL School Group
Casablanca07-2000
Skills
- Market analysis
- Sales strategy
- Client negotiations
- Revenue forecasting
- Performance metrics
- Business development
- Team leadership
- Problem solving
- Relationship building
- Training and coaching
- Sales reporting
- Client relationship management
- Revenue growth
- Competitive analysis
- Data analytics
- Teamwork and collaboration
- Multitasking capacity
- Client retention
Languages
English
Professional
French
Native/ Bilingual
Arabic
Native/ Bilingual
4 other Dialects
Full Professional
Certification
- Certificate of Coaching From HARVARD BUSINESS SCHOOL
- Certificate Strategic Thinking From HARVARD BUSINESS SCHOOL
- Certificate Developing Employees From HARVARD BUSINESS SCHOOL
- Certificate Customer Focus From HARVARD BUSINESS SCHOOL
- Marriott Sales Certification
- Hilton Sales Certification
- IHG Sales Certification
- IHG Front Office Certification
- Digital Marketing Certification
- Serve safe
- Allergen Awareness Training
- TIPS
- CPR
Accomplishments
- Arbor Sales Academy's Sales Excellence Certification
- Nominated Market Leader of the Year 2025 By Arbor Lodging in 2026 Annual Summit
- Awarded Best Leader and Event Organizer in Moubadara Morocco 2007 by the Mayor and the President of the Entire region.
- Student of the year 2000 - High School
Affiliations
- Volunteer - Cooking for Homeless during Winter
- Organizing Charity events for Associations
Timeline
A. Director Of Sales @ Hilton
Arbor Lodging Partners
04.2025 - Current
Director Of Sales @ Marriott
Courtyard by Marriott
09.2023 - 03.2025
Assistant General Manager
Hilton Garden Inn Hotel Plymouth
01.2023 - 09.2023
Sales Manager
Holiday Inn
09.2021 - 01.2023
Hotel Experience Champion & Business Reward Leader
Holiday Inn
09.2021 - 01.2023
Training Coordinator
Holiday Inn
09.2021 - 01.2023
Founder & General Manager
SMARTGROUP Morocco
02.2017 - 12.2023
General Manager
Linkoln & Mars
03.2014 - 03.2018
Senior Project Manager
Cible+
11.2012 - 03.2013
Communications Manager
ESIG FES
06.2011 - 11.2012
Assistant General Manager
RMED FES
04.2009 - 06.2011
Freelancer
01.2008 - 01.2014
Manager Director
DCOM & MOUBADARA
07.2007 - 03.2009
Business Development Manager
CDVI
10.2004 - 02.2007
Trainee
Hewlett Packard Enterprise
10.2001 - 12.2003
Bachelor Degree of Business Management - Business Management
Higher Institute of Applied Technologies
BBA - Business Management College
French School Of Business
High School Diploma -
Al MANAL School Group