Carla Fletcher
Chesterfied,VA
Summary
Seasoned Area Director of Sales with a track record in effective team leadership and successful sales strategy execution. Skilled in fostering client relationships, driving revenue growth, and enhancing market share. Known for taking initiative in identifying market trends and customer needs to accelerate business growth. In previous roles, consistently improved sales performance and contributed significantly to company success.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Area Director of Sales
Atma Hotel Group
Chapel Hill, NC
02.2024 - Current
- Area Sales Director for 7 Properties in the Raleigh and Chapel Hill, NC that include, Hilton, Marriott, and IHG Brands
- Monitored competitive activities within assigned areas and identified potential opportunities.
- Engaged in high-level negotiations with clients regarding contracts, pricing models.
- Assisted in the development of annual budgets, forecasts and objectives for the area sales team.
- Fostered strong relationships with key industry contacts in order to expand business opportunities.
- Conducted market research to identify selling possibilities and evaluate customer needs.
- Developed and promoted weekly, monthly and quarterly sales objectives.
- Collaborated with marketing and product development teams to align sales strategies with company initiatives.
- Participated in trade shows and industry conferences to network and promote products.
Dual Director of Sales
Hotel Equities
Lafayette, IN
05.2022 - 01.2024
- In charge of Sales and Revenue of two Long term stay Hotels in a competitive Lafayette, IN market
- A 93 room Home2 by Hilton and 108 room Residence Inn by Marriott International
- Highly proficient in general computer knowledge and able to train and monitor both the group and transient contractual agreement process, quoting rates, sending referrals, setting traces, and the management of retention, reactivation, and acquisition accounts
- Raised ADR over $34 on first 8 months
- ESSOC at 44% all with a sustainable growth plan
- Successfully secured large project business, for off season rates at both hotels, and retained them for Bi-yearly project that brought in over $350,000 in revenue each year.
- Surpassed Individual sales targets for each Quarter by an average of 37%
- Facilitate lead management process within property and complete sales and marketing objectives
- Maintain relationships with target accounts
- Sustain, retain and service core business accounts
- Develop and maintain rapport with competitive properties, City Convention and Visitors Bureau, Chamber of Commerce, lead sources clients, etc
- Added new customers by successfully Share shifting from the Competition without dropping rate
- Fully Hilton and Marriott International Sales Trained.
Dual Director of Sales
General Hotel Corporation
Indianapolis, IN
03.2020 - 04.2021
- Direct and indirect responsibility as it relates to the Sales and Marketing Budget/P&L, revenue forecasting, advertising, marketing, developing and writing business plans, and ownership meetings
- Proficient in general computer knowledge and able to train and monitor both the group and transient contractual agreement process, quoting rates, sending referrals, setting traces, and the management of retention, reactivation, and acquisition accounts
- Reports directly to the Regional Sales Manager
- Develops, administers and controls the property revenue and expense budgets
- Analyze Profit and Loss and General Ledger statements
- Submit Variance Reports in a timely manner
- Facilitate lead management process within property and complete sales and marketing objectives
- Kept extended stay Business at 38-42% throughout the year, but retaining clients and finding new project business.
Assistant Director of Sales
Courtyard by Marriott
Lafayette, IN
02.2018 - 02.2020
- Responsible for bringing in new business for Catering and Conferences, specializing in weddings
- Works with incoming groups for hotel and events held in conference center
- Exceeded Year 1 sales goal; created marketing plan for weddings that increased booked events by $200k
- Executes high end and upscale events both on and off premise
- Sold Large Group Business and increased Social Events Groups by over 106% in the 2nd and 3rd Quarters of 2019
- Strong attention to detail and ability to seamlessly manage high-volume, multiple events
- Works with clients/customers to arrange and follow through on all catering details and ensures all special requests are met and directs setup for events
- Responsible for all Account receivable and payable for booked events
- Excellent client and guest relations.
Catering Manager 2
Sodexo USA
Bloomington, IN
09.2015 - 02.2018
- Executed high end and upscale events both on and off campus
- Attention to detail and able to manage multiple events at the same time
- Recruited and trained a solid catering team with a commitment to customer service and quality presentation
- Manages the training, ordering, inventory and staffing of all bars
- Maintains relationships with suppliers and vendors servicing our company
- Manages all catered events
- Hires, schedules, and trains catering staff
- Works with clients/customers to arrange and follow through on all catering details and to ensure all special requests are met and directs setup for events
- Expert in client and guest relations.
Catering Sales and Operations Manager
Jugs Catering LLC
Indianapolis, IN
03.2013 - 09.2015
- In charge of booking and planning over 5,000 events a year
- Suite coordinator for all races at IMS for Hulman Terrace, Turn 2 VIP Suites, and Chalets
- Provided oversight for recruitment, selection and training of 50+ seasonal hires
- Promoted professional development among 17 team members
- Manager of accounts payable and receivable
- Payroll Manager
- Maintained a 91% collection rate on accounts receivable
- Created and implemented new legal policies for event cancellations
- Maintained strong relationships with suppliers and vendors servicing catering company.
General Manager and Event Coordinator
Pipers West Event Center
Indianapolis, IN
01.2012 - 03.2013
- Management and Event Coordinator for Pipers West
- In charge of booking and planning over 100 events a year
- Achieved a goal of 92% of 2013 Sales Quota by January 2013
- Manager of accounts payable and receivable
- Created and implemented new legal policies for event cancellation and hold harmless policies
- Maintained relationships with suppliers and vendors servicing our company
- Developed a progressive marketing plan and maintained a 81% closing ratio
- Developed a diverse catering menu and marketing plan
- Designed and coordinated outdoor wedding ceremony areas to extend our market appeal.
Director, Events & Hospitality
Community Life Center
Indianapolis, IN
03.2010 - 01.2012
- In charge of booking and planning over 160 events a year
- Elevated an underutilized event space from $70k per year to over $500k in revenue in 21 months
- Manager of accounts payable and receivable
- Voted 2010 and 2011 top 5 Wedding Venues and Wedding Coordinator in Indianapolis A-List
- Featured in December 2010 Indianapolis Star, and January 2011 USA Today front page for outstanding venue in Indianapolis market and interviewed by CNN, published in over 20 magazines and newspaper articles for unique marketing success and techniques
- Cut advertising budget by $10,000
- Promoted professional development among team members to stay current with company goals and growth within the industry
- Provided feedback to ensure continuous improvement and professional conduct for all personnel
- Increased rental fees $2,400 per event during a recession.
Education
Bachelor’s Degree in Arts (Elementary Education) -
Indiana University
Bloomington, IN08.1998
Skills
- Detail oriented
- Highly organized
- Management experience
- Managed multi-unit businesses
- Staffed and trained over 100 employees
- Revenue Generation
- Sales leadership and training
- Sales Presentations
- Territory Management
- Client Relationship Management
- Social Media Marketing
- Sales Reporting
- Revenue Growth
- Sales strategy development
- Cold-calling
- Deal Closing
Zip
23838
State
VA
City
Chesterfied
References
Professional references available upon request
Certification
- Marriott Ready Set Sell Certified
- Hilton Core Sales Skills Certified
- Pep, OnQ, and Fosse trained.
Timeline
Area Director of Sales
Atma Hotel Group
02.2024 - Current
Dual Director of Sales
Hotel Equities
05.2022 - 01.2024
Dual Director of Sales
General Hotel Corporation
03.2020 - 04.2021
Assistant Director of Sales
Courtyard by Marriott
02.2018 - 02.2020
Catering Manager 2
Sodexo USA
09.2015 - 02.2018
Catering Sales and Operations Manager
Jugs Catering LLC
03.2013 - 09.2015
General Manager and Event Coordinator
Pipers West Event Center
01.2012 - 03.2013
Director, Events & Hospitality
Community Life Center
03.2010 - 01.2012
Bachelor’s Degree in Arts (Elementary Education) -
Indiana University