Carolyn Iya
Chino,CA
Summary
Performance-oriented sales leader over 25+ years with proven expertise in revenue management, client acquisition and account servicing. Diligently research competitors and market conditions to remain lean and agile in face of changing expectations and conditions. Excellent negotiator and influential program managers.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Director of Sales
Knott's Hotel / Six Flags
Buena Park
04.2010 - Current
- Partner with General Manager and VP Revenue to develop and execute comprehensive sales strategies across all market segments, driving consistent revenue growth.
- Lead revenue optimization efforts for guest rooms, meetings, and food & beverage, maximizing overall hotel profitability.
- Develop and implement strategic sales initiatives that increase occupancy, ADR, and market share.
- Oversee all wholesale and FIT contracting, including negotiations, pricing strategies, and account management.
- Secure and manage high-value contracts within corporate, SMERFS, government, and association segments.
- Manage annual sales budget, forecasting, and performance analysis to ensure financial targets are achieved.
- Recruit, train, and mentor sales team members, establishing clear action plans and performance goals.
- Build and maintain strategic partnerships with local tourism boards, bureaus, and community organizations to drive demand.
- Represent the hotel at tradeshows, conventions, and networking events, expanding business opportunities in new and existing markets.
- Analyze STAR reports and competitive data to identify trends, adjust strategies, and maintain market competitiveness.
- Proactively identify, qualify, and convert new business opportunities to strengthen the sales pipeline.
- Serve as a hotel spokesperson in live television appearances, promoting major seasonal events such as Knott's Scary Farm and the Boysenberry Festival to increase visibility and drive bookings.
- Actively serve as a board member for Visit Buena Park and the North Orange County Chamber of Commerce, contributing to regional tourism development and business growth initiatives.
- Manage and deliver reports and presentations to VP, providing data-driven insights to optimize rate-codes, strengthen market penetration, and maximize revenue performance.
Regional Travel Specialist Sales Manager
Holiday Inn Costa Mesa / Marriott
Costa Mesa, California
01.2007 - 03.2010
- Drove revenue growth by actively soliciting and securing new business across corporate, group, and leisure segments.
- Managed key accounts and developed long-term relationships, resulting in repeat business and increased market share.
- Negotiated group contracts, pricing, and concessions to maximize profitability while maintaining competitive positioning.
- Collaborated closely with Revenue Management to align pricing strategies with demand trends and optimize ADR and occupancy.
- Coordinated site inspections, client presentations, and hotel tours to convert leads into definite business.
- Partnered with operations and catering teams to ensure seamless execution of group events and high guest satisfaction.
- Maintained accurate forecasting, reporting, and pipeline management to support budget goals and sales targets.
- Supported multiple hotel properties by contributing to revenue strategies and sales initiatives, driving overall portfolio performance.
- Developed strategic marketing partnerships with South Coast Plaza, collaborating with executive leadership to build relationships, increase brand exposure, and drive qualified business to the hotel.
Group Sales Manager / Asst. General Manager
Four Points Sheraton
Anaheim
05.2000 - 12.2006
- Proactively generated new business through consistent prospecting, client outreach, and market segmentation strategies.
- Managed group sales accounts, ensuring accurate contracts, room blocks, and documentation to support successful group business.
- Negotiated and coordinated group contracts, ensuring proper block management for citywide conventions and events.
- Prepared and detailed group resumes to ensure seamless communication and execution across all hotel departments.
- Built and maintained strong relationships with local Convention & Visitors Bureau and convention centers to drive group bookings and increase hotel visibility.
- Conducted outside sales calls and local travel to promote the hotel, identify new opportunities, and monitor competitor activity.
- Assisted the General Manager in daily operations and ensured compliance with brand standards and franchise inspections.
Education
BBA - Business Management
Cal State Long Beach
Long Beach, CA05-2001
Skills
- Sales strategy
- Revenue optimization
- Sales forecasting
- Business development
- Market analysis
- Client relationship management
- Contract negotiation
- Budget management
- Team leadership
- Strategic partnerships
Certification
- Top Revenue Producer
Million Dollar Club
IHG Sales Manager Training
IHG Revenue Management Training
IHG General Manager Certification
IHG Office Manager Certification
Marriott Leadership Skills Training
Marriott Revenue Management Training
Marriott Sales & Marketing Skills Training
Timeline
Director of Sales
Knott's Hotel / Six Flags
04.2010 - Current
Regional Travel Specialist Sales Manager
Holiday Inn Costa Mesa / Marriott
01.2007 - 03.2010
Group Sales Manager / Asst. General Manager
Four Points Sheraton
05.2000 - 12.2006
BBA - Business Management
Cal State Long Beach