Celine Primo
Los Angeles,CA
Summary
Experienced with strategic sales planning, consistently identifying and capitalizing on market opportunities. Utilizes data-driven insights to inform decision-making and drive sales performance. Track record of cultivating strong client relationships and able to achieve ambitious sales targets.
Overview
21
21
years of professional experience
Work History
Director of Sales- Corporate and Leisure
The Oceana Hotel Santa Monica
07.2024 - Current
- Increased sales revenue by developing and implementing strategic plans
- Established strong partnerships with corporate and leisure clients to expand brand recognition and drive revenue growth.
- Established pricing strategies to maintain competitive pricing and maximize profits.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Connected with prospects through trade shows, cold calling and local-area networking.
- Built relationships with customers and community to establish long-term business growth.
- Prepared sales presentations for clients showcasing Oceana Hotel
- Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
Senior Sales of Corporate, Entertainment and Leisure
THE SANTA MONICA PROPER HOTEL
01.2022 - Current
- Company Overview: Lifestyle hotel in Santa Monica with267 rooms,24,000 meeting and event space,2 food and beverage options, rooftop bar, wellness and fitness facilities
- Responsible to develop and maintain a client base of $6 million in annual sales, focusing on corporate, entertainment and leisure markets
- Responsible for retail sales in the Southern California Market and East Coast, maintaining and building strong working relationships to secure business from top producing corporate, entertainment and leisure accounts
- Successfully cross sold corporate, and entertainment accounts to Proper DTLA, Proper Austin and Proper SF increasing market share
- Developed marketing /collateral for the Leisure market segment, which secured new leisure business
- Increased Santa Monica Proper and Proper Hospitality branded presence by participating in key trade shows, (Le Miami, Tour Connections, SET, GBTA) client events and brand-supported sales missions
- Partnered with Revenue Management team to determine sales pricing strategies and developing rates
- Increased market share due to prospecting and soliciting new accounts through market research to maximize sales
- Https://www.properhotel.com/santa-monica/
Senior Sales
THE1HOTEL WEST HOLLYWOOD
01.2017 - 01.2019
- Company Overview: Contemporary hotel with295 rooms,10,000 square feet of meeting space,2 food and beverage options, rooftop bar and fitness facilities
- Responsible to develop and maintain a client base of $3 million in annual sales, focusing on corporate, entertainment and leisure markets
- Developed sales plans and strategies that exceeded established revenue and room night goals, achieving over120% of quarterly and annual quota
- Responsible for retail sales in the Southern California Market and East Coast, maintaining and building strong working relationships to secure business from top producing corporate and leisure accounts
- Developed marketing /collateral for the Leisure market segment, which secured new leisure business
- Increased1Hotel West Hollywood branded presence by participating in key trade shows, client events and brand-supported sales missions
- Partnered with Revenue Management team to determine sales pricing strategies and developing rates
- Increased market share due to prospecting and soliciting new accounts through market research to maximize sales
- Https://www.1hotels.com/west-hollywood
Assistant Director of Sales- Business Travel
SOFITEL LOS ANGELES AT BEVERLY HILLS
01.2012 - 01.2017
- Company Overview: A luxury hotel with298 rooms,10,000 square feet of meeting space,2 food and beverage options, full spa and fitness facilities
- Responsible to develop and maintain a client base of $6 million in annual sales, focusing on corporate, entertainment, advertising, production and leisure markets
- Assist the DOSM in the development of various sales initiatives that have resulted in a10% ADR increase YOY
- Increased market share due to prospecting and soliciting new accounts through market research to maximize sales
- Execute sales trips, attend Trade Shows and assist in the organization/execution of brand sales missions
- Prepare and present, monthly/quarterly reports to be presented to the hotel owners and senior management
- In the absence of the DOSM, monitor the entire sales operation
- Www.sofitel-los-angeles.com
Leisure Sales Manager
TERRANEA RESORT
01.2011 - 01.2012
- Company Overview: A4 diamond oceanfront resort with581 rooms, including Villa’s Casitas and Bungalows,135,000 square feet of meeting space,8 dining options,50,000 square feet of spa and fitness facilities, The Links at Terranea9 hole3 par golf course
- Responsible to develop and oversee exclusive packages and promotions for Fine Hotels and Resorts, Signature and Ensemble
- Maintain existing business clientele relationships, ensuring maximum profitability for the hotel and quality service for guests
- Developed and maintained successful marketing and sales solicitation activities which secured new business from the leisure market
- Increased GDS bookings25%, and ADR15% YOY due to ongoing sales efforts
- Www.terranea.com
National Transient Sales Manager
LOEWS SANTA MONICA BEACH HOTEL
01.2004 - 01.2011
- Company Overview: A4 diamond beachfront hotel with340 rooms,20,000 square feet of meeting space,3 food and beverage options, full spa and fitness facilities
- Responsible to develop and maintain a client base of $3 million in annual sales, focusing on advertising, entertainment, production and financial markets
- Consistently surpassed annual quota for the past4 years (achieving over120 -140% of quota) qualifying as a Loews Superstar, which reflects the top10% of sales staff of Loews Hotels and Resorts
- Responsible for maintaining, and building strong working relationships to secure business from top producing accounts
- Concentrated on strategic prospecting initiatives which resulted in expanding our secondary markets, ie Boston, Atlanta, Florida
- Took a leadership role in industry events to ensure visibility of Loews branding messages, ie NBTA, Signature Tradeshow, property themed events, key site inspections, and planning of creative FAM trips
- Initiated Travel Agency incentives and held annual year end congratulatory parties for top producing agents
- Contributed towards the annual marketing plan to ensure that we maximize our sales efforts with effective promotions
- Collect market intelligence and competitive analysis which assisted in implementing strategies for Loews Hotels short and long term goals
- Received the Gold Key award,2004,2005,2006,2007,2008 for achieving over100% on our mystery shoppers report
- Received Sales and Revenue Team of the Year2010
- Www.loewshotels.com
Education
Associate of Arts -
Santa Monica City College
Skills
- Sales
- Delphi system and Hotel Information Systems
- Windows Operating System
- Microsoft Office
- Excel
- Word
- Lotus Notes
Timeline
Director of Sales- Corporate and Leisure
The Oceana Hotel Santa Monica
07.2024 - Current
Senior Sales of Corporate, Entertainment and Leisure
THE SANTA MONICA PROPER HOTEL
01.2022 - Current
Senior Sales
THE1HOTEL WEST HOLLYWOOD
01.2017 - 01.2019
Assistant Director of Sales- Business Travel
SOFITEL LOS ANGELES AT BEVERLY HILLS
01.2012 - 01.2017
Leisure Sales Manager
TERRANEA RESORT
01.2011 - 01.2012
National Transient Sales Manager
LOEWS SANTA MONICA BEACH HOTEL
01.2004 - 01.2011
Associate of Arts -
Santa Monica City College
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