CRAIG J. TROXELL
Meridian,USA
Summary
Sales leader with proven ability to drive revenue growth and enhance team performance. Expertise in sales strategy, client relationship management, and market analysis. Strong focus on teamwork, adaptability, and achieving results. Known for leadership, communication, and problem-solving skills.
Overview
33
33
years of professional experience
Work History
Director of Sales
Hilton Garden Inn Boise Downtown
10.2023 - Current
- Oversee Sales & Catering activities for myself, a Sales Manager, Sales/Catering Coordinator.
- Increased Occupancy growth of 8.0% YoY.
- Increased ADR growth of 9.0% YoY.
- Increased RevPar growth of 8.5% YoY.
Director of Sales and Catering
6 Hotels at the Boise Airport
08.2022 - 10.2023
- Director of Sales over 6 hotels at the Boise Airport.
- Responsible for the Sales and catering effort of myself and 2 team members.
- Brands include: Holiday Inn, Holiday Inn Express, Hampton Inn, Fairfield Inn, La Quinta and Simple Suites extended stay. 6 brands and 474 rooms plus 2,600 sq. ft. of meeting space.
Director of Sales
Red Lion Hotel Boise Downtowner
08.2021 - 08.2022
- Responsible for overcoming a 1year void of any on property sales effort in the market and establishing renewed client interest post Covid pandemic.
- Responsible for developing and training a new Sales & Catering Coordinator.
- Developed and implemented a successful annual sales and marketing plan for 2022.
- Exceeded YoY growth in RevPar by 15%.
Director of Sales
Hilton Garden Inn
01.2019 - 01.2021
- Responsible for pre-opening sales efforts for this 152 room hotel.
- Developed new client base by qualifying and closing business leads gained through direct sales effort of cold calls, sales blitzes, national sales office and other sources.
- Created market awareness and need of the Hilton Garden Inn brand through direct sales and marketing effort.
- Leveraged partnership with the Tourism Bureau to book group business prior to opening.
- Managed RFP process for National and Local accounts.
- Created and implemented annual sales and marketing plans for room sales and revenue goals.
Director of Sales
Hampton Inn & Suites
01.2017 - 01.2019
- Responsible for pre-opening and post opening efforts after the hotel was opened.
- Ramp up occupancies of 80%+ in the first 3 months.
- Developed new client base through direct sales efforts of cold calling, RFP responses and networking.
- Created market awareness and need of the Hampton Inn brand and product through direct sales effort.
- Developed and implemented successful annual sales and marketing plans for pre-opening and second year of operations.
- Exceeded YOY growth by 20% through a combination of occupancy and ADR through specific target markets.
Director of Sales
Red Lion Hotel Bellevue
01.2015 - 01.2017
- Responsible for directing the sales and catering efforts for this 181 room, 6,500 square foot meeting space, full service hotel.
- Development of the sales and marketing budget, including labor costs, marketing plan implementation, sales trips, advertising and participation in local trade shows.
- Directed, developed and trained new sales manager and catering manager resulting in increased profits in both areas.
- Increased revenue in preferred corporate segment by 10%.
- Increased YOY growth in group segments by 20%.
- Exceeded RevPar goals of 100% by 15%.
- Increased YOY catering revenue’s by 20% by implementing pricing changes to be more competitive in the market yet maintain a price point attractive to our market niche.
Director of Sales
Hampton Inn & Suites
01.2014 - 01.2015
- Responsible for pre-opening sales effort that resulted in ramp up occupancies of 80%+ in the first three months of operations.
- Exceeded budgeted RevPar goals of 100% by a 3% margin.
- Generated top line revenues that exceeded budget expectations at the property.
- Developed new client base by qualifying and closing business leads gained through direct sales effort of cold calls, sales blitzes, national sales office and other sources.
- Created market awareness and need of the Hampton Inn brand and product through direct sales effort.
- Developed and trained a new Sales Coordinator.
- Developed and implemented successful annual sales and marketing plans for pre-opening and second year of operations.
- Created F & B menu’s with Meydenbauer Center to supply our meeting space, exceeding budgeted revenues.
Director of Sales
Courtyard by Marriott
01.2013 - 01.2014
- Responsible for directing the sales effort on this newly renovated hotel.
- Responsible for developing and training new sales manager.
- Increased preferred negotiated accounts rates for 2014 by 10–20%.
- Increased YOY RevPar by 10%.
- Managed RFP process for regional and national accounts.
- Developed new client base by qualifying and closing business leads gained through direct sales effort of cold calls, sales blitzes, national sales office and other sources.
Director of Sales and Marketing
Premiere Hotel and Suites – Extended Stay
01.2007 - 01.2013
- Directed and re-established the sales and marketing efforts for a newly purchased property that recently became an independent hotel and was a prior Residence Inn.
- Responsible for overcoming a 2 year void of any sales effort in the market and establishing renewed client interest in the hotel that was open throughout renovations in 2007.
- Exceeded budgeted revenue goals for several months during the ramp up period prior to renovations being completed.
- Exceeded RevPar goals of 100% moving it to 115% for several years.
- Created and implemented annual sales and marketing plans for room sales and revenue goals.
- Developed and trained new sales manager.
- Helped create and develop hotel web site to drive increased internet revenues.
- Responsible for monitoring and updating revenue management through ecommerce accounts.
Regional Director of Sales
PARAMOUNT HOTEL GROUP
01.2001 - 01.2007
- Responsible for directing, developing and implementing the direct sales effort for 3 Marriott Fairfield Inn Property Conversions, in the greater New Haven, CT area.
- Creating and implementing quarterly and annual sales and marketing plans that achieve room sales and revenue targets.
- Responsible for ongoing support and training of sales department in multiple locations.
- Responsible for achieving the budgeted top line sales revenue numbers.
- Exceeded the budgeted goals for the Star Reports in occupancy, rate and revpar well over 100%, establishing new standards and exceeding market share expectations in 2006.
- Responsible for direct sales bookings to over $1 Million in direct sales for 2006.
- Acquired multiple regional and national accounts through research and planning to create rate service agreements catering to the needs of the client. Resulting in an increase in revenue production, market share and brand awareness.
- Managed RFP process for regional and national accounts.
Corporate Director of Sales & Marketing
SCHAFFER HOTEL PROPERTIES
01.1999 - 01.2001
- Directed and redeveloped the Sales and Marketing efforts for Schaffer Hotel Properties, a family owned and operated company.
- Responsible for the Sales and Marketing efforts of four hotel properties, reporting directly to the owner. The properties consist of three limited service hotels and one extended stay property totaling 345 rooms in the greater New Haven area.
- Responsible for the development, training and management of the Sales staff.
- Created and implemented the Sales and Marketing Budget for all hotels.
- Responsible for hands on direct sales effort of all properties.
- Responsible for creating, developing and overseeing all marketing and advertising.
Director of Sales
CANDLEWOOD SUITES
01.1998 - 01.1999
- Responsible for pre-opening sales effort at two properties that resulted in ramp up occupancies of 70%+ in the first three months of operations.
- Generated top line revenues that met or exceeded budget expectations at two properties.
- Developed new client base by qualifying and closing business leads gained through direct sales effort of cold calls, sales blitzes, national sales office and other sources.
- Created market awareness and need of the Candlewood name and product through direct sales effort.
- Maintained ACT computer account system and submitted weekly sales reports to the Vice President of Sales, Area Coach and General Manager.
- Responsible for the planning, implementation and success of Grand Opening event at Candlewood’s largest property.
Corporate Director of Sales & Marketing, Regional Director of Sales & Marketing
NORTHWEST HOSPITALITY GROUP
01.1994 - 01.1997
- Developed and directed the sales, marketing and catering efforts for Northwest Hospitality Group, a hotel management company that grew from 100 rooms to a total of 1,500 rooms by 1997. Including Four Full Service and Three Limited Service properties ranging from 44, 99, 154, 163, 176, 314 and 500 rooms. In addition, meeting space ranging from 1,300 – 35,000 square feet.
- Responsible for the development of the sales and marketing budgets for all hotels, including labor costs, marketing plan implementation, sales trips, advertising and participation in local and national trade shows.
- Developed, trained and managed multiple sales and catering teams for the hotels.
- Created job descriptions and performance goals, ensuring that performance goals were met.
- Directed the rebuilding and training of sales/catering teams at three newly acquired full service properties.
- Responsible for direct sales and market penetration for two limited service properties.
- Oversaw all hotels advertising and marketing. Assisted with production, placement and purchasing of all advertising and in room pieces.
- Extensive travel required to manage sales/catering effort at each hotel.
Sales Manager
EMBASSY SUITES HOTEL
01.1993 - 01.1994
- Responsible for solicitation of Association Market and one-half Corporate Market for newest Embassy Suites in Washington.
- Responsible for development of new client base through networking, cold calling and in person canvassing, in addition to the maintenance of existing accounts, strengthening of customer relations and the creation and presentation of sales reports.
- Increased market share of Association market by 75% over goals.
- Expanded corporate market production by 60% over targeted goals.
Education
Associate of Arts Degree - Music
Allan Hancock College
Skills
- Sales strategy
- Market analysis
- Revenue management
- Team leadership
- Client relationship management
- Business development
- Budget planning
- Negotiation tactics
- Marketing campaigns
- Performance metrics
- Training and development
- Account management
- Sales training and leadership
- Hospitality operations
- Revenue growth
Timeline
Director of Sales
Hilton Garden Inn Boise Downtown
10.2023 - Current
Director of Sales and Catering
6 Hotels at the Boise Airport
08.2022 - 10.2023
Director of Sales
Red Lion Hotel Boise Downtowner
08.2021 - 08.2022
Director of Sales
Hilton Garden Inn
01.2019 - 01.2021
Director of Sales
Hampton Inn & Suites
01.2017 - 01.2019
Director of Sales
Red Lion Hotel Bellevue
01.2015 - 01.2017
Director of Sales
Hampton Inn & Suites
01.2014 - 01.2015
Director of Sales
Courtyard by Marriott
01.2013 - 01.2014
Director of Sales and Marketing
Premiere Hotel and Suites – Extended Stay
01.2007 - 01.2013
Regional Director of Sales
PARAMOUNT HOTEL GROUP
01.2001 - 01.2007
Corporate Director of Sales & Marketing
SCHAFFER HOTEL PROPERTIES
01.1999 - 01.2001
Director of Sales
CANDLEWOOD SUITES
01.1998 - 01.1999
Corporate Director of Sales & Marketing, Regional Director of Sales & Marketing
NORTHWEST HOSPITALITY GROUP
01.1994 - 01.1997
Sales Manager
EMBASSY SUITES HOTEL
01.1993 - 01.1994
Associate of Arts Degree - Music
Allan Hancock College