ELIZABETH LIZ VILLARREAL
Grapevine,TX
Summary
Results-oriented Director of Catering & Events with a proven track record of prospecting, cultivating, and achieving catering/food and beverage sales goals. Successfully service groups ranging from 10 to 800 guests across various markets, including corporate, association, SMERF, weddings, and galas. Renowned for collaborative approach and results-driven mindset, ensuring seamless coordination among team members to achieve event goals. From initial planning to final execution, consistently oversees seamless operations that result in successful and memorable events. Expertise in team leadership and vendor coordination enables consistent delivery of high-quality catering services.
Overview
15
15
years of professional experience
1
1
Certification
Work History
Director of Catering & Events
Hilton Richardson Dallas Hotel
08.2024 - 03.2025
- Prospect, cultivate and develop attainment of catering/food and beverage sales goals for 336 room property with 16,300 square feet of meeting space
- Successfully service groups from 10 guests to 800 guests from all markets: corporate, association, SMERF, weddings and galas
- Collaborated with chefs and culinary teams to design customized menus, ensuring a memorable dining experience for clients'' guests at each event.
- Conducted post-event evaluations with clients to gather feedback on services provided, identifying areas for improvement or potential upselling opportunities.
- Expanded company''s reach into new markets by targeting specific industries, such as entertainment venues, corporate events or weddings
- Responded to initial inquiries, coordinating facility tours and food sampling.
- Enhanced client satisfaction with personalized event planning and exceptional attention to detail.
- Cultivated positive work environment that fostered employee engagement and teamwork in delivering exceptional service to clients.
- Collaborated with sales and marketing teams to develop promotional materials
- Regularly reviewed competitor offerings to stay informed about current market trends, ensuring that Property services remained competitive and attractive to clients.
- Coordinated with event planners for floor and table layouts, guest numbers, and overall catering needs.
- Met with clients to outline desired goals and prepared quotes for overall catering costs.
- Designed catering packages to increase sales and customer experience.
- Promoted catering packages with most profitable outcomes without sacrificing client desires.
- Handled escalated customer concerns with speed and knowledgeable support to achieve optimal satisfaction and maintain long-term loyalty.
Task Force Director of Sales
Quorum Hotels & Resorts
01.2023 - 08.2024
- Assignment as DOS various Quorum managed hotels: Embassy Suites Lexington, KY; Aloft Frisco, TX; Holiday Inn Ft Worth Downtown; and DoC at Hilton Richardson, TX
- Enhanced customer satisfaction levels by addressing concerns promptly and providing tailored solutions.
- Increased sales revenue by developing and implementing strategic plans and setting performance goals for the sales team.
- Launched new products successfully into the market, coordinating marketing initiatives and comprehensive sales campaigns.
- Established strong partnerships with industry influencers to expand brand recognition and drive business growth.
- Managed team of sales representatives, providing guidance, coaching and support.
- Developed high-performing sales teams through targeted recruitment, training, mentoring, and coaching activities.
- Streamlined sales processes by identifying inefficiencies, implementing new tools, and providing training to the team.
- Established ambitious sales targets, managed deployment strategies, and developed go-to-market plans to capitalize on every revenue opportunity.
- Connected with prospects through cold calling and local-area networking.
- Built relationships with customers and community to establish long-term business growth.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
- Recruited, interviewed and hired employees and implemented mentoring program to promote positive feedback and engagement.
Director of Sales & Marketing
Quorum Hotels & Resorts/Hilton DFW Lakes Exec. Conf. Center
Plano, TX
08.2021 - 07.2022
- Company Overview: 4 Diamond Hotel: 393 rooms, 68,000 square feet of meeting space
- Daily onsite leadership of Sales Team: 4 sales managers, 1 catering director and 1 admin
- Oversaw all group/catering sales to include business review, contract approvals, conflict resolution and training
- Maintained a personal sales goal of $3 million in Corporate Group Market, STR goals, and managing Hotel Cvent accounts
- Instrumental in success of keeping Hotel doors open during height of pandemic 2020-2021
- Cultivated long-term partnerships with key industry influencers, strengthening the company''s credibility in the marketplace.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Championed the adoption of new technologies within the Sales and Marketing department, bolstering the team''s capabilities and equipping them for success in an ever-evolving business landscape. Transition from Delphi Legacy to Salesforce summer 2021
- Managed accounts to retain existing relationships and grow share of business.
- Collaborated with upper management to implement continuous improvements and exceed team goals. Member of Property Executive Team.
- Enhanced profitability by developing pipelines utilizing marketing and sales strategies.
Director of Group Sales
Quorum Hotels & Resorts/Hilton DFW Lakes Exec. Conf. Center
03.2019 - 07.2021
- Company Overview: 4 Diamond Hotel: 393 rooms, 68,000 square feet of meeting space
- Property level Director of Group Sales and Corporate Sales Manager
- Personally Responsible for $3 million revenue goals
- Daily leadership of Sales Team, business review, contract approvals, conflict resolution and training
- Assist Director of Sales with monthly reports, department meetings, team goals and incentives, and personnel training
- Responsible for Corporate Sales, expert in building Client Relationships, Solicitation, Customized Client-Centered Proposal Response, Site Tours, Contract Drafting/Negotiations, and Closing Business
- Developed relationships with variety of Corporate Meeting Planners and Industry Professionals
- 4 Diamond Hotel: 393 rooms, 68,000 square feet of meeting space
- Nominated Manager of Quarter: 3rd and 4th quarter 2019
- Backup for all markets when needed
- MPI WEC 2020 Tradeshow Las Vegas
- City of Grapevine Leadership graduate 2019-2020
Assistant Director of Sales
Embassy Suites by Hilton DFW Airport North
Grapevine, TX
05.2010 - 03.2019
- Company Overview: 3 Diamond Hotel: 329 rooms, 25,000 sq ft meeting space
- Responsible for $2,000,000 revenue goals
- Daily leadership of Sales Team, business review, contract approvals, conflict resolution and training
- Assist the Director of Sales with monthly reports, department meetings, team goals and incentives, and personnel training
- Responsible for Corporate Sales, expert in building Client Relationships, Solicitation, Customized Client-Centered Proposal Response, Site Tours, Contract Drafting/Negotiations, and Closing Business
- Developed relationships with a variety of Corporate Meeting Planners and Industry Professionals
- 2013 Manager of the Year - highest revenue producer
- Highest sales revenue producer in 4+ years in our Region
- Obtain/Manage 70% of top 100 corporate accounts
- 50+ prospecting calls and appointments per week
- Organized and attended trade shows, conferences, and networking events to expand company visibility within the industry.
Education
Associate of Applied Science - Court Reporting
Professional Court Reporting School
Richardson, TXSkills
- Group Sales
- Catering Sales
- Management Processes
- Contract Negotiation
- Closing
- Trade Shows
- Conference and Event Planning
- Service Delivery
- Proficient in Delphi
- Event planning proficiency
- Staff leadership
- File management
- Revenue growth
- Lead prospecting
- Vendor negotiation
- Weddings background
- Catering consultation
- Menu tastings
- Teamwork and collaboration
- Customer service
- Time management
- Problem-solving abilities
Certification
- Food Safety Certification
- TABC Certification
Languages
Spanish
Full Professional
Timeline
Director of Catering & Events
Hilton Richardson Dallas Hotel
08.2024 - 03.2025
Task Force Director of Sales
Quorum Hotels & Resorts
01.2023 - 08.2024
Director of Sales & Marketing
Quorum Hotels & Resorts/Hilton DFW Lakes Exec. Conf. Center
08.2021 - 07.2022
Director of Group Sales
Quorum Hotels & Resorts/Hilton DFW Lakes Exec. Conf. Center
03.2019 - 07.2021
Assistant Director of Sales
Embassy Suites by Hilton DFW Airport North
05.2010 - 03.2019
Associate of Applied Science - Court Reporting
Professional Court Reporting School
Similar Profiles
Natarsha GoldsmithNatarsha Goldsmith
Hotel Front Desk Agent at Doubletree by Hilton Dallas/RichardsonHotel Front Desk Agent at Doubletree by Hilton Dallas/Richardson
Devonte BurkDevonte Burk
Front Desk Lead Receptionist at Hilton RichardsonFront Desk Lead Receptionist at Hilton Richardson
Omar FahibOmar Fahib
Cluster Human Resources Manager at Hilton – AlRayyan Hotel Doha – Curio Collection by Hilton & Embassy Suites by Hilton Doha Old Town (Preopening)Cluster Human Resources Manager at Hilton – AlRayyan Hotel Doha – Curio Collection by Hilton & Embassy Suites by Hilton Doha Old Town (Preopening)
Derek Ingle, RNDerek Ingle, RN
Director of Client Operations at Premise HealthDirector of Client Operations at Premise Health
Ashlei MillsAshlei Mills
Nursing Assistant at The Oakmont Guest Care CenterNursing Assistant at The Oakmont Guest Care Center