Summary
Overview
Work History
Skills
Timeline
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ERICA STORCH

Houston,Texas

Summary

Dynamic Sales Manager with a robust background in driving catering sales and fostering strong client relationships. Expertise in crafting innovative sales strategies that enhance client engagement and significantly boost revenue growth. Proven track record in event planning and contract negotiation, consistently ensuring high levels of client satisfaction and repeat business. Committed to leveraging industry knowledge and strategic insights to achieve exceptional results in competitive markets.

Overview

23
23
years of professional experience

Work History

Catering Sales Manager

Saint Arnold Brewing Company
05.2021 - Current
  • Increased event bookings by developing and implementing effective catering sales strategies.
  • Organized corporate meetings, special events and social occasions to satisfy client requirements and increase facility revenues.
  • Performed service and menu upgrades and upselling activities to meet predetermined revenue objectives.
  • Exceeded both quarterly and annual sales goals.
  • Utilized hospitality associations, business journals and Internet resources to obtain current industry knowledge.
  • Maximized event profitability by upselling additional services and menu items to clients.
  • Participated in planning meetings, site visits and vendor evaluations to enhance quality of client services.
  • Negotiated contracts to secure profitable agreements with vendors and suppliers.
  • Boosted revenue with the creation and execution of customized catering packages for clients.
  • Collaborated with culinary team to develop innovative menus tailored to specific client needs and preferences.
  • Built relationships with customers and community to establish long-term business growth.

Catering Sales Manager

Saint Arnold Brewing Company
05.2021 - Current
  • Increased event bookings by developing and implementing effective catering sales strategies.
  • Organized corporate meetings, special events and social occasions to satisfy client requirements and increase facility revenues.
  • Performed service and menu upgrades and upselling activities to meet predetermined revenue objectives.
  • Exceeded both quarterly and annual sales goals.
  • Utilized hospitality associations, business journals and Internet resources to obtain current industry knowledge.
  • Maximized event profitability by upselling additional services and menu items to clients.
  • Participated in planning meetings, site visits and vendor evaluations to enhance quality of client services.
  • Negotiated contracts to secure profitable agreements with vendors and suppliers.
  • Boosted revenue with the creation and execution of customized catering packages for clients.
  • Collaborated with culinary team to develop innovative menus tailored to specific client needs and preferences.
  • Built relationships with customers and community to establish long-term business growth.

Field Marketing / Event Sales Manager

Part & Parcel
04.2016 - Current
  • Sell, manage and provide follow up for all event sales for two outlets
  • Develop ideas to drive customer traffic, frequency and loyalty
  • Working knowledge of social media outlets including Face book, Twitter and Instagram
  • Developed catering event and large reservation procedures for new venue

Sales and Catering Manager

Sambuca Catering, Inc.
01.2003 - 01.2016
  • Sell, manage, and provide follow-up for all catered events for 10-500 people in 10,000 square foot restaurant
  • Sell, manage, and provide follow-up for offsite catering events for up to 750 people
  • Increased same store year-over-year net catering sales by 30% in two years
  • Annual sales goal of $500,000 exceeded each year by a minimum of $150,000

Skills

  • Sales Management
  • Identify and qualify leads and solicit potential clients through cold calls, office visits, promotional events, and outreach efforts
  • Maintain existing client relationships and track all client communication in weekly reports
  • Experience soliciting and maintaining accounts with social, corporate, and association markets
  • Maintain relationship with GHCVB to maximize convention market revenue
  • Sustain relationships with community partners including Houston Symphony, TUTS, and Houston Ballet to increasing brand recognition among key demographic markets
  • Manage concierge and meeting planner programs to drive referrals from key influencers
  • Led training for sales managers across all properties to maintain corporate standards of service
  • Represent company at meetings, shows, and media engagements to promote venue and services
  • Develop opportunities to up sell and create new revenue streams, including launching boxed lunch service that generated $25,000 in annual revenue in its first year
  • Track return on investment for promotional campaigns
  • Venue and Event Management
  • Experience leading site tours for restaurant, offsite events, and corporate-managed 7,000 square foot Crystal Ballroom
  • Constant communication with Banquet Captain to ensure proper execution of event services
  • Daily Pre-Shifts with FOH staff to convey all activities, current events and city wide events
  • Negotiate client venue contracts, banquet event details, and vendor agreements
  • Manage permitting, insurance, and contract compliance with Fire Marshal, TABC, clients, and outside vendors
  • Assist clients in decision-making process including room setup, food and beverage choices, décor and entertainment

Timeline

Catering Sales Manager

Saint Arnold Brewing Company
05.2021 - Current

Catering Sales Manager

Saint Arnold Brewing Company
05.2021 - Current

Field Marketing / Event Sales Manager

Part & Parcel
04.2016 - Current

Sales and Catering Manager

Sambuca Catering, Inc.
01.2003 - 01.2016

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ERICA STORCH