JENNIFER CALDWELL
Frisco,TX
Summary
Award-winning hospitality sales executive with 26+ years of progressive leadership experience driving commercial strategy, revenue growth, and talent development across convention, full-service, and above-property Marriott organizations. Recognized as Marriott's 2023 Mid-America Convention & Resort Network Sales Leader of the Year. Proven success leading multi-level sales organizations responsible for 200,000+ annual group room nights and more than $100 million in annual rooms and catering revenue.
Overview
18
18
years of professional experience
Work History
DIRECTOR OF GROUP SALES
Sheraton Dallas Hotel
Dallas, TX
10.2021 - Current
- Lead the group sales organization for the Sheraton Dallas Hotel, a 1,841-room property and one of Marriott's flagship convention destinations.
- Responsible for commercial strategies supporting 200,000+ annual group room nights and more than $100 million in annual rooms and catering revenue while leading a 23-person sales organization with 16 direct reports.
- Directed commercial strategy, forecasting, talent development, and organizational initiatives to optimize sales performance across the organization.
- Developed leadership capabilities of Assistant Directors of Sales, Senior Sales Executives, Destination Sales Executives, Sales Coordinators, and Catering Sales leadership to enhance team effectiveness.
- Provided strategic oversight for contract review, customer negotiations, opportunity evaluation, and major citywide convention opportunities.
- Collaborated with Revenue Management, Marketing, Event Management, Finance, and Operations to enhance revenue growth and increase market share.
- Named 2023 Mid-America Convention & Resort Network Sales Leader of the Year.
- Lead the group sales organization for the Sheraton Dallas Hotel, a 1,841-room property and one of Marriott's flagship convention destinations.
ASSOCIATE DIRECTOR OF SALES
San Antonio Marriott Rivercenter & Riverwalk
San Antonio, TX
09.2020 - 10.2021
- Collaborated with Director of Sales & Marketing to achieve budgeted top-line revenue and RevPAR.
- Evaluated group sales team performance against revenue and solicitation goals, coaching managers to enhance outcomes.
- Contributed to forecasting, strategic planning, and revenue optimization initiatives, supporting annual business planning.
DIRECTOR OF SALES, GROUP & CATERING
Marriott South Central Group Sales Office
Plano, TX
07.2018 - 09.2020
- Directed group and catering sales strategy for 12 Marriott hotels, enhancing market presence across Austin and San Antonio.
- Led team of 18 managers and 2 sales leaders to capitalize on group opportunities, driving bookings from 10–300 peak room nights.
- Achieved 114% of annual revenue goal in 2019.
- Contributed to market sales strategy and business planning, strengthening leadership development and improving talent retention initiatives.
DIRECTOR OF SALES & MARKETING
Dallas/Addison Marriott Quorum by the Galleria
Dallas, TX
12.2013 - 07.2018
- Reported directly to the General Manager with a dotted-line relationship to the Senior Vice President of Sales & Marketing for Aimbridge Hospitality.
- Directed all sales and marketing functions for the hotel, including commercial strategy, revenue performance, market positioning, and departmental leadership.
- Closed a highly competitive multi-year agreement with Qatar Airways.
- Increased transient room nights from 59,000 to 68,000 and group room nights from 27,500 to more than 40,000.
- Implemented the sales and marketing strategy supporting a major lobby and ballroom renovation and hotel repositioning.
- Maintained an Associate Engagement Survey score of 90% or greater throughout tenure while growing RevPAR index year over year.
GROUP & CATERING SALES LEADER
Marriott South Central Group Sales Office
Plano, TX
01.2013 - 12.2013
- Managed six Group Sales Managers, focusing on revenue enhancement across nine full-service hotels in Dallas-Fort Worth.
- Led cross-functional teams to enhance group sales strategies and initiatives.
- Developed relationships with clients to understand their unique needs and preferences.
- Collaborated with marketing teams to create promotional materials for group bookings.
SENIOR SALES MANAGER, LARGE GROUP
Marriott South Central Group Sales Office
Plano, TX
04.2011 - 01.2013
- Developed strategic sales plans targeting corporate and group clients.
- Achieved 113% of earnings goal in 2012 through strategic account management and market expertise.
- Collaborated with event planners to customize client experiences.
DIRECTOR OF GROUP STRATEGY
Marriott North Dallas Revenue Management Cluster
Dallas, TX
08.2008 - 04.2011
- Directed group pricing and inventory strategy for multiple full-service hotels representing approximately $40 million in annual group revenue.
- Directed revenue management strategies across multiple hotel properties in North Dallas.
- Collaborated with sales teams to optimize pricing and inventory for maximum revenue.
- Analyzed market trends to inform pricing strategies and promotional campaigns.
- Collaborated in ownership reviews, long-range forecasting, and annual budget submissions to align financial strategies with business objectives.
Education
Bachelor of Science - Hospitality Administration, Business
Stephen F. Austin State University
Nacogdoches, TX05-1999
Skills
- Sales strategy
- Revenue management
- Contract negotiation
- Forecasting
- Market analysis
- Customer relationship management
- Team leadership
Achievements And Recognition
- Mid-America Convention & Resort Network Sales Leader of the Year – 2023
- Selected for Marriott's Emerging Leaders Program – 2025
- Above Property Sales Leader of the Year – 2019
- Above Property Team of the Year – 2019
- Nominated for Director of Sales & Marketing of the Year – 2016
- Nominated for Sales Team of the Year – 2016
- Western Region Group Sales Office Team of the Year – 2012
- Golden Circle President's Award – 2003, 2012
- Golden Circle Chairman's Award – 2002, 2004, 2005
- Golden Circle Bronze Award – 2006, 2008
Professional Highlights
- Lead a 23-person sales organization with 16 direct reports at the Sheraton Dallas, one of Marriott's flagship convention destinations, supporting 200,000+ annual group room nights and more than $100 million in annual rooms and catering revenue.
- Named Marriott's 2023 Mid-America Convention & Resort Network Sales Leader of the Year, recognizing outstanding leadership and commercial performance across the network.
- Directed Group & Catering Sales strategy for 12 Marriott hotels across the Austin and San Antonio markets, leading a team of 18 managers and 2 sales leaders responsible for group opportunities ranging from 10–300 peak room nights.
- Led the commercial strategy, sales, and marketing efforts for the Dallas/Addison Marriott Quorum, increasing group room nights by 45% and transient room nights by 15% while guiding the hotel through a major renovation and repositioning.
- Directed group pricing, inventory management, and revenue strategy for multiple full-service hotels representing approximately $40 million in annual group revenue.
- Developed and led high-performing sales teams across property, above-property, and convention hotel environments, successfully advancing talent into leadership positions.
Timeline
DIRECTOR OF GROUP SALES
Sheraton Dallas Hotel
10.2021 - Current
ASSOCIATE DIRECTOR OF SALES
San Antonio Marriott Rivercenter & Riverwalk
09.2020 - 10.2021
DIRECTOR OF SALES, GROUP & CATERING
Marriott South Central Group Sales Office
07.2018 - 09.2020
DIRECTOR OF SALES & MARKETING
Dallas/Addison Marriott Quorum by the Galleria
12.2013 - 07.2018
GROUP & CATERING SALES LEADER
Marriott South Central Group Sales Office
01.2013 - 12.2013
SENIOR SALES MANAGER, LARGE GROUP
Marriott South Central Group Sales Office
04.2011 - 01.2013
DIRECTOR OF GROUP STRATEGY
Marriott North Dallas Revenue Management Cluster
08.2008 - 04.2011
Bachelor of Science - Hospitality Administration, Business
Stephen F. Austin State University