Julia Larson
Lombard,IL
Summary
A proven leader in the sales role with background in customer service, direct sales, strategy development and team building. Knowledgeable, well informed, and skilled. Multi-property sales experience.
Overview
16
16
years of professional experience
Work History
Assistant Director of Sales
Chicago Marriott Schaumburg
Schaumburg, Illinois
02.2025 - Current
- Developed strategic sales initiatives to enhance market positioning and revenue growth.
- Coordinated sales training sessions to improve team performance and customer engagement.
- Collaborated with marketing teams to create promotional materials for target audiences.
- Analyzed market trends to identify opportunities for business development and expansion.
- Managed client relationships to ensure satisfaction and drive repeat business.
- Conducted competitive analysis to inform pricing strategies and sales tactics.
- Led cross-departmental meetings to align sales goals with overall hotel objectives.
- Implemented CRM systems to streamline sales processes and track customer interactions.
- Responded promptly to customer inquiries regarding products or services.
- Negotiated contracts within established guidelines while striving for maximum profitability.
- Built relationships with customers and industry professionals to establish long-term business growth.
Director of Sales
GF Hotels & Resorts- Crowne Plaza
Burr Ridge, IL
03.2021 - 11.2024
- Lead and provide strategic direction, support and leadership for all aspects of the sales and marketing effort, to include Group, Transient and Catering Sales, Revenue Management and Marketing.
- Prepare, develop and execute all marketing plans to provide direction and specific plans of action, and evaluate all financial aspects of the sales/marketing efforts throughout the hotel to ensure cost
- Work with the General Manager to determine appropriate sales strategies in all market segments towards maximizing hotel revenues.
- Lead and support sales efforts of the sales and marketing team to include sales trips, off-property functions and customer entertainment to promote new business and increase sales
- Develop, implement and evaluate short and long-term tactics and programs focused on customer and market needs/conditions in order to ensure the achievement of hotel revenue goals
National Account Manager
Benchmark Hospitality International
Itasca, IL
08.2019 - 03.2020
- Conducted site inspections. Maximize revenue by selling all facets of the hotel, both orally and in written form to previous, current and potential clients.
- Demonstrated self-reliance by meeting and exceeding workflow needs.
- Handled account details so that all aspects of solicitation and closing are complete and documented.
- Coordinated various departments participation in servicing accounts
- Traveled locally to conduct outside sales calls, attended industry events and assigned tradeshows to promote property awareness in the community.
- Executed 15 outside sales calls, 5 site visits and 90 prospecting calls per month.
- Prepared information for, meet with and entertain clients as deemed appropriate by potential business from account
- Completed own proposals and contracts.
- Involved with at least one industry organization and participated as needed to gain new business opportunities.
Regional Director of Sales
Prominence Hospitality Group.
Elgin, IL
05.2019 - 08.2019
- Coordinated full sales operations within assigned region and managed 3 limited service hotels in the Elgin/ Algonquin area. A Hilton 107 guestrooms, Comfort Suites 78 guestrooms, and an 86 guestroom Holiday Inn Express in Algonquin IL.
- Spearheaded sales meeting with top clients within the Elgin/ Algonquin region.
- Analyzed market trends to discover new opportunities for the hotels
- Forecasted and documented weekly sales activities and goals for all three hotels.
Director of Sales
Holiday Inn Itasca
Itasca, IL
07.2017 - 07.2019
- Providing pricing and guidance recommendations to sales staff, review and approve any special corporate negotiated rates.
- Responsible for learning the hotel brand and strategy.
- Manages group or business travel accounts in assigned market segments to maximize business potential.
- Negotiate group business, guest room rates, meeting room rental, and hotel services within assigned markets that meets or exceeds hotel revenue goals.
- Negotiate contracts according to company standards.
- Manage and execute RFP Season Annually by facilitating the process in conjunction with the GM and Revenue Manager.
- Identify and pursue new and repeat business through prospecting calls, visits, site tours, lunches, and networking events.
- Conducts tours of the hotel and banquet facilities; entertains qualified potential clients in accordance with company and property policies and procedures.
- Analyze sales and revenue management reports to identify trends and future demand opportunities.
- Work with sales managers to ensure understanding of sales strategy and effective implementation of the strategies for each segment.
- Recommend and implement new sales programs at the hotel and accurately track ROI.
- Set and monitor team member goals including weekly sales activities, room night and revenue goals monthly, quarterly, yearly.
- Provides ongoing feedback, training and development of team members and addresses areas of opportunity.
Senior Sales Manager
Holiday Inn Countryside
Countryside, IL
06.2014 - 06.2017
- Responsible for effectively soliciting and becoming familiar with all accounts in the SMERF market segment Accountable for prospecting goals and closing on assigned accounts/territory to positively impact hotel revenues.
- Responsible for the direct booking of group rooms and/or meeting space to maximize profitability and revenue of the hotel by upselling in order to achieve sales goals: Grew tour and travel accounts by doubling production year over year; specifically Brightspark Travel Grew ADR by $7.40 year over year in the offsite wedding segment.
Sales Manager
SMERF
Rolling Meadows, IL
06.2010 - 06.2014
- Strategically plans and executes SMERF Business for two North West Suburban properties.
- Holiday Inn- A full service property with over 16,000 square feet of meeting space and 234 guestrooms, and The Holiday Inn Express a limited service property with 164 guestrooms no meeting space.
- Developed and secured relationship with a Canadian student travel agency for both hotels to secure a contract every year of $50,000.00+ More than 10% personal growth in the SMERF market year over year; 2011-$85,832, 2012-$99,299, 2013-$113,835 Handles all tour and travel accounts, established relationships with third party housing accounts to include: Book My Group, Primer Sporting Events, My Hockey Tournaments to total $250,000 in group business for 2013.
Education
Associate of Applied Science - Hospitality Administration And Management
Northwestern Business College
Chicago, IL07.2007
Skills
- Sales tracking
- Brand-building strategies
- Rapport and relationship building
- Account development
- Contract negotiations
- Financial records analysis
- Profit and revenue-generating
- Leadership skills
- Excel, Word, Powerpoint
- Opera, On Q, Lightspeed
- Delphi, Sales Pro, STS
- CVENT
- CI/TY-Marriott Certified
- MGS- Marriott
- Meeting Broker
- Hotel Planner
- IHG Merlin
- Selling Process
- Territory management
- Market intelligence
- Cross-cultural sales background Mariott, IHG, Choice, & Hilton
Affiliations
- Member, Alumni Association
- Member of the Trailblazers Committee through GF Hotels and Resorts
Timeline
Assistant Director of Sales
Chicago Marriott Schaumburg
02.2025 - Current
Director of Sales
GF Hotels & Resorts- Crowne Plaza
03.2021 - 11.2024
National Account Manager
Benchmark Hospitality International
08.2019 - 03.2020
Regional Director of Sales
Prominence Hospitality Group.
05.2019 - 08.2019
Director of Sales
Holiday Inn Itasca
07.2017 - 07.2019
Senior Sales Manager
Holiday Inn Countryside
06.2014 - 06.2017
Sales Manager
SMERF
06.2010 - 06.2014
Associate of Applied Science - Hospitality Administration And Management
Northwestern Business College