Summary
Overview
Work History
Education
Skills
Travel
References
Timeline
Generic

KRISTINA PALMER

South Bend,IN

Summary

Seasoned VP of Sales & Marketing with a proven track record, adept in driving revenue growth and market share expansion through strategic sales and marketing leadership. Excel in commercial budgeting, forecasting, and stakeholder relations, coupled with exceptional team coaching abilities. Achieved significant revenue targets by leveraging analytical insights and B2B sales proficiency.

Overview

29
29
years of professional experience

Work History

VP of Sales & Marketing

Holladay Hospitality
South Bend, IN
01.2022 - Current
  • Direct all sales and marketing functions for a diverse hotel portfolio, driving revenue growth through targeted strategies and proactive market positioning
  • Develop and execute comprehensive annual sales and marketing plans, including revenue forecasts, ADR, and occupancy targets, securing approval from hotel owners
  • Align marketing and sales strategies with corporate objectives, optimizing performance across multiple-oriented markets to achieve business goals
  • Deliver detailed commercial performance reports to owner groups, analyzing market conditions, competitor behavior, pricing, and market penetration
  • Manage and optimized commercial operations, drive performance improvements and enhance competitive positioning
  • Collaborate with the corporate team to provide tailored support to underperforming hotels, ensuring alignment with broader organizational goals

VP of Sales & Marketing

JSK Hospitality
South Bend, IN
06.2016 - 09.2020
  • Directed a team of 10+ sales directors across multiple hotel brands, providing leadership and strategic direction to exceed revenue growth objectives.
  • Formulated and executed market-specific sales strategies, optimizing pricing, distribution, and channel management to enhance revenue generation.
  • Partnered with Corporate Revenue Management to develop pricing strategies aligned with corporate goals, maximizing profitability across all properties.
  • Presented a comprehensive market analysis, revenue forecasts, and operational strategies to hotel owners, ensuring alignment with business objectives and growth targets.
  • Fostered robust partnerships with local tourism bodies to boost community involvement.

Area Director of Sales

White Lodging
South Bend, IN
02.2014 - 06.2016
  • Managed controllable revenue segments across multi-branded hotels, optimizing performance through relationship-driven B2B sales and strategic market pricing
  • Mentored and developed sales teams to exceed revenue targets, increase market share, and enhance profitability

Sales Representative & Territory Manager

Gordon Food Service
Mishawaka, IN
10.2003 - 05.2008
  • Managed a portfolio of commercial foodservice accounts, driving growth and expanding market presence
  • Increased market share through strategic account penetration, fostering relationships with both existing and new clients
  • Consistently surpassed sales targets, achieving and exceeding revenue goals
  • Negotiated and secured high-value contracts, building a profitable and sustainable client base
  • Developed and nurtured long-term client relationships, ensuring customer retention and satisfaction

General Manager

Varsity Clubs of America
Tucson, AZ
06.1996 - 10.2003
  • Oversaw all hotel operations, including front desk and event management, leading a cross-functional team to ensure exceptional guest experiences and operational efficiency
  • Contributed significantly to revenue optimization and financial management, implementing strategies that enhanced profitability and operational performance

Education

Business Management -

Southwestern Michigan College
Dowagiac, MI
08.1995

Skills

  • Commercial budgeting and forecasting
  • Sales and Marketing Strategy Development
  • Multi-Property Leadership and Team Management
  • Revenue Management and Pricing Strategies
  • Stakeholder and Owner Relations
  • B2B Sales Proficiency
  • Client Relationship Management
  • Competitive Market Assessment
  • Analytical and Financial Reporting
  • Team Coaching and Mentoring
  • Hotel Pre-Opening Coordination
  • CRM Data Management

Travel

Valid passport; willing and able to travel

References

References available upon request.

Timeline

VP of Sales & Marketing

Holladay Hospitality
01.2022 - Current

VP of Sales & Marketing

JSK Hospitality
06.2016 - 09.2020

Area Director of Sales

White Lodging
02.2014 - 06.2016

Sales Representative & Territory Manager

Gordon Food Service
10.2003 - 05.2008

General Manager

Varsity Clubs of America
06.1996 - 10.2003

Business Management -

Southwestern Michigan College

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KRISTINA PALMER