Lila Hertz
Summary
Revenue-driven senior sales and events leader with 10+ years of experience building, scaling, and optimizing multi-market event sales operations. Proven track record of exceeding revenue targets, restructuring departments, implementing SOPs and CRMs, and leading high-performing teams across major U.S. markets. Known for strategic thinking, operational rigor, and exceptional client relationship management in experiential, hospitality, and corporate event environments.
Qualified [Desired Position] with strong background in event management. Successfully coordinated numerous high-profile events, ensuring seamless execution and client satisfaction. Demonstrated expertise in vendor negotiations and budget management to deliver outstanding results.
Overview
8
8
years of professional experience
Work History
Senior Regional Sales & Events Manager
Sloomoo Institute
NYC, ATLANTA, HOUSTON & CHICAGO
08.2024 - Current
- Generated Sales Revenue Totals To-Date (as of January 2026): $869,967 and counting
- Led a full-scale revamp restructuring of the Events department, rebuilding systems, processes, and standards of service from the ground up across multiple markets. Built and managed the Tripleseat platform for all city locations and oversaw event sales, planning, and execution across NYC, Atlanta, Chicago, and Houston. Developed and managed full-year budgets segmented by event type, created comprehensive sales decks and city-specific sales plans, and implemented new SOPs to streamline operations and elevate service standards. Drove business growth by hiring, training, and leading city-based sales managers while serving as a primary point of contact for the sales team. Collaborated closely with onsite operations and marketing teams to align systems, launch promotional campaigns, and expand event offerings, including corporate, celebrity, offsite, and experiential events. Spearheaded new creative activity concepts and led cross-functional projects to bring them to life, while managing a high daily lead volume and building automations to increase efficiency and scalability across the business.
Senior Regional Event Sales Manager
Arch Amenities Group (Formerly Meet Hospitality NYC)
07.2019 - 08.2024
- Drove Consistent, Top-Tier Sales Revenue Performance Across NYC Region Venues: 2024 (Part-Year) Generated Sales Revenue: $811k, 2023 Generated Sales Revenue: $981k, 2022 Generated Sales Revenue: $1.5 million, 2019 Q4 Generates Sales Revenue plus 2020-2021 Generated Covid Sales Revenue: $1.1 million
- Key Contributions: Prospected and managed new and existing corporate accounts for offsites and group events, Served as primary client contact from inquiry to contract, event planning, and execution. Conducted site tours, negotiated contracts, and customized proposals based on budget, demand, and sales targets, Coordinated with vendors and onsite teams to deliver seamless events, Created and distributed detailed BEOs to operations teams, Attended events onsite to oversee execution and maintain strong client relationships, Tracked KPIs including conversion rates, repeat business, lost business analysis, and pipeline performance, Conducted competitive market research for new venue openings, including comp analysis and pricing strategy.
Corporate & Special Events Director / Office & Operations Manager
Kyma Flatiron
New York, NY
05.2018 - 07.2019
- As a part of Kyma Restaurant’s Pre-Opening Team (set to open in June 2018): Responsibilities included: hiring talent & training all front of house employees, staff scheduling, payroll systems & HR paperwork, financial reporting & cash balance sheets, controlling labor, create floor plans + organize & plan seating turns, lead staff meetings + assign tasks & projects, connect with guests.
- And as the Special Events Director, I specifically: Established Event Departments Revenue Goals with a strategic plan-in-place to meet event sale objectives and to maximize revenue, Tracked & Recorded Precise Event Financials, Tailored each event around the clients requests & requirements, Coordinated all of the important Planning / Detailing steps for the events, Prepared & Communicated Finalized Event BEO’s with the team in a timely manner, Oversaw all events to ensure a consistent quality in service, product & brand standards and to guarantee guest satisfaction throughout the event, Persistent prospecting efforts and maintained relationships with clients/guests.
Education
Bachelor of Science - Hotel, Restaurant, and Institutional Management
The Pennsylvania State University
Skills
- Leader in Sales Strategy & Growth
- Expert Negotiation Skills
- Contract Management & Deal Structuring
- Budgeting & Forecasting
- Market Analysis & Competitive Positioning
- Client Relationship Management
- Corporate, Social, Experiential, & Celebrity Events
- Multi-Market Team Leadership
- SOP Development & Implementation
- Optimization of Processes
- Cross-Functional Collaboration
- CRM & Sales Systems/Programs Management
- Organizational Skills Involved in Planning/Coordinating
- High-Volume Lead Management & Automation
- Guest relations
- Team leadership and supervision
- On-site execution
- Schedule management
- Client meetings
- Deadline management
- Guest management
- Team mentorship
- Event marketing
- Company branding
- Vendor management
- Project oversight
- Project management
- Brand awareness
- Budgeting and finance
- Budget management
- Event billing
- Vendor coordination
- Vendor and contract negotiations
- Menu planning
- Cross-functional teams leadership
- Staff oversight
- Event technology
- Budget development
- Records maintenance
- Event sales
- Marketing and promotional materials
- Event products and services promotion
- Event staff management
- Events requirements gathering
- Managing events start to finish
- Event planning
- Decision-making
- Scheduling
- Creativity and adaptability
- Critical thinking
- Microsoft office
- Marketing
- CRM tracking
- Logistics management
Timeline
Senior Regional Sales & Events Manager
Sloomoo Institute
08.2024 - Current
Senior Regional Event Sales Manager
Arch Amenities Group (Formerly Meet Hospitality NYC)
07.2019 - 08.2024
Corporate & Special Events Director / Office & Operations Manager
Kyma Flatiron
05.2018 - 07.2019
Bachelor of Science - Hotel, Restaurant, and Institutional Management
The Pennsylvania State University