LINWOOD D. CAMPBELL
Mount Juliet,TN
Summary
Entrepreneurial professional offering progressive experience in operations and sales leadership. Skilled at identifying and implementing process improvements to drive efficiency and productivity. Motivating leader with proven success managing cross-functional teams.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Director of Sales and Events
The Woolworth
Nashville, TN
02.2024 - Current
- Developed Marketing Plan for Catering and Events Sales.
- Created Private Events Website to draw 54% more inquiries than the previous year through the venue website.
- Developed and implemented new catering menus.
- Developed and implemented new audiovisual strategies and pricing in collaboration with the venue's technical director.
- Trained and developed Director of Events.
- Established SOPs for catering and events for venue.
- Created inventory controls for the venue to ensure par levels for all supplies were maintained.
- Collaborated with Ownership to package show and catering, resulting in multiple venue buyouts.
- Created and spearheaded Summer Catering Blitz, 'Dog Days of Summer,' that yielded $225,000 in unidentified revenues.
- As of 10/31/24, sales revenues tripled year over year.
- Emersed leader with the Nashville Chamber of Commerce, Nashville Convention and Visitors Corp, Human Rights Campaign
- Relaunched the National Association for Catering and Events chapter in the market.
- Guest lectured at Belmont University for the hospitality program.
- Valued Storyteller for the Great Nashville Chamber of Commerce - Intro to Nashville leadership program
Director of Sales and Marketing
Kelber Catering, Inc
Minneapolis, MN
11.2021 - 01.2024
- 1.5M sq ft of flexible meeting space.
- Oversight of all catering and retail sales for 1.5M sq feet of convention/event space.
- Responsible for annual revenues in excess of $15M.
- Conducted a successful, aggressive solicitation process involving outside sales calls, inside appointments, telephone calls, email, personalized letters, virtual sales blitzes, and virtual tours.
- Provided daily leadership and mentorship to 3 Sales Managers and 1 Catering Sales Coordinator, with assistance in account development, activities, sales calls, and site visits.
- Created a realistic and aggressive annual marketing plan.
- Overhauled Catering Companies' Website in partnership with an outside contractor.
- Lead project to find a new catering software.
- Implemented new catering software via a strategic rollout to the operation.
- Development of marketing materials and social media promotion.
- Updated all contracts and working documents for the company.
- Leader for 5 strategic committees that have led to the implementation of strategic SOPs for: in-house digital media, cross marketing, staff recognition, New Sales System, Meeting planner Surveys.
- Coordinated all high-profile and complex events for the Minneapolis Convention Center.
Director of Private Events
University Club of Virginia Tech
Blacksburg, VA
05.2021 - 10.2021
- Virginia Tech Lane Stadium has 24,000 square feet of private event space, which includes 46 suites, multiple club rooms, and stadium field events.
- Developed a list of over 525 contacts to prospect within the market to secure business for the new operation.
- Contracted, coordinated, and orchestrated convention, corporate, and social events.
- Achieved and exceeded the annual sales plan.
- Established and maintained new and existing client accounts.
- Developed and maintained hotel and venue partnerships for referral business development.
- Partnered closely with local partners to contract and plan events/conventions.
- Prepared annual budgets and quarterly action plans to achieve profitable events and sales goals.
- Collaborated with vendors, clients, University Club of Virginia Tech staff, and club accountant to deliver high-quality events.
- Development of marketing materials and social media promotion
- Corporate/Convention events included: Conferences, trade shows, meetings, town hall discussions, breakfasts, luncheons, dinners, and receptions.
- Suite catering for assigned suites and game day operations.
- Managed and coordinated multiple on-site and off-site venues.
- Clientele includes members, non-members, elected officials, Virginia Tech Athletics, faculty, and staff.
- As of October 1, 2021, I have booked over $423,000 in preopening business for space.
- Held daily meetings for all staff to cover policy changes, menu updates, and upcoming events.
- Completed frequent checks of food production to assess preparation standards, portioning, and performance speed.
Director of Catering and Event Planning
The Hotel Roanoke & Conference Center
Roanoke, VA
10.2017 - 08.2020
- 63,000 sq. feet of event space and $8.2M in catering and convention services, including food, beverage, audiovisual, and room rental budget. The property is IACC certified.
- Successfully developed and mentored 2 catering sales/meeting managers, 3 convention services managers, and 2 administrative assistants to exceed customer survey and budget goals.
- Responsible for all sales and marketing efforts for the catering sales/convention services department in all market segments through direct marketing and B2B sales efforts.
- Reimagined and implemented successful catering menus for all markets.
- Monitored all catering sales manager's and convention contractual agreements.
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking.
- Rebranded the Weddings department from Regency Weddings to Hotel Roanoke Bride and Events.
- Increased annual sales individually by 12%, and as a team, to exceed annual goals by 37%.
Director of Catering
Hilton Norfolk The Main
Norfolk, VA
10.2016 - 10.2017
- 42,000 sq. feet of event space, $7M in catering/convention services budget for food/beverage, and audio-visual budget for 2017. Definite business, $6.8M in catering and convention services revenues.
- Developed all SOPs for catering sales and convention services.
- Created and developed an award-winning team consisting of 3 catering sales managers, 3 convention services managers, and 1 administrative assistant.
- Responsible for all marketing efforts for the catering sales department.
- Developed all catering menus for all markets, including inclusive wedding packages.
- Developed and implemented all meeting packages based on IACC (International Association of Conference Center) standards.
- Developed and implemented a cohesive campaign for the wedding market that emphasizes the GoldKey.|PHR Diversity of Brands and locations.
- Monitored all catering sales managers' and convention contractual agreements pertaining to meeting space, food and beverage, and special concessions.
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking
- Maintained extraordinarily strong internal and external client relationships to ensure that event specifications were communicated and executed for all events.
- Created and nurtured strong ties with the Greater Hampton Roads Community.
- Accurately forecasted catering food, beverage, and room rental revenues for the entire department within a 5% variance.
Complex Director of Catering Sales
Caesars Entertainment, Horseshoe Casino Cincinnati
05.2013 - 09.2016
- Horseshoe Cincinnati.
- 33,000 sq. feet of interior event space and 1 acre of exterior event space.
- 3.1M in catering budget for 2016 achieved $2.92M of budget upon departure in September 2016.
- Turfway Park Racino.
- 230,000 sq. feet of interior event space.
- $2.5M in catering budgeted for 2016 achieved $2.15M of budget revenues as of departure date, September 2016.
- $2M in catering budget pacing at 75% of goal through May 2015. Property removed from our portfolio to sell in May 2015 to an independent operation.
- Responsibilities of position for both properties.
- Responsible for all marketing efforts for the sales department for both properties.
- Prospected and solicited all business for both properties.
- Created all marketing collateral for the department.
- Organized and participated in sales blitz for feeder cities: Louisville, Columbus, Indianapolis, Detroit, and Cleveland.
- Negotiated all contracts for both properties within their respective market segments.
Director of Catering
The Hilton Netherland Plaza
Cincinnati, OH
12.2010 - 05.2013
- 561 rooms, 42,000 sq feet of event space, $6M in catering and convention services revenues annually.
- Directed a catering sales team of 5 catering sales managers and one administrative assistant.
- Developed and implemented annual booking goals to ensure exceeding pace for 2011 and beyond.
- Monitored all catering sales manager's contractual agreements pertaining to guest room blocks, meeting space, food and beverage, and special concessions.
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking
- Maintain strong internal and external client relationships.
- Trained the catering sales team to effectively prospect and solicit all market segments to ensure a balanced catering sales profile of events is in-house during each week.
- Developed and implemented a new incentive program for the catering department that was based on performance.
- Developed policies and procedures to ensure structure was maintained in the department.
- Developed catering and wedding menus in partnership with the chef.
- Developed First ever Indian Wedding Package for the Property.
- Developed First Ever Gala/Fundraiser Package for the Property.
- Developed and implemented sales strategies for the catering sales team for Winter Weddings, Summer Weddings, and Holiday Parties.
- Accurately forecast catering food, beverage, and room rental revenues for the entire department within a 5% variance.
- Participate in site visits and plan meetings for upcoming groups and potential affiliate business
- Achieved 127% of budgeted revenues in 2011 and 117% of budgeted revenues in 2012.
- Paced at 96% of the annual budget through May of 2013.
Senior Convention Services Manager
The Westin Charlotte
Charlotte, NC
04.2006 - 12.2010
- 700 rooms, 66,000 sq feet of event space, $12M in catering and convention services revenues annually
- Managed, coordinated, and executed all group assignments.
- Booked and coordinated all affiliate events outside of the main group's agenda.
- Monitored all contractual agreements pertaining to guest room blocks, meeting space, food and beverage, and special concessions.
- Effectively communicate to all hotel departments the information necessary to exceed the client's expectations
- Maintained strong client relations.
- Monitor and manage room blocks according to the contract, utilizing group history reports and information given by clients to maximize hotel revenue, adjusting as necessary
- Reviewed sales contracts, as well as other important information, i.e., room block, cut-off date, special concessions, and attrition clauses, and validated with the client via turnover letter.
- Monitored and enforced program deadline dates and worked with clients to release meeting space not needed to maximize hotel revenues.
- Produced and distributed convention resume two weeks prior to the first day of main group arrival and communicated any changes and updated information to hotel departments.
- Distributed BEOs for group and affiliates 10-14 days prior to events.
- Accurately forecasted group rooms and group food and beverage revenues for assigned groups and affiliate business within a 5% variance.
- Participated in site visits and planned meetings for upcoming groups and potential affiliate business.
- Achieved 131% of budgeted revenues in 2009.
- Convention Services Manager of the Quarter – Starwood Hotels and Resorts, 2nd Quarter 2010.
Education
High School Diploma -
Amherst County High School
Amherst, VA06.1983
Skills
- Process Improvement
- Employee Relations
- Profitability Optimization
- Change Management
- Partnership Development
- Operations Oversight
- Project Management
- Talent Recruitment
- Quality Assurance
- Financial Management
- Policy Development
- Cost Control
- Risk Mitigation
- Contract Management
- Revenue Generation
- Infrastructure Planning
- Financial Administration
- Business Development
- Crisis Management
- Budget Management
Affiliations
1997 – present Member NACE
1998 - Gala Liaison VT Capital Campaign Gala
2000 - Host and Emcee National EMS Memorial Service
2002 – 2004 Membership Chair NACE – Triangle Chapter
2005 Community Service Chair NACE – Charlotte Chapter
2004 – present Membership Committee NACE - Nationals
2005 - Catering Team of the Year Culinaire International
2006-2008 - President NACE – Charlotte Chapter
2006 - President’s List Honoree NACE National Induction
2006 - NACE – Chapter President’s Council Vice Chair
2007 CPCE NACE
Chapter Presidents Council Chair
2008 -2012 National Secretary Treasurer NACE
2010 Caterer of the Year NACE – Charlotte Chapter of NACE
2011 Founder The Cincinnati Chapter of NACE
2012 - 2014 National First Vice President NACE
National President Elect
2014 – 2015 National President NACE
2015 Hunter Award Caesars Entertainment
2018 Governance Committee Chair NACE
2020 Mary Margaret Traxler Spirit of NACE Charlotte Award
2021 George Zell Spirit of NACE National Award Winner
Certification
- Certified Professional in Catering and Events - 2007 to present
- Doctorate of Food Service - Honorary Award by NAFEM
Timeline
Director of Sales and Events
The Woolworth
02.2024 - Current
Director of Sales and Marketing
Kelber Catering, Inc
11.2021 - 01.2024
Director of Private Events
University Club of Virginia Tech
05.2021 - 10.2021
Director of Catering and Event Planning
The Hotel Roanoke & Conference Center
10.2017 - 08.2020
Director of Catering
Hilton Norfolk The Main
10.2016 - 10.2017
Complex Director of Catering Sales
Caesars Entertainment, Horseshoe Casino Cincinnati
05.2013 - 09.2016
Director of Catering
The Hilton Netherland Plaza
12.2010 - 05.2013
Senior Convention Services Manager
The Westin Charlotte
04.2006 - 12.2010
High School Diploma -
Amherst County High School
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