Hi, I’m
LORI FORET
Director of Sales
Metairie,LA
Summary
Innovative hospitality sales and marketing professional with an extensive background in room sales, catering, revenue optimization and operations. Awarded for top sales performance in a number of positions held over the course of a diverse career in the hospitality industry. Experience with branded hotels and independent hotels – full service and boutique style – three diamond and four diamond rated. Team leader with a positive approach and demonstrated ability to build successful teams. Strong focus on delivering excellent customer service and consistently developing long-term industry relationships. Creates and implements successful sales and marketing strategies regardless of scale and budget. Excels at maximizing profits within limited budgets. Performs market research, develops strategic reports and organizes and promotes successful marketing campaigns. Aggressively pursues new sales leads resulting in high sales close rate. Understands importance of working with customers and other executives, as well as keeping staff informed and motivated.
Overview
17
years of professional experience
1
Certification
Work History
Sheraton Metairie - New Orleans Hotel
Director of Sales and Marketing
07.2023 - Current
Job overview
- Developed and executed strategic initiatives for marketing, sales budgeting, and business actions to drive revenue growth.
- Developed comprehensive sales plans for business growth, resulting in significant market share expansion.
- Analyzed sales and marketing data for improved strategies.
- Increased sales revenue by implementing innovative marketing strategies and fostering strong relationships with clients.
- Spearheaded trade show participation to showcase products and services, generating valuable leads and networking opportunities.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Managed accounts to retain existing relationships and grow share of business.
- Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
J Collection Hotels
Area Sales Director
01.2022 - 07.2024
Job overview
- Strategically prospected and closed deals for 9 hotels
- Expanded market reach to Corporate, SMERFE, Tour & Travel, Contract and Catering sectors
- Upsold guest room amenities, hotel services, menus and events
- Efficiently managed group rooming lists, group blocks, and event space
- Developed strong industry relationships.
- Analyzed market trends, identified emerging opportunities for strategic sales initiatives.
- Forged lasting partnerships with external stakeholders, enhancing the company's market presence.
J Collection Hotels
HOTEL MANAGER
01.2020 - 01.2023
Job overview
- Perform as hotel liaison with clients and vendor partners
- Facilitate daily operations and provide outstanding guest service
- Manage front office operations and hotel inventory of 292 rooms
- Process weekly client billing, generate weekly payroll, invoicing, purchasing, accounts receivable, weekly scheduling.
- Hired and trained new employees, demonstrating best methods for serving clients and guests.
- Regularly analyzed guest feedback data to identify and address areas where improvements could be made, resulting in consistently high customer satisfaction ratings.
- Established a positive work culture that promoted teamwork, collaboration, and employee morale.
- Monitored safety procedures to ensure a secure environment for both guests and employees.
- Managed hotel operations for seamless functioning, ensuring high levels of efficiency and guest satisfaction.
- Greeted and assisted guests by gathering information pertaining to reservations or requests.
- Provided services efficiently and with high level of accuracy.
- Monitored and evaluated performance of personnel to confirm compliance with standards.
- Maintained compliance with health and safety regulations, ensuring safe environment for both guests and staff.
- Streamlined check-in and check-out processes to minimize wait times and improve guest satisfaction.
- Oversaw day-to-day operations of [Number]-room hotel with staff of [Number] employees.
- Established and upheld high standards, promoting great customer service and assistance to guests.
- Solicited and reviewed guest feedback and promptly resolved complaints.
- Evaluated and promptly resolved lodging facility operational issues.
J Collection Hotels
DIRECTOR OF SALES
01.2018 - 01.2020
Job overview
- Managed and motivated a team of 5 sales associates to achieve an annual rooms and catering budget of $3.8 million, surpassing year-over-year booking pace.
- Achieved 110% of booking target in initial year and maintained a robust performance with 102% in the following year
- Exceeded the Group revenue budget by 20% in 2019, surpassing the previous year's performance by 28%.
- Surpassed the Catering revenue budget goal by 25%, exceeding expectations by 30% when comparing to the prior year.
- Negotiated mutually beneficial contract terms and pricing, resulting in increased profitability of contracts
- Developed relationships with new and existing clients within all assigned markets including Corporate, SMERFE, Business Transient, Contract, Tour & Travel, Wholesale and Catering
- Developed and executed strategic initiatives for marketing, sales budgeting, and business actions to drive revenue growth.
Holiday Inn Dallas Market Center
DIRECTOR OF SALES AND MARKETING
01.2014 - 01.2018
Job overview
- Recruited, trained and mentored 3 sales associates resulting in the hotel’s all-time record breaking revenue achievements
- Received the 2016 Highest Gross Operating Profit Award
- Exceeded the 2016 Group revenue budget by 16% and Transient Corporate revenue budget by 6%
- Exceeded the hotel’s 2015 Group revenue budget by 35%
- Achieved 9.5% RevPAR growth in 2015 and launched the hotel into the #1 ranking in RevPAR growth against a competitive set of 8 hotels
- Received the 2015 Sales Director of the Year Award
- Received the 2015 Sales Team of the Year Award.
Royal St. Charles Hotel
DUAL ROLE: GENERAL MANAGER | DIRECTOR OF SALES
01.2011 - 01.2014
Job overview
- Successfully boosted sales and exceeded budgeted revenue goals by effectively directing a team of 30 associates in daily hotel operations.
- Managed $5.5 million hotel budget and implemented sales business plan
- Initiated cost-effective controls and revenue management strategies to increase sellouts, average daily rate, and revenue.
- Enhanced client rapport leading to an 8% boost in group sales.
- Implemented and upheld the highest standards of customer service excellence
- Reviewed and assessed monthly financial statements
- Developed and implemented effective strategies to streamline daily operations, including organization, staffing, and planning.
- Monitored and enhanced property condition, quality, cleanliness, and product efficiency
- Engineered daily operations for franchised PJ's Coffee & Café
- Transitioned hotel to new ownership group in January 2014.
Prism Hotels & Resorts
NATIONAL DIRECTOR OF SALES
01.2010 - 01.2011
Job overview
- Enhanced overall sales performance for assigned hotels resulting in revenue goal achievement and increased profitability
- Worked with IHG, Hilton, Marriott, Radisson, Sheraton and Wyndham franchised hotels, as well as independent hotels, within the managed portfolio of 56 properties
- Orchestrated sales blitzes, weekly sales calls, staff training, mentoring, performance analysis
- Accelerated booking pace through targeted prospecting, negotiating, strategic yielding and revenue management
- Conducted market research and implemented strategies to shift market share
- Produced marketing plans, budgets, forecasts, reports for executive management and owners.
PHM Management, Inc.
NATIONAL DIRECTOR OF SALES – TASK FORCE
01.2009 - 01.2010
Job overview
- Hilton Ontario Airport | Ontario, CA | 300 rooms | 24,000 square feet event space
- Developed menus, marketing collateral, annual budget and business plan
- Managed on-site events through all phases of planning and production
- Lajitas Golf Resort and Spa | Lajitas, TX | 100 rooms | 21,000 square feet event space
- Targeted Corporate, SMERFE and Tour & Travel market segments
- Oversaw daily operation of banquets and two on-site outlets.
Sheraton Meadowlands Hotel and Conference Center
DIRECTOR OF CATERING AND CONFERENCE SERVICES
01.2008 - 01.2009
Job overview
- Led team of 6 associates, managing $8 million annual banquet and catering budget
- Implemented strategies for optimal utilization of a 30,000 square feet event space
- Created and oversaw large-scale events, accommodating up to 800 participants
- Hired, trained, and led the catering team and conference services to enhance sales efforts.
- Consistently achieved weekly and monthly revenue forecasting within 5% of actualized revenue
- Exceeded annual catering budget, surpassing the prior year's performance by 10%
- Increased definite bookings by 65% compared to the previous year.
Education
Louisiana Technical CollegeMetairie, LA
Business Administration
Skills
- Microsoft Office
- Marriott CI/TY Sales Platform
- LightSpeed CRM
- Delphi FDC
- Opera
- Key Account Management
- Sales Reporting
- Budget Development
- New Business Development
- Marketing Plan Development
- Performance Tracking
- Sales Coaching
Professional Development
- IHG Way of Sales
- Master Connection Sales Training
- Prism Hotels & Resorts Sales Training
- Signature Sales Training
Affiliations
- Mid South Women In Tourism
Certification
- Marriott Wedding Planner Certification
Timeline
Director of Sales and Marketing
Sheraton Metairie - New Orleans Hotel
07.2023 - Current
Area Sales Director
J Collection Hotels
01.2022 - 07.2024
HOTEL MANAGER
J Collection Hotels
01.2020 - 01.2023
DIRECTOR OF SALES
J Collection Hotels
01.2018 - 01.2020
DIRECTOR OF SALES AND MARKETING
Holiday Inn Dallas Market Center
01.2014 - 01.2018
DUAL ROLE: GENERAL MANAGER | DIRECTOR OF SALES
Royal St. Charles Hotel
01.2011 - 01.2014
NATIONAL DIRECTOR OF SALES
Prism Hotels & Resorts
01.2010 - 01.2011
NATIONAL DIRECTOR OF SALES – TASK FORCE
PHM Management, Inc.
01.2009 - 01.2010
DIRECTOR OF CATERING AND CONFERENCE SERVICES
Sheraton Meadowlands Hotel and Conference Center
01.2008 - 01.2009
Louisiana Technical College
Business Administration
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