Summary
Overview
Work History
Education
Skills
References
Languages
Timeline
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MELISSA BURCE

Ft. Lauderdale,USA

Summary

Dynamic sales leader with a proven track record at Trump International Beach Resort, driving revenue growth through strategic sales forecasting and exceptional customer relationship management. Achieved a 10% increase in group revenue while leading high-performing teams. Proficient in Delphi and skilled in negotiation strategies, fostering strong partnerships to elevate business success.

Overview

21
21
years of professional experience

Work History

DIRECTOR OF SALES & CATERING

Trump International Beach Resort
Sunny Isles Beach, FL
11.2023 - 04.2025
  • Managed a team of eleven, including the Banquets department, by providing strategic leadership, mentorship, and performance management to drive departmental success and service excellence.
  • Created and executed departmental goals and action plans in alignment with the overall business strategy.
  • Implemented strategic sales and catering plans to meet or exceed revenue targets in group rooms, catering, and banquet sales.
  • Monitored market trends and competitor activity to adjust sales strategies proactively.
  • Partnered with the Revenue Manager to optimize pricing and inventory control across market segments.
  • Cultivated relationships with local businesses, CVBs, event planners, and national account managers to drive inbound business.
  • Managed all relationships and preferred agreements with consortia and travel agency networks by creating strategic plans to increase business from consortia accounts and agency partners.
  • Oversaw all catering sales efforts including weddings, social events, corporate meetings, and banquets.
  • Ensure proper execution of event planning from initial inquiry to post-event follow-up.
  • Collaborated with culinary, banquets and stewarding teams to ensure guest expectations are met or exceeded.
  • Represented the hotel at trade shows, sales missions, networking events, and community functions.
  • Conducted property site visits and client presentations to generate new leads and close business.
  • Prepared and managed departmental budgets, forecasts, and monthly reports.
  • Tracked and analyzed key performance metrics such as RevPAR, ADR, catering revenue, booking pace.

DIRECTOR OF SALES & MARKETING

Renaissance Fort Lauderdale Marina Hotel (Wurzak Hotel Group)
Fort Lauderdale, FL
06.2020 - 11.2023
  • Led a sales team of six, including two remote sales managers, providing strategic direction, mentorship, and performance management.
  • Exceeded 2022 group revenue budget by 10%, achieving over $1.54M against a target of $1.4M.
  • Achieved a 16.4% year-over-year RevPAR index increase, placing 2 of 6 on the STR across occupancy, ADR, and RevPAR.
  • Secured a major airline crew contract for 2022–2023, valued at $2.3 million annually.
  • Created tailored group offers targeting need periods, generating $52,000 in incremental bookings in Q3 2022.
  • Drove $231K in new 2023 bookings through team-led prospecting and new business development efforts.
  • Partnered with the Director of Revenue Management to align branding, e-marketing, and paid digital campaigns, boosting visibility and driving demand.
  • Conducted in-depth market analysis to inform sales and marketing strategy development.
  • Designed and executed a strategic marketing plan with actionable KPIs and ROI tracking, resulting in measurable top-line revenue growth.

COMPLEX SENIOR SALES MANAGER

The Dalmar / The Element (Wurzak Hotel Group)
Fort Lauderdale, FL
07.2019 - 06.2020
  • Grew Corporate Segment by 38% year-over-year and achieved 3 & Q4 2019 booking goals, generating $575,000 in total room revenue.
  • Actively solicited, negotiated, and closed group business to meet or exceed room night and revenue goals for all properties in the complex.
  • Developed and implemented strategic business plans for each property to target need periods and maximize revenue.
  • Collaborated with Revenue Management to optimize pricing, availability, and market mix for all hotels.
  • Leveraged brand and Marriot Global Sales Team partnerships to grow market share.
  • Partnered with the Business Travel Manager, Marketing team, and CVB representatives to increase lead generation.
  • Provide detailed sales reports to the Complex Director of Sales, highlighting wins, losses, and pipeline development.

SENIOR SALES MANAGER

Hilton Fort Lauderdale Marina
Fort Lauderdale, FL
05.2018 - 07.2019
  • Surpassed 2018 annual crossover room revenue and F&B goals, achieving $1.1M in total production.
  • Increased pharmaceutical group bookings by 43% year-over-year, generating $526,000 from 2018 into Q1 2019.
  • Secured 6,875 room nights booked into 2019 and 2020, resulting in $1.2M in room revenue.
  • Partnered with Hilton Worldwide Sales (HWS) to strategically target and win high-value corporate accounts.
  • Collaborated with the Business Travel and Small Meetings Managers to drive total account penetration across mutual clients.
  • Utilized Knowland to shift market share by identifying and converting corporate accounts booking with the competitive set.
  • Prospected new business by identifying national companies with local offices and conducting direct sales outreach.
  • Represented the hotel during multiple Fort Lauderdale CVB sales missions, promoting the destination and generating new leads.
  • Engaged in HWS client events and activations, strengthening relationships and uncovering new business opportunities.
  • Worked with the marketing team to develop and distribute a quarterly client newsletter, highlighting hotel updates, group offers, and destination news.

SENIOR SALES MANAGER

Trump International Beach Resort
Sunny Isles Beach, FL
09.2017 - 05.2018
  • Single handedly achieved 2018 Q1 group budget of $515k.
  • Exceeded Q1 sales goal by 18%, for a total of $305k in bookings.
  • Increased client base by soliciting new accounts via prospecting, cold calling, sales call, networking events and tradeshows.
  • Identified key target accounts and created action plans to effectively generate new business opportunities.
  • Conducted site inspections and FAM’s for key meeting planners and clients.
  • Used LinkedIn and other social media platforms to engage clients and build awareness to offers and events taking place at the property.
  • Collaborated with the marketing team to create new promotions and sales campaigns that were segment specific to generate business from various niche markets.

GROUP SALES MANAGER

Trump International Beach Resort
Sunny Isles Beach, FL
02.2011 - 08.2017
  • Handled domestic minor market of 10 to 50 rooms on peak. Exceeded 2015 booking goals by 25%, producing $1.2 million in room revenue.
  • Prepare and present customized proposals and contracts tailored to client needs and hotel capabilities.
  • Negotiated rates, space, and dates to maximize hotel revenue while meeting client expectations.
  • Maintained and worked existing customer base to prioritize Key Accounts by maintaining strong client relationships to ensure repeat business.
  • Identified Target Accounts and created action plans focused on account penetration and shifting share.
  • Built relationships with Convention & Visitors Bureau, Preferred Hotels Group and Teneo sales teams to develop plans to generate leads and bookings for Resort.
  • Attended local industry events and tradeshows to promote property and increase brand awareness.
  • Used various tools such as Knowland, SFBJ and GMCVB Events Report to look for new business opportunities.
  • Created and maintained market analysis of competitive set to watch trends and stay up to date on any changes within the set.

CORPORATE CATERING SALES MANAGER

Fontainebleau Miami Beach Resort
Miami Beach, FL
04.2009 - 04.2010
  • Proactively solicited new business via prospecting, sales calls and networking events.
  • Developed and maintain relationships with corporate clients and organizations.
  • Responded to catering inquiries, conducted site visits and prepared customized proposals and contracts.
  • Identified upselling opportunities to increase event revenue.
  • Collaborated with the Sales team to generate new leads from ICW receptions and events to achieve catering revenues.
  • Partnered with local DMC’s and Event Planners to enhance visibility, increase group bookings and elevate the guest experience.
  • Strategized with the marketing team to develop targeted promotions for local corporate events offering event planner commissions and discounts focused on need dates.
  • Conducted market analysis of competitors and worked with F&B Director / Culinary team to stay in line with the set.
  • Planned, coordinated and executed corporate catering events by working with the kitchen, and banquet teams to ensure high-quality service delivery.

EXECUTIVE MEETING MANAGER

Hilton Miami Downtown
Miami, FL
03.2004 - 08.2008
  • Handled minor market for groups up to 75 rooms on peak as well as local corporate catering.
  • Created customized proposals for new opportunities and conducted site inspections with potential clients.
  • Executed contracts for new business and secured all contracted deposits.
  • Handled all aspects of the event planning process, including menu planning, event order generation, room setup diagrams, audio-visual requirements, rooming lists and ongoing communication with clients.
  • Worked with various departments such as Banquets, Front Desk and Housekeeping ensure smooth execution of events and high guest satisfaction.
  • Handled all aspects of event planning including menu creation detailing, billing and servicing.
  • Worked with operations to communicate program details by generating BEO’s, group resumes and being the onsite contact when client was on property.
  • Ensured all billing and post-event follow-up was accurate and timely.

Education

Various administration and medical courses -

Miami Technical College
Miami, FL
01.1999

High School Diploma -

Miami Beach Senior High School
Miami Beach, FL
01.1999

Skills

  • Proficient in SalesPro
  • Revenue management
  • Sales forecasting
  • Customer relationship management
  • Negotiation strategies
  • Event planning
  • Delphi/Salesforce
  • CI/TY
  • OneYield
  • Networking skills

References

Available upon request.

Languages

  • English, Fluent – Speaking, Reading, Writing
  • Spanish, Fluent – Speaking, Reading, Writing

Timeline

DIRECTOR OF SALES & CATERING

Trump International Beach Resort
11.2023 - 04.2025

DIRECTOR OF SALES & MARKETING

Renaissance Fort Lauderdale Marina Hotel (Wurzak Hotel Group)
06.2020 - 11.2023

COMPLEX SENIOR SALES MANAGER

The Dalmar / The Element (Wurzak Hotel Group)
07.2019 - 06.2020

SENIOR SALES MANAGER

Hilton Fort Lauderdale Marina
05.2018 - 07.2019

SENIOR SALES MANAGER

Trump International Beach Resort
09.2017 - 05.2018

GROUP SALES MANAGER

Trump International Beach Resort
02.2011 - 08.2017

CORPORATE CATERING SALES MANAGER

Fontainebleau Miami Beach Resort
04.2009 - 04.2010

EXECUTIVE MEETING MANAGER

Hilton Miami Downtown
03.2004 - 08.2008

Various administration and medical courses -

Miami Technical College

High School Diploma -

Miami Beach Senior High School

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