Melissa Robles
Stafford,VA
Overview
19
19
years of professional experience
Work History
Area Director of Revenue Management
Crestline Hotels and Resorts
08.2015 - Current
- Lead the revenue management strategy and oversee all aspects of revenue management responsibilities for a cluster of hotels in varies markets
- Implements strategic initiatives to maximize the revenue potential of each hotel
- Manage and maintain group and transient inventory controls
- Forecast room demand for varies segments
- Develop, monitor, and adjust sales and pricing strategies according to market demand
- Manage property participation on all distribution channels (OTA , CRO, GDS)
- Maintain distribution channel data integrity
- Prepare and present weekly sales strategy meetings and provide recommendations to hotel teams to meet each property’s goal
- Coordinate with sales and e-commerce team to implement new marketing initiatives for targeted need times
- Collaborate with property sales teams to meet hotels budgeted goals
- Analyze market trends and competitor data to identify opportunities to make informed pricing decisions
- Conduct analysis of citywide and special events and implement revenue strategies to maximize profits
- Maintain owner relationships and conduct quarterly ownership reviews to ensure compliance and owner satisfaction with hotels are being met
Director of Sales
Crestline Hotels and Resorts
Manassas, VA
02.2014 - 08.2015
- Successfully sold 107 room extended stay hotel through active outside sales calls and by maintain relationships with key accounts in the area
- Solicited new accounts to meet/exceed hotels revenue budgets in both group and transient segments
- Attend community events and business events to market the hotel to new potential customers
- Participated in monthly business reviews with corporate leaderships and management
- Prepared weekly, monthly sales reports detailing sales results for general manager
- Worked directed with the hotels marketing team to conduct successful marketing campaigns during need times
- Qualified all sales leads, developed proposals, and negotiated all contracts
- Established good relationships with competitors to ensure referral opportunities
Director of Sales
Crestline Hotels and Resorts
Virginia Beach, VA
05.2011 - 10.2013
- Consulted with key clients to maintain relationships and negotiated new accounts to profitably sell 268 hotel rooms and catering space
- Wrote and implemented a business plan for two hotels annually
- Created strategies to grow customer base which resulted in a 10% increase in group revenue within the first year
- Analyzed and controlled expenditures of department to conform to budgetary requirements
- Exceeded targeted sales goals for 7 consecutive quarters over the last two years
- Assisted with the development of the annual hotel budget using group and transient forecasts
- Doubled catering revenue from prior year and grew number of in-house meetings over a two-year period
- Implemented high-impact sales initiatives, resulting in increased occupancy and profitability
- Managed and trained new sales administrators and front desk staff to sell the hotel effectively and conduct site tours
Director of Sales
Crestline Hotels and Resorts
Suffolk, VA
07.2008 - 05.2011
- Achieved 100% of quota within the first year as Director of Sales
- Increased hotel revenue, profits, and market share through constant lead generation by conducting outside calls and tele-prospecting
- Operated the sales department within established sales expense budget
- Coordinated group, transient, and catering bookings to maximize profits for 164 rooms
- Completed business plans and developed an annual budget for the sales department
- Developed strategies to increase share from competitors when the hotel revenue goals were not met
Corporate Sales Manager
LTD Management Company
Chesapeake, VA
03.2007 - 07.2008
- Implemented a successful solicitation strategy to increase sales for the Corporate and Government segment for assigned Marriott and Hilton brand properties
- Monitored hotels market position within assigned market, created marketing plans, conducted sales blitzes, and organized open houses for new properties
- Executed advertising campaign across multiple media channels
- Served as mentor to junior team members
- Member: Virginia Business Travel Association, Hampton Roads Chamber of Commerce, Norfolk Hotel/Motel Association
Sales and Marketing Assistant
LTD Management Company
Chesapeake, VA
10.2005 - 03.2007
- Drafted meeting agendas, supplied advance materials and followed-up on meetings and team conferences
- Designed and created marketing collateral for sales meetings, trade shows and company executives
- Created weekly and monthly reports and presentations
- Maintained in-depth knowledge of competition through consistent evaluation of market conditions and trends
- Created and managed more than 15 confidential personnel records
- Processed all salary changes stemming from merit increases, promotions, bonuses and pay adjustments through ADP
Timeline
Area Director of Revenue Management
Crestline Hotels and Resorts
08.2015 - Current
Director of Sales
Crestline Hotels and Resorts
02.2014 - 08.2015
Director of Sales
Crestline Hotels and Resorts
05.2011 - 10.2013
Director of Sales
Crestline Hotels and Resorts
07.2008 - 05.2011
Corporate Sales Manager
LTD Management Company
03.2007 - 07.2008
Sales and Marketing Assistant
LTD Management Company
10.2005 - 03.2007
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