Summary
Overview
Work History
Education
Skills
Professional Development
Timeline
Generic

Nicola Shoemaker

Cypress

Summary

Dynamic Senior Sales Manager with Director of Sales experience and a proven track record in driving revenue, building client relationships, and leading high-performing teams. Known for a strong understanding of customer experience, market analysis, and strategic planning. Detail-oriented, results-driven, and a confident leader with a talent for motivating teams and exceeding sales goals in competitive markets. Results-driven Director of Sales known for high productivity and efficiency in task completion. Specialize in strategic planning, customer relationship management, and market analysis. Excel in negotiation, team leadership, and problem-solving to achieve sales targets and drive business growth.

Overview

17
17
years of professional experience

Work History

Director of Sales

Four Points by Sheraton
Houston
08.2023 - Current
  • Oversee all sales department operations to drive market share and maximize hotel revenue.
  • Lead monthly revenue calls, offering strategic input using tools like Agency360 and GDS reports.
  • Negotiate and manage account contracts and maintain detailed records in Delphi.

Director of Group Sales

Marriott Autograph Collection
Baltimore
05.2022 - 08.2023
  • Directed group sales, catering, and banquet revenue streams in a full-service environment.
  • Led a high-performing team and collaborated on marketing strategies.
  • Surpassed sales targets through strategic business planning and customer relationship management.
  • Built sales forecasts and schedules to reflect desired productivity targets.

Account Manager

Vicinity Energy
Baltimore
01.2021 - 05.2022
  • Identified prospects and managed sales pipelines within commercial, residential, and municipal markets.
  • Conducted market research and stakeholder engagement to assess business opportunities.
  • Managed CRM data integrity, led financial analyses, and negotiated proposals to close deals.

Corporate Marketing Manager

Thoroughbred Sedan
Baltimore
01.2020 - 01.2021
  • Developed and executed a 2021 marketing strategy focused on hotel and corporate clients.
  • Drove lead generation through sales calls and email campaigns.
  • Oversaw brand positioning across social media platforms.

National Sales Manager (Opening Team)

Live! Casino & Hotel
Baltimore
09.2017 - 03.2020
  • Pre-sold a 4-star full-service property across association, corporate, and SMERF markets.
  • Represented the brand at industry conferences including Cvent Connect, PCMA, and GBTA.
  • Exceeded quarterly revenue targets by 125% in 2018 & 2019.
  • Collaborated on marketing, sales strategy, and client experience initiatives.

Group Sales Manager

Sheraton Hotel (Aimbridge Hospitality)
Baltimore
05.2015 - 09.2017
  • Prospected and secured corporate and association group business.
  • Surpassed yearly revenue goals by 110–136%.
  • Designed and launched successful family reunion packages, increasing ADR and F&B revenue.

Senior Sales Manager

Aloft & Element Hotels
Baltimore
04.2014 - 05.2015
  • Managed business travel and government segments, exceeding revenue goals.
  • Led marketing and PR initiatives in collaboration with Starwood’s field marketing team.
  • Utilized Agency360 and Demand360 to build strategic sales plans.

Director of Sales

Country Inn & Suites
Annapolis
11.2010 - 01.2014
  • Oversaw all market segments and exceeded the $2M annual rooms budget by 115%.
  • Directed revenue strategies, budget planning, and OTA optimization.
  • Managed topline revenue forecasting and expense control.

Business Transient Manager

DoubleTree by Hilton
Baltimore
01.2008 - 10.2010
  • Generated contracted revenue through strategic prospecting and negotiation.
  • Presented competitive RFPs and implemented revenue management practices.
  • Attended industry conferences and grew account portfolios through relationship building.

Education

Bachelor of Science - Marketing

Berkeley College
New York, NY
05.2003

Skills

  • Market Intelligence
  • Strategic Sales
  • Contract negotiation
  • Account Management
  • CRM
  • Reporting tools
  • GDS Campaigns
  • RFP management
  • Team leadership
  • Revenue Growth
  • Corporate market expertise
  • Group Market Expertise
  • SMERF Market Expertise
  • Revenue management
  • Sales forecasting
  • Contract negotiation
  • Customer relationship management

Professional Development

Completed 12-month Master Development Sales Training, Sandler

Timeline

Director of Sales

Four Points by Sheraton
08.2023 - Current

Director of Group Sales

Marriott Autograph Collection
05.2022 - 08.2023

Account Manager

Vicinity Energy
01.2021 - 05.2022

Corporate Marketing Manager

Thoroughbred Sedan
01.2020 - 01.2021

National Sales Manager (Opening Team)

Live! Casino & Hotel
09.2017 - 03.2020

Group Sales Manager

Sheraton Hotel (Aimbridge Hospitality)
05.2015 - 09.2017

Senior Sales Manager

Aloft & Element Hotels
04.2014 - 05.2015

Director of Sales

Country Inn & Suites
11.2010 - 01.2014

Business Transient Manager

DoubleTree by Hilton
01.2008 - 10.2010

Bachelor of Science - Marketing

Berkeley College

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