Shannon Baker
Lubbock,TX
Summary
Sales and marketing leader with proven success driving revenue growth and brand recognition. Skilled in strategic planning, market analysis, and digital marketing. Strong team collaborator with focus on achieving results and adapting to changing business needs. Known for effective communication, innovative problem-solving, and building strong client relationships. Creative, eye for detail, ability to prioritize and manage multiple projects simultaneously.
Overview
24
24
years of professional experience
Work History
Director of Sales and Marketing
Overton Hotel & Conference Center
07.2015 - Current
- Responsible for all airline and business transient markets for the hotel, bringing in over $1.5M in revenue annually.
- Implemented comprehensive marketing campaigns across digital platforms, improving brand visibility and engagement
- Managed a high-performing sales team, providing regular coaching and training to enhance their skills and performance
- Executed a substantial growth in group business that resulted in average occupancy of 74% and ADR increase of $6.00 overall in 2015
- Improved group sales by 75% post COVID-19, these rebounding efforts were the biggest in the city and the best in the company
- Led sales team to a top performing year with $4.6 million in group revenue in 2023
- Developed and executed strategic sales initiatives to increase market share and revenue growth
- Created content for the hotel website, social media and various OTA channels
- Prepared annual budget for the hotel and managed team to achieve sales goals
- Member of Executive Committee with committed focus on maintaining AAA 4 Diamond status and top guest satisfaction
Senior Sales Manager
Overton Hotel & Conference Center
11.2013 - 07.2015
- Managed all sports, military, education, religious, tour/travel and airline markets for the hotel
- Exceeded booking goals each quarter and was top booker in 2014-2015 with over $2M in revenue
- Forecasted guest rooms and optimized space in accordance to hotel strategies
- Assisted with staff trainings, budgeting and marketing plans to increase profitability and future bookings
- Planned monthly departmental meetings and morning stand up meetings
- Conducted site visits and planning meetings for potential groups
- Participated in weekly sales calls to campus and partnered with Visit Lubbock on upcoming groups and tournaments
- Designated liaison between the hotel and Texas Tech/Texas Tech Athletics
Sales Manager
Overton Hotel & Conference Center
11.2010 - 11.2013
- Negotiated highest rates achievable while securing business for guest rooms, meeting space and food and beverage services
- Actively made sales calls around Lubbock and Tech campus, traveled to Austin and prospected new schools during the Big 12 Conference expansion
- Reached 105% of sales goals in first year, increased target market business 140% over 2010
- Exceeded booking goals for three consecutive years before promotion
Senior Event Manager
Dallas Marriott Quorum
03.2006 - 08.2010
- Executed hotel events for groups of various sizes and complexities with strong emphasis on corporate and association events 300+ guests
- Partnered with customers to determine menus and technology to fit their needs
- Created group resumes, banquet event orders and menus for groups
- Assisted with the hiring of event coordinators, group housing and banquet team
- Conducted midyear and yearly reviews for each associate in my department
- Led event satisfaction campaign and increased scores each quarter- my team was top 5 in company in 2008
- Maximized revenue opportunities by creatively planning and up selling events
- Task force manager for Seattle Waterfront Marriott, Dallas Plano Marriott and Dallas Suites Market Center
Event Manager
Dallas Marriott Solana
04.2004 - 03.2006
- Assisted with the planning, execution and supervision of all client events
- Cultivated excellent relations with area businesses to obtain significant repeat business
- Vast experience working with weddings, pharmaceutical and technology companies
- Implemented key focus areas with team and increased event satisfaction scores by 10 points in 2005
- Directed daily BEO meetings and weekly staff meetings ensuring strong communications to all hotel departments
- Organized meeting space inventory to maximize revenue opportunities
Sales Manager Trainee
Dallas Marriott Solana
01.2004 - 04.2004
- Responded to leads and customer inquiries for meeting space and sleeping rooms
- Generated proposals and secured contracts from potential customers
- Interacted in all hotel departments with a particular focus on event management, catering and banquets
Group Sales and Catering Assistant
Lubbock Inn
02.2003 - 05.2003
- Performed general office management duties to support sales manager and sales director
- Booked and detailed all meetings with 10 rooms or less
- Built group blocks and maintained group reservations in the front office system
- Designed sales packets to deliver to prospective groups and businesses
Guest Services Cast Member
Disney’s Coronado Springs Resort
06.2001 - 01.2002
- Assisted with high volume of guest check ins, check outs, payment processing, ticket sales, reservations and vacation planning
- Selected to work on task force team deployed out to 7 different Disney Resorts after 9/11
- Participated in a 10 week hospitality management course that focused on competitive advantage, teamwork, productivity and guest service excellence
Sales and Servicing Intern
Visit Lubbock
01.2001 - 04.2001
- Qualified new accounts and helped with pre-convention process including bid presentation, familiarization tours, hotel and venue site inspections
- Updated sales leads, group histories, group resumes and contracts
- Creatively planned visitor guides, welcome packets, tour itineraries and gifts for groups
- Assisted with onsite registration for various conventions
Education
Bachelor of Science - Restaurant, Hotel and Institutional Management
Texas Tech University
Lubbock, TX12.2003
Skills
- Staff training and development
- Goal setting and achievement
- Advertising campaigns
- Social media content strategy
- Competitive analysis
- Revenue management and forecasting
- Budget development
- Industry and community partnerships
Professional Awards
- Top Achiever 2015, 2019, 2022 and 2023
- Manager of the Quarter 2005 and 2013
- Golden Circle Recipient, Chairman’s Level 2005
- Mr. Marriott Spirit to Serve Award 2010
Timeline
Director of Sales and Marketing
Overton Hotel & Conference Center
07.2015 - Current
Senior Sales Manager
Overton Hotel & Conference Center
11.2013 - 07.2015
Sales Manager
Overton Hotel & Conference Center
11.2010 - 11.2013
Senior Event Manager
Dallas Marriott Quorum
03.2006 - 08.2010
Event Manager
Dallas Marriott Solana
04.2004 - 03.2006
Sales Manager Trainee
Dallas Marriott Solana
01.2004 - 04.2004
Group Sales and Catering Assistant
Lubbock Inn
02.2003 - 05.2003
Guest Services Cast Member
Disney’s Coronado Springs Resort
06.2001 - 01.2002
Sales and Servicing Intern
Visit Lubbock
01.2001 - 04.2001
Bachelor of Science - Restaurant, Hotel and Institutional Management
Texas Tech University
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