Shannon Collins
Master of Hospitality Excellence
Chino Hills,CA
Summary
Sophisticated Hospitality Professional with background propelling
company offerings and brand through focused strategies. Confident
and smooth communicator when delivering presentations and
maintaining client relationships. Focused when analyzing competitors
and target market to determine unique selling proposition and
maximize revenue.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Director of Sales and Marketing
Delta Hotel By Marriott
, Ontario, CA
01.2024 - Current
- Conducted market research to identify potential areas of growth for future product development initiatives
- Managed a high-performing sales team, providing regular coaching and training to enhance their skills and performance
- Established new distribution channels, expanding the company''s reach into untapped markets
- Increased sales revenue by implementing innovative marketing strategies and fostering strong relationships with clients
- Facilitated regular communication between Sales and Marketing teams to ensure seamless collaboration on campaigns and client outreach efforts
- Optimized digital marketing efforts through SEO improvements, PPC campaigns, email marketing initiatives, resulting in increased web traffic and lead generation
- Spearheaded trade show participation to showcase products and services, generating valuable leads and networking opportunities
- Analyzed industry trends and competitor activities to inform strategic decision-making and maintain a competitive edge.
Marketing Director
Los Angeles, CA
- Developed compelling presentations to secure C- level buy-in for strategic initiatives
- Set clear objectives for the marketing team while fostering open communication channels to enhance collaboration between departments
- Identified new market opportunities, expanding the company''s reach into untapped segments
- Spearheaded successful product launches, driving sales and reinforcing brand positioning
- Working with clients such as Givenchy, Luis Vuitton, MGM and Caesars Entertainment
Destination Manager
Walt Disney Company
Anaheim, CA
01.2007 - 09.2009
- Motivated, with a strong sense of personal responsibility
- Proven ability to develop and implement creative solutions to complex problems
- Developed strong communication and organizational skills through working on group projects
- Demonstrated respect, friendliness and willingness to help wherever needed
- Provided exceptional customer service by promptly addressing concerns and resolving issues, leading to positive reviews and recommendations from satisfied clients
- Managed complex itinerary changes due to unforeseen circumstances without sacrificing customer satisfaction or incurring unnecessary expenses.
General Manager
Blackstone Properties
Los Angeles, CA
01.2003 - 09.2007
- Ensured compliance with industry regulations as well as health and safety guidelines within all aspects of hotel operations
- Improved overall guest satisfaction by implementing well-coordinated staff training programs and exceptional customer service initiatives
- Streamlined front office procedures to enhance efficiency and improve check-in/check-out experiences for guests
- Managed daily operations for smooth functioning of the hotel, ensuring high-quality standards in all departments
- Encouraged community involvement by partnering with local organizations and sponsoring events that benefit the area
- Increased hotel occupancy rates through effective marketing strategies, partnerships with local businesses, and revenue management techniques
- Fostered a positive work environment by promoting teamwork, open communication, and continuous employee development opportunities
- Organized special events and promotions to attract new clientele while maintaining excellent relations with existing guests
- Oversaw renovations and refurbishments, ensuring minimal disruption to guests while enhancing overall property aesthetics and functionality
- Conducted regular performance evaluations for staff members to encourage professional growth and identify areas for improvement
- Championed continuous improvement initiatives that enhanced operational performance across all departments
- Took property from under performing to #1 in company within 1st year and maintained status during my tenure
Education
Science, Hospitality Management
University of Nevada - Las Vegas
Skills
- Web Analytics
- Key Account Management
- Sales Presentations
- Sales Pipeline Management
- Data-driven decision-
- Making
- Pricing strategy
- Direct Mail Campaigns
- Media Buying
- Product positioning
- Creative Direction
- Competitor Analysis
- Master Of Hospitality Excellence
- Collaborated with cross-functional departments to
- Optimize product offerings and pricing strategies
- Increasing overall profitability
- Developed comprehensive sales plans for business
- Growth, resulting in significant market share
- Expansion
- 2023-10 -
- 2024-01
- Area Director of Sales
- Arbor Lodging, Pasadena, CA
- Fostered a culture of accountability within the
- Team which contributed towards meeting set
- Objectives consistently over time
- Provided timely feedback on individual
- Performances enabling staff members achieve
- Personal career goals in addition to meeting
- Organizational targets
- Identified gaps in the market by conducting
- Comprehensive research on competitors'' offerings
- Which influenced product development decisions
- Positively impacting overall revenues
- Collaborated with marketing teams to develop
- Targeted campaigns that generated leads and
- Increased brand awareness
- 2021-08 -
- 2023-10
- Director of Sales Dual Property
- Tharaldson Hospitality, Corona, CA
- Managed complex negotiations with key accounts
- Resulting in long-term contracts that bolstered
- Annual revenue figures significantly
- Delivered accurate sales forecasts based on
- Thorough analysis of historical data and current
- Trends in order to facilitate informed decision-
- Making at the executive level
- Implemented robust sales tracking systems to
- Monitor progress against targets and provide
- Actionable insights for improvement efforts
- Maximized profitability with effective pricing
- Structures, aligning offerings with market demand
- While maintaining competitive positioning
- Increased sales revenue by developing and
- Implementing strategic plans and setting
- Performance goals for the sales team
- Analyzed market trends to identify opportunities for
- Product expansion, leading to increased revenue
- Streams
- Enhanced customer satisfaction levels by
- Addressing concerns promptly and providing
- Tailored solutions
- Took both properties to #1 in market in RevPar
- Performance on STR ranking
- 2017-05 -
- 2021-08
- Vice President of Sales and Marketing
- Globiwest Hospitality, Los Angeles
- Increased revenue by developing and
- Implementing comprehensive sales and marketing
- Strategies
- Cultivated strong relationships with key industry
- Partners, enhancing brand visibility and credibility
- Enhanced customer retention rates by providing
- Exceptional service and support throughout the
- Entire sales process
- Collaborated with cross-functional teams to
- Develop integrated marketing campaigns that
- Drove leads and conversions
- Spearheaded product launches, effectively
- Positioning products in competitive markets
- Established robust communication channels
- Between internal stakeholders, resulting in more
- Cohesive execution of crucial projects
- Aligned sales objectives with corporate goals
- Ensuring that targets were met or exceeded on an
- Annual basis
- Led a team of sales and marketing professionals to
- Achieve consistent growth in market share
- Mentored junior staff members, fostering a culture
- Of continuous learning and professional
- Development within the organization
- Conducted regular competitor analysis, leveraging
- Insights gained to inform strategic decision-making
- Processes
- Expanded the company''s presence in new markets
- Through strategic partnerships and targeted
- Promotions
- Delivered consistent revenue growth by identifying
- New business opportunities and executing targeted
- Sales initiatives
- Developed innovative marketing campaigns that
- Resulted in significant increases in brand awareness
- Played an instrumental role in shaping company
- Messaging, ensuring consistency across all
- Promotional materials
- 2015-09 -
- 2017-05
- Vice President of Sales
- INNGenius Hospitality, Los Angeles, CA
- Collaborated with cross-functional teams to drive
- Product development and innovation, resulting in
- Increased sales
- Led a high-performing sales team, providing
- Coaching, mentoring, and performance
- Management
- Developed tailored solutions for clients, increasing
- Customer retention rates
- Managed budgets effectively to allocate resources
- Towards high-impact initiatives
- Implemented data-driven decision-making
- Processes to optimize sales performance and drive
- Results
- Launched successful marketing campaigns that
- Generated leads and heightened brand awareness
- Championed process improvement initiatives
- Streamlining workflows for enhanced efficiency
- Within the sales department
- Secured key accounts with targeted presentations
- Strengthening brand reputation amongst industry
- Leaders
- Management
- 2015-06 -
- Achieved regional sales targets through effective
- Territory management and relationship building
- With key clients
- Cultivated a culture of continuous learning within
- The department by promoting professional
- Development opportunities for team members
- 2009-10 -
- 2012-08
Certification
CSP - Certified Sales Professional
Certified Marriott|Hilton|IHG Sales
Timeline
Director of Sales and Marketing
Delta Hotel By Marriott
01.2024 - Current
Destination Manager
Walt Disney Company
01.2007 - 09.2009
General Manager
Blackstone Properties
01.2003 - 09.2007
Marketing Director
Science, Hospitality Management
University of Nevada - Las Vegas