Shannon McKenna

• Oversaw a 70-million-dollar premium catering and sales operation within Hard Rock
Stadium within a variety of events that include football, concerts, motorsports, tennis
and corporate catering
• Active part of the executive committee contributing to the operations and finance
aspect of the operation
• Developed and implemented sales strategies to maximize revenue growth leading a
team of 9 – 4 sales managers and 5 operation managers
• Oversee client relationship and enhanced experiences to ensure stability of contract
• Mentor the sales team to maximize revenue growth and introduce new ideas to
drive luxury experiences
• Implementing effective pricing strategies that increased profits while maintaining
customer loyalty

• Identified, developed and maintained relationships with key customers and partners.
• Developed and implemented sales strategies to maximize revenue growth.
• Surpassed the revenue goal for Q4 2023 by 20% and for Q1 2024 by 40%.
• Created detailed reports on sales performance metrics and trends.
• Conducted market research to identify new business opportunities.
• Implemented effective pricing strategies that increased profits while maintaining customer loyalty.
• Utilized Knowland and CVENT to track leads, manage accounts and monitor competitor activity.
• Developed and implemented catering policies, procedures, menus and pricing structures.
• Created marketing strategies to promote catering services in order to maximize profits.
• Created and managed a team of sales professionals to generate leads and close deals.
• Submitted weekly forecast
• Developed budget plans for marketing campaigns and promotional activities.

References:

• Chetera Wyrick, Mondrian South Beach, Director of Group Sales, 310.766.1048, cwyrick@mondriansouthbeach.com
• Frank Petitto, EPIC and THesis Hotel, Director of Food and Beverage, 973.223.7415, fpetitto@mondriansouthbeach.com

• Spearheaded a new hotel development of the Banquets and Catering department, creating operating procedures along with strategic sales plans to maximize revenue in all event space potential
• Worked closely with culinary to create the best possible menus for clients and the operation
• Created a wedding program with enticing packages that generated revenue exceeding first year projections by 50%
• Submitted weekly forecasting and long reaching future budget analysis and PACE reporting.
• Coordinated with other departments to ensure successful execution of all events.
• Analyzed market trends and competitor activities to develop new sales opportunities.
• Negotiated contracts with clients, vendors, and suppliers to maximize profits.
• Established relationships with key stakeholders within the industry and community.
• Organized promotional events such as trade shows, conferences, seminars.

Reference:

• Kati Kaup, THesis Hotel, Director of Sales, 312.607.3605, katherinenicolegregory@gmail.com

• Managed the Catering and Conference Services department, encompassing 30,000 square feet of both indoor and outdoor event space.
• Conveyed and documented projected revenue to the property and ownership team.
• Overhauled BEO template design, maintained banquet operations, corporate strategy plans and departmental human resource needs and issues
• Directly accountable for creating promotional materials, marketing content, and menu packages.
• Managed all internal VIP and FAM events, overseeing every stage from planning to execution.
• Oversaw a team comprising 3 sales managers, 2 conference service managers, 3 sales coordinators, a banquet director, banquet captains, and 40 on-call servers and bartenders.
• Worked closely with the group sales team to drive F&B minimums to maximize revenue
• Attended weekly GRC meetings to closely monitor OTB revenue and tentative revenue in order to forecast accurately
• Responsible for a yearly personal sales goal overachieved year over year
• Answered leads through multiple lead generators such as CVENT, Social Tables, direct website inquiries and internal corporate generators
• Created WOW site visits and personalized amenities to close business and enhance group experiences
• Primary markets were education, technology, medical, pharma and retail
• During high volume periods directly assisted conference service team by servicing groups from start to finish
• Utilized Delphi, Salesforce, Opera, Avero and Tableau to generate reports and revenue analysis presentations weekly
• Met budget objectives for 2018 and 2019, and achieved record December Holiday Party revenues in 2017, 2018, and 2019.
• Achieved a 5% increase in wedding revenue year over year.
• Created detailed reports on sales performance metrics and trends.
• Developed and implemented sales strategies to maximize revenue growth.

Reference:

• Luis Mendez, EPIC Hotel, Director of Sales, 305.742.3532, luis.mendezpr@gmail.com
• Frank Petitto, Director of Food and Beverage, 973.223.7415, fpetitto@mondriansouthbeach.com

• Managed the Catering and Conference Services department, encompassing 15,000 square feet of both indoor and outdoor event space.
• Met the budget objectives for 2015 and 2016, and secured a record-setting event worth $75,000 for New Year's Eve 2017.
• Created marketing strategies to promote catering services in order to maximize profits.
• Organized special events such as weddings, corporate meetings and holiday parties.
• Maintained accurate records of sales figures and financial transactions.
• Negotiated contracts with vendors for cost effective purchases of food items and equipment.
• Analyzed customer feedback surveys to identify opportunities for improvement in service quality.
• Provided leadership through coaching, mentoring, motivating and developing team members.
• Conducted regular performance reviews with staff members to assess strengths and weaknesses

Reference:

• Richard Chandler, Viceroy Miami, Director of Revenue Management, 954.999.6660

• Managed the amazing Front of House Team for James Beard award winning Chef Michael Schwartz, overseeing payroll, scheduling, inventory control and guest experiences
• Cultivated food and beverage knowledge and points of service with an emphasis on sustainable farm fresh ingredients.
• Developed and implemented operational strategies to improve efficiency, reduce costs and maximize customer satisfaction.
• Managed all aspects of daily business operations including budgeting, staffing, scheduling, inventory control, customer service and sales.
• Created a positive work environment by developing team building activities that encouraged collaboration among departments.
• Resolved customer complaints quickly while maintaining high quality standards of service delivery.
• Recruited, interviewed and hired qualified staff for open positions.
• Trained employees on duties, policies and procedures.

• Oversaw the catering and conference services department for this large university booking and servicing over 150 events per year
• Daily conference service orders delivered to classrooms and lecture halls
• Over 3 blocks of event space were utilized for internal events, VIP symposiums and donor events
• Subsidized budget of 3 million per year.

• Oversaw and facilitated the sales of a 2000 square foot private dining area, catering to large gatherings and event bookings, generating over one million dollars annually.
• Situated on Wall Street, the clientele encompassed prominent financial institutions like JP Morgan Chase, Deloitte, Bank of America, and Lehman Brothers.
• Developed and implemented event plans, including budgets, venues, catering, décor, entertainment and special guests.
• Oversaw all aspects of event production from conception through completion.
• Maintained relationships with existing partners while cultivating new ones.
• Met with potential clients to perform site inspections and give tours of facility, meeting rooms and offered activities.