SHARON SKINNER
North Sioux City,SD
Summary
Versatile Senior Director highly experienced in business and team development in hospitality. Hands-on leadership and management background with a solid track record of success in process optimization and operational execution to meet all goals. Seeking a Sr. level position with a growing operation that will allow me to ignite my passion of helping an organization and team members grow in their roles for a successful hospitality career!
Overview
11
11
years of professional experience
Work History
Sr. Director of Sales and Marketing
The Warrior Hotel, A Marriott Autograph Collection
Sioux City, IA
06.2023 - Current
- Build and lead a team of dynamic and driven sales professionals focused on achieving property financial and guest experience goals.
- Double and triple digit index increases in Group and BT verticals in occupancy %, ADR and RevPar within the first 6 months of leadership.
- Achieve all activity, budgetary and operational goals for the first time in the properties existence by end of Q124 with a 23% budget increase YOY to achieve.
- Mentor and create effective coaching and sales strategies for a team of sales professionals by their respective vertical focuses.
- Create and execute promotions and sales incentives to drive new and increased existing business.
- Daily and weekly monitoring of projections, actual revenue and pacing for sales team, evaluation and strategic outreach to meet KPI targets.
- Comprehensive knowledge of comp set, advantages and disadvantages to effectively position the property while maintaining integrity amongst the comp set.
- Create marketing collateral across all relevant business segments, property outlets and social media
- Community outreach and networking with business referral, Hospitality and meeting planner professionals as well as local stewardship in partnership with the City of Sioux City, Siouxland Chamber of Commerce and other local organizations.
DIRECTOR OF SALES AND MARKETING
THE COURTYARD BY MARRIOTT AND CONVENTION CENTER DOWNTOWN SIOUX CITY
Sioux City
01.2022 - Current
- Organize, lead and develop a sales team that effectively delivers a customized experience across all verticals through planning, excellent communication and personal mentorship
- Utilize professional affiliations, resources and Marriott provided tools to gain market insights that drive a focused approach to sales activity
- Work with GM to develop aggressive budget and occupancy goals that meet the behaviors and needs of each respective market segment annually
- Communicate critical information across all departments to provide effective execution of service through weekly meetings, company tools and collaboration
- Increase Group business both in conjunction with convention, meeting, event and lodging only accommodations by 238% in under 1-year
- Plan, detail and execute events alongside F&B staff to ensure every detail is delivered to win raving fans for repeat business and referrals
- Conduct weekly 1-1 meetings with sales team, GM and leadership staff to work toward individual and property goals and maintain positive relationships
- Pre-planning with 25% travel to feeder markets within a 250 mile radius of Sioux City targeting both special corporate clients, event and group business/events and trade shows
- Regularly attend community events and networking opportunities
- Develop a strategic sales and marketing plan with a comprehensive understanding of the comp set to position CYbM and Convention Center competitively in the marketplace
- Create a baseline approach to awarding group and special corporate rates based on regular business review and research to qualify the business to increase hotel occupancy
- Daily, weekly and monthly review of all financial and demographic data with a responsibility to report to corporate offices identifying trends, pacing and ability to achieve budget
- Liaison to all advertising and marketing inquiries and efforts
- Review and assist in creating collateral material utilized to maintain all brand standards and communicate product and services that speak to various market segments
- Monitor reader boards, vehicles, parking lots, news stories and community information to hunt for new and potentially grow existing business
- Serve in place of GM when the GM is not present or as MOD
- Planning and detailing events with participants as little as 5 and as great as 3500 within a 56,000 square foot convention space.
DIRECTOR OF SALES AND MARKETING
CHARTER SENIOR LIVING OF NORTHPARK PLACE
01.2021 - 01.2022
- Actively prospect, nurture, and close new business of senior citizen and their families both in independent and assisted living communities thru outside phone calls, email, home visits, and creative follow-ups and personal tours (in-person and virtual)
- Professional outreach to referral sources to build trusted relationships that drive referrals from sources such as hospitals and Skilled Nursing Facilities
- Plan and execute monthly events for both prospects and referral sources
- Plan, manage, and execute all advertising with multi-media sources, digital, and social media
- Meet target metrics goal utilizing senior living CRM software platform, SHERPA, SalesMail, and ZoomInfo
- 48% close ratio in 2021.
MARKETING MANAGER
STERLING
01.2019 - 01.2021
- Responsible for building relationships with industry OEM’s to facilitate lead generation and cooperative marketing initiatives for State, Local, Education, and Commercial team
- Develop collateral material, call scripts, and target product initiatives for sales teams
- Manage and plan social media messaging to align with internal marketing initiatives
- Develop a digital marketing program to target desired customers for lead gen and opportunities
- Data mining with tools provided through OEM marketing initiatives and Zoominfo to drive leads and opportunities to sales reps monthly that align with quarterly initiative
- Develop marketing budget and plan to assist in reaching target sales goals annually
- Proficient utilization of Salesforce, Pardot, Outreach, and Zoominfo to manage campaigns
- Website content development, blog post-management, digital creative development, and copywriting
- Attend technical trade shows to assist in developing relationships with prospective customers.
SALES MANAGER
WNAX RADIO-SAGA COMMUNICATIONS
01.2013 - 01.2019
- Managed a 3-state territory in an agriculturally based media outlet while managing overall sales goals and performance of a 7-person sales team
- Consistent territory growth of 7% YOY, often reaching 20% growth
- Led Promotions team in collaboration with on-air, operations, and sales teams through promotional development, collateral, and training
- Copywriting, voice-over, live remote execution for station and clients
- Developed digital advertising sales program, training of sales staff, conducted in-person and virtual meetings to introduce and effectively grow the digital marketing vertical revenues by over 30% as a new revenue stream
- Serve as lead for regional trade shows, farm shows, and events
- Travel 60%/remote office 40%
- Run weekly sales meetings to establish weekly goals, introduce new and quarterly sales initiatives and programs.
Education
BACHELOR’S DEGREE-PSYCHOLOGY -
UNIVERSITY OF SOUTH DAKOTA
12.2000
Skills
- Microsoft Office products
- Proficient use of Social Media strategy, operations and creative development
- Key Performance Indicators
- Team Building and Motivation
- Team Management
- Market understanding
- Prospecting skills
- Stakeholder Relations
- Data Analytics
- Pipeline Development
- Operations Management
- Business Development
- Project Coordination
- Salesforce, Outreach, Pardot, and other CRM
- Budget development and management
- Exceptional oral and written communication
- Task and goal-oriented
- Digital marketing
- Financial Reporting
- Strategic Planning
Professional Training Certifications
- Co-Learn Sales training program that specifically targeted effective prospecting, proposal development, and business to business relationships.
- Certified Hospitality Sales Professional Certification
References
Available upon request
Hobbies and Interests
- Yoga, CYT 200
- Group Fitness Instructor Certified
- Travel
Timeline
Sr. Director of Sales and Marketing
The Warrior Hotel, A Marriott Autograph Collection
06.2023 - Current
DIRECTOR OF SALES AND MARKETING
THE COURTYARD BY MARRIOTT AND CONVENTION CENTER DOWNTOWN SIOUX CITY
01.2022 - Current
DIRECTOR OF SALES AND MARKETING
CHARTER SENIOR LIVING OF NORTHPARK PLACE
01.2021 - 01.2022
MARKETING MANAGER
STERLING
01.2019 - 01.2021
SALES MANAGER
WNAX RADIO-SAGA COMMUNICATIONS
01.2013 - 01.2019
BACHELOR’S DEGREE-PSYCHOLOGY -
UNIVERSITY OF SOUTH DAKOTA
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