Sherri L. Helton

• Primary responsibility is to oversee the Area Sales & Catering to include the Revenue and Marketing team of two branded conference hotels and a four-diamond independent luxury property
• A total of 704 keys and over 40,000 square feet of meeting space, and located adjacent to the Knoxville Convention Center.
• Strategically market and strategize placement of business opportunities fixed within ownership goals and directives.
• Accountable for the performance of the Marketing Manager, Revenue team for its production and planning while collaborating with the Public Relations third-party representative, management company, and ownership.
• Continuous forecasting and strategizing to achieve budget goals and positioning within the market.
• Establish goals with clear ROI for the team and project.
• Determine guidance for hotel and complex budget expectations and report accordingly to ownership.

• Oversee a Sales & Catering team of six to strategically and consistently shift and earn more than its fair share of the travel market.
• Managed the efforts of group sales and event booking efforts for a 320-key property with 14,000 square feet of meeting space.
• Responsible for Group and Event budget and marketing plan annually with strategic actions to achieve goals and increase profit
• Sales Team of the Year 2018 & 2019

• Responsible for Mid-West/West/Canada group sales efforts for a 347-key resort with 50,000 square feet of meeting space to include a 100ft yacht, outdoor, and dedicated meeting rooms.
• Assisted the Director of Sales & Marketing with all key responsibilities including forecasting and reporting.

• 378-key conference Hotel with over 45,000 square feet of event space.
• Responsible for the Sales, Catering, and Reservation team of eight to ensure increased productivity through revenue management, training, communication, and coaching.
• Forecasting and budgeting for the Hotel’s total revenue, including restaurant outlets.
• Primary markets include Legacy accounts and National/State Associations, University of Tennessee departmental
• Managed all corporate, brand, and Local negotiated Business Travel accounts/pricing.
• Actively acted as Director of Ops to the General Manager during an absence.

Director of Sales & Marketing (primary position)

• Oversee Group and Catering Sales in a 295-key conference Hotel with over 55,000 sq. ft. of meet/event space.
• Responsible for Sales, Catering, and Reservation team of seven to ensure increased productivity through revenue management, training, communication, motivation, and coaching.
• Successes include achieving the highest group sales room revenue in 10 years of 10 million dollars and 2.7 million dollars for banquet/catering food.
• Enhanced customer satisfaction levels by addressing concerns promptly and providing tailored solutions.

Director of Operations (secondary in-training)

• Oversee and maintain daily Hotel operations including all responsibilities of the General Manager
• Assist in overseeing the direct operation of the Food & Beverage, Front Desk, and housekeeping departments to ensure labor levels are met and re-evaluated based on changing business demands
• Responsible for Guest Satisfaction and Staff Service scores and ensuring the team is consistently engaged
• Direct results of these actions have resulted in this Hotel being ranked in the top 10 of all Marriott Hotels & Resorts in Overall Staff Service scores
• Assist with preparing profit/loss statements, managing departmental labor, negotiating vendor contracts, and maintaining a motivated and professional team

• Responsible for all catering leads of over 100 persons including weddings, SMERF, Corporate, and Government
• Assisted DOS to maximize meeting/guest room availability and forecasting

• Responsible for all weddings and SMERF bookings and visibility.
• Increased wedding business by over 100% within 1 year, over the previous 6 years.