Sylvia A. Martinez

Cellular Phone: 786-***-****

ab26q7@r.postjobfree.com

QUALIFICATIONS:

Extensive Market Segment knowledge.Solid history of success in Sales and Revenue Management.

Strong analytical and planning skills, combined with the ability to coordinate the efforts of many to

meet organizational and revenue goals. Excellent communicator with the ability to actively manage

change. Demonstrated achievements in:

• Data Analysis & Distribution Channel Management- Comp-set Evaluation, Market Research &

Forecasting - Budgeting - Proven record of exceeding quarterly and yearly goals.- Experience in

multiple market segments. - Pre-opening experience for two properties.

Extensive hotel sales experience, direct selling experience and great interpersonal skills.

Experience in planning and managing the overall sales efforts of the hotel to achieve optimal

occupancy and rate to maximize revenues.

Extensive experience in total revenue and yield strategies, implementation and results including

group and transient rooms, group food and beverage, meeting room rental, local catering, outlet, and

other revenues.

EXPERIENCE:

DIRECTOR OF SALES June 2012 to Present

CASA MODERNA MIAMI HOTEL & SPA

Independent Condo Hotel – 56 Room Boutique property, Full Service hotel – 4 Star 4

Diamond

• Staff under my supervision: 3

• Responsible for aggressively, pursue and secure key local, regional and international transient and

group business.

• Responsible for create and execute effective sales strategies to increase hotel revenue and market

share.

• Responsible to build new group and transient business by soliciting new clients and growing

existing clients.

• Work with and develop the hotel’s client list through development of existing relationships and

establishing new ones.

• Act as liaison between the Sales Department and the hotel’s other departments.

• Responsible in the hotel’s forecasting and budget process.

• Actively participate in the hotel’s sales strategy meetings.

• Responsible for the analysis of market trends and react appropriately to same.

• Responsible to direct the activities of the hotel sales and marketing team which consists of two

sales manager’s members, Business Transient Sales Manager and Marketing Manager.

• Responsible to develop and maintain relationships with key clients in order to produce group

and/or convention business, to include room sales, food & beverage sales, catering/banquet

services.

• Responsible to develop and manage the departmental budget and monitors sales

activities/performance to ensure actual sales meet or exceed established revenue plan and to

accurately report variances/projections.

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Sylvia A. Martinez

• Responsible to directs the scheduling of conventions and group activities at the hotel and

coordinates with other hotel-level departments to facilitate services agreed upon by the sales

office and prospective clients.

• Responsible to develop hotel-level tactical sales and marketing plans to support overall system-

wide sales plans/strategies and programs.

• Responsible to develop and maintain good relationship with officials and representative of local

community groups and companies, and attend out of town conventions to generate convention

and group business.

• Responsible to assist the General Manager in the development and update of the hotel level

business plan to include input on sales goals and plans that support the overall business and sales

strategies of the company.

• Responsible to develop the revenue portion of the budget.

• Member of the MOD weekend schedule.

• Responsible to recruit, hire, train and provide career development plan for all sales personnel and

hotel staff.

Revenue Management responsibilities on property:

• Manage the transient and group rate strategies and develop all rate strategy in property PMS

system. Work with Revenue Manager based off-site in development of transient and group rate

strategies, Internet and GDS.

• Participate in weekly revenue management meetings. Provide group sales analysis and assist in

developing the group pricing strategies. Analyze pace, lead time, lost business to support short

and long-term booking and rate strategies, and forecasts & budgets.

• Generates weekly and 30-60 and 90 day forecast.

• Develops reporting that monitors the effectiveness of our selling and rate strategies.

• Oversee all rooms forecasting and budgets including the annual budget, annual forecasts, monthly

forecasts, mid-month forecasts. Develop sales relationships with market managers of third party

internet sites. Provide direction to system enhancements and procedures of the PMS, Group Sales

system, internet booking engine that contribute to improved efficiencies in the Reservations and

Sales selling process, and maximization of revenues.

• Implement and create strategic packages/offers to drive transient room nights. Develop decision

support tools used for booking new business. Include demand forecasts, inventory and rate

controls.

• Develop, implement and recommend transient/group sales strategies with the goal of maximizing

REVPAR through first maximizing potential occupancy, then average rate. Ensure proper mix of

group and transient segments through the use of inventory status controls available through the

property's reservation system and the management system as well as STS .

• Understand and interpret market conditions, trends, and the competition by using the STAR

Report. Analyze revenue management reports data to make educated decisions based on the

information .Understand hotel's strengths and weaknesses against each competitor both from a

product and yield strategy perspective. Provide ongoing training to the Reservation Supervisor

and Sales Agents about the capabilities and limitations of the hotel's systems and how strategies

are carried out through these systems. Communicate weekly strategies to the Sales and Front

Office departments and ensure strategy is being executed.

• Complete annual consortium and oversee negotiation of special corporate rates process consistent

with the strategic plan

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Sylvia A. Martinez

SENIOR GROUP SALES MANAGER 2009 to 2012

W SOUTH BEACH HOTEL

Condo Hotel – 316 Room Full Service hotel – Starwood Brand

• Manages daily sales call activity of all International Markets (primarily Canada, Brazil, UK,

France Germany, Italy, Russia and Middle East.) Northeast and Florida markets.

• Extensive Travel schedule through the organization of personal sales calls, participation

Tradeshows and roadshows on the international markets.

• Optimize the hotel network with partners on the international market (international

representations, PR companies, GMCVB, etc). Cross sells other Starwood properties.

• Manage multiple disciplines under sales and marketing and develops and executes

integrated strategies in direct sales, marketing, public relations, and revenue management

to continually drive total hotel profitable revenue, grow market share, improve employee

and guest loyalty, maximize profitability, and strengthen the W brand.

• Focus on building total hotel revenue by developing and executing against a sales

strategy in all revenue producing areas in the hotel.

• Develops and implements a sales strategy to effectively manage all the different sales

channels; utilizes on-property sales resources and leverages all above property sales

engines to deliver results. Ensures the development of a strategic account plans for the

demand generators in the market.

• Collaborate with revenue management efforts for the property to ensure proper pricing,

appropriate transient and group mix and implementation of sales strategy. Changes sales

strategy to address fluctuating market and economic conditions. Ensures demand

forecasting and sound revenue practices are in place to maximize yield Develop and

execute a marketing strategy to drive revenue and meet property objectives.

• Evaluate data and trends, identify changing market conditions and make decisions based

on data, and utilize a ROI approach to maximize revenue and ensure a competitive

position in the market for the hotel.

• Know business and the business. Knowledgeable about the competition and customer

trends. Represent the customer needs to the rest of the hotel, and constantly identify and

communicate potential new revenue opportunities to the hotel executive team influencing

the development of plans to tap those opportunities.

• Uses data (STAR report, shop scores, etc.) and other resources to maintain an awareness

of the hotel's market position. Researches competitor's strategies to identify ways to grow

occupancy and RevPAR and increase market share.

• Identify innovative marketing ideas and proactively develops deployment strategies to

continue to grow market share introducing appropriate changes in sales and marketing

strategy to meet and exceed customer expectations. Foster innovation and calculated risk-

taking, even in the face of opposition, to support growth while protecting the brand.

• Works with operations department heads to ensure sales and marketing strategies are

aligned with the overall hotel plan. Balances the interests of the sales and marketing

group with the interests of the rest of the organization.

• Interface with customers including meeting planners on a daily basis to obtain feedback

on sales effort, service levels and overall satisfaction and to build long-term customer

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Sylvia A. Martinez

relationships. Effectively responds to and resolves guest problems and complaints in a

timely manner.

• Participates in meeting planner site visits or inspections and instructs sales & marketing

team to do the same. As appreciate attends pre- and post-convention meetings to

understand group needs; set appropriate expectations and obtain feedback on quality of

product, service levels and overall satisfaction; communicates critical information to

areas of responsibility.

Knowledgeable of all the sales & marketing related contracts and ensures compliance

with contract and reporting requirements.

DIRECTOR OF REVENUE MANAGEMENT 2007 to 2009

BILTMORE HOTEL CORAL GABLES

Independent Hotel – 275 Rooms - National Historic Landmark

• Staff under my supervision: 1 Supervisor and 9 staff

• Manage the transient rate strategies. Work with Reservations, Sales and Marketing in

development of transient rate strategies, Internet and GDS.

• Facilitates and lead weekly revenue management meetings. Provide group sales analysis and

assist in developing the group pricing strategies. Analyze pace, lead time, lost business to support

short and long-term booking and rate strategies, and forecasts & budgets.

• Generates weekly forecast and RevMax spreadsheet. Provides support to the Sales and Marketing

leadership team with quantitative and competitive analysis and identifies, analyzes and presents

opportunities to leverage new distribution channels.

• Manage the input of data and report generation for all distribution channels as well as customer

databases. Analyze end of month reports and puts together a Revenue Management recap.

• Develops reporting that monitors the effectiveness of our selling and rate strategies. *Manage the

rooms' statistics database and provides direction to automating the compilation of this

information. Manages internet marketing of hotel website that include, SEO, paid listing

opportunities, and e-mail marketing.

• Oversee all rooms forecasting and budgets including the annual budget, annual forecasts, monthly

forecasts, mid-month forecasts. Develop sales relationships with market managers of third party

internet sites. Provide direction to system enhancements and procedures of the PMS, Group Sales

system, internet booking engine that contribute to improved efficiencies in the Reservations and

Sales selling process, and maximization of revenues.

• Implement and create strategic packages/offers to drive transient room nights. Develop decision

support tools used for booking new business. Include demand forecasts, inventory and rate

controls.

• Serve as the group's profitability analyst and champion to insure full participation (buy in) of all

changes by all applicable department heads prior to implementation.

Develop, implement and recommend transient/group sales strategies with the goal of maximizing

REVPAR through first maximizing potential occupancy, then average rate. Ensure proper mix of

group and transient segments through the use of inventory status controls available through the

property's reservation system and the management system as well as DELPHI .

• Ensure maximum advantage is taken of the leverage opportunities that can or will be available to

the individual containing the knowledge of the properties historical data. This relates to strategy,

systems and hotel controls where possible. Play an active role in the Strategic planning and

development of the annual room's revenue budget and marketing plan. *Responsible for all data

input and report generation in revenue tracking tools. Maintains property historical data integrity

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Sylvia A. Martinez

and assists in completion of month end reports. Responsible for investigating and analyzing

current activities or information and indicate logical conclusions and recommendations regarding

trends and other transient statistics.

• Understand and interpret market conditions, trends, and the competition by using the STAR

Report. Analyze revenue management reports data to make educated decisions based on the

information .Understand hotel's strengths and weaknesses against each competitor both from a

product and yield strategy perspective. Provide ongoing training to the Reservation Supervisor

and Sales Agents about the capabilities and limitations of the hotel's systems and how strategies

are carried out through these systems. . Communicate weekly strategies to the Sales and Front

Office departments and ensure strategy is being executed. Provide accountability when strategy is

not upheld.

Complete annual consortium and oversee negotiation of special corporate rates process consistent

with the strategic plan

DIRECTOR OF SALES 2004 to 2007

SAGAMORE HOTEL SOUTH BEACH

Independent Hotel – 93 All Suite Boutique property, Full Service hotel

• Staff under my supervision: 4

DIRECTOR OF REVENUE MANAGEMENT 2003 to 2004

SHERATON MIAMI MART

324 Room property and convention center

• Staff under my supervision: 7

DIRECTOR OF GROUP SALES 2000 to 2003

CAESAR PARK HOTEL, MEMBER OF THE LEADING HOTELS OF THE WORLD-

ARGENTINA

• Staff under my supervision: 5

CORPORATE SALES MANAGER 1997 to 2000

CAESAR PARK HOTEL, MEMBER OF THE LEADING HOTELS OF THE WORLD-

ARGENTINA

EDUCATION :

BA/BS 4 year degree (foreign equivalency). Sales & Marketing Degree. 1997

UADE - University, Buenos Aires, Argentina

Hospitality Sales & Marketing Training-Cornell University

Food & Beverage Training-Cornell University

Revenue Management-Cornell University /Financial Management -Cornell University / Hospitality

Management -Cornell University / Hospitality Marketing – Cornell University

General Manager 101 – American Hotel &Lodging Educational Institute

TRAINING:

• Valued Sales Techniques- Hilton Corporation

• Strategic Selling Training & Conceptual Selling Training - Miller Heimann

• Effective Negotiation & Management Development Courses

• Seven Habits of Highly Effective People & The Quality Advantage

• Management Skills for Supervisors

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Sylvia A. Martinez

• Director of Revenue Management Training – Starwood Hotels

• Starwood Global Sales - The Sales Process - Effective Presentations

• Starwood Global Sales - Understanding Contractual Agreements

• Top of Form

• Global Sales - Negotiating Under Pressure Bottom of Form

• Starwood Global Sales - Winning Closes- Starwood Global Sales - Negotiating

Under Pressure - Starwood Global Sales - Overcoming Objections - Starwood

Global Sales - Strategic Sales I&II

• Strategic Thinking – eCornell / Unlocking Your Leadership Potential – eCornell

• Leading Through Creativity – eCornell / The Impact of Personality Styles on

Communication – eCornell / Keeping Teams on Target - Harvard Manage Mentor -

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SYSTEMS SKILLS:

• PMS Systems: Galaxy PMS Front Office/ Reservations - Megasys PMS system - Visual One

PMS System – FIDELIO – OPERA – System 21 -

• SALES & CATERING Systems: Delphi - Daylight - STS Sales & Catering – Opera – System21

• REVENUE MANAGEMENT Systems: TLPe – Revenue Management System - IDEAS –

Revenue Management System –

•

LANGUAGES:

• English – Speak and correspond fluently.

• Spanish – Speak and correspond fluently.

• Portuguese – Speak and correspond fluently.

• Italian – Speak and correspond –Very good knowledge.

• French – Speak – Very good knowledge.

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Sylvia A. Martinez

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