Director of Sales & Marketing

DOMINGO VELASCO

*** ********* **** ****, *****, FL 33129 +1-646-***-**** *******@*******.***

PROFESSIONAL SUMMARY

Well-respected travel industry professional with over 25 years of experience in Sales and Marketing and hotel operations. Keen eye for marketing partnerships and opportunities, articulating new messages and brand or product repositioning. Able to create strategies in order to produce lift and deliver top line revenues. Successfully coordinate efforts in sales, revenue management, sales force deployment, public relations and social media campaigns, marketing and advertising in order to produce lift. Global traveler, with strong industry relationships in North/South America and Europe. DOSM experienced in sales process, customer service and training. Strong interpersonal skills. Creative thinker.

SKILLS

• Budget development and management

• Creative and innovative

• Accomplished manager

• Strategic marketing

• Exceptional copywriter

• Corporate messaging

• Sales strategies

• Strategic thinker

• Marketing plan development

• Social media engagement

• Social media expert

• Positioning

• Sales training

• Industry analyst relations

• E-mail and direct mail marketing campaigns

WORK HISTORY

Director of Sales & Marketing, 06/2017 to Current

Delano South Beach – Miami Beach, FL

• Launch and reposition this iconic South Beach property following the merger between Morgan's Hotels and sbe.

• Structure and recruit a new sales force to deploy into the field for a hotel of 194 rooms and over 40M in top line revenue.

• Align sales, revenue management and marketing efforts to produce the necessary lift, with YOY room revenue increase of over 8%.

• Identify and pursue new opportunities for partnerships to gain market presence and relevance.

• Create departmental budgets, and coordinate sales deployment for Sales, Marketing and catering department.

• Implement marketing strategies to reposition the hotel and attract new demographics.

• Steady growth in every market segment year over year with an increase of 8% over last year numbers. Director of Sales & Marketing, 06/2015 to 03/2017

St. Regis Bahia Beach – Aventura, FL

• Preserved brand integrity by monitoring the consistency and quality of marketing content.

• Directed and coordinated marketing activities and policies to promote products and services.

• Directed the hiring, training and performance evaluations for marketing and sales staff and supervised their daily activities.

• Coordinated and participated in sales deployment to key markets and trade shows.

• Delivered banner year for the hotel in 2015 excelling in top line revenues.

• Repositioned hotel in the leisure and Consortia market, restructured business mix to create lift, and implemented new programs for niche markets.

• Implemented new property activations to drive revenue during the Zika crisis, increased visibility in all market segments, directed public relations and social media campaigns.

• Oversee conference services team in order to maximize top line revenues.

• Supervised a sales force of six sales associates. Developed quarterly and annual sales department budgets.

• Achieved revenue goals of over 22M in room revenue sales by creating optimal business mix, market presence and excellent solicitation efforts.

Director of Sales & Marketing, 07/2014 to 06/2015

NH Collection Eurobuilding – Madrid, Spain

• Re-launch and repositioned this Madrid classic hotel as flagship property for the new luxury brand of NH Hotels, following a 35M investment.

• Created new sales structure for the hotel with focus on all market segment Recruited and managed Sales team of 14 people, including Sales force, Conference Services, Revenue Management.

• Responsible for generating 35% revenue growth YOY for this 431room hotel with 35 meeting and banquet rooms.

• Coordinate sales outreach and events with Regional and Global Sales Force to reach new revenue goals.

• Create new pricing strategies based on new repositioning, and worked new distribution strategies via all channels.

• Spearhead new geographical market mix for the hotel, in order to gain new business and increased market share.

• Coordinated and implemented sales and marketing campaigns.

• Coordinated launch of new Food & Beverage outlets new hotel technology into the market.

• Launch of new executive floor.

• Create new Social Media presence for the hotel and manage content.

• Coordinate public relations campaign with Communications team. Area Director of Sales & Marketing, 09/2009 to 10/2013 Rosewood Hotels and Resorts

• Successfully repositioned and launched two iconic properties and reinserted them into the market place.

• Maintained highest RevPar indexes for both resorts, consistently exceeding 100%.

• Strong sales leadership with sophisticated sales approach to achieve the perfect business mix via sales and revenue management.

• Successfully manage all distribution channels with strong focus on corporate, group, transient, wholesale and on-line.

• Responsible for the overall performance of two top performing properties, Rosewood Little Dix Bay (British Virgin Islands) and Rosewood Tucker's Point (Bermuda), with a combined room inventory of 190 rooms and room revenues exceeding 28M, or total revenues exceeding 55M annually.

• Spearheaded and coordinated all communication and advertising campaigns and managed these relationships to ensure maximum visibility and return.

• Articulated key seasonal messages and managed distribution via all communication channels including PR, Social Media and advertising.

• Personal familiarity with key accounts in all distribution channels.

• Developed and implemented all Sales & Marketing strategies, distribution strategies, yield management and rate strategies.

• Managed and deployed sales team into key feeder markets, with focus on the Americas and Europe.

• Additionally oversee on-property Sales, Conference Services and Reservations team.

• Managed relationships and created strategies to effectively penetrate all upscale consortia accounts, such as Virtuoso, Signature, Andrew Harper's, Ensemble, American Express FH&R.

• Managed budgets for Sales & Marketing and consistently maintained control on Sales & Marketing expenses.

• Supervised contracting of all corporate, OTA and wholesale accounts and looked for further opportunities to increase performance and gain positioning.

• Additionally, closely supervised group and incentive sales strategies and solicitation for this segment. Director of Sales & Marketing, La Samanna, 12/2003 to 04/2009 Orient-Express Hotels (BELMOND) – New York

• Exceeded budget expectations consistently, with an average 5% room revenue increase, year over year.

• Developed all hotel Sales & Marketing strategies, resort image, collateral, public relations campaigns and sales deployment and successfully launched new villa product.

• Developed Europe and South America as well as key US States.

• Responsible for overall room sales performance of this high-end exclusive luxury resort.

• Developed strategic partnerships and created new marketing opportunities to increase hotel performance.

• Developed strategies tailored to each market segment.

• Responsible for hotel performance in order to reach yearly goals.

• Review and implementation of Marketing Plan, Sales & Marketing budgets and room revenue targets.

• Manage and maintain a full Sales & Marketing department and Revenue Management.

• Recruit, evaluate, and train Reservations, Revenue Management and Sales staff.

• Oversee revenue maximization from all distribution channels, including Tour Operators, groups and incentives, and consortia programs such as American Express FHR and Centurion, Signature and Virtuoso networks.

• Develop direct mail and advertising campaigns for La Samanna.

• Oversee sales deployment and carried out sales solicitation from key domestic and international markets.

• Developed quarterly and annual sales department budgets. PRIOR

Director of Sales North America, 04/2003 to 13/2003 Rocco Forte Hotels

• Based in New York, responsible for sales, promotions and positioning of the hotel collection within the North American market.

Associate Director of Sales, 04/2001 to 03/2003

Rosewood Hotels and Resorts – The Carlyle, New York

• Re-launched and repositioned this high-end luxury hotel by reasserting its presence in key market segments and assigned territories.

• Developed new corporate accounts and handled groups and entertainment industry sales. Created and developed partnerships with key international wholesaler accounts. Director of Sales, 12/1997 to 04/2001

Rosewood Caribbean Resorts

• Directed pre-opening effort for Martineau Bay in Puerto Rico in key feeder markets.

• Successfully carried out sales solicitation for Rosewood Little Dix Bay and Caneel Bay resorts.

• Leisure Markets, domestic and international.

LANGUAGES

Fluent in: English, Spanish, Italian, German, Portuguese and French EDUCATION

Bachelor of Arts: Social Sciences Political Science, 1990 University of Puerto Rico - Rio Piedras, PR

• Minor in Political Science

Certificate of German as a Second Language: German, 1991 Goethe Institut - Murnau, Germany

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