Lawrence R. Tsoumas

Executive Profile

*** **** *******, ***** *******, CA 93101

Cell: 805-***-**** acggrc@r.postjobfree.com

Visionary, results-producing sales and marketing director offering distinguished career in developing and implementing marketing strategies that create visibility and produce revenue in the world's top luxury hotels. Proven track record of continuous growth designing and leading innovative and successful market-specific plans, strategies and tactics. Ambitious motivator adept at inspiring teams to execute projects, garner market share and expand markets. Decisive leader with repeated success in facilitating impressive turnarounds by taking on teams, ascertaining strengths and weaknesses and setting and attaining short- and long-term goals.

Experience and Accomplishments

Director of Marketing

September 2012 to Current

Four Seasons Santa Barbara – The Biltmore Santa Barbara, CA

Oversee all aspects of the sales, marketing, public relations, catering, conference services, reservations and revenue departments that generate over $55 million in annual business revenues for top-rated luxury hotel and brand. Outstrip local and state competition by creating new roads and implementing innovative strategies, including global distribution system advertising. Spearhead 20-member team and drive initiatives generating revenue-producing clients from leisure and corporate segments for historic hotel.

Led remarkable turnaround by taking over sharply declining market performer in 2012 to producing positive growth in 2013 and continued success in 2014.

Achieved 13% RevPar gain in 2014 through a combination of strategic planning, structure change and market targeting. Significantly outperformed the local and state competitive set in 2013 and 2014

Exceeded overall sales goal by $2M in 2013 and 2014 forecasted to be record breaking year. Multiplied results tenfold by changing mix of business and strategic segment planning.

Increased sales and wedding bookings by generating 400 million social media impressions in hosting The Bachelor wedding in January 2014.

Director of Sales and Marketing

January 2011 to March 2012 (with company for a total of 9 years)

Swissotel Chicago Chicago, IL

Returned as Director of Sales and Marketing of 630-room hotel after previous 7 years of progressive management experience with Swissotel in key cities. Led team of 29 in strategic sales efforts, including as stacking group business patterns. Successfully facilitated sales during extensive renovation period.

Grew group business from 80,000 to 100,000 room nights.

Exceeded group cross over goal by third quarter and broke ahead of pace by 10,000 room nights.

Director of Sales and Marketing

June 2009 to December 2010

Sofitel Chicago Water Tower Chicago, IL

Led a crucial and complete turnaround within competitive set through strategic sales plans, aggressive marketing, reader boards and public relations. Revamped sales and catering structure and procedures to increase sales efficiency. Coached and measured sales team to achieve production and prospecting numbers. Provided necessary tools, sales training and support to execute mission-critical sales plans.Rebuilt depleted sales team.

Propelled hotel from 89% to 104% sales performance and exceeded revenue goals by over $2M. Recognized by Travel and Leisure magazine as top 50 hotels in 2010.

Director of Sales and Marketing

October 2007 to April 2009

Mandarin Oriental Boston Boston, MA

Launched opening and market positioning of top luxury hotel in competitive market place through strategic

public relations, marketing, direct sales and Internet efforts by coordinating with corporate offices, local ownership and outside vendors. Stayed ahead of competition through total team involvement in providing punctual feedback on strategies and performance to implement new revenue ideas.

Attained 165% market penetration in Average Daily Rate - established as rate leader in Boston.

Garnered top press placements, including CondeNaste Traveler Hot List and cover of American Spa

Magazine in 2009.Top rated hotel in Boston by Travel and Leisure

Director of Sales and Marketing

November 2002 to December 2006

The Peninsula Chicago Chicago, IL

Directed successful strategic marketing and public relations tactics that attained market share and established brand awareness and strong reputation for new hotel. Developed new market segments and revenue streams in spa, food and beverage areas. Exceeded all financial, room night revenue and ADR goals every year during tenure by molding sales force.

Mobil five star rating and AAA five diamond award every year. Zagat No.1 rated hotel in North America from 2004-2007.

CondeNaste magazine's No. 1 hotel in North America in 2007.

Travel and Leisure's No. 1 hotel overall in 2004 and No.1 business hotel for 2007.

Director of Sales and Marketing

May 2001 to October 2002

The Ritz Carlton Amelia Island, FL

Transcended STAR competitive set with a RevPar market share of 140%. Marketed the resort as a golf destination, adding $1.2 million to bottom line.

Increased group booking pace by 3500 room nights

Director of Sales and Marketing

October 1999 to April 2001

Swissotel Watergate, Washington DC

Oversaw public relations placements in The Today Show, Good Morning America, CNN, The Washington Post, The New York Times and USA Today.

Boosted group booking pace over 223% in 2000.

Achieved RevPar growth by 18% in 2000, and 24% by first quarter of 2001.

Swissotel Associate Director of Sales September 1998 to October 1999 Boston, MA

Led team of 4 in group and catering sales, increasing revenue by 34% during tenure. Augmented account base from 45 to 195 accounts.

Swissotel - Senior Sales Manager/Director of Global Accounts

September 1994 to September 1998 Chicago, IL

Only director to exceed targeted goals for groups and corporate accounts achieving 180-240% of sales quotas. Top producer out of 15 global account directors, expanding account base 8 fold.

Top sales manager out of 40 property based managers in the North America.

Education

Bachelor of Science in Hotel and Restaurant Management University of Wisconsin - Stout

Affiliations

TBID Advisory Board, Visit Santa Barbara Board of Directors - Elings Park

Board, C.A.R.E. 4 Paws

MPI, NBTA, ACTE, ILTM and FICP

Marathon runner, Santa Barbara, San Diego, Chicago, Seaside, Wine Run, San Francisco

Director of Sales and Marketing

October 1999 to April 2001

Swissotel Watergate, Washington DC

Oversaw public relations placements in The Today Show, Good Morning America, CNN, The Washington Post, The New York Times and USA Today.

Boosted group booking pace over 223% in 2000.

Achieved RevPar growth by 18% in 2000, and 24% by first quarter of 2001.

Swissotel Associate Director of Sales September 1998 to October 1999 Boston, MA

Led a team of 4 in group and catering sales, increasing revenue by 34% during tenure. Augmented account base from 45 to 195 accounts.

Swissotel - Senior Sales Manager/Director of Global Accounts

September 1994 to September 1998 Chicago, IL

Only director to exceed targeted goals for groups and individuals, achieving 180-240% of sales quotas. Top producer out of 15 global account directors, expanding account base 8 fold.

Top sales manager out of 40 property based managers in the North America.

Education

Bachelor of Science in Hotel and Restaurant Management University of Wisconsin - Stout

Affiliations

TBID Advisory Board, Visit Santa Barbara Board of Directors - Elings Park

Board, C.A.R.E. 4 Paws

MPI, NBTA, ACTE, ILTM and FICP

Marathon runner, Santa Barbara, San Diego, Chicago, Seaside, Wine Run, San Francisco

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