Sales Manager

Lisa Ashmore

**** ***** ****, ***********, ***** 76034 • *************@*****.*** • (817) 710 - 9723

General Manager - Director of Sales & Marketing - Consultant

Accomplished General Manager/Director of Sales & Marketing with 16+ years’ experience in the hospitality industry. Verifiable year-over-year success achieving revenue, profit and market growth objectives amid industry ups and downs. Recognized by company leadership and peers as a intelligent, industrious, tenacious, and decisive leader and visionary. Proven track record in retaining customers and attracting great employee talent.

Core Competencies

• Strategic Hotel Leadership • People Development & Training

• Owner Relationship Management • Pre-Opening/Opening Experience

• Budget & Financial Planning • Hospitality Consulting

• Sales & Revenue Generation • In-depth knowledge of PCI, Payment Card Industry Compliance

Notable Career Highlights

• Operational leadership role including multimillion dollar P&L management.

• As Director of Sales & Marketing led a team from 2000-2006 that generated 17 million in group sales, 12 million in group food and beverage, 4 million in room rental, 1.5 million in audio visual.

• Developed the NFL market and over 8 years booked 17 NFL teams opening the door for the hotel to be part of the official 2011 Super Bowl block.

• As General Manager led housekeeping program that increased scores to number 1 in the company for the second half of 2008. Ranked in the top 6% of all Marriott’s in North American in 2008.

• Reduced operating cost by 33.5% for 2008 and 26.8 % in 2007.

• Red Coat Program ranked top 10% of Marriott’s consistently in 2008.

• 2007 Ranked #6 Overall Restaurant Dining Experience for all Marriott’s.

• 2007 Ranked #5 Quality of Food Meetings & Events for all Marriott’s.

• Successfully led Heartland through the payment gateway certification for the largest Property Management System, PMS provider in the hotel industry, Micros Opera.

• Negotiated preferred vendor status for Heartland Payment Systems with Vantage Hospitality Group Inc., Vantage is among the top 10 hotel franchisors based on the number of hotels in its system, with over 1,200 properties worldwide.

Professional Experience

Everest Hospitality 2015–2016

CONSULTANT

Contract work to increase business by developing new sales channels and creating sales opportunities for the companies multiple lodging locations. Worked with management and ownership to create methods and systems for increasing and optimizing revenue using online solutions.

•Responsible for forming sales channels working with the sales team to strategically target commercial businesses that are in the local area.

•Contributed to field sales by developing and delivering sales strategies for opportunities to increase the commercial portion of the revenue mix.

•Created a revenue optimization strategy that maximized revenue based on competitive set.

Lisa Ashmore – Page 2

1721 Glade Road, Colleyville, Texas 76034 • *************@*****.*** • (817) 710 - 9723

General Manager - Director of Sales & Marketing - Consultant

Professional Experience - Continued

Heartland Payment Systems, Plano, Texas 2010–2015

SR. VERTICAL STRATEGY MANAGER – LODGING

Selected to develop the business strategy for the Lodging vertical market based on an in-depth understanding of the lodging industry derived through years of experience.

•Developed detailed competitive analysis, including segmentation, sizing, growth, competitive strengths and weakness to ensure Heartland’s position as the market leader in lodging.

•Responsible for forming senior level alliances with the American Hotel & Lodging Association, Asian American Hotel Owners Association, and key lodging suppliers.

•Contributed to field sales by developing and delivering lodging training programs.

•Identified ancillary products to strengthen Heartland’s value proposition.

•Provided in-depth knowledge of PCI, Payment Card Industry Compliance standards for the lodging industry.

NYLO Hotel Dallas/Las Colinas, Irving, Texas 2008–2009

OPENING GENERAL MANAGER

Recruited to direct all aspects of pre-opening and opening phase of a 200-rooms, boutique property with 4,000 square-foot banquet space and 70 employees.

•Successfully met deadline to open new property.

•Developed procedures, service standards and operational policies for new brand.

•Recruited and trained talented seasoned opening team.

•Provided direct leadership and cross-functional support regarding daily business operations.

•Direct P&L oversight for the hotel operations and management.

NYLO Hotel Dallas/Las Colinas, Irving, TX 2008–2009

PRE-OPENING DIRECTOR OF SALES & MARKETING

Recruited to direct all aspects of pre-opening sales and marketing for a new unbranded hotel in a highly competitive market.

•Developed sales collateral, marketing plan, pricing strategy, and budget.

•Recruited and hired sales and catering team.

•Created competitive set analysis and developed target account list.

•Managed booking engine, GDS, 3rd party channels, call center relationship, implementation and training of property management system, PMS.

•Successful RPF negotiations in pre-sales phase resulting in acceptance into 4th quarter travel programs at a time when companies were downsizing hotel programs i.e. Microsoft, Oracle, Nokia, Accenture.

•Awarded 5-year contact with Alaska Airlines.

•Managed media advertising program with local and national PR firm positioning NYLO as a frontrunner in Lifestyle Boutique Hotels.

•Built relationship with American Airlines and directly benefited by receiving $30k worth of free editorial/advertising in America Way magazine.

•Partnered with American Airlines to host top 20 travel agencies from Mexico/Caribbean.

•Approved hotel by American Airlines for distressed passengers producing thousands of dollars in revenue within the first few months of opening.

Lisa Ashmore – Page 3

1721 Glade Road, Colleyville, Texas 76034 • *************@*****.*** • (817) 710 - 9723

General Manager - Director of Sales & Marketing - Consultant

Professional Experience – Continued

Dallas Marriott Las Colinas, Irving, Texas 2006–2008

GENERAL MANAGER

Managed the overall operations of a 364-rooms full service Marriott property with 22,000-square-foot banquet space, 135 employees, and $20 million in annual revenues.

•Developed strong General Manager led program moving housekeeping scores to number 1 in the company for 2008.

•Ranked in the top 6% of all Marriott's in North America.

•Retained tenured staff of upper level managers by earning their respect while Director of Sales and carrying them with me as General Manager.

•Increased annual Marriott Q&A score from 89 to 91 in 2007.

•Reduced operating cost by 33.5% for 2008 and 26.8% in 2007.

•Ranked as high as top 10% of Marriott's in North America in overall customer satisfaction.

Dallas Marriott Las Colinas, Irving, Texas 2000–2006

DIRECTOR OF SALES & MARKETING

Implemented sales and marketing strategies for newly opened property in prestigious Las Colinas.

•2001-2006 Lead a sales team that generated 17 million in group rooms, 12 million in food and beverage, 4 million in meeting room rental, 1.5 million in audio visual.

•Managed the negotiated business travel segment for six years generating 21 million in revenue.

•Maintained REV PAR index.

•Leader in ADR every year in the competitive set of hotels.

•Developed NFL market segment booking 17 teams over the years.

•Secured definite contract to be part of the 2011 Super Bowl official block of hotels.

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