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Sales Manager

Bloomfield, NJ
February 23, 2020

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JUAN R. VICIOSO, JR. 201-***-**** 165 Bay Avenue Bloomfield, NJ 07003

CAREER SUMMARY: Over twenty years of sales leadership experience in the hotel and event management industry. Comprehensive knowledge in hospitality sales and operations. An innovative, knowledgeable and results-driven sales leader. Experience in developing marketing sales plans. Proven track record of exceeding team and individual sales goals. Comprehensive knowledge of daily, monthly and yearly sales forecast. Exceptional ability to develop and foster client and team relationships.


03/17 – Present The Heldrich, Director of Sales and Marketing New Brunswick, NJ

Direct all sales, catering and marketing efforts for a 235 room and 25,000 square foot boutique hotel

Supervise and train a staff of 10 sales and catering managers

Manage sales and revenue team efforts in order to achieve top line revenue goals

Develop annual marketing plan and assist in creating the operational budget

Generate hotel sales of $20 million and oversee planning, sales production, administration, account management, and all marketing functions

Responsible for developing multiple types of marketing materials to assist with promotions

Manage website content and email marketing efforts

Implement sales strategies for target markets

06/09 – 03/17 WESTIN TIMES SQUARE HOTEL, Associate Director, Catering Sales New York, NY

2014 Starwood Hotels Sales Team of the Year & Four as One Team of Year

Responsible for individual annual sales goal of $2.6 million, achieved $3.5 million of sales goal (131%)

Increased new business development and total account penetration by 125%($600,000)

Increased room rental revenue by 150%. Total room rental revenue of $425,000

Audio Visual revenue increased by 160%. AV revenue finished at $825,000

Assisted the development of the catering sales team, develop market segments and negotiate contracts for the $8 million catering sales department

Creation of quarterly and monthly marketing promotions to increase business

Recruit, interview and mentor new team members

MPSI/ISAC Champion. Increased meeting planner satisfactory index score (MPSI)

Develop and create menus and client tastings

2014, 2012, 2010 and 2008 Starwood Platinum Incentive Winner

Starwood Metro Market Account Management, Sales

Responsible for annual sales goal of $2.4 million, achieved 120% of sales goal

Achieved new business development goal of 110%

Sold 8 hotels including W Hotels, Sheraton and Westin in New York City and New Jersey

Director of Convention Services

Managed $18 million in group and catering revenue

Increased check average for reception and dinners by 20%

Increased room rental and audio visual revenue

Manage and develop a team of seven catering and convention services event managers

Responsible for menu development and pricing

Highest Meeting Planner Index score of New York Starwood Properties

Develop departmental standard operating procedures

Nominated Starwood Hotels Team of the Year

Assistant Director of Catering Sales

Annual sales of $2.5 million in a 864 room hotel with 36,000 square feet of event space

Achieved 125% of target markets and increased average check by 25%

Developed market segments, solicit new customers, negotiate contracts and monitor relationship with clients

Focus on increasing audio visual and room rental pricing

Attend daily DBR, BEO, Operations, and weekly Department Head meetings

Daily client entertainment and office visits to increase sales

Redesigned banquet and wedding menus

Increase sales by creating seasonal client promotions

Training of Banquet and Housemen Departments to increase service standards

2010 Starwood Platinum Incentive Winner


01/09 – 06/09 THE WORLD BANK CONFERENCE CENTER, General Manager Washington, DC

Generated $20 million in sales for a 125,000 square foot conference center

Directed a team of 14 sales planners and 4 coordinators

Executive Committee Member

Supervised housemen, audio visual and culinary departments

Responsible for creating all standard operating procedures

Responsible for the hiring and training of all staff

01/06 – 01/09 W NEW YORK HOTEL, Director of Catering and Conference Services New York, NY

*2008 Starwood Hotels Team of the Year

Responsible for a $15 million catering and group budget

Surpassed revenue budget by over $2 million

Department achieved 125% of sales goals

Catering department achieved a rating of 4.6 net of 5.0 Meeting Planning Index

Executive Committee Member

Worked with Chef and Director of Food and Beverage to redesign banquet and wedding menus

Increased social catering business by 25%

Achieved 125% of the competitive hotel’s market segment

Responsible for weekly, monthly, and yearly budget and revenue forecasts

2008 and 2010 Starwood Platinum Incentive Winner

8/04 – 12/05 PIER SIXTY/THE LIGHTHOUSE EVENT CENTER, Director of Operations Chelsea Piers, NY

Responsible for the overall operation of a $40 million catering event facility with 35,000 square feet of event space plus 2 acres outdoor event space

Managed three departments; engineering, event services, and facilities

Executive Committee Member

Directly responsible for the payroll, forecasting and budget of three departments

Responsible for the hiring and development of six managers and fifty employees

Assisted the General Manager with the monthly and annual department forecast

2/00 – 8/04 RONALD REAGAN BUILDING & CONFERENCE CENTER, Director of Events Washington, DC

Responsible for the oversight and planning of events in a 70,000 square foot, state-of-the-art conference facility generating $25 million in food and beverage revenue per year

Directed a six person department responsible for the production and planning of all events

Responsible for the hiring and development of new sales and event planning staff

Assisted Vice President of Catering and Events on monthly and yearly budgets and operations goals

5/99 – 2/00 DOUBLETREE HOTEL, Director, Catering Sales and Conference Services Crystal City, VA

7/98 – 5/99 GES EXPOSITION SERVICES, Senior Account Executive Landover, MD

8/95 - 7/98 THE CAPITAL HILTON, Assistant Director of Meetings and Conventions Washington, DC

5/91 - 8/95 THE WALDORF=ASTORIA, F&B Manager and Convention Service Manager New York, NY


Bachelor of Science, Hotel/Restaurant Management

SKILLS: Proficient in Microsoft Office, Delphi, Abacus, ISAC and Meeting Matrix

Bilingual: English and Spanish

AWARDS: Catering & Convention Services Starwood NAD Team of the Year

Nominee for Leader of the Year Starwood NAD

2008 Starwood MPSI Award

2008, 2010, 2012 and 2014 Starwood Platinum Incentive Winner

TRAINING: Leading Starwood Certification, ISAC, Delphi, Starwood Director of Catering and Conference Services

Certified Training, Certified Meeting Professional (CMP)

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