DENNIS M. HERNANDEZ

adthhm@r.postjobfree.com

**** ******* ****** ** #*

Washington D.C., 20009

Telephone: 805-***-****

https://www.linkedin.com/in/heyitsmedennis

STATEMENT OF QUALIFICATION

An accredited and accomplished sales & marketing innovative leader currently based in Washington, DC. As a veteran of destination sales and travel & tourism, my passion is rooted in hospitality, destination sales, wellness and entertaining the human spirit. I offer a knowledgeable and strategic approach to independent and global luxury brands. Pragmatic ecommerce strategist and communications director. Curator of innovative initiatives to drive trans local footprint and the best of in destination travel. Strategic harmonizer of community and collaborative initiatives while leading and developing an enthusiastic sales & catering team. Seeking an opportunity with an organization that welcomes initiative, commitment, positive results, focus + fun. Everlasting partnerships with public relations agencies and publications.

Executive Team, Coach & Mentor Strategic & Tactical Planning

Brand Culture Management Content Strategist + PR Mgmt.

Revenue Management Community Collaborations

Budget Accountability Data Mining

Hotel Pre-opening/Repositioning e-commerce Solutions

KIMPTON BANNEKER HOTEL, Washington DC (Franchise) 10/19- current

Director, Sales & Marketing (preopening/rename reposition)

Valor Hospitality Partnerships + Kemmons Wilson Hospitality

4.5 Star Boutique Luxury Brand Reposition (New Opening) $20M renovation Immediate market penetration to top ranking positions. Repositioning strategies to lead market in group, transient and B&C. Curator of dynamic sales leaders and community enthusiasts. Pre-opening leadership team and community liaison for partnerships and recruitment. Co-curator of winning multi-million-dollar marketing + business plan. Innovative concepts and partnerships! Content and programming curator and copy writer. Digital + Communications Director. 3rd party management. Regional support. Diversity and Inclusion practitioner. Keen sense of operations including F&B outlets. Service concept collaborator. Also, a selling + traveling DOSM contracting $1M+ group & event revenues. Member of IHG Luxury & Lifestyle Collection.

Forbes – Washington DC’s Most Stylish Rooftop Bar

AFAR – The Best New Things to Do in Washington, DC

RGI leader Rank 1 STR consecutively

Business Transient #1 Market revenue penetration A360

Exceeded rooms and catering/events revenues consistently for 1 year

ROAS 13:1 and Crossover goals achieved

THE FAIRFAX HOTEL EMBASSY ROW, Washington DC (Independent) 12/18 to 10/19

Assistant Director of Sales, Business Travel + Diplomatic

“Business Development Practitioner” responsible for Local, C-Suite Corporations, Diplomatic Sales & Partnerships ... Fostered key partnerships to aid in the repositioning of a newly renovated boutique luxury historic hotel on Embassy Row in Dupont Circle, Washington DC! Collaboration with Preferred Hotels & Resorts. 3rd party management Pyramid Hotels.

Business Transient #1 Market revenue penetration A360

PURE! MARKETING AGENCY, Washington DC 6/17 to 12/18

Owner/Founder

Strategic sales planning. Hotel sales budgets and business plans. Project management related to hospitality development, sales, marketing and promotions. Work closely with CVB’s and Tourism Bureaus. Event media/pr and partnership liaison. Interim/sales task force. Business

Sales + Operations Solutions practitioner... Canopy by Hilton Bethesda and George Town University Hotel and Conference Center. A veteran to the Upper-Upscale product and Urban Lifestyle hotel service concepts my strength is in product repositioning. Local Small Business development & social media and website creative direction.

Sales budget consultant for boutique hotels. (Independent brand concepts)

Brand & Business development.

Floral Shop partnership and marketing

Hospitality sales task force

CANOPY by Hilton WHARF HYATT HOUSE WHARF, Washington DC 10/16 to 6/17

Senior Director, Sales & Marketing

Lead pre-opening onsite sale, marketing, and communication strategies. Collaborate with ownership, HMC Concord Hospitality and Brand Commercial Directors. Community liaison and business development via Brand GSO collaborations and commercial standards. New dual brand concept in U.S. 1st Canopy by Hilton brand to open in U.S. working with brand managers on new brand standards and service concepts. Foster local neighborhood partnerships and activations. Establishing relationships with new occupants of The Wharfs

THE EMBASSY ROW HOTEL, Washington DC Rebrand 2/15 to 5/16

Director, Sales & Marketing

Strategic sales leader responsible for devising a new urban independent brand in hospitality. Repositioned a struggling hotel in Dupont Circle as one of USA Today’s 10 Best in the country in 2015.

Hiring, motivating, coaching, counseling and over-all mentor of reservations, revenue management, catering & events, room sales and all other top line revenue contributing departments

Community ambassador while immersing into our neighborhoods of Dupont Circle & Adams Morgan while foster key relations with key community leaders and politicians.

Key influencer and curator of service and operational standards to support the genre of current in-house guests (daily).

Curate seasonal programming with local artists, community influencers and multiple 501c organizations that activate our F&B outlets including our Rooftop Pool and Bar.

Develop sales and marketing business plans and forecast/budgets for top line revenue.

Assist the organization with on boarding of new properties joining our portfolio in urban markets nationally.

PURE! MARKETING AGENCY, Washington DC 8/14 to 1/15

Owner/Founder

Strategic sales planning. Hotel sales budgets and business plans. Project management related to hospitality development, sales, marketing and promotions. Work closely with CVB’s and Tourism Bureaus. Event media/pr and partnership liaison. Interim/sales task force. Business

Sales + Operations Solutions practitioner... Independent Hotel brands. I am an expert in the Upper-Upscale product and Urban Lifestyle hotel service concepts and product repositioning. Local Small Business development & social media

Sales budget consultant for boutique hotels. (Specialize in independent)

Brand & Business development.

Hospitality sales task force

CVENT, Washington, DC 08/13 to 08/14

Sales Executive, Strategic Accounts Global

e-RFP technology sales and presentations to senior management of global hotel brands. (IHG, Carlson Rezidor, Omni, Loews, Viceroy, Trump Hotels, Extended Stay America, Auberge, Disney, Hilton, Starwood, Best Western).

Analyze and develop strategic solutions for each brands group segments.

In-market presentation and training of technologies to enhance group business and event experiences at IHG, Loews and Omni annual leadership conferences.

eRFP, Data Mining and Analytic reporting solutions training at IHG, Omni, Carlson Rezidor and Loews leadership conferences.

Devise and manage successful million-dollar online group marketing campaigns.

Present a monthly executive summary on property, regional and global performances and ROI for each major brand.

Curate proposals and business development plans for global hospitality leaders and management companies.

PURE! MARKETING AGENCY, Washington DC/ Los Angeles, CA 07/12 to 07/13

Owner (www.puremarketingdc.com)

Strategic sales planning. Hotel sales budgets and reviews. Project management related to hospitality development, sales, marketing and promotions. Work closely with CVB’s and Tourism Bureaus. Event media/pr and partnership liaison. Hotels sales task force.

Produced & Managed Emmy award winner’s 50-city comedy and book tour.

Field promotions “idea man” for Warner Home Videos movie releases.

Field promotions “idea man” for ABC Family Channel.

Sales budget consultant for independent boutique hotels.

Hospitality brand curator.

Executive Producer, Autumn Lights LA, Co-Chair of Desert Aids Project annual Mid-Summer Dance Party.

Logo destination branding South Palm Springs / SoPS

ACE HOTEL & SWIM CLUB, Palm Springs, CA Reposition 08/10 to 06/12

Director, Sales & Marketing

Business development executive in charge of sales & marketing strategy for entire bohemian lifestyle luxury resort and spa. Senior business strategist. Executive committee in charge of sales & events and cultural engineer. $40M renovation.

Produced communal events to synergize our guests with local cultures.

Maintained RGI lead in marketplace for 16 consecutive months.

Introduced key marketing programs, which consistently increased YOY sales in all departments.

Recruited and developed sales, reservations and revenue management teams.

Brand development via travel agent relations, familiarization trips, and VIP liaison and community relations.

$500M valued media coverage.

Customer service improvement by 30%.

Project manager for additional meetings suites and capital improvements.

Development team for Ace Hotel & Theatre Los Angeles.

Amigo Room bar voted top 50 hotel bars in the world in Details Magazine 2011.

Co-chair, Desert Aids Projects annual Mid Summer Dance Party fundraiser.

Developed district brand of South Palm Springs called SoPS, Brand Ambassador.

STANDARD HOTEL, Downtown Los Angeles, CA Reposition 01/09 to 07/10

Director, Sales & Marketing

Business development executive in charge of sales & marketing strategy for the entire lifestyle urban resort with a very popular rooftop pool and nightlife scene. Senior business strategist. Executive committee member responsible for the successes of sales, events, culture and communications.

Devise and execute strategic sales and budget plans.

Restructured sales and catering teams.

Recruited and developed marketing, sales and cultural engineer teams.

Co-Chair, Downtown LA marketing business improvement marketing committee.

Senior liaison between sales/marketing and operations departments.

Manage all sponsorship relationships and contract services.

Exceeded 100% market share consecutively for 9 months.

100% sell out of guest rooms 10.4 percent of the year.

Exceeded more than $2M in other revenue source in 1 year.

Media coverage valued at more than $240M in 1 year.

Introduced key marketing programs, which consistently increased YOY sales in all departments.

Produce quarterly and annual revenue forecasts and budgets with revenue management teams.

Brand development, travel agent relations, familiarization trips, and VIP liaison and community relations.

COMCAST CABLE, Santa Maria, CA 11/06 to 03/08

Director, Sales & Marketing

Started here as a temp marketing coordinator and moved into the Sales Supervisor role with the company 3 months later then 6 months later promoted to director. Leading a team of residential field sales representatives and commercial & hospitality sales executives on all strategic sales schemes.

Sales & Marketing team recruitment.

Translate company vision to action plans and successes.

Create & develop marketing collateral for bi-lingual consumers and tradeshows.

Negotiate contracts and sponsorship fees for community events and holidays.

Senior liaison between sales/marketing and operations departments.

30-60-90-day forecasting and annual budgets.

B2C and B2B sales director and business development strategist.

THE HUNTLEY HOTEL, Santa Monica Beach, CA Reflag 03/02 to 05/04

Director of Sales/Marketing

Started as Director of entertainment sales and after 6 months promoted to Director

of Sales & Marketing. A Radisson the first year and I recommended we reflag as an

Independent hotel with Preferred Hotel Group. $25M renovation

Develop existing and solicit new business during the renovation stage and post.

Produce quarterly and annual revenue forecasts and budgets for brand and owner.

Reposition the 3-star hotel Radisson to a 4-star luxury product.

Assist with design and new service concepts for hotel and restaurant/bar.

Develop sales performance programs and incentives for all hotel departments.

Implementation of guest service procedures and follow up on all VIP requests.

Recruit and develop new sales, catering and reservation teams.

Increased ADR by $120.

SOFITEL HOTEL, Beverly Hills, CA Reposition 8/98 to 10/01

Director of Revenue Management

Started as Sales Manager and promoted to Director of revenue management interim DOSM and Director of Entertainment Sales.

IAN SCHRAGER HOTELS, MONDRIAN Los Angeles, CA 4/96 to 8/98

Senior Sales Manager/Entertainment Sales Director. Rebrand

#1 sales executive with Ian Schrager Hotels for 2 consecutive years.

Promoted to Associate Director of Sales for the Clift Hotel in SFO

Efficient Skills: Communication, Business Development, Talent recruitment, Marketing concepts and execution, PC & MAC, MS Office/Outlook, Delphi Enterprise, Opera, Cvent certified, Lanyon, hotelligence360, business plans, salesforce FDC, efficenter, FLOW sales budgets, motivational influencer, networking, monetizing business relationships. ecommerce, HOTSos. Profit sword, Leadership + Life Coaching, Wellness Certification

Contact this candidate