Maria Elena Armenta

SALES & MARKETING EXECUTIVE

EXECUTIVE SUMMARY

Highly motivated, results-driven Senior Sales and Marketing professional with extensive experience in the hospitality industry. Proven track record of streamlining operations, improving productivity, and enhancing market share. Able to jump-start new operations, build brand identities for existing properties, promote customer service excellence, and generate significant sources of new revenue. Effective team leader who is committed to the old-school values of loyalty, honesty, hard work, and respect for others.

CORE COMPETENCIES

• Sales and marketing • International markets • Marketing and media plans

• Hotels and Resorts • PR and advertising agencies • Collateral materials

• Advertising • Rate strategies • Social media, e-commerce

• Supervision and training • Revenue management • Website development

PROFESSIONAL EXPERIENCE

COMPLEX DIRECTOR OF SALES & MARKETING (2021 to Present)

SLS Hotels & Resorts – Miami, Florida

• Responsible for all Sales and Marketing, PR, Social Media efforts for three hotels: SLS Brickell, SLS LUX Brickell and Hyde Midtown.

• Manage a team of 7 experienced and successful sales and catering team.

• Develop, maintain and implement strategies/plans to generate new revenue for all three hotels and it’s different outlets.

• Promote high visibility through active involvement with local community & industry associations.

DIRECTOR OF SALES & MARKETING (2018 – 2021)

Mahekal Beach Resort – Playa del Carmen, Mexico

• Responsible for the operations of the Sales and Marketing, PR, Revenue Management, and reservations departments.

• Responsible for overall revenue from all markets (US, Europe, Mexico and LATAM)

• Prepare monthly, quarterly and yearly reports.

• Ensure company’s mission, vision, values are implemented and followed through.

ACCOUNT DIRECTOR, GROUP (2016 – 2018)

The Westin La Paloma Resort & Spa – Tucson, Arizona

• Responsible for all group business from the Southeast of the US – all markets.

• Responsible for all leisure accounts – consortia, luxury travel agencies, wholesale/receptive tour operators.

REGIONAL DIRECTOR, FLORIDA AND CARIBBEAN ISLANDS (2014–2016)

Preferred Hotel Group, Miami, Florida

• Hand selected to support this fast-growing family company provide unparalleled service, a consistent commitment to excellence, and innovative business solutions.

• Retained members and helped develop new accounts without competing against existing partners.

• Grew my portfolio or 36 properties to 42 in 2 years within the state of Florida and the Caribbean Islands.

DIRECTOR OF SALES AND MARKETING (2012–2014)

NIZUC Resort & Spa, Punta Nizuc, Cancun, Mexico

• Part of the pre-opening team. Responsible for positioning the resort on all Luxury Travel Programs.

• Handpicked a highly effective sales team, including sales managers, PR manager, catering manager, revenue manager, and reservation agents.

• Maximized customer satisfaction and revenue goals by developing and implementing effective sales and marketing strategies for national and international accounts.

• Instituted high standards for the sales team, and developed innovative training programs that emphasized the importance of customer service and going beyond the expected.

• Negotiated cost-effective contracts with wholesalers, sales partners, and consortia; set rates and maximized revenue on group contracts.

• Rapidly learned how to operate in the Mexican market with its complex business climate.

DIRECTOR OF LEISURE SALES (2010–2012)

Fiesta Americana Grand Coral Beach Cancun Resort and Spa, Cancun, Mexico

• Generated 74% of the total room budget through leisure, consortia (Virtuoso, Signature, Ensemble), leisure high-end travel agencies, and wholesale accounts.

• Developed and implemented a loyalty program for travel agencies that increased sales by 10%.

• Brought new blood to the hotel and helped change the culture to generate new business.

• Implemented dynamic, creative sales tactics that improved sales in the leisure market 54% in one year.

CONSULTANT (2009–2010)

Maximum Hospitality, LLC, Miami Beach, Florida

• ONE Bal Harbour Resort and Spa, Bal Harbour, Florida (9/2009–2/2010)—Built a sales department for this property. Set up revenue management processes and procedures. Developed a website, and created a beach club.

• Sagamore Hotel, Miami Beach, Florida (1/2007–4/2007)—Managed the complete renovation and update of the hotel, including rooms, lobby, and meeting spaces. Helped the owner select designs and colors. Rebranded the property to increase brand recognition.

• Bryant Park, New York, New York (9/2006–4/2007)—Injected innovative design ideas into the hotel, giving the venue a new brand identity. Hired staff, improved the website, and made profitable changes to the restaurant. Created a movie preview room and modernized other facilities.

• The Andrew Hotel, Great Neck, Long Island, New York (9/2006–4/2007)—Brought fresh ideas to a very conservative, Orthodox Jewish hotel that successfully grew revenue. Better utilized meeting rooms as event venues. Created a website and e-commerce presence.

GENERAL MANAGER / DIRECTOR OF SALES AND MARKETING (2007–2009)

Hotel de Soleil South Beach (formerly Regent South Beach), Miami Beach, Florida

• Managed the daily operations of this 80 all-suite condo hotel – reported directly to ownership.

• Increased occupancy and ADR by 20%, and decreased overall costs by 15%.

• Developed a new marketing strategy for the resort by analyzing market trends and creating sales strategies to capture the maximum revenue from regional, national and international accounts.

REGIONAL DIRECTOR OF SALES (2000–2006)

Morgans Hotel Group, The Delano and The Shore Club, Miami Beach, Florida

• Maximized customer satisfaction and revenue goals by developing and implementing sales and marketing strategies for large accounts.

• Consistently achieved more than 100% of sales goals.

• Led the preopening of The Shore Club, soliciting and converting group business in all market segments.

• Recognized with numerous awards, including

– Best Director, October 2005—Nominated by colleagues for achieving sales goals.

– Sales Manager, 2005—Chosen by the Morgans Hotel Group for doubling sales goals.

– Manager of the Quarter, 2004—Finished the year at 165% of sales goal.

PROPERTY MANAGER / LEASING AGENT (1997–2000)

Philips International Holding Corporation, New York, New York

Administered leases for residential and commercial properties. Conducted due diligence when acquiring new properties. Managed insurance, leasing contracts, and tenant/landlord litigations.

• Co-directed the corporate team for Philips Hotel Group’s three properties—The Andrew (Long Island), Bryant Park (New York), and The Shore Club (Miami Beach).

EDUCATION

BACHELOR OF SCIENCE, INTERNATIONAL BUSINESS (1999)

New York University, New York, New York

• Graduated with honors—GPA 3.7/4.0

INTERNATIONAL UNDERGRADUATE STUDIES (1996–1997)

Universidad de las Americas, Mexico City, Mexico

• Completed a year and a half of undergraduate studies toward a degree in international business, maintaining a GPA of 3.9/4.0

PROFESSIONAL DEVELOPMENT

• Mastering Sales Productivity, Master Connections (2003 and 2005)

OTHER SKILLS

• Computers—Proficient in Windows, MS Word, Excel, PowerPoint, Outlook, Delphi, and Opera.

• Languages—Bilingual in English and Spanish.

60 SW 13th Street, Apt. 4214

Miami, FL 33130

Mobile: 786-***-****

adz1h2@r.postjobfree.com

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