Results-Driven General Manager and Regional Sales Director

Charlette Salters ****************@*****.*** 214-***-****

Professional Summary

Results-driven General Manager and Regional Director of Sales with over 15 years of experience in the hospitality industry. Proven success in driving revenue growth, leading high-performance teams, and optimizing hotel operations. Expertise across a wide range of hotel brands including Hilton, Marriott, Sonesta, and Choice, with a strong track record in full-service, focused-service, and extended-stay properties. Adept at strategic planning, revenue management, customer relationship building, and staff development. Known for a proactive approach to problem-solving, a keen attention to detail, and a commitment to excellence. Excels in creating and executing sales strategies that exceed performance targets.

Core Competencies

• People Management, Sales Leadership & Team Development

• Revenue Generation & Profitability

• Strategic Planning & Execution

• Customer Relationship Management

• Budgeting & Expense Control

• Operational Efficiency

• Brand Marketing & Positioning

• Market Analysis & Competitive Intelligence

• Revenue Management (RevPAR, GOP, ADR)

• Training & Performance Management

• Hospitality Technology

• Digital Marketing & SEO Strategy

• Contract Negotiation & Account Management

Professional Experience

• Regional Director of Sales (Ascent Hospitality) (INDIANA) (Jan 2025) o Developed and implemented sales strategies

o Prepared operational and financial sales department reports o Oversaw the management, learning, and career development of the sales team o Directly coordinated cross-selling and joint marketing initiatives to maximize exposure and profitability o Maintained and promoted a teamwork environment with effective and clear communication amongst co- workers through positive leadership

o Provided pricing and guidance recommendations to sales staff, review and approve any special corporate negotiated rates

o Developed a working knowledge of the operations of the hotel, including food and beverage, guest services, reservations

o Developed a complete knowledge and ensure adherence to company sales policies and SOPs o Drive customer loyalty to grow share of the account by delivering service excellence throughout each customer experience

o Provided guidance for RFP Season Annually to National Sales with the help from GM and/or Regional DOS

& National Sales

o Ensured all pertinent aspects of solicitation, closing, and customer communications are complete and documented for the team

o Identified and pursue new and repeat business through prospecting calls, visits, site tours, lunches, and networking events

o Developed and maintain market awareness to ensure ability to predict revenue opportunities and set proactive strategies

Charlette Salters ****************@*****.*** 214-***-**** o Analyzed sales and revenue management reports to identify trends and future demand opportunities Monitored pricing, MAR and other minimums to ensure pricing is within an acceptable range based on available inventory, current sales/revenue strategies and market demand o Participated in forecasting for revenue and expenses o Conducted ongoing competitor price and product analysis to ensure proper rate positioning and product offering relative to competition

o Conducted weekly and monthly share analysis for measurement of hotels market performance versus competition and implements strategies accordingly in conjunction with the Director of Sales, Regional Director of Revenue Management, GM

o Recommended and implemented new sales programs at the hotel and accurately track ROI o Initiated collateral and online marketing efforts to include all printed sales collateral, direct mail, discount promotions, e-mail marketing, website presence and tracks ROI on all advertising and marketing spend o Prepared annual marketing/business and budget plans o Set and monitored team member goals including weekly sales activities, room night and revenue goals monthly, quarterly, yearly.

Dual General Manager / Opening General Manager/Regional Director of Sales Hospitality Industries May 2020 – February 2025

• Opening General Manager: Established operational policies, procedures, and budgets for new properties. o Recruited, hired, and trained professional staff across all departments. o Collaborated with the Sales department to develop strategies for revenue generation and occupancy growth.

o Ensured compliance with brand standards and worked with vendors, contractors, architects, and suppliers to ensure successful openings.

o Acted as the public relations spokesperson for the property.

• Dual General Manager: Managed operations, sales, and guest satisfaction for multiple high-volume properties.

o Led cross-functional teams, fostering a positive work culture while achieving key performance metrics (GOP, RevPAR, etc.).

o Implemented brand standards and service strategies to enhance guest experiences. o Spearheaded cost control measures, labor management, and budget performance to achieve financial goals.

o Developed and executed sales and marketing strategies in collaboration with local sales teams, boosting occupancy, ADR, and market share.

o Managed key accounts and community relationships to enhance brand visibility and drive local business.

o Consistently exceeded financial targets, emphasizing long-term revenue growth and operational excellence.

Regional Director of Sales Various Properties

• Directed sales teams across multiple properties, implementing targeted sales initiatives and local market strategies.

o Managed the RFP process, negotiated contracts, and established long-term relationships with corporate and group clients.

o Developed strategic marketing plans to increase occupancy, RevPAR, and ADR while optimizing extended-stay business.

o Partnered with General Managers to ensure alignment between sales goals and operational performance.

o Achieved significant growth in RevPAR index and occupancy, consistently outperforming revenue targets.

Charlette Salters ****************@*****.*** 214-***-**** o Strengthened brand presence through digital marketing campaigns and community engagement. Regional Director of Sales Stonebridge Hospitality Industries Sept 2010 – May 2020

(Hilton, Marriott, Sonesta, and more Multiple locations across TX, OH, WA, FL, TN, CA, CO)

• Managed sales operations across multiple properties, leading sales teams to achieve and exceed revenue goals.

o Increased market share by 14% and improved guest satisfaction by 41% year over year. o Implemented pricing strategies and optimized sales funnels to maximize profitability and increase RevPAR.

o Conducted competitive analysis and market research to maintain an edge over competitors. o Represented the company at industry events and fostered strong community ties. o Led recruitment, training, and development of sales professionals, contributing to high employee retention and satisfaction.

Hospitality Marketing Director Sysco June 2001 – Sept 2010

• Promoted Sysco’s products and services to hotels and multi-unit locations, driving sales and customer success.

o Established and maintained relationships with key accounts, ensuring optimal product use and satisfaction.

o Executed promotional campaigns and participated in industry events to enhance brand exposure. o Provided strategic guidance on product offerings, helping clients achieve their sales and profit goals.

o Monitored customer feedback, managed accounts receivable, and resolved issues to ensure positive customer experiences.

Education Associate's Degree Southern Bible Institute Technical Skills

• Property Management Systems (PMS): Opera, OnQ, Marsha, Fosse, PEP

• Sales & CRM Tools: Salesforce, Hotelligence, Microsoft Dynamics, Delphi

• Digital Marketing & Analytics: Google Analytics, SEO, Email Campaigns

• Microsoft Office Suite: Excel, Word, PowerPoint, Outlook

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