Sarah C. Johnson
Ballwin
Summary
Experienced with strategic sales planning, dynamic marketing strategies, and team leadership. Utilizes comprehensive market analysis to drive revenue and brand recognition. Track record of fostering team collaboration and achieving measurable success in competitive markets.
Overview
12
12
years of professional experience
Work History
Director of Sales & Marketing
Westin St. Louis
11.2023 - Current
- Direct the solicitation efforts of the sales staff through effective oral and written communication while overseeing rate, date and space commitments for group room sales within the hotel.
- Ensure training programs are conducted regularly standards of performance are met. Give guidance and counsel staff toward improvement.
- Compile annual and monthly forecast, lead management system, group booking pace report, star reports and sales meeting minutes.
- Coordinate ongoing research of the travel industry to detect market trends and related information for development of new marketing strategies. Make reasonable recommendations to improve potential from various markets.
- Prepare annual business plan and execute plans as outlined, critically examining and adjusting as deemed necessary by current market conditions.
- Attend scheduled sales department, executive committee, and related meetings.
- Knowledge of travel industry, current market trends and economic factors.
- Direct and manage all group, transient, and catering/banquet sales activities to maximize revenue for the hotel.
- Prepare, strategic sales plan, monthly reports, annual goals, sales budget, forecasts and other reports as directed/required.
- Develop rates, group sales and catering deployment strategies through review of competitive data, demand analysis and mix management.
Director of Sales and Marketing
AC Hotel Chesterfield - Opened March, 29th, 2022
01.2022 - 11.2023
- Develop and implement sales strategies to grow the hotel's customer base and increase revenue.
- Build and maintain relationships with potential clients, including corporate clients, event planners, and travel agencies.
- Collaborate with other departments, to ensure a cohesive approach to sales and service.
- Analyze market trends, identify new markets and opportunities, and create plans to capitalize on them.
- Create and maintain sales reports to track performance and progress toward goals.
- Manage the hotel's pricing strategy and negotiate contracts with clients to ensure maximum profitability.
- Provide exceptional customer service to clients and address their needs and concerns in a timely and professional manner.
Director of Sales and Marketing
Charles F. Knight Executive Education & Conference Center
06.2019 - 10.2021
- Assisted with transition of Conference Center from Aramark to Flik Hospitality
- Liaison between Conference Center and the Office of the Dean of the Olin School of Business
- Responsible for creating annual sales and marketing budget as well as team member booking goals and activities
- Produce weekly, monthly and90 day forecast for group rooms, and banquet food & beverage
- Prepare quarterly business review documents to be reviewed with management, and Olin School of Business
- Active in getting conference center on the OTAs which has grown the hotel rooms sold by an average of $11,000 in incremental revenue per month
- Created marketing plan focused on the immediate need to promote conference center to external customers
- Review pace reports with team to identify need dates and creating booking incentives for potential customers
- Promote property through key relationships with vendors, third-parties and community organizations
- Participate in weekly strategy meeting with Regional Director of Revenue to set hotel positioning based on business on the books and market demands
- Keep current on competitive set as well as entire market to identify changes in business levels
- Direct weekly One on One meetings with each Sales Manager to ensure successes of outlined key result areas
- Program Skills: Delphi Property Administrator, OPERA, iHotellier, Microsoft Office, Meeting Matrix, Social Tables, Knowland, Cvent
DIRECTOR OF SALES AND MARKETING
SHERATON CLAYTON PLAZA
12.2016 - 03.2019
- Developed annual sales and marketing budget
- Outlined annual revenue budget for group rooms, banquet & catering and business transient segments
- Set annual and quarterly booking goals for the sales team
- Produced weekly group, banquet and catering forecast
- Continually reviewed pace reports with team identifying need dates
- Presented comprehensive recaps on monthly financial calls with ownership
- Regularly outlined and implemented strategies to increase bookings
- Grew ADR, RevPar and Occupancy for total hotel by strategically placing business through conducting daily business review meeting
- Directed weekly One on One meetings with each Sales Manager to ensure successes of outlined key result areas
- Promoted property through key relationships with vendors, third-parties and community organizations
- Organized monthly sales meetings and quarterly sales/operations meetings
- Participated in weekly strategy meeting with Regional Director of Revenue to set hotel positioning based on business on the books and market demands
- Attended key association meetings with SGMP, MSAE, MPI, STLBT, HSMAI to increase hotel visibility and partnerships
- Converted property from Starwood Sales & Catering system (ISAC) to Marriott system (CI/TY)
- Built and Managed banquet & catering menus
- On boarded and trained new hires
- Kept current on competitive set as well as entire market to identify changes in business levels
- Program Skills: CI/TY, MARSHA, HPP, MRDW, OneYield, MarRFP, Microsoft Office, Meeting Matrix, Social Tables, Knowland, Cvent
- Professional Affiliations: Society of Government Meeting Professionals, Meeting Professionals International, Missouri Society of Association Executives, Hotel Sales & Marketing Association International
Director of Sales and Marketing
Holiday Inn St. Louis SW - Route 66
03.2013 - 12.2016
- Led sales team of five
- Set Catering Free Sell and Group Ceiling parameters
- Restructured Sales & Catering office policies and procedures
- Designed and implemented booking goal based incentive plan to replace commission structured plan
- Planned annual sales and marketing budget
- Outlined annual revenue budget for group rooms, banquet & catering and business transient segments
- Produced weekly group, banquet and catering forecast
- Presented comprehensive recaps on monthly financial calls with ownership
- Continuously outlined and implemented strategies to increase bookings
- Grew ADR, RevPar and Occupancy for total hotel by strategically placing business through conducting daily business review meeting
- Regularly reviewed pace reports with team identifying need dates
- Directed weekly One on One meetings with each Sales Manager to ensure successes of outlined key result areas
- Promoted property through key relationships with vendors, third-parties and community organizations
- Organized monthly sales meetings and quarterly sales/operations meetings
- Participated in weekly strategy meeting with Regional Director of Revenue to set hotel positioning based on business on the books and market demands
- Attended key association meetings with SGMP, MSAE, MPI, STLBT, HSMAI to increase hotel visibility and partnerships
- Converted property from OPERA Sales & Catering system to Delphi FDC
- Built and managed banquet & catering menus
- On boarded and trained new hires
- Kept current on competitive set as well as entire market to calculate changes in business levels
- Program Skills: HOLIDEX, VFM Leonardo, Opera Sales & Catering, Delphi FDC, Meeting Matrix, Social Tables, Microsoft Office, Knowland
- Professional Affiliations: Society of Government Meeting Professionals, Meeting Professionals International, Missouri Society of Association Executives, Hotel Sales & Marketing Association International, St
- Louis Area Hotel Association, St
- Louis Business Travel Association
Education
Bachelor of Science Degree - Travel & Tourism; minor in Hotel/Restaurant Management
UNIVERSITY OF MISSOURI - COLUMBIA
Skills
- CITY Property Administrator
- Skilled MARSHA user
- Proficient in Microsoft Office
- Revenue Budget Planning
- Goal Planning & Distribution
- SEO & Digital Marketing
- Meeting Planning
- Market Segment Management
- Marketing Budget Planning
- Luxury and Upscale Experience
- Excellent Oral and Written Communication Skills
- Total Account Management
- Operations Experience
- Revenue Management
- Contract Literacy
- Exceptional negotiation and closing skills
Affiliations
Society of Government Meeting Professionals, Meeting Professionals International, Missouri Society of Association Executives, Hotel Sales & Marketing Association International, St. Louis Area Hotel Association, St. Louis Business Travel Association
Training
- Excellence in Supervision
- Effective Prospecting
- Mastering Sales Productivity
- Business Travel Sales
- Share Shifting
- OneYield Certification
Timeline
Director of Sales & Marketing
Westin St. Louis
11.2023 - Current
Director of Sales and Marketing
AC Hotel Chesterfield - Opened March, 29th, 2022
01.2022 - 11.2023
Director of Sales and Marketing
Charles F. Knight Executive Education & Conference Center
06.2019 - 10.2021
DIRECTOR OF SALES AND MARKETING
SHERATON CLAYTON PLAZA
12.2016 - 03.2019
Director of Sales and Marketing
Holiday Inn St. Louis SW - Route 66
03.2013 - 12.2016
Bachelor of Science Degree - Travel & Tourism; minor in Hotel/Restaurant Management
UNIVERSITY OF MISSOURI - COLUMBIA
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