Director of Sales & Marketing

Job Description

Job Description

Director of Sales

Job Summary

The Director of Sales is responsible for leading and directing all sales efforts for Four Points by Sheraton Los Angeles Westside, with a primary focus on driving revenue, increasing market share, optimizing occupancy and ADR, and achieving the hotel’s overall financial and profitability objectives.

This position provides strategic and hands-on leadership for the hotel’s sales operation, including group, corporate, transient, government, leisure, and catering business. The Director of Sales will develop and execute comprehensive sales and marketing strategies designed to maximize room revenue, food and beverage opportunities, group production, and overall hotel profitability.

The Director of Sales will lead the sales team through effective prospecting, account development, client relationship management, sales calls, site inspections, negotiations, follow-up, and business conversion. This individual will recruit, train, coach, motivate, and manage sales associates while establishing clear performance expectations and accountability.

The Director of Sales will develop and manage the hotel’s annual sales and marketing budget, sales forecast, business plan, marketing initiatives, advertising, public relations, and revenue-generating strategies. The position requires a strong understanding of the competitive Los Angeles hotel market and the ability to identify emerging business opportunities, market trends, and revenue opportunities.

The Director of Sales is expected to maintain a highly visible presence within the Los Angeles Westside business and hospitality community, developing relationships with corporate accounts, meeting planners, travel professionals, local organizations, tourism partners, and other key sources of business.

This is a 100% on-site, in-office leadership position requiring regular interaction with hotel leadership, associates, guests, clients, and community partners.

Exempt associates are expected to work as much of each workday as necessary to successfully fulfill their responsibilities. Primary duties must consist of administrative, executive, or professional tasks more than 50% of the time and must require the use of discretion and independent judgment more than 50% of the time.

Essential Job Duties and Functions

Lead and oversee all sales activities for Four Points by Sheraton Los Angeles Westside, including group, corporate, negotiated, transient, government, leisure, and catering opportunities.

Develop and execute an annual sales and marketing strategy aligned with the hotel’s business plan, revenue objectives, market positioning, and profitability goals.

Drive room revenue, ADR, occupancy, RevPAR, group production, catering revenue, and overall hotel profitability through proactive sales strategies and account development.

Identify and pursue new business opportunities throughout the Los Angeles Westside market, including Culver City, LAX, Marina del Rey, Playa Vista, Santa Monica, El Segundo, South Bay, and surrounding business and leisure markets.

Establish and maintain strong relationships with corporate accounts, meeting planners, travel agencies, group organizers, local businesses, entertainment and production companies, universities, healthcare organizations, government accounts, and community partners.

Proactively conduct outside sales calls, client appointments, networking activities, trade events, business development visits, hotel tours, and client entertainment.

Conduct professional and compelling hotel site inspections and sales presentations designed to convert qualified prospects into contracted business.

Manage the complete sales process from prospecting and lead generation through qualification, proposal, negotiation, contracting, follow-up, and turnover to hotel operations.

Coordinate group, meeting, catering, and other sales opportunities to maximize total hotel revenue while ensuring business is appropriate for the hotel’s operational capabilities and strategic objectives.

Review, understand, and negotiate hotel contracts and related agreements within established company and brand guidelines, escalating issues as appropriate.

Develop and maintain a comprehensive working knowledge of the hotel’s competitive set, market conditions, demand generators, business trends, pricing, and customer segments.

Monitor production and performance of key accounts and proactively identify opportunities to increase share, rate, volume, and overall account contribution.

Analyze market trends, booking patterns, competitive activity, and local demand generators to develop proactive strategies that maximize revenue opportunities.

Work closely with the General Manager, Revenue Management, Front Office, Operations, Food