Director of Sales & Marketing

Director of Sales & Marketing

The Director of Sales & Marketing serves as the commercial leader of the hotel, responsible for elevating the property's position within the luxury hospitality market while driving revenue, profitability, and brand prestige. This executive oversees all sales, marketing, public relations, revenue optimization, and strategic partnership initiatives to attract high-net-worth travelers, luxury leisure guests, corporate executives, incentive groups, and discerning global clientele.

The ideal candidate is a sophisticated relationship-builder with deep luxury hospitality expertise, established connections within the luxury travel ecosystem, and a proven ability to enhance a property's reputation through strategic sales and marketing leadership.

As a member of the Executive Committee, the Director of Sales & Marketing collaborates closely with the General Manager to define the property's vision, protect brand integrity, and deliver exceptional financial performance while maintaining the highest standards of luxury service.

Essential Duties and Responsibilities

• Guest Experience and Relationship Management
• Champion a luxury service culture that exceeds guest expectations and elevates the overall guest experience.
• Cultivate meaningful relationships with VIP guests, luxury travel advisors, consortia partners, meeting planners, and key stakeholders.
• Partner with Operations to ensure a seamless transition of business from contract execution through guest arrival and departure.
• Support personalized guest recognition programs and exceptional service recovery initiatives.
• Actively engage with guests and clients to strengthen loyalty, increase repeat business, and enhance brand advocacy.
• Participate in VIP arrivals, site inspections, destination experiences, and special events.
• Ensure all sales and marketing initiatives reflect the property's luxury service philosophy and unique sense of place.
• Promote guest satisfaction, reputation management, and brand loyalty through consistent delivery of exceptional experiences.
• Sales and Commercial Leadership
• Develop and execute comprehensive sales strategies that maximize revenue, profitability, and market share across all business segments.
• Lead revenue generation efforts for luxury leisure, group, corporate, transient, consortia, incentive, wedding, and social markets.
• Build and maintain strategic relationships with luxury travel advisors, preferred partners, destination management companies, and key accounts.
• Conduct sales calls, client presentations, site inspections, familiarization trips, and strategic sales missions.
• Identify emerging market opportunities and develop action plans to capture new business.
• Negotiate contracts, pricing strategies, and partnership agreements while protecting rate integrity and brand positioning.
• Represent the resort at trade shows, industry conferences, networking functions, and luxury travel events.
• Monitor production performance and implement strategies to achieve and exceed revenue goals.
• Marketing, Brand Management & Public Relations
• Develop and execute integrated marketing strategies that strengthen brand awareness and drive qualified demand.
• Ensure all marketing, advertising, communications, and promotional activities reflect luxury brand standards.
• Oversee digital marketing initiatives including website strategy, SEO, SEM, email marketing, content development, and social media campaigns.
• Lead public relations efforts, media engagement, influencer partnerships, and brand storytelling initiatives.
• Collaborate with creative agencies, photographers, content creators, and marketing partners to create compelling brand experiences.
• Monitor brand reputation and online review platforms to ensure exceptional guest sentiment and market positioning.
• Maintain consistency in messaging, visual identity, and guest-facing communications across all channels.
• Develop promotional campaigns supporting guestrooms, food and beverage outlets, spa, golf, residences, and resort experiences.
• Revenue Strategy & Business Analytics
• Partner closely with Revenue Management to maximize ADR, RevPAR, occupancy, and overall profitability.
• Analyze market trends, competitor intelligence, booking pace, demand patterns, and business performance.
• Participate in forecasting, budgeting, and strategic planning processes.
• Evaluate sales and marketing effectiveness through reporting, analytics, and ROI assessments.
• Utilize systems and business intelligence tools to monitor account production and market opportunities.
• Develop and communicate revenue forecasts and business performance reports to executive leadership.
• Identify opportunities to enhance profitability while maintaining luxury positioning and guest experience standards.
• Luxury Partnerships & Community Relations
• Establish strategic partnerships with luxury brands, airlines, private aviation providers, destination organizations, and local businesses.
• Foster relationships with luxury consortia programs including Virtuoso, Signature Travel Network, Internova, Ensemble, and preferred partner programs.
• Represent the hotel as a brand ambassador within the local community and hospitality industry.
• Participate in charitable, cultural, and community events that enhance brand visibility and reputation.
• Support destination marketing efforts and collaborative tourism initiatives.
• Develop partnerships that create unique guest experiences and strengthen the property's competitive advantage.
• Financial Responsibilities
• Develop and manage annual departmental budgets and business plans.
• Monitor revenue performance across all market segments and distribution channels.
• Track sales productivity, marketing expenditures, customer acquisition costs, and campaign performance.
• Oversee departmental expenses while ensuring maximum return on investment.
• Analyze market share, segmentation performance, and revenue contribution by source.
• Prepare monthly, quarterly, and annual forecasts and financial reports.
• Identify opportunities to improve profitability, operational efficiency, and commercial performance.
• Participate in capital planning and strategic investment discussions impacting business growth.
• People Leadership & Team Development
• Lead, mentor, and develop a high-performing Sales, Marketing, Reservations, Events, and Revenue team.
• Establish performance expectations, accountability measures, and professional development plans.
• Recruit, hire, train, and retain top hospitality talent.
• Conduct regular coaching sessions, performance evaluations, and career development discussions.
• Foster a culture of collaboration, innovation, engagement, and service excellence.
• Promote continuous learning related to luxury hospitality, sales effectiveness, leadership, and guest experience.
• Partner with People and Culture on talent development, succession planning, employee relations, and performance management.
• Champion diversity, equity, inclusion, and belonging initiatives.
• Maintain a professional work environment that reflects the resort's culture and values.
• Lead by example through visible leadership, integrity, professionalism, and guest-focused decision-making.
• Safety, Security & Compliance
• Ensure compliance with all company policies, brand standards, and hospitality regulations.
• Maintain confidentiality regarding guest information, client relationships, proprietary data, and financial performance.
• Ensure compliance with applicable federal, state, and local laws governing sales, marketing, contracts, and data privacy.
• Support emergency response procedures and business continuity planning.
• Promote ethical business practices and corporate governance standards.
• Participate in property safety, security, and risk management initiatives.
• Ensure all marketing and promotional activities comply with legal and brand requirements.
• Supportive Functions
• Participate in Executive Committee, leadership, budget, and operational meetings.
• Support VIP arrivals, owner visits, group events, and special resort functions.
• Collaborate with operational departments to ensure exceptional guest experiences.
• Attend industry conferences, trade shows, sales missions, and networking events.
• Support resort-wide initiatives, strategic planning efforts, and organizational goals.
• Contribute to sustainability, environmental stewardship, and community engagement programs.
• Assist with special projects and assignments as directed by the General Manager.
• Support cross-functional operations during peak business periods and emergency situations.

Qualifications

Required Qualifications

• Bachelor's Degree in Hospitality Management, Business Administration, Marketing, Communications, or related field.
• Minimum seven (7) years progressive Sales and Marketing leadership experience in a luxury hotel, resort, or hospitality environment.
• Minimum five (5) years of senior leadership responsibilities managing sales and marketing teams.
• Demonstrated success achieving revenue growth, market share expansion, and profitability objectives.
• Strong experience in luxury leisure, group,