Experience

Choice Hotels Canada

• Canada
• Hospitality
• 1 - 100 Employee

• Manager, Market Sales with Choice Hotels Canada

  • Feb 2023 - Present

  In my role as Manager, Market Sales, I work with select, high corporate potential hotels to strategize on driving pull-through from global accounts, while also providing tools and coaching to help hotels capture incremental revenue from local corporate. As we work together, I also: · Identify the specific needs and opportunities of each assigned high potential hotel, as selected in conjunction with Revenue Management and Franchise Services · Provide ongoing training and coaching to high potential hotels, including initial strategic planning and opportunity identification, to ensure greater pull-through of global and local business · Act as liaison between Global Account Managers and assigned hotels where needed to optimize brand sales delivery · Lead broader training sessions (e.g., webinars, education sessions, workshops) with all hotels on global/local pull-through in a remote setting · Maintain regular performance monitoring of high potential hotels and proactively recommend and implement program enhancements to remain relevant to market conditions and franchisee mix · Maintain current knowledge of developments and changes within the travel / hospitality industry.



Courtyard by Marriott & Hampton Inn & Suites West Edmonton

• Dual Property Director of Sales

  • Sep 2021 - Aug 2022

  Sales & Marketing for both properties Sales & Marketing for both properties


West Edmonton Mall Property Inc. (West Edmonton Mall and Fantasyland Hotel)
• Canada
• Retail
• 200 - 300 Employee
• Director of Sales

  • Apr 2018 - Sep 2021


Silverbirch Hotels - Radisson Hotel Edmonton South

• Director of Sales and Marketing

  • Apr 2016 - Jun 2017

  • In first 6 months in this position, the team and I have achieved our targets for rooms, as well as maintained the number one ranking in our STAR report for occupancy; • Revenue Management with hotel Operations, General Manager and other department heads to increase sales and revenues for hotel; • Continued collaboration with Edmonton Tourism, South Edmonton Business Association to increase sales for South Edmonton and the city of Edmonton; • Organize sales & catering team for local, provincial and national trade shows and conferences; • Monthly calls with Carlson Brand for review of Business Travel Accounts; • Currently handling Corporate BT & Group business; • Host weekly one-on-ones with Sales & Catering team, as well as weekly Sales & Catering Meeting with team to review budget numbers, sales initiatives, prospecting and other to ensure we are achieving our targets; • Recruit, select, orient, and train sales staff; • Establish and maintain Marketing Calendar and sales/marketing initiatives, such as flat sheets; eblasts and other to help increase rooms and catering sales; • P&L reviews and other related tasks.



West Edmonton Mall

• Canada
• Retail
• 1 - 100 Employee

• Manager of Group Sales & Tourism, Parks & Attractions

  • Apr 2012 - Apr 2016

  Manager of Group Sales for the Parks and Attractions side of the Mall as well as recently was given the Tourism side of the Mall. Started with a team of 2 and my team has grown to 4 in due to growth of sales. • Promote West Edmonton Mall Parks and Attractions with both FAM Tours and weekly team prospecting with strategic markets - corporate, association, education,...; • Ticket Sales for all Attractions to Corporate, Associations, Schools and Groups; • Work with Corporate, Schools, Groups on fundraising options with West Edmonton Mall products; • Develop effective strategies to maximize the profitability and sales volume through multiple sales channels; • Exceed sales targets and grow our existing product offerings; • Regularly monitor the competitive landscape and develop strategies to weather economic and social changes; • Develop consistent, comprehensive, and simple procedures for internal reporting. • Provide regular status reports including progress, challenges and suggested action plans. • Created new internal team procedures such as proposals based on client budgets and needs; • Created creative sites using all our Attractions so that clients get to have fun since we sell fun! • Working with key partners to bring business to the Mall and change our working relationships with Edmonton Tourism and local Edmonton Hotels as well as West Edmonton Business Association. • Budgets and forecasting, ROI analysis for all Group Sales & Tourism products.



Courtyard by Marriott

• United States
• Hospitality
• 1 - 100 Employee

• Director of Sales and Marketing

  • Mar 2011 - Apr 2012

  136 room new hotel (opened January 2011) with 4628 plus square feet of meeting space; Responsible for a sales team of 3. •Created procedures for accounting, sales and marketing for the newly established hotel; I was the third Director of Sales & Marketing for this hotel which was only open 3 months when I started; •Developed effective strategies to maximize the profitability and sales volume through multiple sales channels; •Established regular weekly prospecting schedule for myself and team to gain business and group travel to our hotel from our local, regional and Calgary markets; •Marketing with Marriott brand tools and other sources; budget & forecasting; contract negotiations for business travel and groups; •Produced a monthly updated for the quarterly sales action plan with team; •Revenue Management; working with Edmonton Tourism, West Edmonton Business Association, trade shows and conferences also helped establish the hotel as the one to beat in Edmonton. During my time at the hotel, we were number one on Trip Advisor in Edmonton.



SilverBirch Hotels & Resorts

• Canada
• Hospitality
• 100 - 200 Employee

• Regional Director of Sales and Marketing

  • Nov 2008 - Oct 2010

  Northern Alberta Region – Hotels in Edmonton. Red Deer, Grande Prairie & Fort McMurray Canadian Hotel and Resort Management Company, Owner BCIMC, with over 20 mid-market and upscale hotels. •Tasked with supporting 6 hotels in account management, sales support, brand standards for Quality/Choice, Radisson, Ramada and Silverbirch training and hotel placement within the Northern Alberta area. •Strategized with Director of Sales at each property to plan key sales and marketing initiatives for Business Travel as well as group within their competitive set in Edmonton, Red Deer, Fort McMurray and Grande Prairie. •Worked with Regional Marketing Coordinator, a marketing ROI tracking form for each hotel and organized monthly marketing meeting to discuss marketing initiatives for Sales, Worked with Catering and F&B Managers and Chefs at each hotels to ensure that each marketing initiative had a return on the time and money invested and increased sales.



Groupe Dufour

• Belgium
• Individual and Family Services
• 1 - 100 Employee

• Director of Regional Sales

  • May 2008 - Nov 2008

  Regional Director of Sales for the 5 properties with Groupe Dufour - Hotel Val-des-Neiges, Hotel Clarendon, Hotel Cap-aux-Pierres. This company has since closed. •Tasked with sales and marketing support, training and mentoring for the 5 properties (4 Sales Managers). •Reworked the proposals, contracts and banquet functions in both written French and English. •Implemented Revenue Generation meeting with General Manager, Front Office Manager and Marketing Manager weekly. •Left this position to move to Alberta for my Regional role with Silverbirch Hotels. I left this position for the chance to move out to Western Canada as I wanted my children to be bilingual in both French and English. •Key Achievement: Organized two client events all properties and generated new business for all. Estimated revenues: $25,000-$30,000 per client event for new meeting business before my departure.



Silverbirch Hotels, Delta Quebec

• Director of Sales and Marketing

  • Mar 2007 - May 2008

  I started out as Sales Manager for the Associations market and in July started as Director of Sales and Marketing during which time I continued with my sales role also CHIP Hospitality, now Silverbirch Hotels. 377 room downtown Convention hotel, connected to the Quebec City Convention Centre Director of Sales and Marketing role: •Led a team of 5 Sales Manager and 2 Sales Consultants - rehired/reconstructed Sales team. Provided exceptional customer service to all hotel guests. •Managed Sales budget, reviewed regularly with Controller and General Manager. •Produced Quarterly Sales plans. •Conducted regular meeting with Revenue Manager. •Communicated with Front Desk regarding all upcoming good business, volume accounts. Association - Sales Manager role: •Managed sales territory of the province of Quebec, Ottawa and Toronto for Association conventions and meetings. •Prospecting new accounts and utilized existing client base. •Managed and attended trade shows and industry conferences.



Resorts of the Canadian Rockies

• Canada
• Leisure, Travel & Tourism
• 1 - 100 Employee

• Sales Manager

  • Sep 2005 - Mar 2007

  Two 4 Season Mountain Resorts owned and operated by Resorts of the Canadian Rockies specializing in Skiing, Snowboarding, Mountain Biking •Sales Manager – replaced Tour and Travel Sales Manager while on maternity leave while also working Corporate, Government, Social Clubs markets. •Managed sales territory of the province of Quebec for meetings, group functions and lodging. •Prospecting new accounts and utilized existing client base. •In charge of ticket sales in the Quebec City area - social groups; corporations; associations. •Managed and attended trade shows and industry conferences. •Translation of texts and menus from French to English. Key Achievements: •Achieved my budget for my market segment plus exceeded the sales for the Tour and Travel Market



Château Mont-Sainte-Anne

• Catering

  • 2001 - 2004

  240 room resort hotel at the base of a ski hill with 500 person Convention Centre. •Responsible for prospecting of social functions. •Coordinated and organized functions for all group sales of 20 to 500 people or more. •Site tours. Client events. •Translated documents and menus from French to English. 240 room resort hotel at the base of a ski hill with 500 person Convention Centre. •Responsible for prospecting of social functions. •Coordinated and organized functions for all group sales of 20 to 500 people or more. •Site tours. Client events. •Translated documents and menus from French to English.


Zentronics Inc
• United States
• Computer Networking
• Administrative Assistant

  • 1988 - 1992