Dedicated and innovative executive and sales and marketing professional with 25 years in the hospitality industry. Versed in hotel operations, development and asset management, including openings and conversions. Experienced in business development, client relationship management and strategic planning. Skilled in building and optimizing startup teams for driving results.
Skill Highlights
Project Management
Budget Management
Hotel Pre-Openings, Openings, Conversions
Team Leadership
Business Development
Sales Management
Marketing
Operations Management
Revenue Management
Financial Analysis
Client Relations Management
Core Accomplishments
Conducted several successful hotel openings and conversions. Established startup offices, developed and managed teams across several departments within a hotel and Caribbean region.
Professional Experience
Wyndham Grand Rio Mar Beach Resort & Spa | Rio Grande, PRRio Grande, PRDirector of Sales and Marketing01/2016 to Current
Drove revenues to all areas of hotel including rooms, food and beverage, golf/tennis, spa and casino.
Supervised sales and marketing team of 14 consisting performing group and leisure sales, catering, wedding coordination, administrative support, marketing, and sales systems analysis, plus outside wedding sales, two advertising agencies, a public relations agency and a social media management agency.
Developed new supplemental markets in Latin American countries and Europe to offset impact by Zika on the travel market to the destination and resort.
Touchstone Capital Group Holdings LimitedAthens, GreeceDirector of Global Portfolio Asset Management11/2014 to 12/2015
Negotiated numerous new projects for equity participation and senior debt financing with China SOE's and commercial lenders; performed Mergers & Acquisitions due diligence and financial analysis for profitability of projects; conducted site visits during evaluation period, meetings with development teams and made recommendations for investment decision.
Sourced 28 different investment projects in Greece and USA, and submitted to fund investors of TCGH development projects over 600 million dollars, including several 5-star hotels and resorts, Biomass renewable energy, luxury apartment complex and boutique hotel in Athens, Greece; two 350-room domed waterpark resorts in northeast US; a 306-room luxury timeshare resort in Barbados; and, a South Beach boutique hotel project.
InterContinental Hotels GroupMiami, FLRegional Director of Sales & Marketing, Caribbean02/2010 to 11/2014
Held dual responsibilities also as Director of Sales and Marketing for flagship luxury hotel InterContinental San Juan.
Supervised a local team of 12, a regional team of 4, and supported sales, marketing and due diligence for regional projects.
Created and deployed Regional Sales Team for IHG in Miami
Performed interim Director of Sales and Marketing duties for the 600-room Holiday Inn Resort Aruba during search for property's marketing leader.
Led InterContinental San Juan and Holiday Inn Aruba to become top two revenue leaders exceeding 2014 budget by 3 million in Latin America and Caribbean region.
Exceeded rooms revenues at InterContinental San Juan by 1.5 million in 2014 with 4% better occupancy and a $5.00 better ADR over budget.
Sheraton Puerto Rico Hotel & CasinoSan Juan, PRDirector of Sales and Marketing11/2007 to 02/2010
Established pre-opening office, managed budget of 2.5 million, and developed strategic sales plan.
Implemented pre-opening advertising and public relations plan.
Partnered with the Puerto Rico Convention Bureau in successfully booking 18 major citywide programs for the destination during pre-opening.
Hired, trained and deployed pre-opening sales, catering and convention services team of 11.
Implemented unique and individualized pre-opening site inspections to drive closing of groups.
Personally managed the convention center citywide sales with Convention Bureau and booked 23,000 pre-opening room nights in citywide groups.
Booked 31,000 group room nights for first open year with total of 17 million in rooms revenue.
InterContinental San Juan Resort & CasinoSan Juan, PRDirector of Sales and Marketing11/2002 to 11/2007
Repositioned the luxury hotel under recent new branding and management with focus on market penetration and RevPAR index growth.
Restructured sales and catering staff for efficiency, accountability and productivity and realigned market mix for maximum revenue generation.
Developed marketing/revenue plan and marketing budget to target new hotel branding.
Implemented promotions and public relations plan to specifically increase exposure in local and national markets.
Created and implemented marketing plan to launch signature restaurant Alfredo di Roma.
Increased marketshare by 26% points in three years to achieve 108.4 RevPAR index.
Increased revenues by 8.6 million over tenure in all segments through proper deployment of sales team and direct sales efforts through individualized site inspection and closing techniques.
Achieved annual occupancy of 84% and $210.00 ADR and 1 million dollars over budget.
Assumed Acting General Manager responsibilities for 6 months at the resort during a GM search while managing the sales team.
The Westin Rio Mar Beach Resort & Country ClubRio Grande, PRDirector of Sales03/2001 to 11/2002
Led a sales team of 10 sales managers.
Re-established sales team focus to step up monthly booking activity from 5,000 room nights per month to levels between 7,000 and 11,000 room nights per month.
Developed strategies to target local corporate and association meetings, and leisure groups for incremental revenues.
Liaised with VP of Marketing on marketing strategies for the resort and developed marketing plan and budget.
Increased performance of sales team with increased solicitation activity and more lenient business review parameters.
Refocused sales team to capture more local groups and conventions to supplement business in off-peak times.
Encantada Tours, IncSan Juan, PRVice President & Managing Director11/1999 to 03/2001
Developed business and marketing plan for start-up business.
Launched a new travel alternative and first escorted tour project on the island, with major focus on European and Latin America markets and niche markets including mature adult and student groups.
Wyndham Old San Juan Hotel & CasinoSan Juan, PRDirector of Sales & Marketing05/1996 to 11/1999
Developed marketing and advertising plan for opening of new built upscale hotel.
Increased revenues by $2.4 million in first full year of operations, increased occupancy from 67% to 82% and ADR from $137.29 to $146.69.
Emphasized sales focus on capturing and maximizing cruise-related business (incentive groups, and FIT), Leisure and Corporate Travel.
Assisted the VP of Sales & Marketing in identifying and establishing GSA network in Latin America for Wyndham Hotels & Resorts.
Crowne Plaza Hotel & CasinoSan Juan, PRDirector of Sales & Marketing07/1994 to 05/1996
?Increased occupancy rate from 80% to 87% and ADR by
$6.00 during tenure.
Focused on capturing Corporate Travel, Wholesale and
Leisure Travel.
Established sound relationships with major wholesalers and tour
operators of USA, Europe and Latin America.
Williams Hospitality GroupSan Juan, PRRegional Sales Manager04/1993 to 06/1994
Positioned three upscale resort and casino hotels in Latin American market.
Developed sales and marketing plan to launch the three hotels in Latin American countries, including Mexico, Venezuela, Colombia, Peru, Argentina and Brazil.
Conducted routine sales calls to Latin American countries to solicit and book business.
Sonesta Hotel, Beach Club & CasinoOranjestad, ArubaDirector of Sales & Marketing12/1989 to 04/1993
Developed South American market resulting in 35% of the hotel's total geographic source of business.
Led a sales team of seven (7) sales managers and four (4) GSA's in South America.
Identified and implemented stateside sales organization.
Education
Liberal ArtsHillsborough Community College, Tampa, FL
Business AdministrationUniversity of South Florida, Tampa, FL
Master Certificate in Essentials of Hospitality ManagementCornell University
Master Certificate in Executive LeadershipCornell University
Master Certificate in Hotel Real Estate and Asset ManagementCornell University
Professional Affiliations
Meet Puerto Rico | Puerto Rico Convention Bureau
Puerto Rico Hotel & Tourism Association
SKAL
Chaine de Rotisseurs
Languages
Written and speech: English,Spanish,Dutch, Papiamento (Dutch Antilles)
Speech: Hakka Chinese,Portuguese
Basic speech: French
Skills
Adobe Creative Suite (Photoshop, Illustrator, InDesign)
Microsoft Office (Word, Excel, PowerPoint, Publisher, Outlook)
PMS and Catering systems: Opera, Delphi / PC and Mac
Wyndham Grand Rio Mar Beach Resort & Spa | Rio Grande, PR
Touchstone Capital Group Holdings Limited
InterContinental Hotels Group
Sheraton Puerto Rico Hotel & Casino
InterContinental San Juan Resort & Casino
The Westin Rio Mar Beach Resort & Country Club
Encantada Tours, Inc
Wyndham Old San Juan Hotel & Casino
Crowne Plaza Hotel & Casino
Williams Hospitality Group
Sonesta Hotel, Beach Club & Casino
School Attended
Hillsborough Community College
University of South Florida
Cornell University
Job Titles Held:
Director of Sales and Marketing
Director of Global Portfolio Asset Management
Regional Director of Sales & Marketing, Caribbean
Director of Sales
Vice President & Managing Director
Director of Sales & Marketing
Regional Sales Manager
Degrees
Liberal Arts Business Administration Master Certificate in Essentials of Hospitality Management Master Certificate in Executive Leadership Master Certificate in Hotel Real Estate and Asset Management
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