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DIRECTOR OF SALES AND MARKETING
Over 24 years of experience delivering outstanding sales performance and leading team revenue growth

SUMMARY OF QUALIFICATIONS

Goal-driven Sales and Marketing Professional with proven track record of commendable sales record in highly competitive industries. Acquired practical experience and solid understanding of various range of business management applications, including market analysis and team building; excels at penetrating key accounts and increasing revenues through relationship building. Challenge-oriented; tackle tough sales and marketing problems and bring to successful conclusion. Establish rapport with individuals at all professional levels and from diverse cultures. Generate top-quality results by demonstrating superior product knowledge and integrity. Marketing and sales background includes developing marketing strategies, organizing special events to promote the business, and participating in networking events and conventions. Create persuasive account strategies to sell customized products and services in a competitive marketplace.

AREAS OF EXPERTISE

 Strategic Sales and Marketing  Account Development and Retention
 Competitive Analysis  Multi-level Sales Growth
 Revenue Growth and Strategies  Customer Satisfaction
 Market Evaluation and Penetration  Staff Recruitment and Placement

PROFESSIONAL EXPERIENCE
Primland, Meadows of Dan, VA
DIRECTOR OF SALES AND MARKETING 2009-Present
 New sales and reservation software installed (Delphi & SMS)
 New sales markets established (Charlotte, Raleigh, Richmond and D.C.)
 New sales and marketing plan created
 Establish new rate structure for 09-10
 Creating new web site design
 Creating new brochures (group/rack & electronic)
 New software installment for communicating with ownership
 New sales and marketing budget created

Hershey Entertainment and Resorts Company, Hershey, PA
VICE-PRESIDENT OF SALES 2004-2009
 Functioned as Senior Officer in conjunction with six VPs including finance, general counsel, human resources, marketing, entertainment division, and resort division
 Directed sales and marketing operations of three divisions involving two hotels, theme park, 10,000 seat arena, corporate sponsorships, hockey sales and luxury suites, and premium/club seating
 Reported directly to the CEO and collaborate with core operational departments
 Designed sales compensation commission plan for each division
 Administered and streamlined annual budget process for sales divisions
 Evaluated, reviewed, and monitored capital budgets and projects
 Executed company-wide site inspection form and procedures ensuring consistent management of clients; implement sales training program for all sales managers
Key Accomplishments:
 Successfully achieved record revenue for each sales division from 2005 to 2007 with annual sales revenue of $350 million and more than $300 million in invested capital
 Integrated and improved sales call center facilitating one stop shopping for the customers
 Played a key role in the launching of marketing partnership with Air Marketing
 Instituted advisory boards for all divisions with focus groups on key feeder markets
 Successfully created the first North American MPI Chapter in more than 5 years, Mid-Penn MPI

MANAGING DIRECTOR OF RESORT SALES 2001-2004
 Supervised sales and marketing for two hotels with 1,000 rooms and more than 125,000 sq. ft. of meeting and banquet space
 Designed and developed pricing strategy and implemented management system
 Scheduled competitive sales trip annually
 Penetrated new geographic territory and Incentive Market establishing national presence
 Promoted hotels to the national marketplace through email campaigns, media, sales blitzes and public relations
 Streamlined Delphi software throughout the organization
 Served as key contributor for the establishment of new satellite sales offices
 Designed electronic RFP’s and brochures for immediate turnaround time

The Greenbrier Resort, White Sulphur Springs, WV
DIRECTOR OF SALES 1996-2000
 Administered marketing, selling, and maximizing revenues and guest experiences of a 5-star, 5-diamond resort
 Performed hiring, training, and development of all sales staff
 Developed and improved sales and business plan annually
 Created Advisory Board and spearheaded advertising agency ensuring national exposure

Key Accomplishments:
 Surpassed sales budget goals from 1997 to 2000
 Successfully increased room rate by 4 percent annually from 1996 up to 2000
 Key contributor for elevating sales turnover

OTHER WORK EXPERIENCE

NATIONAL SALES MANAGER The Greenbrier, White Sulphur,
Springs, WV 1992-1995
DIRECTOR OF SALES The Homestead Resort, Hot Springs, VA 1989-1992
NATIONAL SALES MANAGER 1987-1992
NATIONAL SALES MANAGER Callaway Gardens Resort,
Pine Mountain, GA 1985-1987
PROJECT MANAGER Cottages @ Callaway Gardens,
Pine Mountain, GA 1985-1987
PROJECT MANAGER / FRONT OFFICE MANAGER Bernard’s Landing, Moneta, VA 1983-1985
MANAGER TRAINEE Hotel Roanoke, Roanoke, VA 1980-1983

EDUCATION

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION
West Virginia University, Morgantown, WV

TRAINING AND CERTIFICATIONS

 7 Habits of Highly Effective People, Stephen Covey
 5 Dysfunctions of a Team, Patrick Lencioni
 Dale Carnegie-leadership graduate student
 Servant Leadership, Jim Hunter  Diversity Training
 Human Performance Institute, Orlando, FL
 Consultative Selling, The Richardson Group

PROFESSIONAL AFFILIATIONS

 Board Member, Hershey Entertainment and Resorts Company  Hershey Harrisburg CVB
Lancaster CVB  MS leadership Foundation-Capital Chapter
 Member, American Society of Association Executives (ASAE)  Meeting Professionals International (MPI)
Professional Convention Management Association (PCMA)  PASAE and VASAE
 Founder, Middle Pennsylvania Meeting Professionals International (MPMPI)

 United Way leadership program

HONORS AND AWARDS

Nominated for J. Bruce McKinney Leadership Award ▪ Recognized in Who’s Who

ACTIVITIES

Rotary Member  Speaker, Virginia Tech University and Pennsylvania State University

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