Director of Sales & Marketing

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Summary:

The Executive Director of Sales and Marketing is a strategic leadership role responsible for developing, building, and leading a best-in-class commercial organization driving revenue growth, profitable business outcomes, and brand awareness for Basin Harbor. This position oversees all aspects of the Sales and Marketing department including Group/Leisure Sales, Marketing/Public Relations, and Reservations/Revenue Management. The ideal candidate is a results-driven leader with a proven track record in hospitality, a passion for guest experiences, and an ability to inspire and lead a high-performing team.
Diversity helps us build a team that represents a variety of backgrounds, skills, and perspectives. We are an Equal Opportunity Employer.

Desired Characteristics for a Sales Leader:

  • Strategic
  • Innovative
  • Collaborative
  • Focused on proactive sales
  • Talent manager/developer
  • Understands complexities of the business
  • Resourceful, energetic, creative
  • Analytic
  • Idea generator
  • Relationship builder

Responsibilities and Duties:

Strategic Planning and Leadership

  • Develop and execute comprehensive sales and marketing strategies to achieve pre-established revenue goals and increase occupancy.
  • Lead and mentor a dynamic team of sales and marketing professionals, ensuring alignment with the resort’s mission, vision, and values.
  • Develop and execute a commercial business plan, outlining strategies and tactics to ensure success across the Sales, Marketing, and Revenue Management/Reservations disciplines.
  • Identify target customers for the resort across each segment, and then orchestrate a strategic plan to sell and market directly to those individuals and groups.
  • Analyze market trends, competitive positioning, and performance metrics to identify growth opportunities and adjust strategies accordingly.
  • Take the initiative to develop any and all sales and marketing plans necessary to help grow the business.
  • Establish and further develop partnerships with organizations that can provide profitable business referrals.
  • Conduct weekly sales meetings with all sales-related disciplines.
  • Ensure a Daily Business Review is executed, and co-facilitate it with the revenue leader, to analyze all new opportunities garnered by the sales team.
  • Through each team member, develop and execute Quarterly Plans and Actions which are updated as needed to ensure their success.
  • Use sound judgement in meeting sales and marketing objectives and in resolving challenging opportunities.
  • Keenly focus on establishing and executing sales and marketing initiatives and tracking results.
  • Collaborate across all disciplines to ensure overall success for the organization.

Commercial Organization Direction:

  • Oversee all sales channels including Group, Wedding, Reunion, and Leisure Sales, ensuring tailored approaches for each segment.
  • Create a proactive selling culture throughout the team to ensure the right business for the resort is being targeted and actively solicited.
  • Build and maintain strong relationships with key accounts, corporate clients, wedding planners, and event organizers to drive bookings and repeat business.
  • Respond immediately to inquiries pertaining to requests for information, bidding and planning for events, and confirmation regarding events.
  • In collaboration with the team, identify and agree upon the gaps in business within a given season, and strategically plan to layer a base of business by utilizing Sales, Revenue Management, and Marketing tactics and techniques.
  • Ensure the team builds and utilizes lists showing key target accounts and industries.
  • Create targeted sales campaigns and incentive programs to maximize revenue from all guest segments.
  • Ensure the team develops and utilizes lists showing current Prospects and Tentatives due to their sales efforts.
  • Focus efforts on the proper assessment of challenges and roadblocks to growth, implementing changes to ultimately drive profitable revenue and market share.
  • Ensure thorough and proper usage of systems and programs such as Salesforce and Forecasting tools.
  • Develop a Trade Show and Events calendar and program to ensure the organization gains exposure in the marketplace with targeted prospective clients.
  • Identify emerging business opportunities and risks to determine revenue and profit implications.
  • Ensuring that the company is highly targeted in its sales efforts, prioritize business from clients and industries which will deliver the highest ROI.
  • Exhibit proficiencies in determining the key contacts at target accounts, and strategizing creative ways to connect with them, leveraging resources, building relationships, and ultimately driving revenue.

Marketing Coordination and Oversight (in collaboration with the internal Marketing team and outside agency):

  • Develop and implement integrated marketing plans including digital, social media, email, print, and content strategies to enhance brand visibility and attract new guests/clients.
  • Collaborate with the creative team to produce compelling marketing collateral which highlights the resort’s unique features and experiences.
  • Manage the marketing budget to ensure cost-effective campaigns with measurable ROAS.
  • In order to develop the website as a lead generator, refine the content to target primary, secondary, and tertiary key accounts, industries, and guests.
  • Improve website’s Search Engine Optimization (SEO) to reach our identified target customers and industries.
  • Establish and develop programs to further build the brand, such as but not limited to, Instagram, LinkedIn, Facebook, digital email newsletters, sponsorships, partnerships, etc.
  • Assist in the development of marketing strategies and help to implement promotional campaigns as necessary to maximize sales potential and increase business.

Reservations and Revenue Management:

  • Collaborate with the revenue management team to optimize pricing strategies and packages for each sales segment.
  • Keenly understand Duetto’s capabilities and utilize the system to fully execute the resort’s strategies.
  • In collaboration with the revenue leader, organize and execute a Sales Strategy team which will guide the financial success of the resort.

Administrative, Financial, and Talent Management:

  • Prepare and manage departmental budgets, forecasts, and financial reports ensuring alignment with overall business goals.
  • Oversee contracts, proposals, and negotiations to secure profitable deals while maintaining high client satisfaction.
  • This role requires strong communication, critical thinking skills, and collaboration across teams and functions.
  • Accountable for revenue objectives, including involvement with forecasting, revenue targets, and sales goals.
  • Prepare regular forecasts and conduct forecasting meetings with the key members of the organization.
  • Mentor and coach team members to enhance their skills and prepare them for increased responsibilities.
  • Champion leadership development programs to build leadership capabilities within the commercial organization.

Essential Qualifications and Competencies

  • Minimum of 4-6 years of progressive leadership experience in resort or hotel sales and marketing.
  • Bachelor’s degree in Hospitality, Marketing, or Business Administration, or equivalent experience in the hospitality industry.
  • Proven track record of achieving sales targets and driving revenue growth.
  • Strong knowledge of hospitality market trends, digital marketing, and pricing strategies.
  • Excellent interpersonal, communication, and negotiation skills.
  • Ability to lead and inspire a diverse team, fostering a collaborative and results-oriented environment.
  • Proficiency in CRM systems, sales tracking tools, and marketing platforms.
  • Must be willing and able to pass a background check.

Working Environment

  • In season, DOSM works on property. In off season, has the ability to work from home on Fridays when business permits. This is at the discretion of the CEO.
  • When working remotely, must have access to all equipment necessary to successfully perform the role.
  • Business travel is anticipated and required as necessary to succeed in the role.

Mission:

The Basin Harbor Family shares a century-old tradition of hospitality. The natural beauty of Lake Champlain and the talents of our team combine to enliven the senses and provide a memorable experience. Basin Harbor’s success is achieved by fostering deep connections that resonate across generations.

Vision:

Located on the shore of Lake Champlain, Basin Harbor will continue to provide a tradition driven hospitality experience which is characterized by:
The natural beauty and aesthetic of a historic lakeside retreat in Vermont
A safe and inviting environment that encourages the return of guests and staff alike
An uncrowded and unhurried atmosphere that allows for a departure from the rigors and stresses of modern daily life
Comfort in the familiarity of tradition and the fostering of a connection to Basin Harbor
The nurture and development of communities within the resort
Basin Harbor will continue to be preserved through careful stewardship of descendants of the founding family. These stewards will be supported by a management team that works to ensure the long-term sustainability of the resort.

Values:

Basin Harbor celebrates its history, exceptional location, and an operational legacy that has endured since 1886. Specifically, Basin Harbor values:
Ensuring a memorable guest experience that draws them to return again
Preserving Basin Harbor’s natural beauty and environment
Maintaining a financially sustainable operation that allows for the upkeep and care of all of Basin Harbors assets
Promoting a working culture rooted in mutual respect, professionalism, and the importance of stewardship

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