Director of Sales & Marketing

What you’ll be doing

• Lead and execute the hotel’s overall sales strategy to drive revenue growth, occupancy, ADR, RevPAR, market share, and profitability.

• Oversee sales efforts across group, business transient, leisure, catering, and other key market segments.

• Recruit, train, coach, develop, and lead a high-performing hotel Sales team focused on revenue achievement, client engagement, and operational excellence.

• Establish individual and team goals, monitor performance, and provide ongoing coaching, feedback, and development.

• Develop and maintain strong relationships with corporate clients, meeting planners, travel managers, third-party partners, community organizations, and key accounts.

• Partner closely with Revenue Management, Catering, Marketing, Operations, and hotel leadership to align pricing, positioning, sales, and guest experience strategies.

• Drive proactive business development activities, including prospecting, outside sales calls, networking events, presentations, site tours, trade shows, and client entertainment.

• Lead RFP strategy, account management, contract negotiations, forecasting, budgeting, and market penetration initiatives.

• Monitor market trends, competitor activity, account production, sales pace, and business performance to identify growth opportunities and mitigate risks.

• Develop annual sales plans, revenue goals, budgets, forecasts, and action plans aligned with the hotel’s overall commercial strategy.

• Oversee sales reporting, CRM management, pipeline tracking, revenue forecasting, and account production analysis.

• Ensure sales activities, contracts, pricing strategies, and client commitments support operational capabilities and overall hotel profitability.

• Represent the hotel and Sonesta brand within the local business community, hospitality industry, trade shows, and professional networking organizations.

• Help foster a collaborative, energetic, and results-driven culture aligned with Sonesta’s People People philosophy.

• Perform any other duties as assigned.

What great looks like

• Bachelor’s degree in Hospitality Management, Business, Marketing, Communications, or a related field preferred.

• 5+ years of progressive hotel sales, hospitality sales, business development, or commercial leadership experience preferred.

• Previous Director of Sales, Assistant Director of Sales, Senior Sales Manager, or comparable full-service hotel sales leadership experience preferred.

• Strong knowledge of group sales, business transient, leisure, catering, corporate travel, negotiated accounts, and hotel commercial strategy.

• Experience leading and developing Sales teams, establishing performance goals, and creating a culture of accountability and collaboration.

• Strong understanding of hotel revenue management, forecasting, budgeting, RFPs, account management, market segmentation, and revenue optimization.

• Excellent communication, presentation, networking, negotiation, and relationship-building skills.

• Proven ability to develop sales strategies, grow key accounts, identify new business opportunities, and deliver revenue results.

• Experience using CRM systems, hotel sales platforms, STR reports, and hospitality reporting tools preferred.

• Strong organizational and analytical skills, with the ability to manage multiple priorities in a fast-paced environment.

• Ability to travel locally for client meetings, networking events, trade shows, and industry functions as needed.

• Flexible availability, including occasional evenings, weekends, networking events, and client entertainment opportunities.

• A passion for hospitality, people leadership, relationship-building, commercial strategy, and creating exceptional guest and client experiences.