Area Director of Sales in Charlottesville, Virginia at Residence Inn Marriott Harrisonburg

AREA DIRECTOR OF SALES – HILTON HOTELS (CHARLOTTESVILLE, VA) Position Summary

The Area Director of Sales (ADOS) is responsible for leading top-line revenue strategy across a portfolio of Hilton-branded hotels in the Charlottesville market. This role drives RevPAR index growth, market share capture, and segment optimization through direct sales leadership, revenue alignment, and proactive account development.

This is a hands-on, high-accountability leadership role overseeing sales managers and working directly with ownership and operations to maximize total hotel profitability.

Portfolio Scope

• 3 Hilton-branded hotels in Charlottesville, VA
• Mix of select service + extended stay
• Primary demand drivers: UVA, corporate, healthcare, government, and group segments

Core Responsibilities 1. Revenue & Market Strategy

• Develop and execute annual and quarterly sales & revenue strategies aligned with property budgets
• Drive RevPAR index (RGI) growth vs comp set
• Partner with Revenue Management to optimize:
  • Pricing strategy
  • Channel mix
  • Displacement decisions
• Own segment performance: Corporate, Group, BT, Extended Stay, SMERF

2. Direct Sales Leadership

• Personally manage and grow top 20–30 key accounts in the market
• Conduct weekly outside sales calls and site visits
• Build relationships with:
  • University of Virginia
  • UVA Medical Center
  • Corporate accounts
  • Government and association planners
• Lead RFP strategy and negotiations

3. Team Leadership & Accountability

• Direct oversight of on-property sales managers
• Set weekly activity goals:
  • Sales calls
  • Prospecting targets
  • Account production
• Run structured weekly sales meetings and pipeline reviews
• Coach and develop team on:
  • Closing strategies
  • Rate integrity
  • Account growth

4. Reporting & Ownership Communication

• Deliver clear, concise reporting to ownership:
  • Segment performance vs budget & LY
  • Pace and pickup analysis
  • Account production reports
• Identify gaps and implement corrective action plans

5. Market Intelligence & Positioning

• Analyze comp set pricing and positioning
• Identify new demand generators and market shifts
• Ensure strong Hilton system utilization:
  • OnQ / PEP
  • Delphi / sales CRM tools
  • Hilton RFP platforms

Key Performance Metrics (KPIs)

• RevPAR Index (RGI) growth
• Total revenue vs budget & last year
• Group pace and conversion rates
• Account production growth
• Sales activity levels
• Market share penetration

Qualifications

• 5+ years hotel sales experience (Hilton preferred)
• Multi-property or cluster sales experience strongly preferred
• Proven track record of:
  • Growing market share
  • Driving group and corporate business
• Strong understanding of:
  • STR reports
  • Revenue management principles
  • Hilton sales systems
• Excellent communication and negotiation skills
• Highly organized and data-driven

Compensation Structure

• Base Salary: $90,000 – $120,000
• Bonus Target: to be determend