Coral Hotels & Resorts/Coral by Hilton Brand
The operator of Hilton’s all-inclusive brand franchise in the Caribbean and owner of 2,000+ rooms in four 3-5* urban and resort locations, convention space, branded inSense spas, time-share division and a 1,000 acre multi-use facility with golf, catering, equestrian center and residential sales.
-Recruited to increase profitability, improve eroding market share and provide a platform for growth of the brand.
-Functioned as the global coordinator for a team of 30 professionals, multiple vendors and over 300 Hilton sales offices; deploying strategies in Sales, Public Relations, Trade Presence, Events, Promotions, Advertising and Interactive Marketing to grow worldwide market share.
-Supported the development team in acquisition efforts through preparing market studies: analyzing economic conditions, monitoring volatile market activities and evaluating competitive sets and elements.
-Led the development and launch of regional and international marketing plans targeted at consumer and niche markets.
Vice President of Sales, Marketing & Revenue 2004-2007
• Brand relations representative to maximize ROI in brand channel production, consistently held the top 5 positions in e-commerce sales through Hilton channels
• Consistent, positive communication ensured complete product knowledge and compliance with contract strategies.
• 2-year turnaround: increased ADR 6%, RevPar 10% and GOP 18% in a highly competitive, cut-rate environment.
• Served key role in the selection and global deployment of Customer Relationship Management (CRM) Software including the customization of Sales, Marketing and Customer Service modules for the hospitality industry.
• Demonstrable achievement in analyzing economic conditions, monitoring volatile market activities and understanding competitive sets and elements; this expertise was enlisted by brand franchise development divisions.
• Successfully solicited buy-in of new Standard Operating Procedures by staff and executive committee using past success stories and best practice examples.
• Impactful training programs and workshops on communication skills, presentations; PR, trade shows, branding, time management, SOP’s, action plans, personality/style profiles, ex/internal reporting, pricing, contracting.
• Strategically re-focused the sales effort by leveraging needs and need periods in key markets and negotiating financially rewarding contracts with preferred accounts.
• Directed group market pricing, sales and servicing for leisure, incentive and consumer events; incorporated pre-sale and up-selling in catering, spa and tour packaging for revenue maximization; doubled group revenues in 18 months.
• Uncovered new revenue opportunities through e-business initiatives in retail and wholesale distribution channels.
• Realized savings of 97,000 off a 600,000 line item through re-negotiating advertising buy contracts.
• Fiscal responsibility for Sales & Marketing budget to $5.6 million.
• During the sale of the resort assets, took measures to ensure a seamless transition of ownership.
Outstanding Sales of the Year Award from Canada’s largest Tour Operator, My Travel, 2005 & 2006
Consistently held the top 5 positions in e-commerce sales through Hilton channels
Market Mix |
| 21% | USA |
| 19% | Canada |
| 10% | Islands |
| 1% | S America |
| 49% | Europe |
Key Performance Indicators
“When Coral needed top of the line talent to re-direct its business, I set out to attract Michele to join us. She came on board with two major goals, to assemble a winning sales team and to re-position Coral’s rates in the market. She exceeded our expectations in both areas.
In addition to sales and marketing, Michele took on revenue, reservations and catering. She put together a great team and managed 30 people based in key markets globally. In addition, she was a strategic player in interfacing with Hilton on branding, standards, PR and advertising. I attended all of her quarterly sales workshops where she coached on time management, communication skills, presentations, action plans and policies. She set high standards for herself and for those on her team and achieved them. She brought to us her close ties to the Caribbean community and knowledge the worldwide tourism marketplace. I have seen her interaction with clients from a broad spectrum of backgrounds and Michele is well liked and respected.
Michele is a stellar partner -- she knows the key players in the industry and is resourceful. Michele simply gets things done.“
-- Simón B. Suárez, Executive Vice President, Coral Hotels & Resorts/Coral by Hilton & President, Caribbean Hotel Association |