Director of Sales Marketing

Director of Sales and Marketing

Boar's Head Resort CHARLOTTESVILLE, VA

Description

The Director of Sales & Marketing (DOSM) is a key member of the Resort Executive Leadership Team, responsible for developing and executing strategic sales, marketing, and revenue-generating initiatives across all resort operations. This position plays a critical role in strengthening the Resort’s market position, driving profitable growth, and enhancing its reputation as a premier destination in the Mid-Atlantic region and beyond.

The DOSM oversees sales and marketing strategies for lodging, golf, spa, recreation, tennis and racket sports, four food and beverage outlets, and banquet operations, including approximately 24,000 square feet of meeting and event space. This role leads the Resort’s sales and marketing teams while collaborating closely with Revenue Management, Banquets, Reservations, and Resort Operations to maximize revenue, improve profitability, and deliver a consistent brand experience.

The ideal candidate is a strategic and results-driven leader with a strong background in hospitality sales, destination marketing, brand development, and team leadership. This individual will translate the Resort’s vision and positioning into measurable business results while building lasting relationships with clients, industry partners, and the surrounding community.

Key Responsibilities

• Develop and execute sales strategies to drive revenue growth across lodging, golf, spa, recreation, tennis, food and beverage, group business, and resort events.
• Lead, coach, and develop the sales and conference services teams, establishing performance goals, action plans, and accountability for results.
• Partner with the Revenue Manager to develop pricing strategies, forecasts, sales pacing, and targeted initiatives to maximize revenue and profitability across all business segments.
• Oversee integrated marketing and communications initiatives, including digital marketing, social media, email, SEO, public relations, and promotional campaigns to strengthen brand awareness and drive demand.
• Develop and manage the annual sales and marketing budget, monitor departmental expenses, and evaluate the effectiveness and return on investment of sales and marketing initiatives.
• Build and maintain relationships with key accounts, industry partners, tourism organizations, and local business associations to generate new business and strengthen the Resort’s market position.
• Work closely with Resort leadership, Revenue Management, Banquets, Reservations, and Operations to align business strategies, enhance the guest experience, and maximize overall performance.
• Monitor market trends, competitor activity, and sales performance to identify growth opportunities, address need periods, and adjust strategies to achieve business objectives.
• Oversee key industry partnerships, public relations efforts, and external agency relationships to increase visibility, expand market reach, and support the Resort’s strategic goals.

Requirements

• Bachelor’s degree in hospitality management, Business Administration, Marketing, or a related field preferred.
• Significant progressive experience in hospitality sales and marketing leadership, preferably within a full-service resort, luxury hotel, or destination property.
• Demonstrated success developing and executing strategic sales plans and achieving revenue and profitability goals.
• Experience leading group sales, catering sales, conference services, and integrated marketing functions.
• Strong knowledge of hospitality revenue management, pricing strategies, forecasting, market segmentation, and distribution channels.
• Experience overseeing digital marketing, public relations, brand development, website optimization, and integrated marketing campaigns.
• Proven ability to develop, manage, and control departmental budgets.
• Demonstrated success building, mentoring, and motivating high-performing teams.
• Excellent communication, negotiation, presentation, and relationship-management skills.
• Ability to analyze market data and performance metrics and translate findings into actionable business strategies.
• Proficiency with hospitality sales systems, CRM platforms, reporting tools, and digital marketing analytics preferred.