CoralTree Hospitality

Executive Director Sales and Marketing

Job Locations US-CO-Greenwood Village
ID 2022-1920
Sales and Marketing
Position Type
Regular Full-Time


Lead a world class sales and marketing organization and team of seasoned professionals to position one of the largest independent hospitality assets in the country located in South Florida. Pier Sixty Six is a multi-Billion-dollar project that requires exceptional marketing, product positioning, direct sales, leadership and team building skills to ensure its ultimate success. The Executive Director of Sales and Marketing will provide sales and marketing leadership, strategic direction and planning, business plan execution, analysis and overall revenue generation support to meet the financial goals of Pier Sixty Six Resort.


Profile of our Top Candidate:


Professional Background:


  • Prior success in establishing and leading the sales and marketing team launch of a new, large scale independent luxury resort, or major repositioning of an established resort on a comparable scale and profile to Pier Sixty Six Resort; including establishing market positioning (brand development) and sustained revenue flow.
  • Demonstrated ability to build backlog and accelerate sales pace in the high-end group and luxury leisure travel segments.
  • Display that focus on culture and integrity are in alignment with the core values of CoralTree Hospitality.
  • Proven ability to establish dominant brand positioning within defined competitive sets and establish a sustained pattern of market share advantage. 
  • Ability to formulate strong community relations ties and alliances, supported with integrated marketing efforts to drive revenue.
  • Ability to recruit and hire sales talent with well established relationships and contacts with meeting planners and national corporate customers.
  • Expertise in creating and developing website and electronic media campaigns to support sales efforts
  • Experience in Luxury consortia agency marketing
  • Experience driving strategic social media strategy to grow awareness and engagement for resort, outlets, spa and club
  • Experience in the marketing and sales processes required for a mixed product resort; resort rooms with privately owned villas.
  • Strong direct sales and marketing experience in business development of new and emerging markets that have the propensity to utilize luxury resort.
  • Experience in the marketing and positioning of resort amenities for both local and in-house guest use: World class Spa, F&B, social catering, club, recreation, creative programming etc.
  • Experience developing, leading and directing a comprehensive public relations function.
  • Strong business planning experience including the creating, writing and communicating complete revenue, marketing, e-commerce and public relations strategy and plan.
  • Strong direct sales leadership experience including developing market deployments based upon sound analytics in a diverse room segmentation environment, performance management and full utilization of sales systems.
  • Strong skills and successful use of financial and quantitative data to drive business strategy. Ability to establish and maintain realistic budgets while realizing projected results.
  • Proven ability to coach, mentor and lead a diverse team of professionals to optimum performance levels.
  • Possesses up–to-date knowledge in the marketing and sales profession, as well as the industry; is regarded as an expert and/or proficient in the technical/functional area and understanding systems.
  • Strong communication and presentation skills with ownership and key industry influencers
  • Actively seeks leadership roles to participate in industry organizations and is favorably regarded in the community through personal and professional involvement.
  • Experience developing effective product responses, delivery systems and methods for measuring and evaluating direct sales and marketing results.
  • Experience developing, implementing and evaluating short and long-term tactics and programs focused on customer and market needs/conditions in order to ensure the achievement of resort revenue goals.
  • Thorough knowledge of online distribution channels within both leisure and group segments.  
  • Proven background in leveraging strategic partnerships and initiating co-creations programs to drive high velocity transient and group sales production.

Personal Characteristics:


  • Strong presentation skills including effective communication with various constituent groups, including an ability to inter-relate to ownership, clients, vendors the public, executive committee, sales and marketing team members and the entire resort community.
  • Behaves with the highest of ethical standards including building loyalty and trust and a reputation of excellence which results in a following of sales talent interested in working with this leader.
  • Ability to create strategic alignment between company, resort and individual goals which equate to mutually defined success.
  • Demonstrates entrepreneurial spirit, innovation and creativity
  • Ability to work collaboratively with and through others at varying levels
  • Ability to make sounds decisions and acts with a sense of  urgency and self determination
  • Ability to make things happen by encouraging and channeling the contributions of others, while accurately assessing the strengths and development needs of associates.
  • Foster a cooperative work environment, which focuses on trusting relationships, maximum productivity and associate morale.
  • Communicate effectively with all key stakeholders including property leadership team, sales team, ownership as well as regional and corporate office support team.

Primary Position Responsibilities:


  • Establishment of a distinctive identity in the marketplace as an resort, while positioning it to successfully compete for market share with other highly recognized iconic South Florida properties.
  • Lead and provide strategic direction, support and leadership for all aspects of Pier Sixty Six Resort sales and marketing effort, to include luxury leisure, Group and Catering Sales, Marketing, Revenue Management (Optimization), the Reservation Sales Center and Conference Services.
  • Coach and lead, on a daily basis, the Director of Sales, Director of Revenue Management, and the Director of Marketing.
  • Strong owner relations skills in delivering on the vision of this luxury independent resort.
  • Effectively partner with Marina and Residential leadership to ensure all entities are complimenting one another.
  • Ensure the implementation of routine department meetings within all departments of oversight and direct department heads ownership and engagement in performance management.
  • Provide direction to the sales team in order to enhance group booking pace, backlog, rate and pattern management and continue to identify opportunities to maximize group sales contribution and performance.
  • Engagement with home office team and optimizing home office programs
  • Provide leadership, training and direction in order to achieve maximum financial profitability on a daily, monthly and annual basis.
  • Assess hotels defined competitive market(s) and defined competitive sets and their relevance to Pier Sixty Six Resort based on current/future market conditions and market/industry changes and fluctuations.
  • Evaluate group sales deployment against markets, territories and customer segments in order to optimize penetration and ensure that deployment and measurable, strategic sales plans are in place.
  • Ensure that all data capture procedures and maintenance of individual and group guest history databases are effectively monitored for capture, quality and targeted usage.
  • Executive responsibility for managing the “brand” of Pier Sixty Six Resort and the integrity of the Pier Sixty Six Master brand.
  • Executive responsibility for the creative “image,” web presence, and related promotional tools necessary for a dynamic and complex resort
  • Responsible for the on-going marketing and presence of all “on line” marketing and sales channels
  • Foster relationships and provide strategic direction to key third party vendors such as Public Relations, creative, web and Advertising agencies.
  • Foster relationships with key political community figures and organizations.
  • Act in a consultative capacity to the Managing Director and other members of the Executive Committee on sales/marketing issues; provide strategic direction and guidance to ensure optimal marketing effectiveness, oversee the continuous engagement of department managers to develop product offerings, marketing needs, methodologies and resources, to promote new/improved products and to solicit feedback of overall sales/marketing efforts.
  • Responsibility for creating and managing promotions, events, advertising campaigns, public relations plans and familiarization tours designed to generate business
  • Responsible for development of marketing partnerships and events at the resort
  • Responsible for the on-going management of supporting agencies, such as advertisement, public relations, representation firms and others in the direct support of Pier Sixty Six
  • Develop all relevant financial performance budgets including rooms, food and beverage, club, spa and conference revenue and occupancy budgets and work closely with the property Managing Director.
  • Develop and execute a comprehensive marketing plan with targeted strategies and tactics to drive revenue and property performance in all areas which will include a critical path, accountability, and ROI and implement the business plan templates as defined by CoralTree Hospitality.
  • Write the annual resort marketing plan and quarterly partner reports pertinent to Sales & Marketing. Outlines to include strategies and tactics to meet both revenue and expense budgets and the development of new business.
  • Responsible for analysis and monthly reporting that will detail sales and marketing efforts, financial performance and future metrics (backlog, pace comparison and other CoralTree Hospitality reports).
  • Constantly explore new products and services, evaluating potential return on investment and enhancement to the resort.
  • Financial responsibility to meet expense budget goals and/or percent of gross revenue targets
  • Responsible for crisis public relations preparedness and management during emergency situations.
  • Participate on the Resort Executive and Leadership committees
  • Represent Pier Sixty Six Resort and CoralTree Hospitality at appropriate client and customer events, exhibitions, trade shows, professional meetings as necessary, specific community events, tourism agencies and political venues when in the resort’s best interest
  • Participate in CoralTree Hospitality’s Sales & Marketing activities which foster team support, portfolio synergy and overall input for constant improvement/innovation.
  • Maintain an active role in important strategic, professional industry organizations as necessary
  • Ensure implementation and support of all corporate sales and marketing initiates and require necessary metric/measurement procedures to assess results.
  • Support the sales and marketing cooperative with CoralTree Hospitality properties whenever possible and provide ongoing direction and leadership for the sales, marketing and promotional opportunities and synergies for our entire collection.


Required Experience:


  • Previous sales and marketing leadership responsibility overseeing all related functions for a luxury resort of comparable scale and prestige to that of Pier Sixty Six Resort (four+ diamonds level or higher).
  • 6 or more years as top sales leader position in a resort / hospitality environment of comparable scale and prestige to that of Pier Sixty Six
  • Knowledge of travel trade industry, group markets and leisure segment including key contacts that would serve to source business for the resort, and that align with the profile and prestige positioning of Pier Sixty Six Resort.
  • Strong computer knowledge and skills related to MS Office Programs.

 Desirable Education / Experience:


  • Experience leading marketing efforts for a resort (Independent a Plus that did not have direct alignment on a primary brand and brand channel distribution.)
  • Sales & Marketing certification and / or training program completion
  • 4 Year College Degree in related field
  • Involvement in community relations activities



  • Ability to prioritize and organize work assignments
  • Ability to delegate responsibilities effectively.
  • Strong customer service aptitude
  • Ability to analyze and resolve problems while exercising good judgment and maintaining the best interest of the resort.
  • Ability to effectively plan and implement processes and procedures necessary to ensure effective associate relations, customer satisfaction and achievement of budgeted resort revenues.
  • Ability to maintain confidentiality of all guest and resort information.
  • Ability to effectively plan for the future of the Sales & Marketing department and prepare detailed developmental plans in order to forecast and prepare for the next three years.
  • Ability to effectively complete all information contained in this job description without direct supervision.
  • Ability to effectively interact with all levels of associates within the resort.
  • Ability to work effectively with all departments in order to meet their needs as well as performance manages diverse disciplines, including; marketing, group sales, catering, conference services, revenue management and reservations.
  • Ability to work under stressful conditions and balance multiple commitments simultaneously.


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