CAROLINA DATA
Novato,CA
Summary
Dynamic, engaging, and results-oriented sales and marketing director with twenty-five plus years of experience leading business development/revenue generation through direct sales efforts and overseeing strategic branding in entertainment, food and beverage, leisure/corporate travel, hospitality, and corporate/private events, both internationally and nationwide. Project Managing mentality, devised, developed and implemented SOP’s, service, training and branding standards. Multilingual with fluencies in English, Spanish, Portuguese, and Italian.
Overview
24
24
years of professional experience
Work History
DIRECTOR OF SALES
VINE HOSPITALITY
07.2021 - Current
- Spearheaded the sales and marketing strategies across 9 distinguished restaurants within the Vine Hospitality umbrella, significantly enhancing brand visibility and revenue generation in a highly competitive market
- Led the successful opening of 3 new restaurant ventures in 2023, overseeing all aspects of sales, marketing, and operational setup to ensure a seamless launch and immediate market impact
- Developed and implemented comprehensive sales training programs for staff across all locations, fostering a culture of excellence and service that directly contributed to a measurable increase in customer satisfaction and repeat business
- Managed cross-functional teams to drive business development and revenue growth, utilizing deep industry knowledge
- Enhanced technological tools and built a robust sales force, leveraging CRM systems and digital marketing platforms to optimize sales processes, improve customer engagement, and drive significant increases in sales efficiency and effectiveness.
CORPORATE DIRECTOR OF SALES
CHALET RESTAURANT GROUP
03.2021 - 07.2022
- Lead Sales and Marketing efforts for 5 Full-Service Restaurants (Beach and Park Chalet in San Francisco/ Lake Chalet in Oakland, Gravity Tavern in Mill Valley, Honor’s Kitchen in Emeryville) with multiple event spaces with a capacity of over 800 people
- Activated Events department after 2020 Pandemic closures and rebuilt it from the ground up
- Drove Sales to nearly reach 80 % of 2019 numbers despite post pandemic challenges ($1,500.000 2021 fiscal period)
- Successfully planned and delivered an average of 25-50 events weekly
- Set a company record of 128 events in 3 weeks during the month of October
- Introduced and implemented Triple seat as a new CRM tool, which streamlined reporting and data analytics
- Increased efficiency by going paperless, virtual BEO meetings and created a live feed for event execution
- Introduced Monday
- Com for better interdepartmental communication
- Monitored budget and controlled expenses (P & L reviews-labor costs/ COGS)
- On- going Banquet menu created to accommodate government mandates.
DIRECTOR OF SALES
ORIGINAL JOE’S RESTAURANTS
12.2016 - 06.2020
- Increased Private Events revenue 52 % within the first year of managing the department, shattering top line goals
- Hired, trained, and managed the Events Department, built a strong base clientele, and prospected a large events funnel
- Lead Sales and Marketing efforts for Original Joe’s North Beach (283 seats Restaurant - 3 Private and semi-Private rooms up to 75 people) Original Joe’s Westlake (315 seats –2 Private Rooms – up to 100 people) and Joe’s to Go Catering
- Introduced and implemented Tripleseat as a new CRM tool, which streamlined reporting and data analytics, increased efficiency by going paperless, and created a live feed for event execution
- Introduced Slack for better interdepartmental communication
- Monitored budget and controlled expenses (P & L reviews-labor costs/ COGS)
- Diversified market segments to include leisure, tour and travel, corporate, and conventions, targeting them in a customized and individualized manner
- Launched Offsite Events and Catering, managing events at multiple sites
- Enhanced exposure of Original Joe's brand by introducing industry partners: Fisherman’s Wharf Merchants Association, Community Benefit District, San Francisco Private Dining Venues (SFPDV), SF Travel, Chamber of Commerce, BABTA, MPI, and PCMA.
DIRECTOR OF GLOBAL AND DOMESTIC SALES
IGH (INTERCONTINENTAL HOTEL GROUP) Holiday inn Fisherman’s Wharf & Holiday Inn Express
06.2016 - 12.2016
- Lead the overall success of the Tour and Travel Department for both Hotels (837 rooms combined) while creating and implementing comprehensive sales strategies
- Increased pace over 200% for ensuing year bookings
- Produced monthly reports and sales forecasting, as well as rolling out action plans by segment, monitoring results
- Active role in the processing and preparing of the annual marketing plan, providing plans and budget information for tradeshows, sales missions and promotional opportunities.
DIRECTOR OF SALES AND SPECIAL EVENTS
FLAGSHIP BUILDING/BOUDIN ENTERPRISES/ BISTRO BOUDIN
12.2013 - 06.2016
- Increased Special Events revenue 102% in the first year of managing the Special Events Department, far exceeding top line goals
- Trained the entire team on service standards, anticipation, and up-selling techniques as well as non-verbal cues, enhancing bottom line goals
- Established a novel and efficient management structure by acquiring the proper tools (new CRM system, including data analysis/ tracking - Tripleseat) increasing profitability
- Diversified market segments to include leisure, tour and travel, corporate, and conventions, targeting them in a customized and individualized manner
- Enhanced exposure of Boudin Flagship building by participating in and coordinating with Fisherman’s Wharf Merchants Association, Community Benefit District, San Francisco Private Dining Venues, SF Travel, and more.
SENIOR SALES MANAGER
RADISSON HOTEL FISHERMAN’S WHARF
11.2004 - 12.2013
- Consistently exceeded sales quotas through efficient execution of direct and channel sales for all SMERF Markets including government, corporate groups, and BT
- Utilized extensive knowledge of data and sales report analysis to restructure and develop the sales support team and increase productivity, surpassing personal quota by generating 120% of set goals per quarter
- Overcame the hotel’s structural challenges (limited-service hotel with no Food & Beverage capabilities) by acquiring and developing new business travel accounts that later became the top accounts for that market
- Created B2B alliances with restaurants in Fisherman’s Wharf to develop breakfast voucher and catering meeting package Programs that would cater to clients’ needs and compensate for the lack of food and beverage outlets that the hotel had to offer
- Educated tour operators about marketing Fisherman’s Wharf as a student-friendly opportunity; introducing and developing a student market for the hotel increasing sales revenue 30%.
SALES MANAGER & CATERING COORDINATOR
RADISSON HOTEL FISHERMAN’S WHARF
11.2000 - 12.2004
- Served as the client “Point Person” for the property
- Responsible for internal communication to all departments regarding group reservations and events
- Monitored off-site Catering deliveries, banquet set up, and invoices
- Participated and supported Sales Managers on hotel presentations, FAM TRIPS, sales calls, and site inspections
- Contracting, up-dating and monitoring F.I.T accounts (Production, allotment)
- Generate GRC, group production vs
- Goals, groups picked up and forecast for the General Manager
- Supervised Fax /e-mail Blast weekly
- Maintain and build relationships with repeat and new accounts
- Generate flat lists (cold calls) for the Sales Team.
Education
Bachelor of Science in EMAD Argentina (1990-1993) -
Skills
- Google suite
- MS Office
- Opera
- Salesforce
- Adobe Professional
- OpenTable
- Tripleseat
- Email marketing tools
- C-TUIT
- Sales training and leadership
- Sales funnel management
Accomplishments
Smart Women in Meeting Award 2024
References
References available upon request
Languages
Spanish
Native or Bilingual
Italian
Professional Working
Portuguese
Professional Working
Timeline
DIRECTOR OF SALES
VINE HOSPITALITY
07.2021 - Current
CORPORATE DIRECTOR OF SALES
CHALET RESTAURANT GROUP
03.2021 - 07.2022
DIRECTOR OF SALES
ORIGINAL JOE’S RESTAURANTS
12.2016 - 06.2020
DIRECTOR OF GLOBAL AND DOMESTIC SALES
IGH (INTERCONTINENTAL HOTEL GROUP) Holiday inn Fisherman’s Wharf & Holiday Inn Express
06.2016 - 12.2016
DIRECTOR OF SALES AND SPECIAL EVENTS
FLAGSHIP BUILDING/BOUDIN ENTERPRISES/ BISTRO BOUDIN
12.2013 - 06.2016
SENIOR SALES MANAGER
RADISSON HOTEL FISHERMAN’S WHARF
11.2004 - 12.2013
SALES MANAGER & CATERING COORDINATOR
RADISSON HOTEL FISHERMAN’S WHARF
11.2000 - 12.2004
Bachelor of Science in EMAD Argentina (1990-1993) -
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