Heather Peterson
South Lake Tahoe
Summary
Results-driven professional with experience driving operational excellence, process improvement, and team development. Proven track record of managing cross-functional teams and developing successful strategies to drive growth, increase revenue, and reduce costs. Adept at leading strategic development, forecasting, and budgeting.
Overview
6
6
years of professional experience
Work History
Director of Sales
Outbound Mammoth
09.2024 - Current
- Formulated and implemented comprehensive sales strategies to maximize revenue and market share, while collaborating closely with the marketing team to align initiatives with overall business goals, resulting in a 65% increase in RevPAR YoY.
- Led and mentored the Sales and Marketing team, fostering a collaborative and high-performance culture. Supported team members to achieve sustainable targets, resulting in improved guest review scores (from #11 to #7 on TripAdvisor), a 25% increase in repeat business, and securing the only position on Expedia's VIP Access program in Mammoth Lakes.
- Managed the Sales and Marketing budget, forecasted revenue, and tracked financial performance, ensuring alignment with financial goals and providing regular updates to the Executive Team and Ownership.
Senior Manager, Partner Sales & Distribution
Vail Resorts
10.2022 - 09.2024
- Worked with senior leadership on strategic development of Vail Resorts Wholesale team across all lines-of-business to ensure accuracy in forecasting and budgeting with annual $75M revenue generated from 3rd party partners.
- Leveraged data, market trends, and experience to effectively story-tell and navigate conflict, resulting in improved partner relations and surpassing YOY goals by 40%.
- Consistently identified opportunities within the organization and initiated outreach across team lines to problem solve and reimagine solutions for closing gaps, maintaining company stewardship, and embodiment of company pillars.
- Successfully assisted with development and management of Vail Resorts Wholesale team through demonstration, coaching, consistency, trust building and talent scouting.
Associate Market Manager
Expedia Group
05.2019 - 09.2022
- Surpassed overall annual revenue goals through consistent partner communications and education, strong internal collaborations, and awareness of market trends or impacts to the business.
- Managed relationships with over 130 properties in top mountain markets with a concerted effort on key accounts to increase software adoption and engagement with top producers by 30% YoY.
- Supported additional lines of business to bring increased awareness to Expedia's marketing and sales efforts with DMOs, activity partners, and wholesalers.
Education
Texas State University
San Marcos, TXSkills
- Leadership
- Revenue growth
- Sales funnel management
- Travel and Tourism
- Networking Ninja
- Cultivating Partnerships
- Story Telling
Timeline
Director of Sales
Outbound Mammoth
09.2024 - Current
Senior Manager, Partner Sales & Distribution
Vail Resorts
10.2022 - 09.2024
Associate Market Manager
Expedia Group
05.2019 - 09.2022
Texas State University
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