Tiffany Whelan
North Vancouver,Canada
Summary
Resourceful senior sales leader known for high productivity and efficient task completion. Possess specialized skills in strategic planning, team leadership, and operational improvement. Excel in communication, problem-solving, and adaptability, ensuring seamless execution of business strategies and enhancement of team performance.
Overview
27
27
years of professional experience
Work History
Regional Director of Sales
Tapestry
Vancouver, Canada
06.2021 - 12.2024
- Reporting to the Senior Vice President as an integral member of the Tapestry Executive Team, define strategic sales initiatives and spearhead execution
- Oversee extensive and varied responsibilities to support sales teams in driving occupancy, fostering relationships with prospective residents and their families, and ensuring the service experience is consistent with Tapestry’s high standards aligned to core operational values
- Under my leadership, occupancy has been restored to pre-pandemic levels while the sales function has been stabilized and optimized to maximize long-term effectiveness
- Developed and implemented strategic sales strategies to achieve 100% occupancy; generated high-quality leads and employed innovative tactics to convert prospects
- Lead and mentored a high-performing regional sales team, setting clear goals, KPIs and performance expectations and managed sales and marketing budgets for each community
- Employed a prospect-centered selling approach, actively managing sales pipelines, ensuring meticulous documentation of customer interactions, conducting engaging prospective experiences and executing personalized creative follow-up strategies
- Managed daily regional sales calls and collaborated with General Managers to align team on sales and marketing strategy, identified messaging required in market, prioritized activities and ensured consistent focus on achieving operational and business priorities
- Employed a servant leadership perspective to inspire and motivate sales team members to ensure clear alignment and 'laser sharp' sales/service focus
- Collaborated with Marketing to maximize channel utilization and message effectiveness to support lead generation; proactively managed the digital marketing and social media content and platforms that amplified corporate messaging and drove digital leads; consulted on traditional media content to ensure brand consistency across all channels with a holistic marketing/sales approach
- Worked collaboratively with marketing on the organization and creation of our ambassador marketing campaigns, working hand in hand with an external video production company, creating timelines for filming and editing, scheduling interviews and collaborating with resident Ambassadors on travel and launch parties
- Employed strong business and financial acumen to optimize sales and marketing budgets, while continuously seeking opportunities to improve sales and marketing initiatives by analyzing resident needs, monitoring industry trends and assessing competitive pressures
- As a Tapestry executive, provided counsel and advice on strategic operational initiatives, including oversight of pricing strategies, revenue forecasting, and financial performance metrics to optimize profitability related to food and beverage, resident experience and human resources priorities
- As a strong DEI champion, led Tapestry’s inaugural participation in Vancouver’s PRIDE parade
National Sales Director, Western Canada
Revera Retirement Inc.
11.2018 - 06.2021
- Responsible for managing sales strategies in 36 residences across Western Canada and providing support through the development and execution of regional sales plans and collaborating on local initiatives within each residence
- Awarded 'Revera Regional Director of Sales Award in 2019 for exceeding regional occupancy revenue targets at 110% of goal'
- Lead strategic analysis to identify opportunities for growth, process improvement and the identification of innovative revenue streams
- Engaged, inspired and motivated sales consultants, and collaborated with executive directors to align sales and marketing strategies to achieve operational results
- Conducted site visits to assess effectiveness of sales processes and standards, shared competitive data and provided feedback and coaching to support continuous improvement initiatives
- Leveraged industry research and market intelligence to develop sales and marketing plans for each residence to attract new prospects and build lead base consistent with service offering
- Liaised with marketing at Corporate office on execution of Western Canada Marketing Campaigns
- Identified traditional marketing opportunities and messaging required in market, managed marketing budgets, provided local content and executed digital campaigns to maximize lead generation
- Developed and strengthened regional community partnerships and contracts, building strong brand allegiance and representation
Travel Industry & Corporate Group Sales Manager
Four Seasons Resort Whistler and Vancouver
12.2010 - 11.2018
- International Wholesale Sales Manager representing Four Seasons Vancouver in conjunction with Four Seasons Whistler
- Generated over $10 million annually in Leisure, Wholesale and Corporate Group sales and generated an increase in hotel group wholesale revenues from $350K to $2.6 million in four years, including high profile hotel and private residence bookings exceeding $800,000 per booking
- Awarded four Presidents Club status awards and two Achievers Club Awards
- Fostered relationships with international wholesale tour and leisure ski sales operators to position Whistler and Vancouver as the destinations of choice
- Created and executed both destination sales training and hotel specific training on both Vancouver and Whistler to International ski tour operators focusing on highlighting the unique and distinguishing features of the city and the resort, and its offerings on a global basis to expand market reach and drive sales growth
- Built relationships with Virtuoso, Signature and Ensemble Travel agents internationally to ensure exceptional positioning of the properties, and ensured that high end agency bookings were handled with great care and attention
- Proactively established wholesale net rates to preferred vendors providing discounts to volume purchasers and implemented dynamic pricing strategies to drive revenue through demand periods
- Oversaw contract negotiations and ongoing management with a focus on driving revenue while strengthening relationships
- Created annual marketing plans/budgets to guide revenue strategies for market segments
- Organized partner promotional events to enhance brand awareness and solidify key partnerships internationally to educate and train partners in representing the region and brand to maximize sales potential
International Regional Wholesale Sales Manager
Fairmont Hotels and Resorts
08.2003 - 12.2010
- Promoted from Executive Meeting Manager in Conference Services to International Regional Wholesale Sales Manager within seven months of hire based on exceptional performance
- As International Wholesale Sales Manager, represented Fairmont Chateau Whistler, Fairmont Chateau Lake Louise, Fairmont Banff Springs and Fairmont Jasper Park Lodge
- Represented Fairmont’s premier mountain properties by creating custom offerings with International regional wholesale partners, featuring special offerings and exclusive wholesale net rate arrangements
- Collaborated with hotel executives to maximize revenue opportunities
- Supported the development of annual marketing plans/budgets to guide core revenue strategies
- Established strong industry relationships to leverage growth/revenue opportunities
- Planned numerous client familiarization trips, site inspections and events to anchor brand preference
- Worked proactively with leaders to assess program success and efficiency, identifying opportunities for performance improvement
- Travelled internationally to educate partners in representing the region and brand to maximize sales potential
Sales Event Coordinator
Whistler Blackcomb
01.1998 - 03.2003
- Coordinated all group sales events and weddings within the Regional & Corporate, Tour & Travel, Meeting & Incentive and Internal/In-Resort markets and worked closely with destination meeting coordinators, sales representatives and departmental contacts with the coordination of groups
- Had firsthand contact with groups once they arrived in resort and handled all on site coordination for all Social and Corporate group events
- Collaborated cross functionally with Food and Beverage, Operations, Ski School, Rental/Retail to host events
- Provided input and ideas for the annual strategic sales and marketing plan
Education
Bachelor of Education - Leisure Services Administration (Kinesiology, BA)
University of Victoria
Victoria01.2001
Skills
- Executive leadership
- Relationship building
- Strategic Marketing and lead generation
- Operations management
- Presentation skills
- Business development
- Staff recruitment, training and development
- Forecasting and Budget administration
- Innovation and creativity
- Collaborative approach
- Analytical Problem solver
- Customer service
Accomplishments
- Four Seasons Presidents Club (top 20 worldwide) 2014, 2016, 2017, 2018
- Four Seasons Achievers Club (top 30 worldwide) 2013, 2015
- Revera Regional Director of Sales Award 2019
Training and Certifications
- Sherpa and Wilson Learning Prospect Centered Selling Training
- Guest Services and Management training, prospecting skills, sales management program
- Four Seasons Hotels and Resorts courses: Prospecting Skills, Sales Management Techniques level 1 and 2, Situational Selling level 1 and 2
- Fairmont Hotels & Resorts courses: Presentation Skills, Account Management strategies
- Intrawest Destination Sales School
- Super Host China, Japan, and B.C. Certification
- Travel Counselling Techniques Certification
- Skilled in multiple CRM systems including Opera, Delphi, Sherpa and Yardi
- Fluent in English and French- both written and verbal
References
References available upon request.
Timeline
Regional Director of Sales
Tapestry
06.2021 - 12.2024
National Sales Director, Western Canada
Revera Retirement Inc.
11.2018 - 06.2021
Travel Industry & Corporate Group Sales Manager
Four Seasons Resort Whistler and Vancouver
12.2010 - 11.2018
International Regional Wholesale Sales Manager
Fairmont Hotels and Resorts
08.2003 - 12.2010
Sales Event Coordinator
Whistler Blackcomb
01.1998 - 03.2003
Bachelor of Education - Leisure Services Administration (Kinesiology, BA)
University of Victoria
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