Sales Manager

Position Summary

The Sales Manager – SMERF Market is responsible for developing, soliciting, and closing group business within the SMERF segment to maximize hotel revenue and profitability. This role focuses on cultivating local and regional relationships, converting leads into confirmed bookings, and ensuring seamless communication between clients and the hotel's operational teams. The Sales Manager represents the Sonesta brand through professional, proactive, and relationship-driven sales strategies aligned with the hotel's 4 Pillars: Driving Revenue, Protecting the Bottom Line, Delivering WOW Guest Experiences, and Fostering a Strong Team Culture.

Key Responsibilities1. Drive Top-Line Revenue

• Proactively prospect, qualify, and close SMERF group business to meet or exceed monthly and annual revenue goals.
• Develop and execute sales action plans targeting social groups (weddings, reunions, celebrations), military associations, religious retreats, and educational or fraternal organizations.
• Source and respond to incoming leads from CVENT, TravelClick, Sonesta brand leads, front desk submissions, and other channels.
• Conduct site visits, presentations, and client entertainment that showcase the hotel's facilities, amenities, and service culture.
• Negotiate contracts within established guidelines, balancing conversion and profitability.
• Maintain accurate records of all prospecting and client interactions in Delphi, CVENT, and Salesforce systems.

2. Protect the Bottom Line

• Ensure all agreements are properly documented with accurate group blocks, rates, and concessions.
• Partner with the Revenue Manager and Director of Sales & Marketing to maintain rate integrity and prevent displacement of higher-yield business.
• Monitor pickup, pace, and wash of group blocks; adjust strategies proactively to minimize risk.
• Collaborate with Accounting to ensure accurate billing, deposits, and credit applications.
• Review BEOs and group resumes to ensure operational accuracy and minimize last-minute cost impacts.

3. Deliver a WOW Guest Experience

• Act as a trusted advisor and main point of contact for clients from inquiry to post-event follow-up.
• Conduct pre- and post-event meetings with clients and internal departments to ensure satisfaction and identify opportunities for repeat business.
• Partner closely with the Convention Services Manager and Banquet team to ensure all group details are executed flawlessly.
• Leverage guest and planner feedback (Medallia, CVENT, direct surveys) to drive continuous improvement.
• Curate creative, personalized touches that reflect Sonesta's "Delight in Every Detail" service promise.

4. Foster Team Culture & Collaboration

• Collaborate with the Director of Sales, Front Office, F&B, and Operations teams to align on upcoming groups, room block management, and upselling opportunities.
• Participate in weekly sales meetings, revenue strategy calls, and pre-convention meetings.
• Support and mentor the Sales Coordinator on lead tracking, BEO preparation, and proposal follow-up.
• Participate in community outreach and networking events to promote Sonesta Charlotte LoSo's presence in the SMERF market.
• Embody and promote the Total Team Effort (TTE) mindset, ensuring open communication and accountability.

Qualifications & Skills

• Bachelor's Degree in Hospitality, Marketing, or related field preferred.
• Minimum 2–4 years of hotel group sales experience, ideally with SMERF or association markets.
• Proven track record of achieving or exceeding group sales goals.
• Strong negotiation, closing, and presentation skills.
• Experience with Delphi, CVENT, and Opera PMS preferred.
• Excellent communication (verbal, written, and interpersonal) skills.
• Highly organized with the ability to manage multiple priorities in a fast-paced environment.
• Self-motivated, energetic, and passionate about hospitality and service.
• Bilingual (English/Spanish) a plus.
• Availability to work flexible hours, including evenings and weekends, to attend tradeshows or client events.

Performance Metrics

• SMERF group room night and revenue production (monthly/quarterly goals).
• Conversion rate from lead to definite.
• Repeat and referral business generated.
• BEO and contract accuracy.
• Client satisfaction and Medallia/CVENT survey scores.
• Cross-departmental collaboration feedback from EC and Operations.

Sonesta's 4 Pillars in Action

• Drive Revenue – Cultivate strong relationships to capture and grow profitable SMERF business.
• Protect Profitability – Ensure disciplined contracting, forecasting, and revenue management.
• Deliver WOW Experiences – Exceed planner expectations through creativity, service, and attention to detail.
• Empower Our People – Foster a collaborative culture built on trust, accountability, and recognition.

Job Type: Full-time

Pay: $ $27.50 per hour

Expected hours: 45 per week

Benefits:

• 401(k)
• Dental insurance
• Employee discount
• Flexible schedule
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Vision insurance

Work Location: In person