Appellation Healdsburg · 5 days ago
Senior Group Sales Manager
Healdsburg, CA
Full-time
Onsite
Mid, Senior Level
$98K/yr - $108K/yr
5+ years expAppellation Healdsburg is a unique hotel brand that combines culinary and hospitality elements to celebrate local culture and craftsmanship. The Senior Group Sales Manager will drive group room nights, meetings, and events revenue through proactive sales efforts, strategic account management, and relationship building, focusing on securing high-value group business that aligns with the property’s goals.
Hospitality
Responsibilities
Proactively solicit, negotiate, and contract group business across defined markets and segments
Consistently meet or exceed assigned room night, revenue, and booking pace goals
Develop and execute a strategic sales plan focused on short-, mid-, and long-term demand
Identify opportunities to maximize total revenue contribution including guestrooms, F&B, and ancillary spend
Build and maintain strong relationships with meeting planners, corporate clients, third-party planners, and key intermediaries
Manage a portfolio of existing accounts while actively developing new business
Conduct site inspections, client presentations, and familiarization visits
Represent the property at industry events, trade shows, and sales missions as required
Partner closely with Events, Catering, Revenue Management, and Operations to ensure seamless program execution
Effectively transition definite business to the events and operations teams with clear communication and documentation
Participate in weekly sales, revenue, and resume meetings
Provide market intelligence and feedback to leadership on trends, pricing, and competitive activity
Maintain accurate and timely data in the CRM and sales systems
Produce regular sales reports, forecasts, and pipeline updates
Ensure all contracts, proposals, and client communications align with brand standards and legal requirements
Qualification
Required
Minimum of 5–7 years of hotel or resort group sales experience, preferably in an upscale or luxury environment
Proven track record of achieving or exceeding group sales goals
Strong negotiation and closing skills
Excellent written and verbal communication abilities
Highly organized with strong attention to detail
Ability to manage multiple accounts and priorities simultaneously
Strategic thinker with a proactive, self-motivated sales approach
Comfortable working cross-functionally in a fast-paced environment
Proficiency with CRM and sales systems (e.g., Delphi, Salesforce, Cvent, or similar)
Strong command of Microsoft Office and Google Workspace tools
Ability to work flexible hours, including occasional evenings and weekends
Willingness to travel for sales calls, trade shows, and client events as needed
Ability to stand, walk, and conduct property tours for extended periods
Ability to lift up to 25 pounds
Ability to be on-site during event execution
Preferred
Experience selling meetings, retreats, and social events preferred
Benefits
401(k)
Dental insurance
Employee discount
Health insurance
Paid time off
Vision insurance
Company
Appellation Healdsburg
Opening in late summer 2025, Appellation Healdsburg represents the beating heart of our culinary-first hospitality vision.
51-200 employees
Funding
Current Stage
Growth StageCompany data provided by crunchbase