Asst. Director of Sales at Sofitel Luxury Hotels and Resorts
Lives in Al Khobar, Saudi Arabia
over 6 months ago

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A results-oriented, professional with over 20+ years of experience in various roles in hospitality including Front Office, Food & Beverage, Banqueting and Sales & Marketing. Demonstrated outstanding levels in achieving hotel revenue targets.


  • Asst. Director of Sales

    Sofitel Luxury Hotels and Resorts - Al Khobar, Saudi Arabia

    Sales & Marketing
    June 2012 - Now

    Direct and manage all group, transient, and catering/banquet sales activities to maximize revenue Prepare, implement and compile data for the strategic sales plan, monthly reporting, annual goals, sales and marketing budget, forecasts and other reports as directed/required Survey, review and analyze competition, market trends, customer needs and comments in order to be proactive and adapt with business intelligence Develops new plans and programs and determine the effectiveness of current plans and programs Manage/direct all advertising, public relations and promotional activities Actively participates in sales presentations, property tours and customer meetings Ensures optimal compliance with corporate focus audit Manages performance issues that arise within the Sales and Reservations teams Effectively communicates with other departments Evaluate changes in guest needs, the guest mix and competitive set, to recommend appropriate product/service and operational changes as necessary Anticipate and address gue

  • Asst.Director of Sales Banquets

    Sheraton Dammam Hotel & Towers - Dammam, Saudi Arabia

    Sales & Marketing
    August 2005 - April 2012

    This position is responsible for the development of new business within the Transient, Group and Events segments as well as maintenance of existing accounts to ensure maximum delivery. Sales strategy meeting, pre-convention meetings, training and other sales related meetings as required by the Director of Sales. To arrange and manage familiarisation trips and educational in line with business needs. Plan and attend any trade fairs as a representative of Starwood Hotels, ensuring that the quality image of the organisation is portrayed, and that every opportunity is taken to promote the Hotel. Proactively manages a pre-determined number of key accounts/key prospects and other active accounts to ensure maximum yield in line with budgetary objectives. Maintain valid call objectives and relevant action plans for each key account/key prospect and ensure all follow up is executed in a timely manner. Proactively prospects new accounts for the hotel and Starwood properties worldwide and following the sales process t

  • Consultant

    K.London - London, United Kingdom

    F&B other
    July 2004 - May 2005

    Menu compiling. Food presentations. Events Organizations. Outside catering co-ordination. Staffing. Maintaining service standards

  • Asst. Front Office Manager

    Marriott Karachi - Karachi, Pakistan

    Front Office reception
    January 2004 - June 2004

    Assist FOM in maintaining SOP's and highest possible level of guest satisfaction. Ensure effective interdepartmental coordination. Attaining maximum average room rate and occupancy Training of the associates. Abide by the policies, rules and regulations of the hotel on various issues/ matters and Marriott standard operating procedures. Supervise effectiveness and efficiency of internal/ external communications. Maintain strict supervision over the functioning and documentation by the front desk such as arrivals and departure book, guest folios, registration cards, notice of change and accurate billings etc.

  • Asst. Sales Manager

    Avari Towers Karachi - Karachi, Pakistan

    Sales & Marketing
    October 2003 - January 2004

    Meeting clients for business promotions. Exploring new clients in the market. Sales budgeting, defining and achieving targets in consultation with the Sales & Marketing Manager.

  • Banquet Sales Executive

    Dhahran International Hotel - SRS - Dhahran, Saudi Arabia

    Sales & Marketing
    August 1996 - September 2003

    Meeting prospective clients, discussing arrangements and selling functions and catering facilities. To improve Sales in the banqueting department including outside catering. Ensuring high levels of standard for all functions. Enhancing customer relations and exploring new clientele. Assisting Marketing Manager in developing goals and projects. Marketing Statistics and Budgeting. Sales call organization within and outside the region for increased business.

  • Duty Manager

    Avari Lahore - Karachi, Pakistan

    Front Office reception
    December 1992 - August 1996

    Supervision and direct reporting to The Front office Manager. Handling major guest complaints as well as compliments. Constant guest contact regarding hotel services- Development of staff attitude towards positive and suggestive selling of their products. Evaluation report of the front desk staff in consultation with the Front Office Manager. Training of receptionist, bell desk, and airport -reps. Delegation of work to different departments in correspondence and keeping in view guest requirements. Developing better relationships with other departments


  • Marketing Analysis in Hospitality Industry

    Cornell University USA - Ithaca, NY, United States

    October 2008 - October 2008

  • New Perspectives in Restaurant Management

    Cornell University USA - Ithaca, NY, United States

    July 2002 - July 2002

  • Bachelor of Arts/ Economics & English Literature

    Forman Christian College - Lahore, Pakistan

    May 1989 - August 1991


  • English
    Native or fluent
  • Arabic
    Professional working
  • French


  • Departmental Trainer


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