I’m an outgoing, client-first Director of Sales and Marketing with over 25 years of experience in the hospitality industry who specializes in providing customers with world-class amenities and services. If you’re looking for a proven sales leader who excels at overseeing all aspects of the customer experience while reducing expenditures and maximizing revenue, then I’m the person for your team!I have a strong record of providing customers with solid value while simultaneously boosting sales and cutting costs. As Group Golf Sales Manager at Garland Lodge & Golf Resort, I built and implemented a new strategy to increase sales following the business downturn caused by COVID-19. I began prospecting clients at least a full year out from targeted booking dates and performed regular follow-ups with them to help them keep the Garland brand firmly in mind right up until booking time. This plan worked: I took revenues from $700,000 in 2020 to $1.65 million in 2023, and am on track to bring in $1.8 million in 2024. As Director of Sales & Marketing at Garland Lodge, I overhauled numerous marketing and business practices and rejuvenated the underperforming golf group. First, I implemented a dynamic pricing calendar that enabled the resort to maximize revenue per room by increasing rates during busy periods and lowering rates during off-peak times. Next, I strengthened our marketing efforts by increasing our trade show presence in the Midwest and Canada and running ads on the Golf Channel, during Tigers baseball games, and on CBS Golf in Michigan. Lastly, I grew our online presence with an updated website, a broader social media presence, and through search engine optimization. These efforts paid off, taking Garland Lodge from $950,000 in group sales and $2.5 million in resort sales in 2014 to $3.5 million in group sales and over $8 million in resort sales in 2019. Additionally, I brought our TripAdvisor score from 3 to 4 stars, doubled the size of our sales staff, and ultimately rescued Garland Lodge from going out of business. My unmatched record of providing outstanding customer service, revitalizing sales efforts, overhauling marketing strategies, and growing total sales positions me to make invaluable contributions in any senior client experience, sales, or support services role. If you’d like to learn more about my career journey, reach out! Or connect with me by email at agentry98@gmail.com
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Group Sales ManagerGarland Lodge & Golf Resort Oct 2019 - Sep 2024Lewiston, Michigan, United States● Developed and executed a new strategy to boost sales following the COVID-19 pandemic; prospected clients >1 year out from expected booking dates and conducted regular follow-ups, thereby increasing bookings and bringing sales from $700,000 in 2020 to $1.65 million in 2023 ● Recognized as top salesman for 2023; achieved $1.65 million in sales, exceeding next-best performer by $250,000● On track to exceed $1.8 million in 2024, thereby surpassing next-closest performer by $300,000Manage and provide world-class customer service to >4000 accounts. Oversee all aspects of group sales from prospecting to final billing. Manage quoting, contracting, deposit updates, rooming lists, event orders, tee times, and all special requests made by group leaders. Coordinate and oversee corporate and association events, as well as weddings. -
Director Of Sales & MarketingGarland Lodge & Golf Resort Aug 2014 - Oct 2019Lewiston, Michigan● Rejuvenated underperforming golf group business sector; established a dynamic pricing strategy and implemented higher guest experience standards, thereby increasing group sales from $950,000 to $3.5 million and resort sales from $2.5 million to over $8 million in 4 years, boosting Tripadvisor ratings from 3 to 4 stars, and ultimately saving the business from closure ● Performed end-to-end planning for all corporate and association events including meals, meeting layouts, golf tournaments, lodging, and special activities ● Managed group rooming and banquet managers who oversaw all event orders, room lists, and payment collection● Managed the resort’s website, email database, promotional materials, social media accounts, and additional marketing channelsOversaw all membership services and events, including rental program. Established all lodging and golf package rates. Implemented and managed a flexible booking system to maximize bookings and revenue during the 6-month golf season. Organized regional trade shows and served as Garland’s on-site representative. Produced and published all sales reports.
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General ManagerSojourn Lakeside Resort May 2013 - Jul 2014Gaylord, Mi● Managed all aspects of materials purchasing, staffing, and property sale in anticipation of a June 2013 opening● Increased resort’s visibility in the regional wedding destination market using digital advertising and trade show appearances, thereby doubling the number of bookings between 2013 and 2014 ● Established a multichannel marketing strategy used by Sojourn to this dayOversaw resort opening after a 20-year closure. Managed bookings for weddings and special events. Established and executed an aggressive marketing strategy to increase market share in wedding bookings.
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Conference Services ManagerGarland Lodge And Resort Jul 2010 - Apr 2013Lewiston, Mi● Served as on-site contact for all group needs including event orders, billing, rooming lists, and site tours; acted as liaison for Detroit-based sales office, managing all sales and related needs on behalf of the remote sales team● Managed the group rooms coordinator and oversaw the resort’s internship program● Oversaw all group business comprising 45% of property revenue● Coordinated sales strategy and pricing structure for our $3+ million dollars in annual group sales● Revamped the catering menus including organization of wedding packages resulting in increased profitability● Reorganized distribution and layout of event orders and resumes to correct repeated errors that were occurring between departments● Worked with our accounting department to set new standards for group payment resulting in a 40% reduction in group A/R● Oversaw the resort wedding manager, leisure group reservations coordinator, member concierge, and three interns● Marketed special events for the property including publishing advertisements, organizing event vendors, and online marketing of the event● Worked as the primary administrator for our Delphi management system● Wrote all catering policies and procedures
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Director Of Catering And Convention ServicesMission Point Resort Apr 2006 - Nov 2009Mackinac Island, Mi● Supervised, trained, and mentored a staff of 25 team members, including 5 managers; oversaw $1 million budget● Overhauled catering policies, resulting in a >$700,000 annual increase in department’s profit from 2006 – 2008● Reduced rental expenses by $10,000 and cut banquet wages by 35% -
Catering And Beverage ManagerGrand Hotel Apr 2004 - Mar 2006Mackinac Island, Mi● Supervised 60 employees including 20 wine stewards, 12 bartenders, 8 cleaning staff, 5 bar porters, 3 assistant managers, and 2 cashiers; reduced departmental expenditures by efficiently managing staff schedules ● Implemented a novel random inventory checking system that reduced bar theft and unauthorized comps● Collaborated with convention managers to organize off-premises catered functions; developed logistics plans to overcome challenges of working on an island that doesn’t permit motor vehicle access
Aaron Gentry Education Details
Frequently Asked Questions about Aaron Gentry
What is Aaron Gentry's role at the current company?
Aaron Gentry's current role is Director of Sales & Marketing | Leader in Customer Experience, Operations Management, and Event Coordination | Expert in Customer Service, Revenue Maximization, Operational Efficiency, and Support Services.
What schools did Aaron Gentry attend?
Aaron Gentry attended Michigan State University.
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Aaron Gentry
Plano, Tx -
1impactlogistics.us -
Aaron Gentry
Driven By Self-Motivation, Consistently Seeking Inspiration To Fuel A High Level Of Commitment And Determination In Achieving Both Short-Term Objectives And Long-Term Aspirations.Raleigh, Nc -
Aaron Gentry
Culver City, Ca3pacbell.net, aol.com, gartner.com1 (203) 9XXXXXXX
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