Alfonso Cerrato Email & Phone Number

Melbourne Area, Australia

The Lancemore Collection is a leading Australian boutique brand; a pioneer in boutique hotels and residential conference facilities having developed the first purpose-built conference centre in Australia, also one of the first in the world.• Key Account Management for Clients in the Eastern & South Eastern Suburbs.• Development of new business for the group’s sales in Meetings, Incentives & Conferences.• Development of Strategic Sales Plans in consultation with the CEO, driving inroads into new markets and focusing on the achievement of high sales conversion rates. • Accurate and timely reporting using Guest Centrix software and financial reports.• Using my natural flair for relationship building to attract and retain great clients.• Working closely with the Senior Management Team on a daily basis in the pursuit of Lancemore Group’s ambitious business and service goals.

Melbourne Area, Australia

Mirvac Hotels & Resort with 72 Hotels in its portfolio and eight in Victoria was the largest Australian group of Hotels until the Accor takeover in 2012. • Implemented Sales Strategies and tactics with Management and executed the strategies to sell and develop all facets of Mirvac Hotels.• Contributed to sales forecasting and budgeting.• Built upon existing client relationships and developed new client relationships to contribute to existing and potential business.

Malaga Spain

Nadalsol Group is a Development Company with several divisions including Energy, Real Estate, Construction and Tourism.• Established a Restoration Division for this Development Company, undertaking lengthy feasibility studies with the Financial Manager to assess various planned projects.• Business Plan & Project Management for a Spanish Hacienda (Event Venue) with a refurbishment investment of €600,000 and Catering Company called Club21, overseeing the investment of €750,000.• Management of exclusive F&B services contract with one of the most elite social & sporting Clubs in Málaga, “Club Deportivo Calderon”.• Heavy involvement in the design and set up of the Tourism Division website.

Malaga Spain

Neworld Travel is a Destination Management Company specialising in organising incentives and conferences in the major cities of Spain for VIP international guests.• Setup and Management of a new Destination Management Company, employing four permanent and several casual staff.• Operated high-profile events for up to 600 guests all over Spain. Clients included Novartis, Baxter, Abbot, Microsoft, Canadian Investment Group, Toyota, Hewlett Packard and many more. • After several successful years of operations, I bought out my partners becoming the Sole Owner of the company. • Economic growth of the company over the years, peaking at €650,000 per annum. • Responsible for all the Sales & Marketing strategies, creation of strategic vision and direction and the daily maintenance of client relationships.• Creation of website and all other marketing materials.

Malaga Spain

Técnica Incentives is a Destination Management Company set up by a group of professionals with more than 30 years’ experience organising conferences, incentives, congresses and seminars throughout Spain with a combination of creativity, originality and professionalism.• In this role, my major objective was the increase of volume from the UK market.• In four years in the role, revenue from this segment increased by 80%, becoming the #1 market for the company. • This success inspired my clients to request that I set up a separate DMC venture of my own, which I successfully did over the ensuing six years. • Creation of their first web site

Marbella Area, Spain

Cititravel is a leading Destination Management Company covering Spain and Portugal and specialises in field of incoming Incentive, Meeting and Conference groups. • Coordination & Operation of programmes for Key account Clients.• Providing the highest levels of service for VIP clients and large-scale events on a regular basis, including Sony Records’ annual Event in the Don Carlos Hotel (Marbella) and Michael Jackson, amongst others.

Malaga Spain

A deluxe four star hotel in Málaga with 350 accommodation rooms and 10 function rooms catering for events up to 500 guests - one of the leading conference venues in the South of Spain.Major achievements:• Establishment & daily operation of a Conference & Events Department (300 events per year).• Working closely with the Sales & Marketing department. Transformed the Hotel into one of the most important Convention Hotels in “La Costa del Sol” and in all of Spain.• During this time I was handpicked to join the mayor’s DMC team in Spain.

Hotel Samil situated at the famous Samil beach has 137 accommodation rooms with a four star rating and are famous for their conferencing facilities in Vigo.Major achievements:• Major responsibility for upgrading service levels in all departments to qualify the Hotel to successfully become accredited as part of:o The Golden Tulip Hotels Groupo HAI (Association of Independent Hotels in Galicia)• Establishment and implementation of standardized Position Descriptions for all F&B and Front Office positions, allowing greater performance and a smoother guest experience.

Responsibilities; Front Office Operations & Assistance to GM. Responsible for 11 staff members with a heavy representation of the Hotel Union within my team very challanging working with them.

Responsibilities;Prospecting and recruiting new customers, maintenance of current customers with recycling. I was responsible for the delegation of central & north of Spain and the exclusivity of the Hotel Chain Sol Meliá covering the whole territory.

Responsibilities;The overall supervision of the F&B operation/services.

Responsibilities;Control of the following; Purchasing, receiving, storage, issuing, monthly Inventories and food cost determination.

Hotel Management Diploma, Management

Hsc, Humanities/Humanistic Studies