Amber Serrano Email & Phone Number

Denver, Colorado, Us

Promoted and relocated to company headquarters to direct event sales for a developer and operator of upscale, high-energy restaurants and lounges including STK and Kona Grill. • Develop strategic plans to build awareness and brand equity and generate incremental revenue by attracting and delivering corporate and social events at 17 STK Steakhouses and 25 Kona Grills across the U.S.; report to EVP of Operations.• Provide executive leadership to 5 Regional Sales Managers, 4 Restaurant Sales Managers, and 8 Event Coordinators at STK, and 1 Sales Manager at Kona Grill; travel regularly to STK locations for training, relationship building, and problem-solving purposes. • Successfully lead team to achieve annual event revenue budgets; leverage outreach to convention groups, event planners, local businesses, and local residents as drivers of success.• Respected as a results-driven supporter of diverse teams which empowers individuals to actively participate and share their ideas.• Create programming to market the restaurant brands in local markets, along with event capabilities, food & beverage options for corporate meetings and events, and social events including weddings, bachelor/bachelorette parties, and birthday parties.• Ensure the planning and delivery of quality customized events for groups of 20 to 800 guests; work with corporate chef on menu ideas; work with local managers on developing account plans and strategies.• Encourage local Sales Managers to participate in local community events with civic and other organizations and to host event planner mixers to make individual and group presentations and pursue leads for new business

Orlando, Florida, Us

Recruited to perform sales and customer relations tasks to drive sales of software products and services for a creator of industry specific scheduling and point-of-sale software for a variety of small businesses.• Led and directed a team of 4 Sales Managers to maximize sales of and award-winning business management software for use by hair salons, day spas, pet grooming businesses, medical spas, and tattoo studios across the U.S.• Consistently led team to meet and exceed sales goals and objectives. • Gained valuable experience in sales and implemented successful strategic plans that increased sales and profitability targets; maintained knowledge of competitors, market conditions, and pricing; managed full lifecycle of sales process.• Prospected for new business through cold calling, networking, and referrals; uncovered customer needs, offered necessary product knowledge and technical expertise, and delivered effective sales presentations which translated into successful sales.• Developed a deep understanding of services and products; established a sales training program for new employees.

Denver, Colorado, Us

Developed and implemented strategy to increase awareness and generate revenue at a fine dining restaurant in Disney Springs.• Created and executed marketing plans to increase brand awareness in the community and support the restaurant’s growth objectives including promotions, targeted advertising events, and partnerships with local businesses.• Led and directed an Event Coordinator and a Marketing Manager to help expand the restaurant’s customer base by promoting a strong brand across all marketing channels, identity and target new guests, and resolve issues with previous guests.• Managed marketing budgets and implemented cost-effective marketing initiatives such as community outreach, and attendance at networking and luncheon events to build upon and expand leads, business relationships, and event database.• Assisted in directing and executing private events, VIP, and celebrity dinners at STK locations in Miami and Orlando.• Increased overall sales by 36% and client database by 200% in year one through cold calling, outreach, networking, and regularly hosting events for meeting planners and hotel concierges to keep the STK brand fresh in their minds.• Coordinated details of corporate events, conferences, weddings, birthdays, anniversaries, charity events, surprise parties, trade shows, sales meetings, business meetings, employee appreciation events, and virtual events.

Oversaw and organized all activities of the F&B department to maintain quality and maximize profits at a lifestyle hotel in the Downtown Disney® area showcasing stylish, yet playful, décor and equipped with the most desired amenities.• Led and directed a team of 100 employees in the operation of four F&B outlets at a 394-room 4-star resort including American Q BBQ and Beyond, The Pick Up (Grab ‘n Go), poolside bar, and in-room dining; reported to the Director of Food & Beverage.• Ensured the delivery of a high standard of food and beverage quality and exceptional service to maximize revenues and profitability; increased average check by 35% per person through sales training in the restaurant.• Planned, organized, and executed all group dinners, private events, and VIP dinners.• Conducted weekly sales meetings with team members to establish merchandising, sales, and profit objectives.• Scheduled staff, managed purchasing & inventory control, generated payroll, developed kitchen workflow, and ensured compliance with safety, sanitation, and food preparation standards; interacted regularly with customers to ensure satisfaction.

Orlando, Fl, Us

Managed all aspects of daily restaurant operations with a focus on quality product, exceptional service, and profitability for a family operated and locally owned restaurant group with eight restaurants in Central Florida.• Oversaw all day-to-day floor operations of a 550-seat high-end restaurant featuring Florida and Floribbean cuisine in a sophisticated dining atmosphere; hired, scheduled, and supervised a team of 60 employees and reported directly to the General Manager.• Developed, implemented, and managed business plans to promote profitable food and beverage sales; contributed to increasing revenues and decreasing labor costs to generate greater profitability.• Oversaw opening & closing procedures and cash management and ensured the highest levels of service to promote hospitality and ensure total satisfaction by immediately resolving any issues leading to positive word-of-mouth reviews and repeat visits.• Planned and supervised the execution of corporate and social events on-site including group dinners, private events, and VIP dinners with customized menus and pricing; oversaw set-up, staffing, client relations, and guest service.• Hosted and attended networking events and luncheons to build upon and expand leads, business relations, and event database.

2003 to 2008 | 2009 to 2013Hired to oversee operations at several restaurants and returned to assist in opening and operating several new locations for a local, independently owned restaurant group which operated four Italian restaurants and one sports bar.• Provided leadership and direction to five General Managers and ~145 employees who operated four dine in / takeout Anthony Pizzeria Italian Restaurants, Scoreboard Sports Bar and Alfonso’s Pizzeria; gained valuable experience in multi-unit management • Oversaw the start-up of five new locations which were subsequently sold; handled all pre-opening duties including licensing, vendor set up and negotiation, ordering of food, beverage, small wares, and supplies; transitioned day-to-day ops. to GMs.• Maintained overall responsibility for P&L and guest satisfaction results; implemented initiatives to maximize revenue through marketing strategies and networking events, and control food & labor costs through efficient purchasing and scheduling.

Bethesda, Maryland, Us

Hired in pre-opening phase to oversee the start-up and opening of four F&B outlets at a 315-room, 4-star property, luxury hotel featuring 315 guest rooms in the heart of Orlando’s most popular attractions.• Recruited, interviewed, hired, onboarded, trained, supervised, motivated, and evaluated a team of 3 salaried managers and up to 75 hourly employees to staff operations of Fiorella’s Italian restaurant and lobby bar, pool bar, banquets, and in-room dining.• Assisted in the full opening of the hotel three weeks after being hired; trained employees on customer service strategies, bar practices, and productivity goals; accurately forecasted daily, weekly, and monthly covers and revenue.