Ben Farmer Email & Phone Number

Akron, Oh

• Successfully directed the daily sales efforts of four hotels through the development and execution of a sales and marketing plan, regularly evaluating market conditions, trends and analysis of other relevant data• Identified new, and grew existing corporate group and transient segments by prospecting, completing sales appointments, ensuring each account brings value and contributes to the hotel’s revenue goals • Facilitated daily and weekly market sales meetings, participated in weekly Revenue Management strategy meetings, assisted with weekly regional forecast calls, and prepared monthly reporting for owners and stakeholders

Akron, Ohio

• Supported and helped to develop a sales culture at four hotels (Courtyard, Fairfield Inn, Hampton Inn, Homewood Suits) and leveraged cross-selling opportunities resulting in increased revenue and guest satisfaction • Conducted front of house sales and service training, helping teams to understand and embrace the sales cycle • Regularly meets with customers, both existing and new, to guide them through the booking process, including brand education, business qualification process, and strategically guiding them one of more of our hotels• Communicated regularly with hotel operations teams, passing on any relevant account or group information that would help to ensure a successful experience

Raleigh, North Carolina

• Communicated daily updates and information regarding prior night success and/or opportunities, inventory updates, and discussion points relevant to the success of five Marriott select service and extended stay hotels • Conducted a thorough daily review of hotels daily pick-up, market pricing, inventory strategies, and demand changes • Offered guidance to hotels on effective package creation, value offerings, seasonal demand generation, and other revenue producing direction based upon the needed of the individual hotel• Facilitated weekly strategy meetings utilizing various tools and reports to review prior week’s performance, asses the current week(s), and examine revenue strategies for the coming months

Fairlawn, Ohio

• Communicate daily with each leadership team member to coordinate the operation of each department; reinforcing specific areas of opportunity such as labor cost, department expenditures, and service scores • Implementation of quarterly action plans for each department head to reinforce and improve upon standards of cleanliness, guest service, facilities maintenance, personal growth, and overall profitability • Create, implement, and monitor local SOP’s used to provide higher levels of customer service and maintain both corporate and brand standards • Conduct weekly review of sales activities, roomnight productivity, and group pace – giving guidance and assistance, and changing the sales strategy as needed • Evaluate market changes daily and make strategic decisions in order to best position the hotel for increased share • Involved in key account management and development by reviewing contracts, regularly communicating with the sales department, meeting decision makers in person, and calling by phone • Highly focused on guest satisfaction GSS to stay within the top 10% of the brand and maintain a "green" hotel

Cleveland/Akron, Ohio Area

• New hotel opening Director of Sales – created new account base and opened with over 100% RevPAR during first full month • Responsible for the creation, implementation, and oversight of new sales focused SOP’s for departments • Conducted account tours for new customers before and after hotel opening and qualified all opportunities • Consistently met sales goals on a monthly basis, meeting and/or exceeding budgeted revenue • Played an active role in the hotel’s revenue strategy, including proactive inventory management • Assisted in other hotel openings including the Courtyard by Marriott in Canfield, OH while searching for a General Manager and Director of Sales; trained both on Marriott systems and facilitated a three-day ramp for the General Manager

Cleveland/Akron, Ohio Area

• Led the hotel’s sales effort though proactive direct sales to achieve hotel occupancy and revenue goals • Interviewed, hired, trained and supervised Sales Coordinator in reactive sales, contract generation, detailing of group blocks, site tours, and meeting room functions • Held an active role in weekly revenue calls and assisted in developing the short and long-term strategy • Used Marriott’s MARSHA system daily to balance inventory and update sales strategy as needed

Cleveland/Akron, Ohio Area

• Established and met revenue goals by developing new accounts and growing current accounts in a profitable and customer focused manner• Conducted market research, surveys and personal studies in order to effectively capitalize on the hotel's strengths and competitors weaknesses helping to understand how to best use hotel resources• Implemented targeted account list in order to create new revenue and acquire beneficial hotel contacts• Developed customer profile system and maintained a well-documented, organized and timely account of information pertinent to achieving superior customer service and increased revenues• Helped to establish a revenue management plan that allowed the hotel to capture business that was best suited to strengthen the hotel's financial performance

• Managed the day to day operations specific to a 501c3 Non-Profit Organization• Responsible for the ongoing maintenance and upkeep required of a 100 year old commercial building• Negotiated all vendor accounts in an effort to maintain a very lean operating budget• Coordinated and facilitated weekly, monthly and quarterly groups, meetings and conferences involving travel, guest speakers and other logistics

• First point of contact for all new hotel accounts including corporate, group, social and function space• Ensured a successful direct sales program by targeting results-oriented high revenue customer telemarketing calls and appointments• Maintained up to date knowledge of specific high-value accounts in competitor hotels in order to target and solicit those most profitable

Cleveland/Akron, Ohio Area

• Accountable for revenue growth at six Cleveland area hotels in specific business market segments (retail/restaurant, medical, and insurance) • Expanded customer base by researching target companies, assessing corporate structure and meeting the specific needs of individual clients • Successfully balanced relationships with six different hotel General Managers and leadership teams by concentrating on the unique objectives of each business unit

Cleveland/Akron, Ohio Area

• Expert salesperson in Extended Stay Travel with focus on increased occupancy and average daily rate • Reinforced sales focused behaviors among employees by developing lead referral programs • Conducted daily tours of facility helping to increase extended stay occupancy and hotel revenue • Successfully created a positive customer impression of the hotel despite being a generation one Residence Inn that had not been renovated in several years

Associate Degree, Specialized Business

Navigating Sales, Dynamic Selling, Sales Negotiations, Hospitality Sales & Marketing

Extended Stay Sales Edge, Hospitality Sales & Marketing

Comprehensive week-long class teaching the fundamentals of the sales call process.