Vice President Of Sales & Marketing - West Coast

Job Description

Job Description

At GF Hotels and Resorts, our culture is the heartbeat of our success. Our strategic compass guides us toward continuous improvement. We analyze market trends, adapt to changing landscapes, and innovate to stay ahead. We invest in our people. Their growth fuels our collective progress.

Due to growth on the West Coast, we are excited to add to our sales team a Vice President of Sales & Marketing - West Coast. This person will need to live on the West Coast and have multi-unit sales leadership experience covering multi major hotel brands and asset classes from limited service to big box full service hotels.

The Vice President of Sales & Marketing serves as a strategic executive responsible for leading the commercial performance of an assigned portfolio of hotels. This role establishes the vision, priorities, and commercial strategies that drive sustainable revenue growth, market share expansion, and profitability across the portfolio.

The Vice President provides executive leadership to Corporate Directors of Sales & Marketing, Revenue Management, Marketing, and Commercial Support functions while partnering closely with Operations, Finance, Brand Partners, and Hotel Ownership Groups.

The Vice President focuses on enterprise strategy, organizational effectiveness, talent development, commercial innovation, and owner relations to ensure every hotel executes against a consistent commercial vision.

This position will require frequent travel.

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

Enterprise Commercial Leadership

• Develop and execute portfolio-wide commercial strategies that maximize revenue, profitability, market share, and owner returns.

• Establish annual commercial priorities aligned with corporate strategic initiatives.

• Ensure consistent execution of commercial standards across all assigned hotels.

• Champion a culture of accountability, innovation, collaboration, and performance excellence.

Strategic Revenue Leadership

• Partner with Corporate Revenue Leadership to establish enterprise pricing strategies and revenue optimization initiatives.

• Evaluate market trends, economic conditions, competitive positioning, and demand drivers to proactively adjust portfolio strategies

• Review portfolio performance through predictive analytics, forecasting, and business intelligence.

• Identify opportunities to improve revenue mix, segmentation, channel performance, and profitability.

Organizational Leadership

• Lead, mentor, and develop Corporate Directors of Sales & Marketing.

• Build leadership capability through coaching, succession planning, and professional development.

• Evaluate organizational structure and recommend staffing models that maximize commercial effectiveness.

• Foster a high-performance culture built on accountability and measurable results.

Portfolio Performance

Accountable for achieving portfolio objectives related to:

• Revenue Growth

• Market Share (RGI)

• GOP Contribution

• Sales Productivity

• Forecast Accuracy

• Customer Retention

• Employee Engagement

Executive Business Planning

• Lead annual commercial business planning process.

• Review and approve strategic sales plans developed by Corporate Directors.

• Evaluate long-term market opportunities and portfolio growth initiatives.

• Prioritize investments that produce measurable commercial return.

Ownership Relations

• Serve as executive commercial advisor to ownership groups.

• Present quarterly and annual commercial performance reviews.

• Communicate strategic initiatives and investment recommendations.

• Build credibility through data-driven recommendations and measurable results.

Commercial Innovation

Lead initiatives involving:

• Sales technology

• CRM optimization

• AI applications

• Business intelligence

• Digital marketing strategy

• Sales process improvement

• Commercial analytics

Hotel Growth & Development

Provide executive oversight for:

• New hotel transitions

• Acquisitions

• Due diligence

• Brand conversions

• Hotel openings

• Commercial integration

• Strategic repositioning

Talent Management

• Build succession plans for commercial leadership.

• Recruit and retain high-performing leaders.

• Develop future Vice Presidents and Corporate Directors.

• Establish leadership development initiatives throughout the organization.

Performance Management

Review portfolio performance through executive dashboards measuring:

• Revenue Index

• Market Share

• Pipeline Health

• Prospecting Activity

• Forecast Accuracy

• Sales Productivity

• Lead Conversion

• Customer Retention

• Marketing ROI

• Commercial KPIs

Leadership Competencies

The Vice President must demonstrate:

• Executive Leadership

• Strategic Thinking

• Financial Acumen

• Organizational Development

• Executive Presence

• Change Leaderships

• Commercial Innovation

• Talent Development

• Data-Driven Decision Making

• Cross-Functional Collaboration

• Owner Relationship Management

• Coaching & Mentorship

Work Environment

This role is a remote position and will require travel up to 75% of the time.

• Bachelor's Degree required

• Minimum 12–15 years of progressive hotel sales leadership experience.

• Minimum 5 years above-property commercial leadership experience.

• Multi-brand hotel management company experience preferred

• Demonstrated success leading large multi-property commercial organizations.

• Strong financial and analytical expertise.

• Proven ability to influence executive leadership and ownership groups

• Exceptional communication, presentation, and negotiation skills.

GF Hotels and Resorts, based in Philadelphia, Pennsylvania, is a full-service hospitality ownership and management company that, through its operating affiliates, works on behalf of a variety of individual owners, real estate funds, and institutional lenders. GF believes in the enterprising spirit with a promise of integrity and an overall passion for hospitality.

At GF, we believe that people are the key to our success. We offer health insurance, paid time off, ongoing learning opportunities, competitive compensation, plus a great culture.