Director of Sales

Description

ABOUT CHETOLA RESORT

For over 180 years, Chetola Resort has offered guests a timeless mountain escape in the heart of the Blue Ridge Mountains. Serving as the gateway to beautiful Blowing Rock, North Carolina as a luxury haven where adventure meets tranquility, Chetola blends refined hospitality with immersive outdoor experiences—from Orvis®-endorsed fly fishing to award-winning dining, spa indulgence, and family-friendly recreation. Under new ownership, we are embracing an exciting new chapter rooted in thoughtful renewal, authentic elegance, and exceptional guest service. Blowing Rock boasts many of the most luxurious residences in all of the Carolinas, with an affluent clientele in a year-round destination.

THE ROLE

Chetola Resort is seeking an innovative and results-driven Director of Sales to lead and elevate the property’s sales, marketing, and revenue strategies. This is a key leadership role responsible for driving topline growth across all segments, overseeing revenue management and pricing strategies, and positioning Chetola as North Carolina’s premier mountain resort for leisure travelers, groups, weddings, and events. The Director of Sales will play a critical role in crafting and executing strategies that balance rate integrity with occupancy optimization while leading the sales and marketing team to deliver exceptional results.

WHAT YOU’LL DO

Sales Leadership

• Develop and execute a comprehensive sales strategy to grow revenue across leisure, group, corporate, and social markets as well as in-house events.
• Lead and mentor the sales team, including Group Sales, Catering Sales, and other key contributors, to achieve property-wide sales goals.
• Build and maintain relationships with key clients, industry partners, and local organizations to drive repeat business and referrals.
• Monitor competitor activity, market trends, and client feedback to adjust strategies proactively.

Revenue Growth & Strategy

• Oversee revenue growth for Chetola Resort’s lodging, group, and event business, including pricing strategy, inventory control, and distribution across all hotel channels (direct, OTA, group, etc.).
• Collaborate across both hotel and rental condo bookings to drive customer demand and ensure alignment with overall resort strategy.
• Analyze market demand, booking pace, and competitor data to target key areas to recruit customers.
• Partner with the General Manager to fine tune forecasts and budgets that reflect property-wide revenue goals.
• Participate in revenue management meetings that monitor revenue performance and recommend adjustments in real-time.

In-House Programming & Events

• Develop and oversee in-house programming and resort events designed to:
• Drive incremental revenue through ticket sales, F&B, and ancillary services.
• Enhance guest engagement and length of stay by offering unique, curated experiences.
• Strengthen Chetola’s brand positioning as a destination for connection, relaxation, celebration, and adventure.
• Engage the local community and second-home owners, increasing resort visibility and loyalty.
• Create marketing and PR opportunities through distinctive, high-profile events.

Marketing Strategy & Execution

• Oversee team members who manage the resort’s website, online presence, and e-commerce initiatives to drive direct bookings and reduce reliance on third-party channels.
• Collaborate on the development of all marketing materials and digital assets, ensuring alignment with Chetola’s brand standards.
• Partner with the General Manager and ownership group to broadcast the story of Chetola’s legacy and future through compelling campaigns and messaging.

Financial & Team Leadership

• Establish annual sales and marketing budgets and manage resources effectively.
• Track and analyze sales and marketing metrics, reporting on wins, challenges, and opportunities for growth.
• Retain, coach, and develop a high-performing sales and marketing team focused on exceeding goals.

Requirements

ABOUT YOU

• A strategic and creative thinker with a proven ability to drive revenue and market share.
• Thrive in a leadership role that combines big-picture strategy with hands-on execution.
• A polished and persuasive communicator who builds trust with clients, team members, and stakeholders.
• Passionate about luxury hospitality and the art of crafting memorable guest experiences.
• Adept at balancing rate optimization with guest value to deliver sustainable results.

REQUIREMENTS

• Minimum 5 years of senior-level sales and/or marketing experience in the hospitality industry, with prior resort or hotel leadership required.
• Prior experience in revenue management or overseeing pricing and distribution strategies.
• Strong understanding of digital marketing, social media, and public relations.
• Familiarity with sales systems and property management software .
• Bachelor’s degree in Marketing, Hospitality, Business, or related field preferred.
• Must be able to work on-site with a flexible schedule including occasional evenings and weekends.

WHY CHETOLA

• One of the largest private employers in the county with a dynamic work setting and strong potential for career growth
• Join a dedicated and growing team shaping the next era of a beloved mountain resort
• Contribute meaningfully to a culture rooted in connection, craftsmanship, and care
• Competitive salary and eligible to participate in property-wide sales incentive programs.
• Comprehensive benefits offered to full-time eligible employees, including health, dental, vision, and supplemental benefits as well as PTO, and on-property perks.