April Dial
Charlotte,NC
Summary
Dynamic operations and sales leader with over 20 years of proven success in driving revenue growth and consistently exceeding sales targets across prestigious hospitality brands, including IHG, Choice Hotels, Marriott, and Hilton. Recognized for delivering exceptional guest experiences while fostering innovation and building high-performing teams that excel in competitive markets. A pragmatic and tenacious leader equipped with a creative, solutions-focused mindset and a hands-on approach to problem-solving, dedicated to developing revenue strategies and identifying growth opportunities. Committed to mentoring talent, driving collaboration, and supporting team members in achieving their full potential, with a passion for continuous learning and staying ahead of industry trends.
Overview
25
25
years of professional experience
1
1
Certification
Work History
Pre Opening Director of Sale
Springhill Suites By Marriott
05.2025 - 11.2025
- Spearheaded all pre-opening commercial strategy , including market analysis, comp-set review, and demand segmentation to position the hotel for a successful launch in the Arrowood/Yorkmont/Whitehall submarkets.
- Led end-to-end Sales & Marketing Action Plan development , integrating Marriott Ready-Set-Sell, Empowerment Sales, and pre-opening checklists to establish sales infrastructure, pricing strategy, and account deployment.
- Built and activated a robust pipeline of corporate, group, and sports segment accounts , driving early visibility through CVENT, MeetingBroker (when available), Marriott Global Sales, and targeted local outreach.
- Collaborated with Marriott Revenue Management (MRM) and property ownership to load and validate LNR, ASO, and Dynamic corporate rates , ensuring accuracy in HPP, OneSource, and Pacer for 2026 RFP season.
- Developed all sales tools and marketing collateral for launch—including digital brochures, catering menus, 830 Sip & Kitch branding, corporate offers, and promotional content—to accelerate opening momentum.
- Acted as cross-functional liaison between Ownership, Marriott, Construction, and Operations teams to ensure sales readiness , manage pre-opening timelines, and prepare the hotel for day-one market entry and revenue generation.
Director of Sales & Catering
Embassy Suites
10.2024 - 05.2025
- Mentored and developed the sales and catering team in proactive selling strategies, key account management, and Hilton brand standards, driving an average 20% improvement in individual performance within the first five months, while securing high-value group bookings.
- Directed the full sales cycle for group, corporate, and social business, from prospecting to contract execution, consistently surpassing quarterly revenue goals through strategic account targeting and relationship management.
- Analyzed sales data and performance metrics to identify process gaps, implementing targeted solutions that boosted proposal-to-contract conversion rates by 75%, while maximizing revenue per available room (RevPAR) and catering sales.
- Led ongoing competitive market analysis to identify trends, demand generators, and new business opportunities, directly informing sales action plans and positioning the hotel ahead of local competitors.
- Collaborated with the General Manager to develop and execute comprehensive sales and catering strategies that aligned with Hilton brand goals and optimized revenue across all market segments.
- Fostered long-term relationships with key corporate, association, and social accounts, resulting in repeat business and increased market share in a highly competitive environment.
- Ensured adherence to Hilton's Commercial Services framework, driving cross-departmental collaboration between Sales, Catering, Revenue Management, and Operations to deliver exceptional guest experiences from booking through event execution.
Director of Sales & Catering
Doubletree Hotel
03.2024 - 09.2024
- Led a sales team collectively achieving an annual revenue target of $6 million through strategic account management and proactive sales efforts.
- Increased catering sales by 18%, generating over $150,000 in new group and catering revenue by securing corporate meetings, social events, and group blocks.
- Grew LNR (Locally Negotiated Rate) share by 12%, capturing key corporate accounts and strengthening the hotel's position within the local business travel market.
- Developed and executed targeted sales plans to penetrate new market segments, resulting in a 25% increase in market share and expanded group business opportunities.
- Established and maintained strong relationships with key corporate, group, and social clients, driving repeat business, referrals, and long-term partnerships.
- Analyzed market conditions, competitor performance, and business demand patterns to refine sales strategies, maximizing revenue opportunities and improving forecasting accuracy.
- Negotiated high-value contracts with major accounts, securing multi-year agreements that supported sustained revenue growth and improved account retention.
General Manager
Cambria Hotel & Suites
09.2023 - 03.2024
- Oversaw overall management of property with focus on hotel, restaurant, and banquet operations.
- Developed and executed an operational strategy in alignment with the brand and ownership business strategy.
- Keeps team focused on crucial aspects of operations for enhanced guest satisfaction and financial outcomes.
- Aligned property Leadership team and staff to deliver the brand's vision for product and service.
- Developed departmental orientation program and new hire training for operations managers to enhance job performance.
- Supports managers in optimizing daily operations through staff cross-training initiatives.
Genera Manager
Holiday Inn Express/Country Inn-Accent Grp
09.2021 - 09.2023
- Managed and oversaw daily hotel operations.
- Managed financial performance through budgeting.
- Certifications: IHG GM Certified forecasting and daily monitoring of revenues.
- Managed labor costs efficiently by analyzing traffic patterns and implementing schedule adjustments accordingly.
- Conducted regular analysis of competitor prices and products to maintain appropriate rate positioning and product offerings in relation to competition.
- Implemented employee recognition programs to enhance staff motivation in accomplishing corporate objectives.
Regional Director of Sales & Marketing
Aloft Hotel
04.2020 - 05.2021
- Directed and documented all solicitation, closing, and client communication efforts, ensuring 100% team compliance with Marriott brand standards and sales processes.
- Increased total hotel revenue by 12% and improved occupancy by 10% through strategic account targeting, dynamic pricing, and proactive sales initiatives.
- Identified new business opportunities using targeted lead generation strategies, securing key accounts and long-term group business to stabilize revenue streams.
- Analyzed sales and revenue management reports to forecast demand, uncover market trends, and adjust sales strategies to maximize profitability.
Owner
06.2019 - 06.2020
- Company Overview: Offering NEMC Transportation Services to Patients for Medical appointments and other medical needs.
- Maintained relationships with existing clients by providing superior customer service.
- Offering NEMC Transportation Services to Patients for Medical appointments and other medical needs.
- Upstate Imperial Transportation Services
Director of Sales
Residence Inn -McKibbon Hospitality
08.2016 - 06.2020
- Grew annual hotel revenue to $4 million, increasing key account production and overall sales revenue by 22% through strategic partnerships with major corporate clients and targeting long-term, extended stay opportunities.
- Expanded extended stay market share by 18%, maximizing occupancy and ADR through focused negotiation of Locally Negotiated Rates (LNR) and volume-based accounts, contributing to sustained RevPAR growth.
- Maximized revenues by training all front desk and sales associates on Marriott's full sales process, ensuring alignment with brand standards and increasing lead conversion rates.
- Implemented and led team training on Marriott systems (CI/TY, Delphi, FOSSE) and sales procedures, improving operational efficiency and ensuring full compliance with brand expectations.
- Utilized STR (STAR) reports and competitive set data to identify performance gaps, leading strategic adjustments that improved market penetration and index scores year over year.
- Maintained full compliance with Marriott corporate sales initiatives, consistently achieving sales audit excellence and adapting to new brand programs to drive property performance.
- Developed and nurtured key relationships with ownership groups, management companies, and top-producing corporate accounts, ensuring alignment on revenue goals and sales strategies.
- Drove community engagement through active participation in local business associations and hospitality networks, strengthening the hotel's visibility and referral business pipeline.
- McKibbon Hospitality
Director of Sales Holiday Inn Express Greenville Airport
07.2014 - 08.2016
- Increased total hotel revenue by 12% and grew market share by 10% through targeted corporate account acquisition, strategic rate management, and proactive group sales.
- Developed and executed strategic sales and marketing plans aligned with IHG brand standards to drive transient, corporate, and group business, resulting in sustained revenue growth during a competitive market period.
- Managed the annual sales and marketing budget, optimizing spend on key promotional activities to maximize ROI while staying within corporate guidelines.
- Interstate Hotels & Resorts
Director of Sales Holiday Inn Express
05.2011 - 07.2014
- Strengthened key client relationships by supporting the sales team in account management, negotiations, and closing high-value corporate and group contracts, contributing to increased repeat business.
- Maintained 100% responsiveness to all phone and email inquiries, ensuring timely follow-up and exceptional customer service that improved client satisfaction and retention.
- Represented the hotel at local trade shows, chamber events, and industry association meetings, increasing brand visibility and generating new business leads within target market segments.
- Assisted in growing local corporate account production through personalized outreach and relationship-building, helping to drive consistent occupancy during off-peak periods.
- InterContinental Hotels Group (IHG)
Corporate Director of Sales
Crown Plaza Hotel
08.2007 - 04.2010
- Exceeded booking targets for a 200-room property by proactively prospecting and developing local corporate clients, driving consistent occupancy and revenue growth.
- Identified and cultivated potential accounts from smaller companies, increasing negotiated rate contracts and boosting LNR share by 15%.
- Collaborated with the catering team to enhance group meeting revenues, implementing joint strategies that grew event bookings by 20%.
- Partnered closely with the Crowne Meetings Manager to optimize meeting space utilization and event execution, elevating client satisfaction and increasing group bookings.
- Coordinated with the Director of Sales, General Manager, and department heads (Rooms Division, Food & Beverage) to ensure seamless service delivery for corporate accounts.
- Worked with the Sales Coordinator to process contracts promptly and maintain client files in strict adherence to IHG sales standards.
- Crowne Plaza Hotels & Resorts
Director of Sales
Concord Hospitality Enterprises Company
04.2005 - 08.2007
- Drove exceptional sales performance in a competitive extended stay market, closing an average of 35% of all leads and consistently achieving 110–115% of monthly sales targets.
- Conducted a fair market assessment to inform growth strategies, resulting in significant revenue gains that outpaced local market trends.
- Identified, researched, and developed new client opportunities within the local market, successfully targeting and penetrating competitive segments.
- Sold thousands of corporate accounts, converting numerous customers from competitors and expanding the property's client base.
- Recognized as a Key Contributor by establishing over 25 new accounts in just 2 months, markedly increasing market share.
- Concord Hospitality Enterprises
Gneral Manager
Fairfield Inn by Marriott
01.2001 - 10.2005
- Direct and manage all property operations to drive excellence in key areas: guest service, employee engagement, sales/marketing, property appearance, and financial performance.
- Build and lead high-performing teams by setting clear objectives, providing ongoing coaching, and fostering a culture of accountability that delivers superior service outcomes.
- Establish and implement strategic goals, motivating and disciplining employees as needed to ensure optimal labor expense control and adherence to general operating budgets.
- Develop and execute innovative sales and marketing strategies—including the effective use of digital platforms and promotional portfolios—to boost property visibility and revenue.
- Proactively resolve guest-related issues by aligning operational practices with corporate standards, ensuring high levels of guest satisfaction and loyalty.
- Continuously monitor and evaluate property performance through key metrics, making data-driven decisions to enhance overall profitability and maintain competitive market positioning.
- Fairfield Inn & Suites by Marriott
Education
B.S. - Business Administration and Management
University of SC Upstate
05.1998
Business - undefined
Florida Atlantic University - College of
04.2020
Skills
- Sales strategy development
- New Business Opportunities
- Brand Awareness
- Trade show representation
- Spanish
- Revenue Management
- Client acquisitions
- Territory Management
- Profitability Optimization
- Labor Cost Analysis
- Sales leadership and training
- Revenue Forecasting
- Channel Development
- Client Relationship Management
- Social Media Marketing
Accomplishments
Professional Certifications & Awards
- Marriott General Manager Certification – Successfully completed Marriott's rigorous GM training program, demonstrating comprehensive operational, financial, and leadership mastery across the full-service and select-service portfolio.
- Hilton Core SLE Certification – Earned Hilton's Sales Leadership Excellence credential, validating expertise in sales strategy, revenue optimization, and customer-centric selling.
- Marriott Sales Certification – Recognized by Marriott for advanced proficiency in sales processes, brand standards, and revenue-driven decision-making across all market segments.
- IHG True Spirit of Hospitality Award – Honored with IHG's prestigious award for exceptional guest service, leadership, and delivery of IHG's brand-defining “True Hospitality Spirit ".
- Key Contributor Award – Acknowledged for outstanding contributions to business performance, sales impact, and teamwork excellence.
- Outstanding Performance Award – Distinctly recognized for delivering exceptional results, exceeding performance expectations, and modeling high-level hospitality leadership.
Certification
- Hilton Commercial Sales leader CertificationDecember 2024 to Present
- Hilton Commercial Sales Leader Certification
- IHG General Manager Certification
Timeline
Pre Opening Director of Sale
Springhill Suites By Marriott
05.2025 - 11.2025
Director of Sales & Catering
Embassy Suites
10.2024 - 05.2025
Director of Sales & Catering
Doubletree Hotel
03.2024 - 09.2024
General Manager
Cambria Hotel & Suites
09.2023 - 03.2024
Genera Manager
Holiday Inn Express/Country Inn-Accent Grp
09.2021 - 09.2023
Regional Director of Sales & Marketing
Aloft Hotel
04.2020 - 05.2021
Owner
06.2019 - 06.2020
Director of Sales
Residence Inn -McKibbon Hospitality
08.2016 - 06.2020
Director of Sales Holiday Inn Express Greenville Airport
07.2014 - 08.2016
Director of Sales Holiday Inn Express
05.2011 - 07.2014
Corporate Director of Sales
Crown Plaza Hotel
08.2007 - 04.2010
Director of Sales
Concord Hospitality Enterprises Company
04.2005 - 08.2007
Gneral Manager
Fairfield Inn by Marriott
01.2001 - 10.2005
Business - undefined
Florida Atlantic University - College of
B.S. - Business Administration and Management
University of SC Upstate