As you arrive amid the lush and rolling hills of historic Franklin, Tennessee, you find yourself breathing more deeply, feeling more at ease. It’s as though you’ve been transported to a simpler time, when the pace of life was more mindful, more deliberate. A vast expanse of farmland—325 acres—surrounds you, with greenhouses on one side, and rows of heritage crops, orchards, and gardens on the other.

Southall is a premier destination bringing nature, produce and people together in a powerful and unique way. The Director of Sales will lead a team of financial and operational aspects of Southall with the successful delivery of all key aspects to help ensure Southall’s Mission, future profitability, and sustainability. The primary function of this role is to build and accelerate the sustainable growth of room sales for this benchmark property. It is also responsible for overall room revenue streams for the success of the hotel, directing all aspects of group, incentive and transient sales of a boutique luxury rural farm resort.

Please note this position is on property and does require 5+ years progressive experience in luxury hotel/resort sales.

Core Responsibilities

• Create and implement strategic sales and marketing plans that successfully achieve business objectives
• Develop and implement creative sales strategy by analyzing historical, current and future hotel/market/account trends
• Generate and maintain accurate, real-time account and opportunity plans – with clear visibility for Southall leadership team into: strategic key account opportunities, realistic funnel and pipeline for new business, and activity summaries related to business development activities
• Use available data to accurately forecast sales and set appropriate performance goals
• Conduct comprehensive market research and analyze results to adjust sales and marketing strategy to create and maximize revenue (and profitability) goals
• Building and maintaining an effective sales/marketing team over time - in line with Southall needs.
• Collaborate with senior team members to set revenue goals and company strategy and implementing a sales plan to drive revenue.
• Oversees departmental policies and procedures; develops and monitors all departmental budgets to ensure their profitable operation.
• Pursue, negotiate and close new and repeat business; leveraging your creativity - and all available resources
• Utilize all available sales platforms to reach Southall goals, including: inside sales, outside sales, referrals, networking, internet prospecting, strategic relationship building, and so forth, in order to meet/exceed all sales and business goals.
• Work closely with STR reports, local Convention and Visitors Bureau and market research companies to stay abreast of trends and rates in the industry.
• Management functions include Sales, Reservations and Revenue Management.

Knowledge / Skills / Abilities

To perform this role successfully, an individual must have experience achieving desired result(s) in their areas of responsibility. The requirements listed below are representative of observable behaviors and essential knowledge, skill, and ability required of a successful incumbent within our culture.

• A strategic business leader with the proven ability to grow top-line revenue, while ensuring profitability needs of the organization are understood and protected
• A leader who models integrity, care, and inclusiveness – a leader who demonstrates attributes that ensure quality and productivity through high associate engagement
• Creation and achievement of SMART Goals
• Proven track record in delivering financial results
• Proven track record of positive employee engagement and satisfaction scores
• Superb communication skills including verbal (speaking & listening) - and written
• Excellent presentation skills for small and large groups

Required Qualifications:

• 5+ years progressive experience in luxury hotel/resort sales
• Proven expertise at successfully driving the performance of a boutique or luxury hotel
• Demonstrated success in building brands and delivering results (ideally smaller independent brand)
• 7+ years experience building strategic sales plans, setting sales goals, and driving sales & marketing to meet/exceed said goals within a team-based environment
• 3+ years experience in building and leading teams

Preferred Qualifications:

• BS/BA in business management or hotel management
• Spanish language skills

Southall Farm and Inn is committed to a diverse and inclusive workplace. Southall provides equal employment opportunities to applicants and employees and does not discriminate on the basis of age, race, color, ancestry, religion, sex, sexual orientation, gender identity or expression, transgender, national origin, status as a protected veteran, disability or any other classification protected by law. All aspects of employment including the decision to hire, promote, discipline, or discharge, will be based on merit, competence, performance, and business needs.