Director of Sales - Hospitality

Herschend is seeking an experienced and dynamic Director of Sales to lead our newest hospitality venture, Dolly Parton’s SongTeller Hotel, located in the heart of Downtown Nashville. The ideal candidate is passionate about hospitality, takes an innovative approach to sales initiatives and exhibits extraordinary leadership skills. The Director of Sales is an advocate for the property, passionate about community engagement and delivering exceptional experiences to their team and guests.  

Inspired by Dolly Parton's epic career and trailblazing spirit, SongTeller Hotel in Nashville is as unique as the global icon herself. Dolly welcomes guests to a place where they can Love Every Moment; it is a place to unplug, to connect with loved ones and to be entertained.

The Director of Sales position provides a unique opportunity for the right individual to coach and lead the pre-opening sales efforts for Dolly Parton’s SongTeller Hotel featuring 249 rooms, two F&B Entertainment venues, a market, and Dolly Parton’s Museum.  The position is responsible for directing and leading the development and implementation of strategic sales initiatives for the property to effectively position the property for a successful launch in Q1 2026. Of primary importance in this role is the ability to lead a team of sales professionals to achieve their respective goals and fully contribute to the overall revenue metrics for the property.  To achieve success in this role, one must drive results while adhering to our Leading with Love culture. This role will be highly rewarding for a leader with a proven history of driving success through innovative sales strategies, building strong relationships with guests and clients, fostering loyalty and encouraging repeat business.

SongTeller Hotel Nashville is more than just a place to rest your head, it's a hub of music, style, and hospitality designed the Dolly-way. Sprinkled with glamour, artistic surprises and a sense of humor - it's an experience as unforgettable as the entertainer herself. SongTeller Hotel celebrates the people, talent and setting of the destination, weaving the local music and culinary scenes together. So come experience the unique charm, and hospitality that could only be created by the iconic hostess herself!

Position Roles & Responsibilities

• Lead and direct the development and implementation of strategic sales and marketing plans and initiatives to include, but not limited to, interacting with clients and the media, directing solicitation efforts, securing business, operating information management systems, preparing and presenting statistical and performance reports and managing all financial aspects of the operation.
• Manage Pre-Opening Critical Path process, ensuring milestones are achieved in a timely manner.
• Recruit, interview and train sales team.
• Lead and mentor Sales Managers, meeting individually on a weekly basis to review revenue goals, activities, prospects, and 30/60/90 action plan to ensure all sales tactics and strategies are implemented.
• Partner with the DORM to determine sales pricing strategies, develop rates, establish group thresholds, booking policies, catering deployment strategies, determine a space utilization policy, deploying competitive data strategies, conducting demand analysis, and managing market mix.
• Build and implement the site inspection process, which delivers an exciting and memorable visit that is also comprehensive and understanding to the client's needs.
• Attend and participate in the weekly hotel Rev Max meeting and bi-weekly Group Rev Max meetings.
• Solicit Group, Business Transient, Banquet, and other business directly and in collaboration with others through the preparation, execution, and completion of action plans.
• Prepare annual business plans and execute the plans as outlined, critically examining, and adjusting as deemed necessary by current market conditions. Ensure the team adheres to budget, forecast and purchasing guidelines.
• Organize and/or attend scheduled sales department, executive committee, P&L and related meetings.
• Coordinate ongoing research of the travel industry to detect market trends and related information for the development of sales and marketing strategies. Make reasonable recommendations to improve potential from various markets.
• Develop and conduct compelling sales presentations to prospective clients.
• Accountable for prospecting goals and closing on assigned accounts/territory to positively impact group and transient room revenue, banquet, and catering revenues.
• Responsible for the direct booking and re-booking of group rooms for various clients. Maximize profitability and revenue of the resort by upselling to achieve sales goals.
• Develop strategies to meet or exceed personal and team booking goals, evolving strategies as necessary.
• Maintain current knowledge of competitors and competitive market to effectively sell against the competition and achieve positive market penetration.
• Review sales contracts as well as other key details e.g. room blocks, rooming lists, cut-off dates, deposit and payment schedules, banquet guarantees, attrition clauses and special concessions and confirm with clients.
• Ensure timely response to all RFP’s and other leads/inquiries. Prepare proposals and/or contracts advising prospective customers of hotel room and/or meeting space availability and quoting rates. 
• Create and distribute group resumes, lead pre-and post-convention meetings (as applicable) and provide department colleagues with communication that will improve our ability to deliver outstanding service.
• Professionally represent Dolly Parton’s SongTeller Hotel by participating in client and industry events.
• Ability to access, understand and accurately input information using Delphi.fdc.

This job description is not an “all-inclusive’ list of the duties and responsibilities of this position or of the skills and abilities required to perform this position.

Position Requirements

• Minimum of four (4) years as Director of Sales in a boutique, lifestyle or luxury hotel setting
• Opening hotel experience
• Work background that reflects a successful track record of accomplishment and growth in hospitality sales
• Proven leadership skills in problem solving, team building, and elevating employee morale
• Proficient knowledge of Microsoft Office, PMS and POS Systems to include Opera (PMS), Delphi, Salesforce or other sales management systems
• Comprehensive knowledge of corporate travel and group contract negotiations. Required familiarity with certificates of insurance (COI) and hospitality contract language
• Strong communication and interpersonal skills
• Flexible schedule, able to host site inspections at any time during a seven day a week period

About Herschend

The heart of Herschend’s success has long been the world-renowned hospitality that’s rooted in our DNA. We call it Heartspitality®. It’s a unique culture that blends our ethos of Leading with Love and our purpose of Bringing Families Closer Together by Creating Memories Worth Repeating® to create real impact and joy that spreads through our hosts to our guests and out into our communities.

As an equal-opportunity employer, we strive to provide environments where every host, guest, and partner feel welcome, valued, and loved. We firmly believe that words and actions matter, which is why all individuals are to be treated equally and with respect.