Luxury Resort Commercial Leader: Strategy & Growth

Alila Hotels; California (MO); On-site; USD 180,000 - 200,000; Full time

Benefits offered by this job

Free hotel room nights

Medical, dental, vision coverage

401(k) with company match

Paid vacation and holidays

Tuition reimbursement

Employee Stock Purchase Plan

Colleague meals during shift

Career growth opportunities

Job summary

Alila Ventana Big Sur, a Hyatt-affiliated luxury resort on the California coast, seeks a Director of Sales, Marketing and Commercial Services to unite Sales, Marketing, Revenue Management and Reservations under a single commercial vision.

The role drives pricing, distribution, channel strategy and guest experience, partnering with resort leadership and Hyatt teams to deliver sustainable top-line growth while preserving the brand's privacy, wellness, and elevated service philosophy.

Qualifications

• Six or more years of progressive leadership experience in luxury resorts, hospitality, commercial strategy, Sales, Marketing, Revenue Management, Reservations, or related disciplines.
• Previous experience in luxury hotel sales, marketing, commercial strategy, or resort leadership is required; experience in a luxury resort, destination resort, boutique luxury property, or high-touch hospitality environment is strongly preferred.
• Broad knowledge of pricing, forecasting, distribution, channel strategy, luxury leisure, group sales, digital marketing, CRM, reservations, and demand generation.
• Strong financial acumen with experience developing budgets, forecasts, business plans, performance reviews, and return-on-investment recommendations.
• Proven ability to lead, coach, influence, and align diverse teams and senior stakeholders in a matrixed environment.
• Effective communicator with clear, concise written and verbal communication skills in English.

Responsibilities

• Develop, communicate, and execute an integrated commercial strategy for Alila Ventana Big Sur that aligns Sales, Marketing, Luxury Leisure, Revenue Management, Distribution, and Reservations with Hyatt and resort business objectives.
• Lead annual commercial planning, budgeting, forecasting, business reviews, and multi-year strategy development in partnership with Finance, Operations, resort leadership, and Hyatt enterprise teams.
• Translate business trends, guest insights, competitive intelligence, market dynamics, and operating priorities into decisive commercial actions and resource-allocation recommendations.
• Provide executive oversight of pricing, inventory, forecasting, distribution, channel mix, segmentation, package strategy, and total-resort revenue optimization.
• Review pace, demand, length of stay, booking window, cancellation trends, segment performance, channel contribution, ancillary production, guest behavior, and competitor activity to identify opportunities and risks.
• Partner closely with Revenue Management to guide rate strategy, inventory decisions, demand optimization, business mix, channel performance, and forecast accuracy.
• Lead regular revenue and commercial strategy meetings, ensure disciplined follow-through, and align property and centralized teams around approved actions.
• Promote strong data integrity and effective use of PMS, CRS, RMS, CRM, reservations, distribution, and business intelligence systems.
• Balance revenue optimization with guest value, brand positioning, operational capacity, and the distinct nature of the Alila experience.
• Direct strategy and performance expectations for luxury leisure, group, transient negotiated, reservations sales, partnership, and other priority demand segments.
• Strengthen relationships with luxury travel advisors, consortia, preferred partner networks, Hyatt sales resources, corporate partners, account managers, and other high-value demand channels.
• Guide territory planning, prospecting, account development, sales trips, trade shows, educational events, familiarization trips, site visits, and client engagement to generate qualified demand and measurable production.
• Oversee reservations performance, including conversion, service quality, lead management, productivity, staffing inputs, sales effectiveness, and guest communication standards.
• Ensure Sales, Reservations, and Operations collaborate effectively to deliver accurate positioning, seamless site visits, thoughtful VIP recognition, and exceptional client and guest outcomes.
• Provide strategic direction for brand marketing, content, property marketing, digital marketing, public relations, partnerships, CRM, social media, website merchandising, and audience development.
• Ensure annual marketing plans, campaign calendars, promotional strategies, loyalty initiatives, and content priorities support resort goals, need periods, target audiences, and commercial opportunities.
• Align creative, messaging, offers, landing pages, digital media, email, website content, and on-property communications with Alila brand standards and Hyatt enterprise guidance.
• Evaluate digital and campaign performance using revenue, conversion, iROAS, marketing efficiency, engagement, inquiry, and funnel metrics; direct optimization based on business impact.
• Create stronger coordination between brand storytelling and property-level execution so inspiration consistently converts into qualified demand, direct engagement, and bookings.
• Own commercial performance expectations and reporting discipline for Total Revenue, GOP, segment production, direct contribution, conversion, forecast accuracy, and other agreed business metrics.
• Lead the commercial components of annual budgets, forecasts, business reviews, and performance presentations, ensuring assumptions are supported by clear data and actionable strategies.
• Monitor commercial budgets, agency and vendor investments, media spend, sales activity, and program costs to improve return on investment and financial accountability.
• Establish concise dashboards, reporting cadences, and decision frameworks that make performance, priorities, risks, and ownership visible across the organization.
• Develop and direct corrective action plans when performance is below expectations, and ensure progress is measured and communicated consistently.
• Partner with the General Manager, Operations, Finance, Spa, Programming, Food and Beverage, Retail, and other resort leaders to connect commercial strategy with operational readiness and the guest experience.
• Serve as a primary liaison with Hyatt enterprise teams supporting Commercial Services, Revenue Strategy, Distribution, Loyalty, Digital, Analytics, Sales, Marketing, and Brand.
• Ensure commercial initiatives are operationally accurate, brand-consistent, financially responsible, and executable across the resort.
• Represent Alila Ventana Big Sur in leadership meetings, owner discussions, Hyatt forums, luxury travel marketplace engagements, and external industry events as business needs require.
• Lead, coach, and develop commercial functional leaders while establishing clear goals, decision rights, performance expectations, and accountability.
• Build succession plans, strengthen functional capabilities, and create development opportunities that support long-term organizational resilience.
• Foster a collaborative, communicative, inclusive, and solutions-oriented culture across the commercial team and broader resort organization.
• Establish effective governance, operating rhythms, standard processes, and cross-functional ways of working that improve speed, consistency, and execution quality.
• Model Hyatt's culture of care while maintaining high standards for integrity, leadership, and commercial.

Skills

Executive leadership

Strategic thinking

Commercial judgment

Financial acumen

Communication skills

Stakeholder management

Team leadership

Education

Bachelor's degree in Hospitality, Business, Marketing, Finance, Analytics, or a related field

Tools

CRM systems

Revenue management software

Distribution systems

Analytics platforms

Job description

Alila Ventana Big Sur, a Hyatt-affiliated luxury resort on the California coast, seeks a Director of Sales, Marketing and Commercial Services to unite Sales, Marketing, Revenue Management and Reservations under a single commercial vision.

The role drives pricing, distribution, channel strategy and guest experience, partnering with resort leadership and Hyatt teams to deliver sustainable top-line growth while preserving the brand's privacy, wellness, and elevated service philosophy.