Director of Sales - Sales and Revenue Management

Winter Park (Colorado, USA) - Jul 31, 2019
Manager Sales Director


Opened in January of 1940, Winter Park Resort is the oldest continuously operating resort in the United States. We are located just 67 miles north-west of Denver, which makes us the closest major ski resort to the city.  Winter Park’s traditions are deeply rooted in railroad, logging, and the early exploration of Grand County and the local Fraser Valley. Our mission is to “create the best memories, again and again,” for our guests, our employees, our community, and our strategic partners.
Headquartered in Denver, Colorado, Alterra Mountain Company is a community of 14 iconic year-round destinations, including the world’s largest heli-ski operation. The company owns and operates a range of recreation, hospitality, real-estate development, food and beverage and retail businesses. Headquartered in Denver, Colorado with destinations across the continent, we are rooted in the spirit of the mountains and united by a passion for outdoor adventure. Alterra Mountain Company’s family of diverse playgrounds spans five U.S. states and three Canadian provinces: Steamboat and Winter Park Resort in Colorado; Squaw Valley Alpine Meadows, Mammoth Mountain, June Mountain and Big Bear Mountain Resort in California; Stratton in Vermont; Snowshoe in West Virginia; Tremblant in Quebec, Blue Mountain in Ontario; Deer Valley in Utah; and CMH Heli-Skiing & Summer Adventures in British Columbia. We honor each destination’s unique character and authenticity and celebrate the legendary adventures and enduring memories they bring to everyone together.


The Director of Sales, in conjunction with the Vice President of Lodging and Director of Revenue for Winter Park Resort, sets the fundamental sales goals for lodging and ancillary revenue that align with the resort’s overall fiscal business plan and revenue goals. Together they establish sales strategies, by channel, to achieve the goals established.
The Director of Sales provides leadership to the Sales Managers to ensure they have developed effective strategies and tactical plans to achieve the revenue goals. They are responsible for establishing team quotas and ensuring that their team has a healthy funnel of prospects through the various stages of the sales cycle to achieve success. This person works closely with resort cross-functional teams, as well as Corporate Leadership, to develop products and pricing that will aid in sales conversion and works through the operational logistics to service the business well. The Director of Sales has five (5) direct sales reports and is responsible for sales and activation in the channels of: direct groups, wholesale groups, and social groups, including the wedding business.
This position reports to the Vice President of Lodging, and is based full-time at Winter Park Resort.


The Director of Sales is responsible for all aspects of Winter Park’s sales. This responsibility includes but is not limited to:


  • Develop, implement and maintain a strategic business plan for the Sales Division to generate revenue for key lines of business for Winter Park Resort (Group/FIT lodging, lift tickets, conferences, weddings, etc.) to meet established sales goals
  • Manage sales plan strategies and tactics, monitor the ongoing progress of the plan, and recommend and implement adjustments that will result in maximum revenues, room nights and visitation
  • Collaborate with the Vice President of Lodging and develop Winter Park’s Sales Division’s operating and administrative structure, with an emphasis on accountability and measurability
  • Lead and manage a team of direct reports with a focus on active solicitation of key accounts and oversee new business development to generate sales
  • Work with the Vice President of Lodging and Director of Revenue Management to establish and achieve revenue, room night, and visitation targets for the company and optimize revenue through all market segments
  • Assist the Marketing and Revenue Management Divisions in meeting key company goals in expanding new destination markets and guest segments
  • Prepare and manage the Sales Division’s budget and control expenditures to conform to budgetary requirements
  • Monitor the competitive market situation and recommend appropriate changes on an ongoing basis
  • Keep apprised of the travel industry to detect market trends for development of new sales strategies and increased revenue opportunities
  • Promote high visibility of the resort through active involvement in local and national industry associations, events and trade shows
  • Establish relationships with the community, local professional organizations, and the Chamber of Commerce
  • Maintain ownership of the sales division CRM and direct resources to ensure database and client contacts are maintained and optimized
  • Ensure that all administration procedures are in place and functioning effectively
  • Manage all group services and coordination
  • Take guest feedback and resort operations processes into consideration when creating all programs
  • Respond promptly to guest comments
  • Collaborate with the Director of Marketing, Director of Revenue Management and other departmental Directors to leverage the resort’s people and technical resources to achieve effectiveness and efficiency in sales channels.


There are five (5) direct reports associated with this position. The Director of Sales and the VP of Lodging work closely together to create the Sales Division organizational structure and relevant interfaces with others in the Revenue Management and Marketing Division. This ensures the sales team employs the appropriate number and caliber of managers required for its business needs. The Director of Sales participates in the recruitment, assessment and selection of new managers and staff. The Director of Sales develops, motivates, evaluates, disciplines, and rewards direct reports in order to assure:

  • A high level of managerial productivity;
  • The best use of individual and group capabilities;
  • Management continuity and succession planning for staff to fulfill Winter Park’s sales needs.
  • The Director of Sales conducts bi-monthly one-on-ones, works with the VP of Lodging on an effective sales incentive plan, sets quarterly priorities of focus, sets annual goals and objectives, completes annual performance reviews with each direct report and ensures that sales staff participates in the annual employee feedback survey. The Director of Sales participates throughout the year in planning and implementation of management development functions and events.


  • The Director of Sales sets the sales standards and principles that determine how the company is to achieve its revenue objectives. In addition, it is expected of all Alterra Directors that this person upholds Alterra's vision and values and is able to communicate them within Winter Park and within the Sales. This individual is:
  • A high performing sales director driven by sales quotas and other established metrics
  • Creative and persistent in their approach to prospecting for new business and provides that leadership to their sales team
  • Accountable to sales goals
  • Able to work in a fast paced, multi-faceted business, with multiple sales channels and products
  • Collaborative with other departments in revenue management, product development, marketing needs, service activation and revenue management to ensure success
  • Professional in appearance and in their representation of Winter Park Resort


  • Must be able to work outside in the winter and summer under varying conditions.
  • Must be able to work on the occasional weekend and night, as needed, to support group events and on-resort activation
  • Out of state travel is occasional, but required, to activate on sales strategies as needed. Front Range travel is regular.
  • Must be able to lift a minimum of 25 lbs.
  • Must have dexterity to operate computer daily.
  • Must have auditory and visual acuity to operate computers and phones.
  • Must be able to successfully manage multiple, high priority tasks.


  • Bachelor’s Degree in Business Administration, Sales, Marketing, or related field required
  • Minimum 6 years of sales experience. Hospitality or resort experience preferred
  • Minimum 3 years of supervisor/managerial experience
  • Prior experience as a Director of Sales a plus
  • Proficiency in Microsoft Office and basic computer functionality required
  • Valid Colorado Driver’s License and clean motor vehicle record desirable


This position description is an overview of the scope of responsibilities for the role described above. With the evolution of Winter Park Resort, the responsibilities of this position may change as may the dates associated with many of the tasks. During these times of change, this position requires the flexibility and willingness to accept new responsibilities and potentially transfer others. It will also be the responsibility of any employee of Winter Park Resort to be a positive influence on the transformation of the resort and its associated lines of business.


Winter Park Resort is an Equal Opportunity Employer and is dedicated to the principles of equal employment opportunity in any term, condition, or privilege of employment.
We do not discriminate against applicants or employees on the basis of age, race, sex, color, religion, national origin, disability, sexual orientation, gender identity, veteran status, or any other status protected by state or local law.
Winter Park Resort will make reasonable accommodation for qualified individuals with known disabilities unless doing so would result in an undue hardship to Winter Park Resort. This policy governs all aspects of employment, including selection, job assignment, compensation, discipline, termination, and access to benefits and training.
This job description in no way states or implies that these are the only duties to be performed in this position. I understand that this document does not create an employment contract, implied or otherwise, other than an “at will” relationship.

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