National Sales Manager

Job Description

Job Description

Shanty Creek ResortNational Sales ManagerMission Statement

Shanty Creek Resort is committed to delivering a distinctive “Up North” experience for every guest. Our friendly, caring team provides exceptional service and genuine hospitality. We believe that honest, long-lasting relationships with our guests, employees, neighbors, and the surrounding environment are essential to sustaining and growing our business.

Position Summary

The National Sales Manager is responsible for proactively identifying, soliciting, developing, and closing new group business for Shanty Creek Resort. This position is focused on driving new revenue opportunities, rebuilding relationships, and expanding Shanty Creek Resort’s presence in key feeder markets.

This role will focus primarily on actively soliciting new potential group clients, re-engaging former group and conference customers, and building strong relationships with meeting planners and group contacts. Markets for this role may include corporate accounts, associations, SMERF, and other group decision-makers.

The National Sales Manager will represent Shanty Creek Resort as a destination for conferences, meetings, retreats, group travel, golf outings, ski groups, and other resort-based group experiences.

This position may be based at Shanty Creek Resort in Bellaire, Michigan, or may be considered as a hybrid remote role located in the Grand Rapids Metro, Lansing Metro, or Detroit Metro area. Frequent travel to Bellaire, Michigan, and other target markets is required.

Success in this position requires a proactive sales mindset, strong relationship-building skills, disciplined follow-up, and the ability to communicate the full value of the Shanty Creek Resort experience.

Essential Duties and Responsibilities

• Proactively identify, research, and develop new group, conference, corporate, association, and event business.
• Call on prospective clients in assigned markets, including corporate accounts, meeting planners, associations, organizations, schools, clubs, and other group decision-makers.
• Re-engage past clients and former accounts within assigned markets that have not recently held business at Shanty Creek Resort.
• Develop and maintain a strong pipeline of prospective business through outbound sales calls, email outreach, in-person appointments, networking, trade shows, industry events, and market visits.
• Maintain regular, proactive contact with assigned accounts and prospects within designated market segments.
• Qualify and re-qualify new, existing, and former accounts to ensure alignment with resort offerings, availability, revenue goals, and service capabilities.
• Meet or exceed weekly activity expectations, including qualified sales calls, prospecting activity, client appointments, site visits, outside sales calls, and follow-up activity as established by the Director of Sales.
• Conduct professional and thorough site inspections that clearly communicate the features, benefits, and value of Shanty Creek Resort.
• Develop a comprehensive working knowledge of resort operations, including accommodations, meeting and event space, golf, ski, food and beverage, conference services, guest services, reservations, recreation, and seasonal resort amenities.
• Promote the full Shanty Creek Resort experience in a way that matches each client’s needs and business objectives.
• Achieve individual booking, revenue, room night, and activity goals in alignment with departmental and organizational objectives.
• Complete weekly and monthly sales reports accurately and on time.
• Monitor competitor pricing, services, market activity, facilities, and sales strategies; communicate relevant insights to the Director of Sales.
• Accurately maintain client, prospect, and booking information within the resort’s sales management system, including account setup, notes, follow-up tasks, booking documentation, space requests, and reporting.
• Collaborate with the Sales, Marketing, Revenue, Reservations, Conference Services, Food and Beverage, Golf, Ski, and Operations teams to support successful client acquisition and execution.
• Travel frequently for sales calls, market visits, trade shows, networking events, client meetings, site inspections, and business development opportunities.
• Represent Shanty Creek Resort professionally in the marketplace and serve as a positive ambassador for the resort.
• Perform other duties as assigned.

Performance Accountability

The National Sales Manager is accountable for achieving established quarterly and annual goals, including:

• New business development activity
• Qualified prospecting and sales call activity
• Group room nights
• Group room revenue
• Conference and event revenue
• Average Daily Rate
• Rebooked former accounts
• Pipeline development and conversion
• Market presence and account penetration

Goals are established by the Director of Sales in collaboration with the Vice President of Sales, Marketing, and Lodging.

Guest Service and Professional Conduct

Personal and professional accountability is a core expectation at Shanty Creek Resort. All employees are responsible for upholding resort policies, standards, and service expectations while delivering exceptional guest and client experiences.

Employees in this role must:

• Conduct themselves in a courteous, professional, and responsive manner in all interactions with clients, guests, coworkers, vendors, and partners.
• Represent Shanty Creek Resort positively in the marketplace and during all client-facing interactions.
• Utilize all provided tools and resources to ensure timely, accurate, and professional service.
• Maintain strong follow-up practices and provide clear communication to clients and internal teams.
• Recognize that this position directly impacts group client relationships, revenue generation, and the overall reputation of Shanty Creek Resort.

Professional Experience, Education, and SkillsExperience

A minimum of 3–5 years of professional sales experience is required, preferably within hospitality, resort, hotel, conference, destination, or group sales.

Experience in proactive outside sales, new business development, corporate sales, association sales, meeting planning, or resort sales is strongly preferred.

Education

An associate degree in Sales, Hospitality, Business, Marketing, Communications, or a related field is preferred. Equivalent professional experience may be considered.

Required Skills and Abilities

• Strong proactive sales and business development skills.
• Ability to generate new leads, pursue new accounts, and close business.
• Strong relationship-building and client management skills.
• Excellent verbal and written communication skills.
• Strong presentation and negotiation skills.
• Ability to work independently while staying aligned with team goals and resort expectations.
• Strong organizational skills with the ability to manage multiple accounts, prospects, deadlines, and priorities.
• Proficiency with Microsoft Word, Excel, Outlook, and sales management systems.
• Ability to learn and effectively promote resort services, amenities, event spaces, accommodations, golf, ski, and seasonal offerings.
• Valid driver’s license and ability to travel frequently.

Work Location and Travel

This position may be based at Shanty Creek Resort in Bellaire, Michigan, or may be considered for a hybrid remote arrangement in the Grand Rapids Metro, Lansing Metro, or Detroit Metro area.

A hybrid remote arrangement requires the ability to travel frequently to Bellaire, Michigan, for meetings, site visits, client events, internal collaboration, and operational alignment. Travel to assigned markets, trade shows, client meetings, and industry events is also required.

Working Conditions and Environment

This position is primarily based indoors, with occasional outdoor exposure during site inspections, resort tours, golf, ski, and seasonal activities.

Frequent business-related travel is required.

The physical demands and work environment described are representative of those required to perform the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform these functions.