LINWOOD D. CAMPBELL
Minneapolis
Summary
Motivated Sales and Marketing Executive with experience driving profits through relationship-building and targeted sales plans. Dedicated veteran at attracting new business and boosting retention through customer management, market research and on-point advertising campaigns. Background overseeing sales and marketing team motivation, development and daily activities.
Overview
18
18
years of professional experience
1
1
Certification
Work History
Director of Catering and Events
The Woolworth Theatre
02.2024 - Current
- Increased event bookings by developing and implementing creative marketing strategies for catering services.
- Enhanced client satisfaction with personalized event planning and exceptional attention to detail.
- Managed budget allocation, negotiating contracts with vendors for cost-effective catering solutions.
- Streamlined operations by implementing efficient processes in scheduling, staffing, and inventory management for catering events.
- Developed strong relationships with local businesses and community organizations, leading to increased referrals and repeat clientele.
- Implemented innovative presentation techniques to showcase food offerings in an appealing manner, attracting new clients and increasing revenue.
- Expanded company''s reach into new markets by targeting specific industries, such as corporate events or weddings, through targeted advertising campaigns.
- Conducted post-event evaluations with clients to gather feedback on services provided, identifying areas for improvement or potential upselling opportunities.
Director of Sales and Marketing
Kelber Catering, Inc
11.2021 - 01.2024
- 1.5M sq ft of flexible Meeting Space
- Oversight of all catering and retails sales for 1.5M sq feet of convention/event space
- Responsible for Annual Revenues of $29M
- Conducted a successful, aggressive solicitation process involving outside sales calls, inside appointments, telephone calls, email, personalized letters, virtual sales blitzes and virtual tours
- Conducted 5 Fam Tours for 30 clients each
- Provided daily leadership and mentorship to (2) Sales Managers and (1) Catering Sales Coordinator with assistance in account development, activities, sales calls, site visits and business evaluation
- Created a realistic, and aggressive, annual marketing plan
- Overhauled Catering Companies Website in partnership with outside contractor
- Lead Project to find a new catering software
- Implemented new catering soft via a strategic rollout to the operation
- Development of marketing materials and social media promotion
- Updated all contracts and working documents for the company
- Leader for 5 strategic committees that has led to the implementation of strategic SOPS for: in house digital media, cross marketing, staff recognition, New Sales System, Meeting planner Surveys,
- Coordinated all high profile and complex event for Minneapolis Convention Center
Director of Private Events
University Club of
05.2021 - 10.2021
- Virginia Tech Lane Stadium 24,000 square feet of Private event space that includes, 46 Suites, Multiple Club Rooms and Stadium Field Events
- Developed a list of over 525 contacts to prospect within the market to secure business for the new operation
- Contract, coordinate and orchestrate convention, corporate, and social events
- Achieve and exceed annual sales plan
- Establish and maintain new and existing client accounts
- Develop and maintain hotel and venue partnerships for referral business development
- Partner closely with local partners to contract, and plan events/conventions
- Prepare annual budgets and quarterly action plans to achieve profitable events and sales goals
- Work with vendors, clients, University Club of Virginia Tech staff, and club accountant to deliver high-quality events
- Development of marketing materials and social media promotion
- Corporate/Convention events include: Conferences, trade shows, meetings, town hall discussions, breakfasts, luncheons, dinners, and receptions
- Suite catering for assigned Suites and game day operations
- Manage and coordinate multiple on-site and off-site venues
- Clientele includes members, non-members, elected officials, Virginia Tech Athletics, Faculty and Staff
- To date I have booked over $423,000 in preopening business for space
- Held daily meetings for all staff to cover policy changes, menu updates and upcoming events.
- Completed frequent checks of food production to assess preparation standards, portioning and performance speed.
Director of Catering and Event
The Hotel Roanoke & Conference Center
10.2017 - 08.2020
- 63,000 sq
- Feet of event space and $8.2M in catering and convention services food/beverage/audio visual/room rental budget – IACC certified property
- Responsibilities of position
- Successfully developed and mentored (2) catering sales/meeting managers, (3) convention services managers and (2) administrative assistant to exceed customer survey and budget goals
- Responsible for all sales and marketing efforts for the catering sales/convention services department in all market segments through direct marketing and B2B sales efforts
- Reimagined and implemented successful catering menus for all markets
- Monitored all catering sales manager’s and convention contractual agreements
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking
- Rebranded the Weddings department from Regency Weddings to Hotel Roanoke Bride and Events
- Increased annual sales individually and as a team to exceed annual goals
Director of Catering
10.2016 - 10.2017
- Sales and Convention Services
- Hilton Norfolk The Main – Opening Director
- 42,000 sq
- Feet of event space $7M in catering/convention services budget for food/beverage and audio-visual budget for 2017 currently in signed definite business $6.8M in catering and convention services revenues
- Responsibilities of position
- Developed all SOPS for catering sales and convention services
- Created and developed an award-winning team consisting of (3) catering sales managers, (3) convention services managers and (1) administrative assistant
- Responsible for all marketing efforts for the catering sales department
- Developed all catering menus for all markets including inclusive wedding packages
- Developed, implemented all meeting packages based on IACC (International Association of Conference Center) standards
- Developed and implemented a cohesive campaign for the wedding market that emphasis the GoldKey|PHR Diversity of Brands and locations
- Monitor all catering sales manager’s and convention contractual agreements pertaining to meeting space, food and beverage and special concessions
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking
- Maintained extraordinarily strong internal and external client relationships to ensure that event specifications were communicated and executed for all events
- Created and nurtured strong ties with the Greater Hampton Roads Community
- Accurately forecast catering food, beverage, and room rental revenues for entire department within a 5% variance
Complex Director of Catering Sales
Caesars Entertainment, Horseshoe Casino Cincinnati
05.2013 - 09.2016
- Horseshoe Cincinnati
- 33,000 sq feet of interior event space and 1 acre of exterior event space
- 3.1M in catering budget for 2016 achieved $2.92M of budget upon Departure in September 2016
- Turfway Park Racino
- 230,000 sq feet of interior event space
- 2.5M in catering budgeted for 2016 achieved $2.15M of budget revenues as of departure date September 2016
- 2 M in catering budget pacing at 75% of goal through May 2015 – Property removed from our portfolio to sell in May 2015 to an independent Operation
- Responsibilities of position for both properties
- Responsible for all marketing efforts for the sales department for both properties
- Prospected and solicited all business for both properties
- Created all marketing collateral for department
- Organized and participated in sales blitz for feeder cities, Louisville, Columbus, Indianapolis, Detroit, and Cleveland
- Negotiated all contracts for both properties within respective market segments
Director of Catering
The Hilton Netherland Plaza
12.2010 - 05.2013
- 561 rooms, 42,000 sq feet of event space, $6M in catering and convention services revenues annually
- Directed a catering sales team of 5 catering sales managers and one administrative assistant
- Developed and implemented annual booking goals to ensure exceeding pace for 2011 and beyond
- Monitor all catering sales manager’s contractual agreements pertaining to guest room blocks, meeting space, food and beverage and special concessions
- Audited all tentative and definite contracts to ensure all contractual agreements matched Delphi booking
- Maintain strong internal and external client relationships
- Trained the catering sales team to effectively prospect and solicit all market segments to ensure a balanced catering sales profile of events are in house during each week
- Developed and implemented new incentive program for the catering department that was based on performances
- Developed policies and procedures to ensure structure was maintained in the department
- Developed catering and wedding menus in partnership with the chef
- Developed First ever Indian Wedding Package for the Property
- Developed First Ever Gala/Fundraiser Package for the Property
- Developed and implemented sales strategies for the catering sales team for Winter Weddings, Summer Weddings and Holiday Parties
- Accurately forecast catering food, beverage, and room rental revenues for entire department within a 5% variance
- Participate in site visits and plan meetings for upcoming groups and potential affiliate business
- Achieved 127% of budgeted revenues in 2011 and 117%% of budgeted revenues in 2012
- Paced at 96% of annual budget through May of 2013
Senior Convention Services Manager
The Westin Charlotte
04.2006 - 12.2010
- 700 rooms, 66,000 sq feet of event space, $12M in catering and convention services revenues annually
- Manage, coordinate, and execute all group assignments
- Book and coordinate all affiliate events outside of main groups agenda
- Monitor all contractual agreements pertaining to guest room blocks, meeting space, food and beverage and special concessions
- Effectively communicate to all hotel departments the information necessary to exceed the client’s expectations
- Maintain strong client relations
- Monitor and manage room blocks according to contract utilizing group history reports and information given by clients to maximize hotel revenue, adjusting, as necessary
- Review sales contracts as well as other important information, i.e., room block, cut-off date, special concessions and attrition clauses and validate with client via turnover letter
- Monitor and enforce program deadline dates and work with clients to release meeting space not needed to maximize hotel revenues
- Produce and distribute convention resume two weeks prior to first day of main group arrival and communicate any changes and updated information to hotel departments
- Distribute BEOs for group and affiliates 10-14 days prior to events
- Accurately forecast group rooms and group food and beverage revenues for assigned groups and affiliate business within a 5% variance
- Participate in site visits and plan meetings for upcoming groups and potential affiliate business
- Achieved 131% of budgeted revenues in 2009
- Convention Services Manager of the Quarter – Starwood Hotels and Resorts 2nd Quarter 2010
Education
High School Diploma -
Amherst County High School
Amherst, VA06.1983
Skills
- Sales Quota Management
- Sales Projections
- Customer Service
- Customer Trend Analysis
- Staff Training and Development
- Performance Evaluations
- Sales Statistics Analysis
- Budgeting and Expenditures
- Advertising Campaigns
- Relationship Building
- Verbal and Written Communication
- Problem Solving
- Market Trend Analysis
- Decision Making
- Team Recruiting and Onboarding
- Detail-Oriented
- Networking Events
- Salesforce Software
- Marketing Strategy Development
- Brand Development
- Client Base Retention
- Time Management
- Interdepartmental Collaboration
- Sales Program Coordination
Affiliations
1992 – 1994 Board of Directors CVCC Abuse and Neglect
1995 – 1995 Board of Directors Charlottesville Downtown Foundation
1997 – present Member NACE
1998 - Gala Liaison VT Capital Campaign Gala
2000 - Host and Emcee National EMS Memorial Service
2002 – 2004 Membership Chair NACE – Triangle Chapter
2005 Community Service Chair NACE – Charlotte Chapter
2004 – present Membership Committee NACE - Nationals
2005 - Catering Team of the Year Culinaire International
2006-2008 - President NACE – Charlotte Chapter
2006 - President’s List Honoree NACE National Induction
2006 - NACE – Chapter President’s Council Vice Chair
2007 CPCE NACE
Chapter Presidents Council Chair
2008 -2012 National Secretary Treasurer NACE
2010 Caterer of the Year NACE – Charlotte Chapter of NACE
2011 Founder The Cincinnati Chapter of NACE
2012 - 2014 National First Vice President NACE
National President Elect
2014 – 2015 National President NACE
2015 Hunter Award Caesars Entertainment
2018 Governance Committee Chair NACE
2020 Mary Margaret Traxler Spirit of NACE Charlotte Award
2021 George Zell Spirit of NACE National Award Winner
Certification
- Certfied Professional in Catering and Events - 2007 to present
- Doctorate of Food Service - Honorary Award by NAFEM
Timeline
Director of Catering and Events
The Woolworth Theatre
02.2024 - Current
Director of Sales and Marketing
Kelber Catering, Inc
11.2021 - 01.2024
Director of Private Events
University Club of
05.2021 - 10.2021
Director of Catering and Event
The Hotel Roanoke & Conference Center
10.2017 - 08.2020
Director of Catering
10.2016 - 10.2017
Complex Director of Catering Sales
Caesars Entertainment, Horseshoe Casino Cincinnati
05.2013 - 09.2016
Director of Catering
The Hilton Netherland Plaza
12.2010 - 05.2013
Senior Convention Services Manager
The Westin Charlotte
04.2006 - 12.2010
High School Diploma -
Amherst County High School
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