Justin Diggs
Silver Spring
Summary
With over 15 years of experience in leadership roles, primarily focused on sales, I am driven to continue advancing my career in the fast-paced and evolving hospitality industry. My passion for delivering exceptional guest experiences and maximizing top-line revenues is matched by my unwavering commitment to integrity. I excel in exceeding expectations by channeling my energy and determination into achieving outstanding results. Skilled in multitasking and detail-oriented, I thrive on aligning guest needs with industry trends. As a strong communicator, I foster collaboration and efficiency, ensuring success in every initiative.
Overview
2025
2025
years of professional experience
1
1
Certification
Work History
AREA Director of sales and marketing
BF SAUL HOSPITALITY GROUP
11.2023 - Current
- Oversee sales and marketing strategies for three premier properties: The Watermark Hotel, Courtyard by Marriott, and DoubleTree by Hilton
- Direct the day-to-day operations on the sales team (14), collaborate with the team to develop and execute consultative total account management strategies that are customer focused on their unique needs and that generate revenue
- Achieved the Circle of Excellence Award from Hilton for the DoubleTree by Hilton Mclean Tysons, recognizing the hotel in the top 1% of the brand performance
- Led the Watermark Hotel to be named 2024 Hotel of the year by Virginia Restaurant, Lodging and Travel Association (VRLTA)
- Drove record-breaking top-line revenues across all three properties in 2024, contributing to overall regional success
- Set a milestone for the highest single-day revenue at DoubleTree by Hilton Mclean Tysons, generating $143,830 in one day
- Boosted group contributions across all properties, most notably increasing group revenues at the Courtyard from 10% to 23% annually, with a strategic focus on filling needs dates, particularly on weekends
- Shifted market share from the competitive set, consistently outperforming them on the STAR report and driving sustained share growth
- Developed an engaged, high-performing sales team, with each seller consistently achieving an average of 130% of their booking goals
- Managed budgets and resources to ensure optimal allocation of funds for advertising, promotions, and events.
DIRECTOR OF SALES AND MARKETING
Coakley and William/Hotel Equities
09.2020 - 11.2023
- Responsible for leading marketing sales, and group meeting and catering efforts during a brand conversion from Sheraton to DoubleTree by Hilton
- Played a key role in the successful conversion of the property from a Sheraton by Marriott to a DoubleTree by Hilton, completing the transition within six-month timeframe
- Built and lead a high-performing sales and marketing team
- Providing guidance and support to achieve targets
- Developed and implemented comprehensive sales and marketing strategies to establish the hotel’s presence in the market
- Influenced the development of marketing collateral, including websites, brochures, and advertisements, to effectively communicate the hotel’s unique selling points
- Exceeded both group rooms and catering revenues by 126% and 134% prospectively
- Shifted market share from the competitive set, elevating the hotel’s performance from 4th to 2nd out of 6 in the comp-set
- Secured the largest booking on record for hotel; contributed to over 1100 group room nights and $150K in catering revenues
DIRECTOR OF SALES AND MARKETING
Coakley and William/Hotel Equities
- Responsible for the property’s sales and marketing strategy
- This included establishing community partnerships while assembling/training a new sales team
- Led major rebranding efforts after a major $6 Million renovation and expansion of 25,000 square feet of event space
- Grew rooms and catering revenues by 42% compared to 2019 revenues by tapping into new revenue streams and elevating an existing sales pipeline
- Exceeded ownerships 5-year revenue plan in 2022(Year 3) by securing new segments such as association business
- Increased the hotel’s standalone website traffic by over 50% with a strategy focused on optimizing keywords and all aspects of digital marketing
- Improved RevPAR Index from ranking 5 to consistently ranking 1 and 2 in our comp-set, which included a Brand-New Full-Service Marriott
DIRECTOR OF SALES AND MARKETING
MAGNA HOSPITALITY GROUP
08.2019 - 09.2020
- Lead a team of sales executives, provide leadership and create an environment that promotes team productivity and individual development
- Direct the day to day operations on the sales team, collaborate with the team to develop and execute consultative total account management strategies that are customer focused to their unique needs and that generate revenue
- Analyze business needs and create strategic partnerships to address objectives that benefit both organizations
- Annual budget, marketing plan, and marketing expense
SENIOR SALES MANAGER
CRESCENT HOTELS AND RESORTS
04.2019 - 08.2019
- Assist the Director of Sales and Director of Revenue by reaching the agreed upon business travel revenue goals, in particularly by soliciting Local accounts
- Develop and implement all sales and marketing strategies associated with the business transient market with emphasis on volume corporate, consortia inclusion
- Research, analyze, and monitor financial, technological, and demographic factors in order to capitalize on market opportunities and to establish a leadership position in the market
- Solicit new and existing accounts to meet/exceed business travel revenue goals through telephone prospecting, outside sales calls, site inspections, and written communication
- Currently exceeding group pace by 115%
- In Q2 Achieved 125% of budgeted group rooms
Senior Sales Manager - Corporate
HEI Hotels and Resorts/Benchmark Hotels and Resorts
03.2015 - 04.2019
- Negotiate guest room rates, meeting room rental, and hotel services within approved guidelines
- Sell Guest Room, Catering services, and banquet facilities through direct client contract
- Conduct tours of the hotel and banquet facilities and entertain potential clients in accordance with company policies and procedures
- Represent hotel at trade shows, local business association meetings, and other events
- Responsible for growing client base for corporate, religious, and education groups
- Consistently exceed overall monthly budgeted revenues as a result of direct sales efforts
Business Transient Sales Manager
HEI Hotels and Resorts/Benchmark Hotels and Resorts
- Assist the Director of Sales and Director of Revenue by reaching the agreed upon business travel revenue goals, in particular by soliciting national accounts
- Develop and implement all sales and marketing strategies associated with the business transient market with emphasis on volume corporate, consortia inclusion
- Research, analyze, and monitor financial, technological, and demographic factors in order to capitalize on market opportunities and to establish a leadership position in the market
- Solicit new and existing accounts to meet/exceed business travel revenue goals through telephone prospecting, outside sales calls, site inspections, and written communication
- Assist in the annual budgeting plan
- Maintain files by proper and expedient client dialogue documentation, adherence to trace dates and maintaining files on active trace
Sales Manager
Yes Communities
05.2010 - 03.2015
- Consistently generated additional revenue through skilled sales techniques
- Increased resident retention by 60% by converting renters to homeowners
- Conducted tours of the community & facilities, and entertained potential clients in accordance with company policies and procedures
- Coordinated community activities monthly
- Frequently traveled throughout Sales Region to train and develop Sales Team
Education
Bachelor of Arts - Business
Santa Fe College
Gainesville, FL01-2012
Skills
- Team Leadership and Development
- Revenue Management
- Strategic Planning
- Market Analysis
- Sales Forecasting
- Budgeting and Financial Acumen
- Brand Management
- Event Management
- Collaborative Leader (Cross-Functional Collaboration)
- Negotiation and Closing
- Sales Coaching
Certification
- Delphi FDC
- Rate & Inventory (R&I)
- ProfitSword and TargetVue
- Hilton and Marriott Sales Leader
- Certified Hospitality Sales Professional (CHSP)
- Forbes Hospitality Service – Luxury
Timeline
AREA Director of sales and marketing
BF SAUL HOSPITALITY GROUP
11.2023 - Current
DIRECTOR OF SALES AND MARKETING
Coakley and William/Hotel Equities
09.2020 - 11.2023
DIRECTOR OF SALES AND MARKETING
MAGNA HOSPITALITY GROUP
08.2019 - 09.2020
SENIOR SALES MANAGER
CRESCENT HOTELS AND RESORTS
04.2019 - 08.2019
Senior Sales Manager - Corporate
HEI Hotels and Resorts/Benchmark Hotels and Resorts
03.2015 - 04.2019
Sales Manager
Yes Communities
05.2010 - 03.2015
- Delphi FDC
- Rate & Inventory (R&I)
- ProfitSword and TargetVue
- Hilton and Marriott Sales Leader
- Certified Hospitality Sales Professional (CHSP)
- Forbes Hospitality Service – Luxury
DIRECTOR OF SALES AND MARKETING
Coakley and William/Hotel Equities
Business Transient Sales Manager
HEI Hotels and Resorts/Benchmark Hotels and Resorts
Bachelor of Arts - Business
Santa Fe College
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