Matthew Rowlette
Dubai
Summary
A proven leader with a successful track record of managing large and complex stakeholder groups to develop and execute commercial strategies across the Americas, Europe, Middle East & Asia.
A visionary leader who has built and led large cross-functional teams across brand, sales, marketing, communications & revenue management to enhance and drive brand positioning and commerical performance.
An excellent collaborative leader who has years of experience in harnessing global teams to deliver consistent brand messaging and client engagement to deliver,overall commercial objectives. An industry expert who through the lens of global marco economic trends, optimizes performance with the use of business intelligence and analytical tools. A leader with a experience in crisis and reputation management situations and an excellent and frequent communicator to global and regional leadership teams, including Ownership and Asset Management.
Overview
22
22
years of professional experience
Work History
Senior Director of Sales & Marketing
Jumeirah Marsa Al Arab
08.2022 - Current
- Develop commerical launch plan for Jumeirah Marsa Al Arab - including setting the vision, mission and positioning statements, establishing the creative launch campaign and opening launch event, and inspiring the direct sales, marketing, communications and revenue strategies
- Hire and successfully on board all team members
- Deploy global communications strategies, supported by the appointment of key PR & Communications agencies across the top source markets
- Develop unique launch strategies across to support positioning whilst further enhancing engagement in Jumeirah's loyalty & consortia programmes
- Successfully on board our media agency and create our launch media plan
- Develop and deliver innovative brand stories within food and beverage to support in the overall positioning of the resort
- Engage with senior stakeholders across the company, including our holding company, to ensure commerical alignment
Area Director of Sales & Marketing
Dorchester Collection
02.2018 - Current
- Strategic Management of Sales & Marketing Team for Dorchester Collections 3 UK Team (currently at team of 40)
- Compile annual Sales & Marketing Plan for each hotel and present to Dorchester Collection’s Executive Team, including CEO & Chief Customer Experience Officer
- Lead Annual Budget
- Cultivate and launch new products & initiatives for each hotel which are aligned to the brand
- A member of The Dorchester’s Executive Leadership Team – supporting the overall leadership and direction for the hotel with the Executive Committee
- Developing new Brand to relaunch The Dorchester
- Delivered record results for all 3 hotels in 2018 & Coworth Park in 2021
- Achieved record Employee Engagement Score in 2021.
Senior Director of Sales
Four Seasons UK Collection
11.2015 - 02.2018
- Strategic management of the Sales Team for the UK Collection (Team of 15) responsible for selling London at Park Lane, Hampshire & London at Ten Trinity Square across all market segments
- Creation and implementation of Annual Business Plan for each hotel, in conjunction with Senior Director Marketing, Director of Revenue & Director of Communications
- Strategically structure the team to reach and exceed individual and team revenue goals which are aligned to each hotel’s annual budget
- Set annual Management By Objectives (MBO’s) for each pro-active member of the team
- Conduct weekly 1-2-1’s with direct reports (6) as well as administer performance appraisals and performance coaching
- Manage relationships and implement strategic plans with the Four Seasons Worldwide Sales Office Teams
- Join bi-weekly Forecast & Strategy Meetings for each hotel
- Prepare Monthly and Quarterly reports for Four Seasons EMEA Regional Team as well as participate in Quarterly Review calls
- Led Sales launch of Ten Trinity Square, from writing and executing of business plan to successfully positioning and driving business across all market segments
- Drove our Hampshire hotel re-launch following it’s 8-month enhancement program in 2017
- Handled the successful transition out of Canary Wharf with the Owner & Four Seasons.
Director of Sales & Marketing
St. Pancras Renaissance Hotel
01.2014 - 11.2015
- Member of the hotel Executive Committee with overall Management of the Events, Sales & Marketing and Communications Team (15) with specific responsibilities in the as follows: Develop sales goals and strategies to ensure alignment with the brand business strategy
- Ensure the development of a strategic account plan with alignment of the sales team against appropriate market segments
- Management of key luxury accounts for the hotel including Signature, AMEX, Tzell & Altour
- Management of US Representation Agency (including attending Annual Roadshow) and Entertainment Consultant to ensure St Pancras remains top of mind in Luxury & Entertainment agents minds – ensuring their goals and targets are met
- Represent the hotel at key luxury tradeshows (LE Miami, Signature Travel Network Annual Sales Meeting & ILTM, Cannes)
- Develop strong partnerships with local organizations to further increase brand awareness advise brand and regional team of growth opportunities
- Direct marketing communication activities and develop and execute plan to create collateral (photos, print, direct mail, web pages) to drive sales and marketing initiatives
- Coach leaders of revenue generating departments in developing effective revenue strategies and setting aggressive goals that will drive the property's financial performance
- Suggest innovative marketing ideas and proactively develop deployment strategies to continue to grow market share
- Project Manage key hotel initiatives – consolidated standalone website, eNewsetter, Sales eProposal document.
Director of Sales
The Merrion Hotel
11.2009 - 12.2013
- Member of the Senior Management Team with overall management of the Sales & Events Departments with dotted lines in from the Marketing Manager and Revenue Manager
- Overseeing key accounts in the Corporate, MICE, Leisure Entertainment & FIT markets in the UK (London) and US
- These included and are not limited to: International Board Meetings, Virtuoso, American Express, Signature & Altour programs, Celebrated Experiences, Best Loved Hotels & A&K Tours and FIT programs
- Actively manage & maintain our Sales Representation for the London Marketplace
- Work closely with The Leading Hotels of the World offices on a global basis including setting and implementing our 80/20 Performance Optimization Plan
- Manage relationships with Tourism Ireland/Failte Ireland and Dublin Tourism to ensure all relevant opportunities and promotions have active representation from the hotel
- Drafting the Annual Rooms & Events Budgets
- Prepare the annual Sales Plan in conjunction with the Sales & Marketing Budget
- Yield and Rate management with the Reservations and Revenue Manager
- Represent the hotel on an International level through a variety of Networking Events including Tradeshows and Events with Leading Hotels of the World, Tourism Ireland and Dublin Tourism Sales along with independent hosted Sales appointments & FAM Trips.
Assistant Director of Sales
The Merrion Hotel
03.2009 - 11.2009
- Continuation of my responsibilities as the Senior Sales & Events Manager in addition to the below: Re-organization and management of the Sales & Events department in conjunction with the Marketing Consultant
- Development and implementation of MICE strategy for the hotel
- Departmental cost control (P&L)
- Hosted Key FAM Trips from the London, US, Asia and European Markets.
Senior Sales & Events Manager
The Merrion Hotel
11.2008 - 03.2009
- I continued with the responsibilities as the Senior Sales & Events Manager in addition to the below: Sales trips and presentations to key markets and accounts in Ireland, London and Europe
- Handled all group & FIT enquires coupled with pro-active sales initiatives within these markets
- Work closely with the Reservations & Revenue Manager to align our group and FIT rate structures with the overall rate and occupancy targets of the Hotel.
Event Sales Manager
The Merrion Hotel
06.2008 - 11.2008
- As the Head the Events team; I was tasked with proactively selling the six private dining and meeting rooms as well as the management of the Events team and the following: Handle all VIP Events from the initial enquiry to the day of the event, including menu & wine selection, table and seating plan arrangements, entertainment, and all special requirements
- Conduct site inspections in conjunction with client entertaining
- Review and update departmental Standard Operating Procedures
- Designed and implemented the current Event Template used in Opera’s Sales & Catering.
Reservations & Revenue Manager
The Merrion Hotel
08.2006 - 06.2007
- My responsibilities were focused on ensuring The Merrion maintained its No
- 1 position in RevPar whilst also ensuring the team adhered to the Leading Quality Assurance check-lists as mandated by The Leading Hotels of the World
- Reporting jointly to the General Manager and the Marketing Consultant, my primary responsibilities included, but were not limited to: Management of reservations team, ensuring effective communication amongst all team members and throughout the various Hotel departments
- Rate Loading and Channel Management (including the hotel website, Leading Hotels website & and all 3rd party websites)
- Rate and content management on all websites, including loading and transitioning the hotel from NetRes to Trust with The Leading Hotels of the World
- Competitive Analysis and proactive strategy implementation – including that for top corporate and leisure accounts
- Chair Weekly Revenue Management Meetings and actively participate in bi-weekly sales meetings
- Participate in daily management meetings and weekly operational meetings
- Attend various International Revenue Management Conferences.
Acting General Manager
Sandman Hotel Kelowna
12.2005 - 06.2006
- Manage the day-to-day operation of this 120-room hotel, including food and beverage outlets and banqueting department with focuses as follows: Review, reply and address all guest comments
- Operational & Capital Budgeting
- Implement Sales & Operational strategies
- Representative of the hotel for various business authorities (incl
- The Hotel Association & Chamber of Commerce)
- Review of and implementation of preventative maintenance and housekeeping programs
- Cost Control and analysis
- Review and approve Annual Sales & Marketing Plan and Monthly Sales & Action Plans
- Rate Approval & Yield Management.
General Manager In-Training
Sandman Suites Vancouver
08.2005 - 12.2005
- While working at this 198 Suite property in Downtown Vancouver, my roles, responsibilities and training were focused on those areas required to be a successful General Manager
- This included but was not limited to: Profit & Loss Analysis
- Cost control & budgeting
- Yield Management
- Ensuring guest satisfaction, including responding to guest concerns and comments
- Act as a resource for staff questions and concerns, including training and team building
- Duty Manager responsibilities.
Rooms Division Manager
Sandman Hotel, Suites & Spa Calgary Airport
02.2005 - 08.2005
- With the hotel only just being open 18-months, in addition to working very closely with the General Manager to set in place a strong Rooms Division structure at this extremely busy 177 bedroom Hotel, my responsibilities in this role were as follows: Strategic team building, development, training & evaluations for the Room Division Team
- Review and monitor staff scheduling
- Develop and execute express check-in & check out program for Preferred Corporate Guests and Airline crews
- Evaluate Monthly Hotel Financial Projections
- Oversee the Airline reporting and weekly reconciliation of production
- Property site tours & daily meet and greets with hotel guests, VIP’s and Travel Agents.
Rooms Division Manager
Sandman Hotel Lethbridge
08.2004 - 02.2005
- Responsible for the overall operation of the hotel which included 137 bedrooms, lounge, banquet facilities and retail beverage and leased operations in addition to: Ensuring the seamless running of the Rooms Division & Food & Beverage Departments
- Review with Maintenance Department to address any Health & Safety issues
- Ensure Housekeeping efficiencies are met and room inspections are performed
- Hold daily Housekeeping briefings and monthly Housekeeping and Front Office Staff meetings
- Develop & market cross promotions to better enhance on-site amenities and services
- Prepare Annual Operating Budget for the Hotel with the General Manager
- Work with Sales Manager’s and General Manager to prepare the Annual Sales & Marketing Plan
- Review weekly departmental Manager’s Report and implement correctional steps if needed
- Evaluate Monthly Hotel Financial Projections and respond to queries from Regional Director
- Property site tours & daily meet and greets with hotel guests.
Front Office Manager
Sandman Hotel West Edmonton
12.2002 - 08.2004
- Day to Day running of the Front Office operation of this busy 149 bedroom hotel which also included: Overseeing all guest services and front of house personnel on a day to day basis
- Develop and set up training modules for front office staff, monitor and manage in-house rates and availability, including inputting rates and rate types into our reservation system
- Completion of performance appraisals and reviews
- Acting Hotel Manager in the absence of the General Manager and Rooms Division Manager
- Work closely with the E-Revenue manager of the company to maximize GDS revenue.
Education
Bachelor of Commerce - Finance
University of Alberta
01.2004
Skills
- Commercial Leader
- Complex Stakeholder Relations
- Verbal & written communication kills
- Brand Management
- Budget Management
- Team development and management
- Creative and innovative thinker
Awards
- European Sales & Marketing Team of the Quarter (Q4) - 2014
- SITE Member 2009, 2010, Board of Director of Site Ireland, 2011 & 2012 & President 2013
- Steering Committee Member for Tourism Ireland’s Incentive Innovation Group
- Completion of Ann Styles Senior Sales Course - 2009
- Completion of UK Based Effective Manager Training Course - 2007
- Member of various Canadian Chamber of Commerce Committees - 2004 - 2006
- Completed an International Exchange to Thammasat University, Bangkok, Thailand - 2003
References
Available Upon Request
Additional Information
From Sept '23 to April '24, provided commerical oversight of Jumeirah Burj Al Arab which including developing and driving commerical strategy, recruitment and organizational restructuring.
Timeline
Senior Director of Sales & Marketing
Jumeirah Marsa Al Arab
08.2022 - Current
Area Director of Sales & Marketing
Dorchester Collection
02.2018 - Current
Senior Director of Sales
Four Seasons UK Collection
11.2015 - 02.2018
Director of Sales & Marketing
St. Pancras Renaissance Hotel
01.2014 - 11.2015
Director of Sales
The Merrion Hotel
11.2009 - 12.2013
Assistant Director of Sales
The Merrion Hotel
03.2009 - 11.2009
Senior Sales & Events Manager
The Merrion Hotel
11.2008 - 03.2009
Event Sales Manager
The Merrion Hotel
06.2008 - 11.2008
Reservations & Revenue Manager
The Merrion Hotel
08.2006 - 06.2007
Acting General Manager
Sandman Hotel Kelowna
12.2005 - 06.2006
General Manager In-Training
Sandman Suites Vancouver
08.2005 - 12.2005
Rooms Division Manager
Sandman Hotel, Suites & Spa Calgary Airport
02.2005 - 08.2005
Rooms Division Manager
Sandman Hotel Lethbridge
08.2004 - 02.2005
Front Office Manager
Sandman Hotel West Edmonton
12.2002 - 08.2004
Bachelor of Commerce - Finance
University of Alberta