Tawn Horton
South Bend
Summary
Dynamic and results-driven hospitality leader with over 15 years of expertise in event management, sales strategy, and banquet operations within upscale hotel and conference environments.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Director of Events and Marketing
JSK Hospitality
Area Director of Sales and Marketing
JSK Hospitality
South Bend, IN
10.2019 - Current
- Holiday Inn Express - University
- Holiday Inn Express - South
- Holiday Inn Conference Center
- Staybridge Suites
- Sales Strategy & Revenue Generation:
- Develop and execute comprehensive sales strategies to drive transient, group, corporate, SMERF (Social, Military, Education, Religious, Fraternal), and catering revenue.
- Analyze market trends, STR reports, and competitive sets to adjust sales tactics and optimize pricing and positioning.
- Collaborate with revenue management on rate strategies, booking pace, and forecasting.
- Team Leadership & Performance Management:
- Hire, train, and manage the sales team, including sales managers, coordinators, and event planners.
- Set clear performance goals, monitor KPIs, and conduct regular coaching and performance reviews.
- Foster a results-driven culture focused on collaboration, accountability, and customer service.
- Client Relationship Management:
- Cultivate strong relationships with key accounts, local businesses, travel agencies, meeting planners, and community organizations.
- Conduct outside sales calls, site tours, client meetings, and trade show participation to grow market share.
- Oversee contract negotiations and ensure client satisfaction from inquiry to execution.
- Marketing & Brand Visibility:
- Partner with marketing to develop and implement promotional campaigns, social media content, and advertising strategies.
- Increase brand awareness through community involvement, networking events, and partnerships.
- Ensure all collateral and messaging align with brand standards and property positioning.
- Event & Group Sales Execution:
- Collaborate with operations and event teams to ensure flawless execution of group bookings, conferences, and social events.
- Review BEOs, group resumes, and post-event feedback to ensure client satisfaction and repeat business.
- Reporting & Forecasting:
- Prepare regular sales reports, pace reports, and forecasting updates for ownership and senior leadership.
- Track revenue performance across market segments and adjust strategy as needed.
Dual Role - General Manager / Director of Sales
Ganesh Hospitality
South Bend, IN
09.2009 - 10.2019
- Suburban Extended Stay Hotel by Choice Hotels
- Operational Oversight: Direct and supervise daily hotel operations across all departments, including front desk, housekeeping, food & beverage, maintenance, and sales. Ensure seamless coordination, service delivery, and adherence to brand standards.
- Financial & Revenue Management: Develop, manage, and optimize the hotel’s operating budget and P&L. Monitor revenue streams, control costs, and implement strategies to maximize profitability, ADR, RevPAR, and occupancy rates.
- Team Leadership & Development: Recruit, train, and manage department heads and hotel staff. Foster a culture of accountability, service excellence, and continuous improvement through coaching, recognition, and professional development.
- Sales, Marketing & Business Development: Partner with the sales and marketing team to grow corporate, leisure, and group business. Lead property-level sales initiatives, community outreach, and revenue-driving campaigns.
- Guest Satisfaction & Brand Standards: Ensure consistent delivery of exceptional guest service. Address guest feedback promptly and professionally. Maintain compliance with brand and QA standards, safety regulations, and operational protocols.
- Strategic Planning: Lead long-term operational planning and capital improvements to drive property performance, guest experience, and competitive positioning.
- Vendor & Owner Relations: Manage relationships with ownership groups, asset managers, franchisors, suppliers, and community stakeholders. Report regularly on KPIs, forecasts, and strategic initiatives.
Education
Associate's degree - Legal Studies
Ivy Tech Community College
South Bend, IN04.2015
Skills
- Assisted in developing sales training programs to enhance team performance Supported team members in achieving sales targets through coaching and feedback Facilitated role-playing exercises to improve sales techniques
- Developed and implemented comprehensive pricing strategies to enhance market competitiveness
- Assisted in creating engaging sales presentations Supported team members in delivering product information effectively Contributed to preparation of materials for client meetings
- Cultivated strategic partnerships to enhance business growth and collaboration
Certification
- Certified Hospitality Sales Professional (CHSP) September 2019 to Present
- Certified Meeting Professional September 2012 to Present
- Chauffeur's Permit January 2025 to January 2033
- Driver's License
Timeline
Area Director of Sales and Marketing
JSK Hospitality
10.2019 - Current
Dual Role - General Manager / Director of Sales
Ganesh Hospitality
09.2009 - 10.2019
Director of Events and Marketing
JSK Hospitality
Associate's degree - Legal Studies
Ivy Tech Community College