Colby Choo
Kuala Lumpur
Summary
Results-driven sales performer with solid history of success in bringing in new customers, managing revenue streams and maintaining solid account relationships. Continuously monitor competitors and research market conditions to stay responsive and successful in dynamic environments. Persuasive negotiation and program management abilities.
Overview
11
11
years of professional experience
Work History
Director of Sales & Marketing
Four Points By Sheraton Desaru
Desaru
04.2021 - 06.2022
- Setting up all SOP, department functions and total revenue generating strategy as pre-opening team
- Controlling expenses of department and make result driven decisions
- Led change and transformation across business areas to deliver benefits and align company resources
- Connected with prospects through trade shows, cold calling and local-area networking
- Forecasted sales and established processes to achieve sales objectives and related metrics
- Established ambitious sales targets, managed deployment strategies and developed go-to-market plans to capitalize on every revenue opportunity
- Achievement: - Manage to open hotel with occupancy of 42% in December 2021 and bring up close to 50% in June 2022 although it is still during pandemic.
Director of Sales
Sheraton Imperial Kuala Lumpur Hotel
Kuala Lumpur
05.2019 - 04.2021
- Come out with sales strategies for hotel according to market trend
- Provides orientation to new team members, trainings and development to all associates in Sales Department for future growth opportunity
- Responsible for group rooms forecast and catering forecast as well as yearly budget preparation
- Achievement: - Revamp processes of current sales team and making it a better performing team
- Manage to bring up hotel occupancy from 30% in May 2019 to 57% in following month and 80% and above from July 2019 onwards until pandemic hit business situation
Assistant Director of Sales
Aloft Kuala Lumpur Sentral
Kuala Lumpur
10.2017 - 04.2019
- Conducts daily sales activities and manage corporate RFPs negotiation with companies’ procurement in charge
- Oversee proactive sales team and come out with sales strategies for hotel according to market trend
- Provides orientation to new team members, trainings and development to all associates in Sales Department for future growth opportunity
- Achievement - Setup hotel base sales team, headcount planning and deployment after dismissal of National Sales Team and incorporate with new Marriott sales structure as well as system integration from Starwood to Marriott
- Increase average room rate by 10% with overall 5% increase in total hotel revenue as per business strategy.
Senior Sales Manager
Sunway Resort Hotel and Spa, Sunway Pyramid Hotel and Sunway Clio Hotel
Petaling Jaya
01.2017 - 10.2017
- Market Coverage: India (Wholesale & MICE), Taiwan and Hong Kong (Wholesale)
- Conducts daily sales activities and arrange inspection trips to hotels for Wholesaler and MICE organizer
- Aggressively sources for new business opportunity within assigned market
- Provides training and development to Sales Executives and Assistant Sales Manager for future growth opportunity
- Directed sales support staff in administrative tasks to help sales reps close deals.
- Hit personal full year budget in 3 months.
Sales Manager
Starwood Malaysia National Sales Team
Kuala Lumpur
03.2015 - 01.2017
- Conducts daily sales activities and arrange inspection trips to hotels for Wholesaler and MICE organizer
- Aggressively sources for new business opportunity within assigned area (Middle East and India inbound) for 13 properties in Malaysia under Starwood group
- Provides training and development to Sales Coordinators for future growth opportunity.
- Maintained marketplace visibility marketplace by participating in industry-related and community activities.
Events Sales Manager / Senior Sales Manager
Shangri-La’s Rasa Sayang Resort & Spa and Golden Sands Resort
Penang
03.2014 - 03.2015
- Conducts daily sales activities and arrange inspection trips to hotels for Wholesaler and MICE organizer (Corporate and Travel Trade)
- Aggressively sources for new business opportunity within assigned area (APAC MICE and AU/NZ Wholesale)
- Provides training and development to Sales Coordinators and Executive for future growth opportunity
- Provide assistance by implement events when Events Department is shorthanded.
Corporate Trainee / Assistant Sales Manager
Traders Hotel
Kuala Lumpur
05.2012 - 03.2014
- Corporate Trainee is a fast track program initiated by the Shangri-La Hotels and Resorts in developing talents to
- Manager Role of the specific Department or Division
- This program is divided into 3 phases -
- Phase 1 : 2 months cross training in all the departments related to Sales & Marketing operations and 2 months of functional module in Shangri-La Academy o Cross exposure in Putrajaya Shangri-La for first 3 months in Sales Department working as Sales Executive
- Phase 2: On-the-job training focused in specialized area o Task force in Revenue Management role - Phase 3: Stand in as a Sales Manager (Corporate) o 1 month cross exposure in Makati Shangri-La, Manila
- Conducts daily sales activities and arrange inspection trips to hotels by corporate clients
- Aggressively sources for new business opportunity within the assigned industries through daily sales visit.
Rooms Controller
The Ritz-Carlton Hotel Company
Kuala Lumpur
09.2011 - 05.2012
- Manage rooms inventory of hotel to ensure hotel operation in order
- Provide trainings to newly joined colleagues in department
Guest Service Assistant
The Ritz-Carlton Hotel Company
Kuala Lumpur
10.2010 - 05.2011
- Assist in guest check in and check out to provide excellent impression upon arrival and departure
- Handle general enquiries for local information
Education
Bachelor of Arts - Leisure, Tourism and Hospitality
John Moores University
Liverpool 05.2011 - 09.2011
Skills
Software Skills –undefined
Additional Information
- Name :
- AWARD ACHIEVEMENTS , Nominated in the President’s Awards for Sales Excellence in Quarter 3, 2013 As a leader of the final project team during Phase 1 in Shangri-La Academy and won the Grand Prize for the final project.
Timeline
Director of Sales & Marketing
Four Points By Sheraton Desaru
04.2021 - 06.2022
Director of Sales
Sheraton Imperial Kuala Lumpur Hotel
05.2019 - 04.2021
Assistant Director of Sales
Aloft Kuala Lumpur Sentral
10.2017 - 04.2019
Senior Sales Manager
Sunway Resort Hotel and Spa, Sunway Pyramid Hotel and Sunway Clio Hotel
01.2017 - 10.2017
Sales Manager
Starwood Malaysia National Sales Team
03.2015 - 01.2017
Events Sales Manager / Senior Sales Manager
Shangri-La’s Rasa Sayang Resort & Spa and Golden Sands Resort
03.2014 - 03.2015
Corporate Trainee / Assistant Sales Manager
Traders Hotel
05.2012 - 03.2014
Rooms Controller
The Ritz-Carlton Hotel Company
09.2011 - 05.2012
Bachelor of Arts - Leisure, Tourism and Hospitality
John Moores University
05.2011 - 09.2011
Guest Service Assistant
The Ritz-Carlton Hotel Company
10.2010 - 05.2011
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