Assistant General Manager/ Director of SalesHampton Inn BeaufortBeaufort, SC
A property of: Coakley & Williams Hotel Management
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Job Description

This dual role will assist the General Manager in all operational aspects as well as leading the sales effort for the hotel.


Manages hotel or motel to ensure efficient and profitable operation by performing the following duties personally or through subordinate supervisors.  Plans and administers sales policies and programs to foster and promote hotel patronage by performing the following duties personally or through sales staff. Reports to General Manager.


Job Requirements


Maintain computerized systems within the property.

Establishes standards for personnel administration and performance, service to patrons, room rates, advertising, publicity, credit, food selection and service, and type of patronage to be solicited.

Allocates funds, authorizes expenditures, and assists in planning budgets for departments.

Requisitions supplies and equipment.

Processes reservations and advance registration payments.

Inspects guests' rooms, public access areas, and outside grounds for cleanliness and appearance.

Ability to assist other corporate properties to open, close or re-structure.

Answers patrons' complaints and resolves problems.

Maintains that the Payroll costs are within the budget.

Enforces and directs Policies; both Corporate and Hotel.

Dealing with outside vendors to provide property with it’s outside needs.


Manages 2 to 8 subordinate supervisors who supervise a total of 2 to 250 employees in the Housekeeping Department, Maintenance Department, and Front Desk. Is responsible for the overall direction, coordination, and evaluation of these units. Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.


Associate's degree (A. A.) or equivalent from two-year college or technical school; or six months to one- year related experience and/or training; or equivalent combination of education and experience.


Ability to read, analyze, and interpret common scientific and technical journals, financial reports, and legal documents. Ability to respond to common inquiries or complaints from customers, regulatory agencies, or members of the business community. Ability to write speeches and articles for publication that conform to prescribed style and format. Ability to effectively present information to top management, public groups, and/or boards of directors. A secondary language (such as Spanish) may be preferred. 


Ability to work with mathematical concepts such as probability and statistical inference, and fundamentals of plane and solid geometry and trigonometry. Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.


Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.


The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is frequently required to talk or hear. The employee is occasionally required to stand and walk. The employee must occasionally lift and/or move up to 75 pounds. Specific vision abilities required by this job include close vision, distance vision, and the ability to adjust focus.


The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

ESSENTIAL DUTIES AND RESPONSIBILITIES OF THE DIRECTOR OF SALES include the following. Other duties may be assigned.

General Responsibilities

*Establish and maintain an up-to-date level of communication with the general manager on a constant basis.

*Create and maintain positive working relationships with all other areas of hotel operations including but not limited to front     office and house keeping.

*Receive a score of 85% or higher on the C&W Annual Sales & Marketing Audit.

Office Systems

Follow and carryout all established office policies and procedures as outlined in the C&W Sales and Marketing Standard Manual including;

*File Format

*Trace System

*Group Rooms Control

*Function Book

*Hotel contract formats

*Review and proof all contracts and letters of commitment. 

Basic understanding of the following software;

*Microsoft Windows

*Microsoft Word

*Sales System software installed at the property – in properties with automated sale systems, personally back-up the entire sales system every day and at least one time per week store the disc in a location agreed to with the general manager to protect it from fire, flood, or other manageable risk.

*Ability to navigate the Internet

*Ability to use E-mail

*Ensure proper and prompt handling of all communications, correspondence, file maintenance and follow through.

Business Tracking

Coordinate with the general manager and/or front office manager to make certain that the property management system is set-up to track the following;

*Rooms by market segment

*Individual transient account productivity

*Group room blocks and pick-up

Conduct periodic training with the front desk staff so that they understand the importance and value of accurate tracking

Inventory Management

Take an active role in weekly yield management and meetings with the general manager and front office manager

Establish with the general manager and follow group rate quoting procedures. (Make sure this information is installed – selective sell guidelines – in automated sales and marketing systems)


Complete weekly sales productivity reports

Prepare marketing end-of-month reports for property end-of-month report sent to C&W

Be familiar with the Smith Travel Research STAR Report. Monitor your properties performance compared to your competitive set on a monthly basis.

Mail post-group-reports to all group contacts and use feedback to help improve the properties product and service.


Prepare and use sales presentations tailored to your properties target market segments.

Participate in a weekly sales meeting with the general manager.

Prepare sales forecasts.

Handle all sales leads.

Aggressively seek out new customers.

Spend time with guests to get to know them and develop referrals – especially during continental breakfast.

Prepare prospecting strategies for each targeted market segment.

Prepare and follow Account Action Plans for your top 10 key prospects.

Meet or exceed all established sales goals.

General Marketing

Evaluate and analyze all competitive conditions of other hotels in your hotel’s competitive set.

Prepare, in conjunction with the general manager, the annual Property Sales and Marketing Plan and room revenue forecast. Be prepared for an annual Property Marketing Review.

Participate in appropriate trade and industry organizations.

Maintain photographs of major property features. Maintain all original photography on disc so that we do not lose anything. If photography is needed take steps to make sure it is included in the annual property budget.

Oversee the creation of brochures and other collateral as needed.

Maintain an up-to-date database of hotel key accounts, key prospects, other active accounts, and referral sources.

Electronic Media

Keep chain central reservations system information up-to-date at all times.

Keep all hotel websites up-to-date at all times.

Keep property information, area attractions, and property indexes up-to-date at all times.

Print Media – orchestrate details of property advertising and direct mail for the following, as they apply to your property;

Yellow Pages


Newspaper Advertising

Magazine Advertising

Direct Mail


Airport Signage

Job Details

Mid level
Salary ($30k - $40k)
Bonus Plan

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Hampton Inn Beaufort
Next to shops and dining on the Atlantic coast: we’re off Highway 21, a
mile from downtown and 10 from the Marine Corps training center on
Parris Island. The Beaufort Plaza mall is next to our hotel, ashow more
show more
Address2342 Boundary Street, Beaufort, SC, 29902 View map
Property typeHotel 
room Count51-100 
location TypeUrban 

People (4)

Charlie FrostVice President of OperationsCharles Frost joined the staff at Coakley & Williams Hotel Management Company in November 2006. Charles has over 31 years of hospitality experience with his first position being a bellman at an IHG property next to the Walt Disney World area. Charles has held several positions within the hospitality industry including Income Auditor, Revenue Manager, Front Office Manager, Assistant General Manager, and General Manager. His experience expands across all brand/types of hotels. He has held positions with Marriott Hotels, Hilton Hotels, IHG Hotels, Choice Hotels and Wyndham Hotels. He has managed full-service as well as select-service properties in almost every sector of the business – corporate, extended stay, franchised and independent. He has experience with new openings, renovation planning, and asset management. Charlie received his CHA designation in 2013 and is a member of the Central Florida Hotel & Lodging Association (CFHLA), Lebanon County Visitors Bureau and the Pinellas County Chamber of Commerce.
Mark WilliamsCEOMark Williams joined Coakley & Williams Hotel Management Company in February 2007 after spending nearly five years with the Walt Disney Company in Orlando, Florida. His experience there covered a number of roles including: attractions, entertainment, restaurants, training, and resorts. In August 2006, Mark graduated with a B.S. degree in Hospitality Management from University of Central Florida's Rosen College of Hospitality Management Orlando, FL. The Rosen College is consistently ranked as one of the top hospitality programs in the world. In 2011 Mark received his MBA from Grand Canyon University's Ken Blanchard School of Business. He assumed the role of CEO for Coakley & Williams Hotel Management Company in April 2017. In 2012 he was listed in Hotel Management Magazines HMYP October issue as "Thirty Under 30 - Outstanding Leaders in the Hospitality Industry." Mark has served as Chair for AH&LA's Under 30 Gateway. He has been a columnist for Hotel News Now and Hotel Management Magazine. Mark is currently serving on IHG’s Owner Associations Emerging Leaders Council.
Steve HahnVP of Corporate ServicesSteve oversees the corporate services offered by Coakley & Williams which include, information technology, accounting, human resources, maintenance, training, and office administration. Since joining Coakley & Williams in 1991, Steve has also held the positions of Chief Information Officer and General Manager. In addition to earning his Associate of Arts degree in Hospitality Services Management, Steve earned his Bachelor of Science Degree in Business Administration from the University of Maryland University College, College Park, MD. Steve advanced his computer-related expertise even further by earning his Masters of Applied Computer Systems Degree from the University of Maryland University College, College Park, MD.
June Taylor-WattsDirector of Human ResourcesJune Taylor-Watts joined Coakley & Williams Hotel Management Company in May of 1976. June is responsible for all aspects for Human Resources, Benefits and Payroll for the corporate office and hotels. She develops, directs, and implements policies and programs, negotiates and administers group insurance, retirement, disability and welfare plans. She counsels management and employees regarding areas of Human Resources policy including discrimination investigation. She monitors and ensures compliance with all state/federal laws regarding employment relations – Equal Employment Opportunity, Americans with Disabilities Act, Worker’s Compensation, Family and Medical Leave Act and Family leave.

Culture (2)

Welcome from our CEO Mark Williams
Jim Hagerty Foundation for Team Member Assistance
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Coakley & Williams Hotel Management