We're seeking a relationship-driven, results-oriented Director | Group Sales to drive group and retreat revenue at The Shenandoah Nature Resort. This role is responsible for executing a group sales strategy that positions The Shenandoah as the premier Mid-Atlantic destination for corporate retreats, executive offsites, wellness programs, and social gatherings, where the Shenandoah Valley's ancient landscape meets intentional, transformational hospitality.
From securing immersive group retreats beneath the Blue Ridge canopy to cultivating lasting relationships with planners and retreat organizers, this leader ensures that every group touchpoint-from first inquiry to final checkout-is deeply aligned with our guiding experience: Relax, Release, Connect, Love.
The Director | Group Sales will be a key member of the pre-opening sales team, partnering closely with the Director | Sales to build the group pipeline, secure foundational accounts, and establish the resort's group and retreat business from the ground up.
This is a full-time, on-site, exempt position based in Star Tannery, Virginia, and reports to the Director | Sales.
The salary for this position is $135,000.What You Will Be DoingPre-Opening & Launch Strategy- Develop and execute a comprehensive group and retreat sales strategy aligned with the resort's positioning and revenue targets
- Identify and secure key group accounts and contracts (corporate retreats, executive offsites, wellness programs, social groups) during pre-opening
- Partner with Preferred Hotels & Resorts to support lead generation and relationship modeling
- Collaborate with Director of Marketing in support of the property's unique positioning
- Work with the Director of Sales on rate strategy, group pricing models, and packages/itineraries for the group market
- Opportunity to represent the resort at industry trade shows, networking events, and luxury travel showcases with Preferred Hotels & Resorts and on own
Post Opening + Stabilization- Continued focus on achieving Group revenue targets for 2028 and crossover targets for 2029
- Expand and deepen relationships with corporate, wellness, and niche group and retreat segments
- Maintain a strong group sales pipeline across corporate, wellness, and niche group segments
- Analyze performance metrics to refine sales strategies, and pricing
- Lead proactive sales outreach including site visits, roadshows, and targeted campaigns
- Ensure consistent achievement of revenue goals
- Work with sales reporting systems to track lead generation, conversion, and account performance
Revenue & Market Leadership- Identify and cultivate high-value relationships with corporate offsite planners, wellness retreat organizers, and regional tourism partners.
- Contribute to the creation of a robust sales pipeline in support of budgeted revenue goals.
Operational Collaboration & Compliance- Serve as a liaison between Sales and Operations to ensure seamless execution of group and experiential programming.
- Support the broader leadership team in cross-functional planning, reporting, and operational readiness initiatives.
What You Bring to the TableExperience & Qualifications- 3-7 years of progressive sales experience; hospitality experience a plus
- Proven success in repositioning projects
- Strong track record of business development
- Understanding of luxury traveler expectations and experiential travel trends
- Exceptional communication, negotiation, and presentation skills
- Analytical mindset with experience using sales reporting tools
- Ability to thrive in an entrepreneurial environment
- Comfortable working in outdoor resort environments with variable weather, terrain, and event logistics.
- Ability to speak Spanish or other languages is a plus.
Leadership & Behaviors- Purpose-Driven Leadership: Leads with clarity, intention, and alignment to Shenandoah's guiding experience-Relax, Release, Connect, Love-ensuring the team understands why we do what we do, not just what we do.
- Commercial Visionary: Combines market intelligence, creative instinct, and financial discipline to identify revenue opportunities and build brands that resonate with discerning, values-aligned travelers.
- Relationship Builder: Understands that hospitality sales are relational, not transactional, and cultivates long-term trust with clients, partners, and planners with warmth, consistency, and genuine care.
- Strategic Thinker with Executional Depth: Balances big-picture positioning with granular operational follow-through; uses data, guest feedback, and market trends to inform decisions and improve outcomes.
- Emotionally Intelligent: Demonstrates strong judgment, discretion, and composure in complex stakeholder environments; displays empathy and earns trust through consistent behavior.
- Adaptive & Resilient: Operates effectively in pre-opening ambiguity and the evolving rhythms of a nature-based resort; remains solutions-oriented and calm under pressure.
- Collaborative & Community-Minded: Builds strong partnerships with operations, wellness, ownership, and external stakeholders; maintains a regenerative mindset and a genuine commitment to place.
What's In It for You- Competitive compensation package, including quarterly incentive plan.
- Generous health, dental and vision insurance, plus 401K.
- Comprehensive onboarding and training plan to set you up for success.
- Coaching, feedback, and mentorship to develop yourself and your team.
- Personalized development plan to fit your individual role and career goals.
- Leadership courses to improve your personal and interpersonal effectiveness.
- Monthly fitness and transportation credits.
- Unlimited PTO and 9 paid holidays.
- Opportunities to volunteer and give back to our local communities.
- Paid Parental Leave.
- Tuition reimbursement opportunities - when you grow, we grow!
- Long-term growth opportunities within The Shenandoah platform, including potential participation in future incentive or partnership programs aligned with performance and tenure, subject to formal plan adoption.
- A leadership environment designed for sustainability-where success is not expected to come at the expense of your health, family, or sense of purpose.
- Supportive executive partnership and ownership engagement focused on long-term success, professional fulfillment, and shared accountability.
Non-Negotiables (Our Core Values)- SERVE OTHERS.
- LIVE 360.
- BUILD A POSITIVE TEAM.
- COMMUNICATE.
- BE WILDLY PASSIONATE.
- TAKE OWNERSHIP.
- LEARN + INNOVATE.
- EMBRACE CHANGE.
As part of an organizational culture that embraces change and progress, this job description does not seek to limit the tasks and responsibilities of the position. Rather, it acts as a springboard for future career and personal development within the property team and entire PM Hotel Group community.
This description is subject to change, at the sole discretion of the Company, and in no way creates an employment contract, implied or otherwise; each associate remains, at all times, an "at will" associate.
While this is a salaried position, be prepared to accommodate varying schedules including nights, weekends, and holidays, as required. This position will require moving self in different positions to accomplish tasks in various environments. The position may require moving greater than 50% of the time.
