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SHORTLIST · 3 CANDIDATES
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For: Modus by PM Hotel Group · Attn: Adam Goyette

3 candidates for your Director of Sales opening.

All three are active, all three have direct experience with lifestyle / boutique portfolios in the 10-30 property range, and all three are open to a confidential conversation. Brief notes on each, ranked by my honest read on fit.

The Brief

Director of Sales · Multi-property · DC + Mid-Atlantic

Lead group + transient sales across 5 boutique lifestyle properties. Build the regional sales team, partner with on-property GMs, own the DMC + corporate account programs.

Comp range
$130-160K base + 25% bonus
Location
DC metro, hybrid
Reporting
VP of Sales
Start
Q3 2026
Maria Castellanos
Currently Regional Director of Sales at Provenance Hotels · 8 years lifestyle & boutique
#1 · Strongest match
Fit · 9.2 / 10

"I've spent the last six years running sales for boutique portfolios in 8-15 property bands. The transition from independent operator to a brand-aware lifestyle group is exactly the muscle I've built. The DC market has white space in the corporate-leisure crossover that nobody is owning yet — that's the part of the brief I'm most excited about."

Recent wins

At Provenance, rebuilt the corporate account program from $4.2M to $9.8M in 18 months across 12 properties. Brought in three Fortune 500 corporate accounts that now represent 22% of group revenue. Promoted from DOS at a single property to Regional Director after 14 months.

Why she's open

Provenance was acquired by a larger group in March, the new structure means her regional remit is being absorbed into a national VP Sales role she didn't get. She's looking for the same scope at a more entrepreneurial group where she can stay close to the property GMs.

Watch-outs

Not a corporate-MBA profile. Will not impress in a structured panel that overweights credentials. Strongest in a working session where she can talk through the actual sales plan.

Current title
Regional Director of Sales
Current employer
Provenance Hotels
Years in segment
8 years lifestyle & boutique
Comp expectation
$140K base + 30% target bonus
Location
Washington DC, will relocate within DMV
Notice
4 weeks
Skills
Group sales Corporate accounts Multi-property Lifestyle / boutique Team builder Delphi.fdc
David Park
Currently Director of Sales & Marketing at Crescent Hotels · 11 years multi-segment
#2 · Strong match
Fit · 8.4 / 10

"I've been at Crescent four years and I want to move from a portfolio of 100+ properties to something tighter where the work I'm doing actually shows up in a P&L conversation. A 5-property regional remit at a lifestyle group is the right size to put real fingerprints on a plan."

Recent wins

At Crescent, leads sales for a 6-hotel sub-portfolio across the Carolinas. Held flat occupancy through a refurb cycle that competitors lost 8-12 RevPAR points on. Built the BT account program from scratch — now $6.1M annually.

Why he's open

Crescent's promotion track to VP Sales is blocked for the next 18-24 months by the recent regional consolidation. Wants a Director seat with a real path to VP within 24 months at a smaller, faster-moving group.

Watch-outs

Multi-segment background means he'll need to demonstrate boutique-specific muscle in interview. Strong on systems and process, less on pure relationship sales than Maria.

Current title
Director of Sales & Marketing
Current employer
Crescent Hotels & Resorts
Years in segment
11 years (4 boutique, 7 full-service)
Comp expectation
$135K base + 25% bonus + path to VP
Location
Charlotte, will relocate to DC
Notice
6 weeks
Skills
Multi-property BT & group Sales systems Refurb cycle Salesforce IDeaS
Sarah Whitfield
Currently Area Director of Sales at Kimpton (IHG) · 9 years lifestyle
#3 · Worth a conversation
Fit · 7.8 / 10

"Brand-corporate is starting to feel like it doesn't move the needle on the things I care about. I want to work somewhere where the GM picks up the phone the same day, not three layers of brand approval. The lifestyle DNA at Modus is the right culture fit, the question for me is the comp ceiling."

Recent wins

At Kimpton, leads area sales for 4 properties in the Pacific Northwest. Hit 110% of group target in 2025 against a flat market. Built a creative agency vertical that now produces $3M+ in annual room revenue across the area.

Why she's open

Wants to leave brand environment for an independent / lightly-flagged operator. Has been approached by two boutique groups in the last 6 months but didn't move because comp + scope didn't match. This is the right scope; she'll push hard on comp.

Watch-outs

Will likely ask for $150K+ base. Will want a clear LTI / equity story to leave brand. Strong runner if you commit to bonus + LTI structure; will walk if it's pure-base.

Current title
Area Director of Sales
Current employer
Kimpton (IHG)
Years in segment
9 years lifestyle / boutique
Comp expectation
$150K base + 30% bonus + LTI
Location
Seattle, will relocate to DC for the right offer
Notice
4 weeks
Skills
Lifestyle brand Creative agency vertical Multi-property Area leadership Salesforce Cvent

Recommended next steps

  1. This week: 30-min intro call with Maria Castellanos. She's the strongest fit and her notice is the shortest. If you're going to move, move on her first.
  2. Within 5 business days: 30-min intro call with David Park. Closer to a "safe second" — he'll execute well, won't surprise you.
  3. Optional: Sarah Whitfield as a comp-stretch candidate. Only worth the call if you can support $150K+ base and an LTI conversation.
  4. References: All three have references ready, will share within 24 hours of confirmed interest.

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