Vice President Of Commercial Strategy

This individual will combine data-driven decision-making with strong leadership, relationship-building, and execution skills to develop high-performing teams, strategic partnerships, and scalable commercial practices that maximize profitability and expand market reach. Strategic Leadership Lead the planning and execution of commercial strategy across Welcome Group's existing portfolio of 12 hotels , aligning revenue management, sales, catering and events, marketing, eCommerce, public relations, and area support teams.

Job Title: Vice President of Commercial Strategy
Employment Type : Salaried, Full Time
Annual Salary Range : $225,000 - $275000
Location : Remote or Work from Office from Santa Monica 

Overview
Welcome Group, Inc. is seeking a Vice President of Commercial Strategy to lead revenue optimization, sales, distribution, marketing, and brand positioning across its growing hospitality platform. Welcome Group currently owns and operates 12 hotel properties and plans to expand through third-party management agreements while continuing to grow its owned portfolio.
Reporting directly to the President/Head of Operations for Welcome Group, this leader will oversee the corporate commercial team and provide strategic direction to on-property sales, marketing, catering and events, revenue management, eCommerce, and public relations teams.
The position will work closely with Eight Form, Welcome Group's asset management and development arm, to strengthen commercial performance across the current portfolio and build scalable strategies and operating playbooks for future third-party managed hotels.
This is a remote-first role, with the option to work from the corporate headquarters in Santa Monica, California. Regular travel to hotel properties and key industry events is expected.
The ideal candidate is a proven hospitality commercial leader with expertise across sales, marketing, revenue management, distribution, and brand development. This individual will combine data-driven decision-making with strong leadership, relationship-building, and execution skills to develop high-performing teams, strategic partnerships, and scalable commercial practices that maximize profitability and expand market reach.

Key Responsibilities

Strategic Leadership

• Lead the planning and execution of commercial strategy across Welcome Group's existing portfolio of 12 hotels, aligning revenue management, sales, catering and events, marketing, eCommerce, public relations, and area support teams.
• Share responsibility for food-and-beverage commercial performance with property Food & Beverage leaders, Directors of Operations, General Managers, and Commercial Directors.
• Serve as an ambassador for Welcome Group by building strong customer relationships and partnering effectively with owners and key stakeholders.
• Develop scalable commercial playbooks that can be deployed across future third-party managed properties.

Team Leadership

• Lead, coach, recruit, retain, mentor, and develop sales, revenue, and marketing leaders across the portfolio.
• Manage performance and evaluate commercial team members against agreed-upon KPIs while working effectively within each property's leadership structure.
• Foster a culture of accountability, motivation, collaboration, and high performance.
• Set clear performance metrics that extend beyond traditional RevPAR measures, including GOPPAR, direct booking share, total revenue market share growth, TGOP, and EBITDA performance.

Sales & Marketing Oversight

• Oversee enterprise-level sales and marketing efforts across transient, group, corporate, contract, catering and events, food and beverage, leisure, spa, and other revenue-generating segments.
• Support on-property and third-party teams in coordinating hotel-level marketing, sales, and public relations activities.
• Guide brand positioning, digital marketing, eCommerce, promotional campaigns, and advertising spend while identifying opportunities to improve channel shift and cost of sale.
• Liaise with regional support and brand teams to maximize hotel performance.
• Ensure brand consistency across all internal and external communications, including corporate and third-party materials.

Revenue Management

• Set commercial strategies for all revenue streams and maximize revenue from guestrooms, meeting space, catering and events, food-and-beverage outlets, leisure, spa, and other available inventory.
• Direct revenue management teams in optimizing pricing, segmentation, demand-period strategies, channel mix, and route-to-market decisions to maximize profitability.
• Support cluster and on-property Revenue Managers and RMCC resources in establishing the optimal business mix, reviewing and validating forecasts, and approving retail and group pricing strategies.
• Own the topline budget and forecast by translating commercial strategy and business plans into disciplined execution using available business intelligence and commercial tools, including applicable Hilton Worldwide Commercial Focus processes.
• Ensure long-range business review guidelines, including current year through five-year outlooks, pricing strategies, and rate quotation practices, are in place to maximize sales and catering opportunities and improve group market share.
• Drive measurable gains in TRevPAR index and overall fair-market-share results while balancing contribution from OTAs, GDS, and direct channels.
• Partner with General Managers, Finance leaders, and Operations leaders to maximize profitability in line with TGOP and EBITDA targets.
• Establish scalable revenue management processes to support future third-party managed hotels.

Market Analysis & Business Development

• Conduct market research to identify trends, demand drivers, and competitive positioning.
• Identify priority sources of business and establish strategies to capture and convert high-value accounts.
• Develop and maintain strong relationships with owners, hotel teams, corporate support teams, customers, and other stakeholders to maximize commercial value.
• Support due diligence and underwriting for third-party management opportunities.

Customer Experience

• Collaborate with operations teams to ensure sales, revenue, and marketing strategies support an exceptional guest experience and brand promise.

Data, Technology & Reporting

• Champion adoption of AI, predictive analytics, and BI tools to enhance forecasting, segmentation, and marketing effectiveness.
• Oversee CRM systems and dashboards to ensure commercial performance is measurable and transparent.
• Provide regular reporting to ownership, lenders, and executive leadership on sales, marketing, and revenue performance.

Travel & Industry Representation

• Conduct regular property visits to review commercial performance, support hotel-level teams, and ensure alignment with corporate strategy.
• Represent Welcome Group at key industry trade shows and events to drive performance at existing properties and engage prospective partners for future growth.

Qualifications

• Education: Bachelor's degree in marketing, Hospitality Management, Business, or a related field required; MBA or advanced certification in Revenue Management or Digital Marketing preferred.
• Experience: Minimum of 10 years of hospitality experience in commercial strategy, sales, revenue management, or marketing leadership, including at least five years in a senior multi-property role.
• Commercial Expertise: Strong knowledge of revenue management systems, distribution platforms, sales and catering strategy, and digital marketing practices.
• Leadership: Proven ability to lead, develop, and hold accountable sales, revenue, and marketing teams across multiple properties.
• Technology: Familiarity with CRM platforms, digital marketing systems, business intelligence tools, and AI-driven forecasting or marketing solutions.
• Strategic Acumen: Demonstrated record of improving RevPAR index, TRevPAR, direct booking share, market share, and profitability.
• Communication: Strong presentation and stakeholder-management skills, with the ability to distill strategy and results for ownership, lenders, executive leadership, and hotel teams.
• Hospitality Mindset: Passion for the hospitality industry and a commitment to genuine service and exceptional guest experiences.

Compensation & Benefits

• Salary: $225,000–$275,000, plus a performance-based bonus tied to commercial KPIs.
• Position: Full-time senior leadership role.
• Benefits: Health and dental insurance.
• Retirement: 401(k) plan.
• Time Off: Flexible paid time off and company holidays.
• Work Environment: Remote-first, with the option to work from the Santa Monica corporate headquarters.
• Travel: Regular travel across Welcome Group's hotel portfolio and to key industry events.

Why Join Welcome Group

• Lead commercial strategy for a growing hospitality platform that owns and operates hotels and is expanding into third-party management.
• Partner with Eight Form to strengthen current portfolio performance and create scalable strategies for future third-party managed hotels.
• Play a critical role in embedding AI, predictive analytics, and digital platforms into hospitality sales, revenue management, and marketing.
• Collaborate directly with ownership, finance, operations, and senior leadership to drive topline performance and profitability.
• Oversee and mentor commercial leaders across 12 properties, with responsibility for scaling capabilities as the platform grows.
• Join an entrepreneurial, growth-oriented organization where your expertise will help shape the company's next phase of evolution.