Emma Richardson

As the Senior Director, Commercial Services I am strategic commercial leader for a designated portfolio of managed and franchise hotels, accountable for driving top‑line revenue growth and RevPAR Index performance across Sales, Distribution, Revenue Strategy, Marketing, Digital, and Loyalty. The role sets and executes a comprehensive commercial strategy across all segments and channels, working closely with property, regional, and specialist teams to maximise total revenue and profitability. Acting as a key ambassador with owners, franchises and stakeholders, the Senior Director identifies new business opportunities, ensures effective use of systems and resources, and oversees compliance across franchise, distribution, and management information channels to optimise overall commercial performance. My region includes properties for Luxury, Premium & Select brands across our portfolio.

Senior commercial leader responsible for driving sales performance and executing global distribution strategy across a multi‑brand portfolio of managed hotels. Provided strategic leadership to on‑property and multi‑property sales teams, aligning sales, revenue, marketing, and distribution activities to maximise profitable revenue growth, market share, and direct channel performance. Acted as the primary sales and distribution advisor to owners and asset managers, leading customer relationships, pricing and contract strategy, talent development, and commercial planning. Partnered closely with Revenue Management and Marketing to deliver data‑driven sales strategies, optimise channel mix, and strengthen competitive positioning across diverse markets.

To provide strategic direction, leadership and commercial vision within executive team and to align cluster hotels accordingly. To develop and drive key sales initiatives and ensures cluster-wide implementation. Provides leadership to sales associates within cluster and holding teams accountable to achieve hotel targets, assigned revenue goals and optimum account management, conversion and new business generation. To ensure there is a strong understanding of mix management and associated strategies. To ensure cluster and hotel sales & marketing activities aligned with Marriott's global distribution strategy. To work in partnership with National Sales Team and Global Sales Offices to ensure maximise opportunity from account base and to achieve common goals. To work with Digital Field Marketing team to determine marketing and promotional needs. To develop and manage all stakeholder relationships both internal and external taking a lead role in owner relationships. I strive to take an active role in talent development and succession planning ensuring optimal organisational effectiveness.

Achieved significant revenue growth through effective leadership of property and area sales teams within cluster. Delivered strategic sales planning that aligned with commercial objectives for UK and Ireland.
Enhanced sales team performance by implementing a robust sales incentive plan in collaboration with management. Fostered team member development through targeted coaching and progression initiatives. Regularly evaluated team performance, celebrating successes and realigning strategies for underperformers.
Generated incremental revenue by collaborating with Hilton Worldwide sales offices across the region. Ensured alignment of sales and marketing activities with Hilton's global distribution strategy.
Supported successful repositioning of new openings, enhancing market presence. Developed impactful business sales strategies in partnership with revenue management. Successfully managed operating budgets and controlled costs to maximise profitability.