Madalina Balan
Sales & Marketing Director
A highly accomplished Sales and Marketing Director with over 20 years of experience in luxury and high-end hospitality. Proven track record of driving revenue growth, building strong brand positioning, and leading high-performing commercial teams within top-tier hotels and international hotel groups. Skilled in developing and executing strategic sales plans, maximizing occupancy rates, and strengthening long-term client relationships across global markets. Recognized for a results-driven approach, strong leadership, and the ability to adapt to dynamic, competitive hospitality environments while consistently delivering exceptional business performance.
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Years experience
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Languages
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Skills
Work Experience
Sales &Marketing Director
Hotel 4*
Mar 2020 — PresentCurrentBucharest
- Increased occupancy rates significantly through strategic initiatives, contributing to a measurable revenue growth of X% during my tenure.
- Generated substantial incremental revenue through proactive business development initiatives, resulting in £Y million in new business from high-potential customer segments.
- Positioned the hotel as a preferred partner for corporate travel and events, leading to an increase in ADR by Z% and overall profitability enhancements.
Sales Director
Hotel Casa Hrisicos 4*
Jan 2019 — Mar 2020Constanta
Sales&Marketing Director
Hotel Ramada Brasov4*
Aug 2008 — May 2014Brasov
- Led all commercial pre-opening activities, including market analysis, sales strategy development, pricing positioning, budgeting, and go-to-market planning.
- Developed and executed the hotel's overall commercial strategy, aligning sales, marketing, distribution, and revenue management objectives to maximize market penetration and financial performance.
- Designed and implemented dynamic pricing and revenue optimization strategies, ensuring competitive market positioning while maximizing ADR, RevPAR, occupancy, and total revenue generation.
- Built the hotel's entire customer portfolio from zero, securing strategic partnerships with leading corporate accounts, international companies, travel agencies, tour operators, and event organizers.
- Established a diversified revenue mix across corporate, leisure, MICE, group, and transient segments, reducing dependency on individual market channels and strengthening revenue resilience.
- Created and executed market-entry and brand-positioning strategies that accelerated demand generation and established the hotel as a leading destination within the region.
- Led contract negotiations with key accounts and strategic partners, generating substantial business volume and long-term revenue streams.
- Identified emerging market opportunities, analyzed competitive trends, and adjusted commercial strategies to consistently outperform revenue targets.
- Collaborated closely with executive leadership and operational teams to align commercial objectives with guest experience, profitability goals, and brand standards.
- Built, coached, and led a high-performing sales and marketing team focused on revenue growth, customer acquisition, and account retention.
- Successfully positioned the hotel as a market leader during its launch phase, delivering strong occupancy and revenue performance in a highly competitive environment.
- Established the pricing architecture and revenue management framework that supported sustainable growth and maximized profitability.
- Generated significant year-over-year revenue growth through strategic account acquisition, optimized pricing, targeted marketing initiatives, and proactive business development.
- Created a robust sales pipeline and long-term client portfolio that became a key driver of the hotel's commercial success and market recognition.
Sales&Marketing Director
Hotel Acasa la Dracula 4*
Oct 2007 — Aug 2008Brasov
- Designed and implemented revenue-generating sales and marketing strategies that consistently increased occupancy, ADR, and overall hotel profitability.
- Expanded the corporate client portfolio and secured high-value contracts, resulting in substantial growth in business travel revenue.
- Developed targeted marketing campaigns for both leisure and business segments, enhancing brand visibility and increasing direct bookings.
- Optimized distribution channels, digital marketing activities, and promotional initiatives to maximize market penetration and revenue performance.
- Led and mentored the sales and marketing team, establishing clear KPIs and fostering a high-performance culture.
- Increased conference, meetings, and events business through proactive sales efforts and strategic partnerships.
- Analyzed market trends, competitor activity, and customer behavior to identify growth opportunities and maintain a competitive advantage.
- Successfully exceeded annual revenue targets through innovative sales initiatives, customer acquisition programs, and retention strategies.
Sales& Marketing Manager
Hotel Acasa la Dracula 4*
Jul 2006 — Oct 2007Brasov
- Support the sales and marketing strategy to achieve revenue, occupancy, and profitability targets
- Manage incoming client requests and prepare professional proposals for corporate, leisure, and group segments
- Maintain and develop relationships with corporate clients, travel agencies, and business partners
- Assist in identifying and converting new business opportunities within key market segments
- Support promotional campaigns, seasonal offers, and brand marketing initiatives
- Assist in maintaining and updating OTA platforms, ensuring rate accuracy and optimal online visibility
- Conduct market and competitor research to support pricing and sales strategies
- Participate in client meetings, hotel presentations, and site inspections to support business development
- Contribute to the planning and execution of corporate events, conferences, and group bookings
- Prepare periodic sales reports and assist in tracking performance against targets
Sales&Marketing Representative
Hotel InterContinental 5*
Aug 2004 — Jul 2006Bucharest
- Drive support for revenue growth initiatives across corporate, leisure, and group segments
- Respond to client requests and prepare competitive, customized proposals to maximize conversion rates
- Build and maintain relationships with corporate accounts, travel agencies, and strategic partners
- Maintain CRM accuracy by tracking leads, opportunities, and sales pipeline activities
- Coordinate daily with operational departments to ensure smooth booking flow and premium guest experience
- Assist in delivering marketing campaigns, promotional offers, and seasonal sales initiatives
- Manage OTA listings and ensure optimal online visibility, pricing accuracy, and content quality
- Analyze market trends and competitor activity to support strategic sales decisions
- Participate in client meetings, hotel tours, and presentations to support business development
- Support the planning and execution of events, conferences, and client familiarization visits
- Produce regular sales performance reports and assist in forecasting activities
- Maintain high standards of communication aligned with luxury hospitality positioning
Skills
Strategic Sales PlanningMarket AnalysisCustomer Relationship Management (CRM)Business DevelopmentRevenue Growth
Education
Bachelor's Degree in Economic Cybernetics, Statistics and Economic Informatics, Statistics
Academy of Economic Studies
Master's Degree in Marketing and Business Communication
Academy of Economic Studies, Bucharest (ASE)
Certifications
Hotel Director
Dima Consulting
Travel Agency Manager
Dima Consulting Group
Restaurant Director
Languages
Frech
Intermediate
English
Advanced
References available upon request.