WL SVP Position Overview

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					                               POSITION OVERVIEW

                          WHITE LODGING
          SENIOR VICE PRESIDENT OF REVENUE ENHANCEMENT
                                        (MERRILLVILLE, IN)




ABOUT WHITE LODGING SERVICES CORP

Established in 1985, White Lodging Services is a fully integrated hotel ownership, development
and operating company – a recognized leader that has defined and cultivated the ability to
achieve consistent, sustainable growth among mid-to large-scale hotels throughout the country.
As one of the country's most active developers and operators of leading brand hotels, White
Lodging has applied its expertise to projects of all scopes and sizes — a portfolio that totals in
excess of $750 million in revenue, with a projection of $1.4 billion by 2012.

White Lodging currently manages a portfolio of over 148 hotels in eighteen states and employs
over 7,000 associates. Their culture of empowerment and accountability drives a focus on
continuous improvement and excellence in performance. The results are evident in market share
premiums, industry-leading investment returns and guest satisfaction rankings in the top 25
percent of leading brand hotels across the nation. Grounded in a tradition of reliability, trust and
a never-ending desire to improve and succeed, the company’s highly-accountable leadership
team and their valued associates are driven by the vision to maximize the value of every asset,
resulting in premium returns on investment, guest satisfaction and unprecedented career growth.

Vision: To become the most desired and highly valued developer, owner and operator of leading
brand hotels

Mission: To maximize the value of every asset

Core Values: Ethical, Accountable, Growth-Oriented, Balanced Focus, Competitive Spirit

With the addition of more than 75 hotels over the next 5 years, White Lodging is poised to add
an estimated 600 managers to lead the company’s next generation of growth, offering

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                            White Lodging – Senior Vice President of Revenue Enhancement Position Overview
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unprecedented opportunities to its strategic partners. Their proven, disciplined approach
continues to be reflected in their growing organizational capability, including a company
restructuring three years ago into three distinct divisions: Investments & Development,
Hospitality Management, and Shared Services.

Industry Recognition:

      Training Magazine - Training Top 125
      Training Magazine Top 100 National Training Companies
      J. Willard Marriott Award of Excellence
      IFA Franchisee of the Year
      AAA 4-Diamond Award*
      American Hotel Foundation Award for Lodging Excellence
      Mobil 4-Star Award*

Franchise Recognition:

      Hilton Garden Inn Developer of the Year
      Marriott Select Service/Extended Stay Developer of the Year *
      Marriott Partnership Circle Award - Full Service*
      Marriott Partnership Circle Award - Select Service*
      Marriott Best New Full-Service Opening Award*
      Marriott Full Service Developer of the Year
      Marriott Franchise Revenue Management Team of the Year
      Marriott Franchise Event Management Team of the Year
      Marriott Franchise Conversion of the Year
      Courtyard by Marriott Franchise Property of the Year
      Radisson Hotels Presidents Award*
      Fairfield Inn by Marriott Franchise General Manager of the Year
      Residence Inn Best Hotel Opening*
      Courtyard by Marriott Franchise GM of the Year
      TGI Friday’s Domestic Franchise Restaurant of the Year*
      Holiday Inn Quality Excellence Award*
      Residence Inn by Marriott Franchise GM of the Year*
      Construction Excellence award for Courtyard/Fairfield Inn/Residence Inn*
      Marriott Crystal Pineapple Award
      Courtyard by Marriott Franchise Property of the Year
      Fairfield Inn by Marriott Franchise General Manager of the Year
      Renaissance Hotel of the Year*
      SpringHill Suites Hotel of the Year
      Residence Inn Hotel of the Year

Guest Satisfaction Recognition:

        Renaissance Hotels #1 Guest Satisfaction
        Residence Inn #1 Guest Satisfaction

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          Courtyard by Marriott #1 Guest Satisfaction
          Marriott Overall Satisfaction/Guest Service Award*
          Renaissance Hotels Overall Satisfaction/Guest Focus Award*
          Training Magazine Top 100 National Training Companies
          J. Willard Marriott Award of Excellence
          IFA Franchisee of the Year
          AAA 4-Diamond Award*
          American Hotel Foundation Award for Lodging Excellence
          Mobil 4-Star Award*

*Indicates multiple awards received

2009 Milestones:

      Opened the combination Courtyard and FFI&S Chandler Hotel
      Opened the Springhill Suites Salt Lake City
      Opened the Courtyard Austin North Hotel
      Opened the FFI&S Austin North Hotel
      Took over the management contract of the Hampton Inn and Suites, Rochester, MN

2010 Milestones:

      Opened 340 room Westin Domain
      Opened 168 room FFI&S Downtown Indianapolis and TGI Friday’s Restaurant
      Opened 450 room combination Courtyard and Springhill Suites Downtown Indianapolis
      Passed 275,000 room nights for the JW Indianapolis Marriott opening 2/5/2011
      Will host the 2011 CFRST Marriott GM Meeting, first franchise company to ever host
       the meeting

White Lodging is large enough to offer career growth and variety, but small enough to value the
contributions of all associates. Your hard work will be noticed, your contributions recognized,
and your ideas heard. They’ll support you with the tools, resources and leadership to succeed.
They offer an opportunity to enrich your resume and expertise with leading brands, with the
added advantage of further developing your skills in a high performance environment.



     For addition information please visit their official website at www.whitelodging.com.




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                          White Lodging – Senior Vice President of Revenue Enhancement Position Overview
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SUMMARY OF POSITION

The SVP of Revenue Enhancement functions as a member of the Executive Team for White
Lodging Services Corp. He/She will assess, plan, and ensure execution in the sales discipline to
maximize group, transient, and catering revenue. This position assesses, maintains, and/or
restructures the sales and revenue management departments to ensure that goals for the balanced
scorecard are consistently met across the company. The Senior Vice President of Revenue
Enhancement reports to the CEO and is responsible for supervising the regional sales leaders,
revenue managers and the Director of E Commerce.

Direct Reports:
    Sr. Director, Corporate Sales and Marketing
    Sr. Director, Corporate Revenue Management
    Director of E-Commerce

DUTIES AND RESPONSIBILITIES (INCLUDE, BUT ARE NOT LIMITED TO THE FOLLOWING)

   •   Grow Profitable Market Share
          o Measured by PTM – 1.10 or higher for each ownership group
   •   Stay Above minimum RPI that is set for each property
          o By contract
   •   Eliminate top line market share burning issues
          o BSC
      Develop Talent Pipeline
   •   Recruit ―A‖ Talent
   •   Marketing/Communications

Sales and Marketing:
   • Provides full service sales direction and accountability.
   • Builds sales organization consistency through internal sales communication.
   • Ensues consistent pull through of brand and company initiatives and communication in
       all regions.
   • Ensures premium market share growth.
   • Is accountable for top line revenue achievement.
   • Evaluates sales systems and make recommendations based on company alignment and
       individual hotel needs.
   • Facilitates annual business planning cycle and review.
   • Ensures proper coordination of pricing meetings and attends key full service pricing
       strategy sessions.
   • Sets the example for account ownership across the company, ―owning‖ the top 5 accounts
       for the company.
   • Facilitates sales goal setting on a quarterly basis.
   • Develops and recommends compensation and bonus guidelines that maximize
       performance at the right price.
   • Trains, mentors, and on-boards members of his/her staff.
   • Facilitates brand sales organization relations and pull-through of key initiatives.

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Revenue Management:
     Ensure the organization becomes more strategic in revenue management from a corporate
      standpoint.
     Provide Revenue management training for the field and regional revenue manager's.
     Interact with brand representatives to push for needed revenue management functions.

Ecommerce:
   • Ensures that he/she remains knowledgeable of Ecommerce sales avenues across all
     brands that White Lodging Manages.
   • Ensures Director of Ecommerce facilitates and executes a highly effective Ecommerce
     strategy.
   • Through the Director of Ecommerce, identifies and drives opportunities for e-commerce
     revenue generation at properties.
   • Ensures ecommerce evaluation that drives top line sales.

Accountability and Measurement:
   • Growth to market performance relative to competitive set.
   • Overall aggregate market share performance.
   • Consolidated company-wide balanced scorecard performance (Guest Satisfaction, Market
      Share, Profitability).
   • Talent management (percentage of internal promotions, lowered percentage of sales
      openings, lower time to fill for open sales positions, higher % of A-player and A-
      potential sales managers).
   • Achievement of opening Ramp-Up targets.

Recruiting, Training and Development:
   • Ensures development of sales leaders.
   • Advances sales recruiting, interviewing and candidate selection process.
   • Continues the focus on strong retention, development, and training.

IDEAL BACKGROUND / EDUCATION AND EXPERIENCE

   •   Candidate must have previous experience in corporate oversight of Sales and Marketing.
   •   Experience in Revenue Management and E-Commerce in the Hotel Industry preferred.
   •   Experience in full and select service hotels, multi-brand, multi-unit and extended stay is
       ideal.
   •   Proven track record of success in a similar position.
   •   Experience deploying appropriate resources to address critical issues.
   •   Strong conflict management and resolution skills.

SKILLS/KNOWLEDGE/KEY ATTRIBUTES

      Possess strong Business and Owner Relations/Communication Skills.
      Ability to build a strong internal Sales Organization.
      Demonstrated ability to produce results.
      Demonstrated ability to recruit and develop talent.

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                           White Lodging – Senior Vice President of Revenue Enhancement Position Overview
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      Strong (big) leadership ability.
      Multi unit/Multi brand oversight experience.
      Knowledge in areas of electronic distribution channels.
      Knowledge in sales execution and sales management.
      Knowledge in Revenue Management.
      Proven track record as a solid sales leader.
      Full and select service hotel experience.
      Critical thinking and prioritization skills.
      Excellent communication skills across all levels of the organization.
      High energy.
      Sales execution, sales management, and ecommerce knowledge and execution skills.
      Multi-unit oversight experience.
      Major brand experience.
      Strong leadership skills with high-level managers.
      Proven problem resolution skills, especially through other people.
      Strong business skills.
      Strong owner relations skills.

TOP PRIORITIES FOR THE FIRST 12 – 18 MONTHS

   1. Avoid disaster; pull through plan to ensure no top line disaster.
   2. Develop talent pipeline; fill all revenue/sales positions.
   3. More fully integrate e-commerce, sales, revenue to ensure leading edge and subsequent
       best in class share growth.
   4. Bench mark best in class revenue organizations for high impact best practices.
   5. Development; ensure development training in place or pulled through for team, RVP,
       GM.
   6. Evaluate and modify (as needed) key balance scorecard/bonus programs.
   7. Ensure effective business planning for 2011.


The above is intended to describe the general content of and requirements for the performance of
    this job. It is not to be construed as an exhaustive statement of duties, responsibilities or
                             requirements and does not imply a contract.




 If you are interested in this position please respond via e-mail with cover letter, resume, and
         compensation information to Mike Gamble, President/CEO, SearchWide™
                         gamble@searchwide.com or call 888-386-6390
                                       www.searchwide.com




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                           White Lodging – Senior Vice President of Revenue Enhancement Position Overview
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2010 Organizational Chart
   (Board Approved 2/23/10)




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             White Lodging – Senior Vice President of Revenue Enhancement Position Overview
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