Michelle Yoon
Summary
Dynamic and results-driven hospitality leader with more than 25 years of experience across luxury hotel sales, marketing, and hotel operations in Asia. Proven track record in driving revenue growth, improving market positioning, and leading high-performing commercial teams within internationally recognized hotel brands. Recognized as a leader with strong integrity, a people-centric management style, and the ability to build trusted relationships with clients, owners, and teams. Combines strategic sales and marketing expertise with hands-on hotel operations experience to deliver exceptional guest experiences, operational excellence, and sustainable business results. Experienced in leading hotel rebranding, commercial repositioning, revenue optimization, talent development, and cross-functional operational alignment. Passionate about mentoring teams, developing future leaders, and creating a culture of accountability, collaboration, and performance.
Overview
33
33
years of professional experience
Work History
Executive Assistant Manager – Hotel Operations & Commercial Functions
Dusit Thani Laguna Singapore
06.2023 - Current
- Lead hotel operations across Front Office, Housekeeping, Food & Beverage, and Engineering to ensure operational excellence and luxury service delivery.
- Oversee shared service functions with Golf Operations, aligning guest services and membership experiences.
- Support Sales & Marketing initiatives while bridging operational and commercial functions to drive occupancy and revenue performance.
- Collaborate closely with Revenue Management on pricing strategies, ADR, and RevPAR optimization.
- Manage departmental budgeting, forecasting, and financial performance to ensure profitability and cost efficiency.
- Strengthen operational alignment and team collaboration through transparent leadership and strong stakeholder engagement.
Director of Sales & Marketing
Grand Hyatt Beijing
03.2022 - 05.2023
- Led the commercial relaunch strategy following the completion of a RMB 500 million hotel renovation project.
- Developed competitive pricing strategies and repositioned room products within the luxury market segment.
- Recruited and developed commercial talent to support new market positioning and revenue objectives.
- Strengthened market visibility and client engagement during the post-renovation transition period.
Director of Sales & Marketing
JW Marriott Beijing
07.2018 - 03.2022
- Achieved top-performing hotel status in Rooms and Total Revenue across the North China Cluster.
- Increased ADR by 6% through strategic market positioning and revenue optimization.
- Awarded the 2019 President Circle for outstanding commercial achievements.
- Appointed North China DOSM Champion, leading cluster sales activation, client engagement, and charity initiatives.
- Built a highly engaged and performance-driven sales culture focused on accountability and results.
Director of Sales & Marketing
Sofitel Wanda Beijing
03.2016 - 11.2017
- Directed all group, transient, catering, and banquet sales activities to maximize hotel revenue performance.
- Developed strategic sales plans, annual budgets, forecasting, and market positioning initiatives.
- Led advertising, public relations, and promotional campaigns in partnership with corporate teams.
- Built strong client relationships through proactive engagement and strategic account management.
- Mentored and developed Sales & Reservations teams to enhance performance and service excellence.
Director of Sales & Marketing
Fairmont Yangcheng Lake Kunshan
01.2014 - 03.2016
- Led commercial strategy and sales operations for the luxury resort property.
- Improved RevPAR Index performance from ranking #3 to #1 within the competitive set.
- Achieved Best Sales & Marketing Department performance recognition in 2014.
- Successfully developed high-performing commercial teams through coaching and leadership development.
Director of Sales & Marketing
Swissotel Beijing Hong Kong Macau Center
12.2011 - 12.2013
- Managed all commercial functions including group, transient, catering, and corporate sales.
- Drove strategic planning, market analysis, and revenue growth initiatives.
- Strengthened market competitiveness through customer engagement and proactive business development.
- Built a collaborative and people-focused sales culture centered on accountability and results.
Director of Sales
Swissotel Beijing Hong Kong Macau Center
09.2010 - 11.2011
- Led Corporate, Leisure, MICE, and e-commerce sales teams comprising 14 team members.
- Developed strategic sales direction aligned with budget and revenue objectives.
- Conducted regular coaching and performance reviews to maximize team effectiveness.
- Partnered closely with Revenue Management to optimize business during low-demand periods.
Associate Director of Sales
Swissotel Beijing Hong Kong Macau Center
01.2009 - 08.2010
- Managed day-to-day sales activities and team performance.
- Achieved competitive ranking improvements and secured major leisure and series group accounts.
- Structured key account strategies and RFP management processes to improve sales effectiveness.
Senior Sales Manager
Swissotel Merchant Court Singapore
08.2003 - 12.2008
- Focused on new business development and multinational account acquisition.
- Played a key role in training, sales process improvement, and talent development.
- Supported grooming and succession planning for future sales leaders.
- Promoted from Sales Manager to Senior Sales Manager in recognition of strong performance.
Front Office Manager
Swissotel Merchant Court Singapore
08.1997 - 07.2002
- Managed Front Office, Concierge, Bell Desk, and Business Center operations.
- Developed operational training programs and cost-control initiatives.
- Identified and developed future leaders from supervisory to managerial levels.
Team Leader – Front Office
Pan Pacific Singapore
03.1993 - 06.1996
- Supervised daily Front Office operations and service standards.
- Maintained high guest satisfaction through strong customer engagement and service consistency.
- Assisted Duty Managers in guest relations and complaint resolution.
Education
SMJK Ave Maria Convent
Skills
- Sales & Marketing Leadership
- Hotel Operations Management
- Revenue & Profit Optimization
- Commercial Strategy & Positioning
- Luxury Hospitality Management
- Team Leadership & Talent Development
- Client Relationship Management
- Strategic Business Planning
- Revenue Management & Pricing Strategy
- Cross-Functional Operations Leadership
- Guest Experience Enhancement
- Budgeting & Financial Planning
- Market Analysis & Competitive Positioning
- Change Management & Hotel Repositioning
Accomplishments
- Successfully improved RGI (RevPAR Index) ranking from Position 3 to Position 1 within two years.
- Increased ADR by 6% year-on-year at JW Marriott Beijing.
- Led JW Marriott Beijing to become the top-performing hotel in Rooms and Total Revenue within the North China Cluster.
- Awarded 2019 President Circle recognition for outstanding commercial performance.
- Reduced team turnover impact by 8% through people development and retention initiatives.
- Led commercial planning for the relaunch of Grand Hyatt Beijing following a RMB 500 million renovation project.
- Recognized for building strong, motivated, and performance-driven sales and operational teams across multiple international hotel brands.
Interests
Sports & fitness training, Travelling, Music
Personal Attributes
- High integrity and professionalism
- Strong people management and relationship-building skills
- Results-oriented and commercially driven
- Positive, resilient, and adaptable leadership style
- Passionate mentor and team developer
Languages
Chinese (Mandarin)
Advanced (C1)
English
Bilingual or Proficient (C2)
Timeline
Executive Assistant Manager – Hotel Operations & Commercial Functions
Dusit Thani Laguna Singapore
06.2023 - Current
Director of Sales & Marketing
Grand Hyatt Beijing
03.2022 - 05.2023
Director of Sales & Marketing
JW Marriott Beijing
07.2018 - 03.2022
Director of Sales & Marketing
Sofitel Wanda Beijing
03.2016 - 11.2017
Director of Sales & Marketing
Fairmont Yangcheng Lake Kunshan
01.2014 - 03.2016
Director of Sales & Marketing
Swissotel Beijing Hong Kong Macau Center
12.2011 - 12.2013
Director of Sales
Swissotel Beijing Hong Kong Macau Center
09.2010 - 11.2011
Associate Director of Sales
Swissotel Beijing Hong Kong Macau Center
01.2009 - 08.2010
Senior Sales Manager
Swissotel Merchant Court Singapore
08.2003 - 12.2008
Front Office Manager
Swissotel Merchant Court Singapore
08.1997 - 07.2002
Team Leader – Front Office
Pan Pacific Singapore
03.1993 - 06.1996
SMJK Ave Maria Convent