How Our Sales Director Balances Remote Work and On-Site Insights to Create A Seamless Customer Experience

For Sterling, the role of Corporate Director of Sales and Events at Oliver Hospitality isn’t your typical 9-to-5. 

Some days, her office is her home in Nashville, laptop open, responding to inquiries and mapping out timelines for upcoming events across portfolios. Other days, she’s packing her bags for Tomales Bay, CA, to fully immerse herself in the property she helps shape from afar.

To make each client’s experience uniquely their own, Sterling balances her portfolios in a way that’s shaping the future of boutique hospitality. Read on to see how she blends remote sales coordination with on-site presence to create unforgettable events for Oliver’s diverse clientele.

Balancing Customer Sales Experiences Remotely and On-Site

Sterling’s role spans multiple Oliver Hospitality properties, with a focus on The Lodge at Marconi in Northern California and The Oliver Hotel in Nashville.

Typically, she works remotely, splitting her days between the two main hotels, though she does support other locations as needed. She also spends two weeks at a time on-site at Marconi, quarterly throughout the year, as well as visits in and out of Nashville since she resides there.

But how does working remotely truly make a difference in the client experience…and how does she balance this with on-site visits?

Remotely Supporting The Client Sales Journey

What sets Sterling’s position apart is its remote-first approach, a newer concept that’s still uncommon in boutique hospitality, especially in the sales and event experience side of things. 

“It’s definitely a new idea,” Sterling says. “When they find out you’re not there, it’s initially a little shocking, especially for wedding guests wanting to plan.”

But in actuality, it's all by design.

From a business perspective, it works brilliantly: it keeps costs down while still being able to give clients a high-touch, responsive experience.

“It’s basically expressing to the client how hands-on we are,” she says. 

Smaller properties like Marconi—28 rooms, dedicated event space, one restaurant—allow her to manage multiple locations from home while remaining fully dedicated to client communication and organization.

“The biggest thing in modern day hospitality is responsiveness, so always having that in their back pocket is more beneficial than being on site at all times.”

During the week, Sterling is often responding to inquiries, mapping out event timelines, reviewing calendars, and supporting teams wherever needed to ensure everyone is prepared to execute any weddings, corporate retreats, or other special events happening at the properties. 

She’s also in constant communication with clients, answering questions, checking rooming lists, and so on to ensure each event goes off flawlessly. From the first inquiry to final execution, Sterling works with clients to customize every detail to their vision, including: 

• Timelines & Schedules

• Customized menus

• Décor

• Organized group days 

• Excursions or reservations

Enhancing The Client Experience Through On-Site Implementation

When she travels to Marconi for her two-week stays, Sterling shifts gears from remote sales coordinator to immersive guest perspective. 

Because these events are extremely personal and highly-detailed, a large part of Sterling’s ability to make these experiences so special is by knowing the lay of the land. It takes a lot of deep diving and time while she is on site to learn the property to confidently sell it. 

At Oliver, nothing is “off limits” when it comes to creating a guest’s perfect stay. Having this knowledge helps her customize to their personal vision and even know when to showcase another property that may be a better fit based on their style, food preferences, and overall vibe. 

Her position is unique because when she is on property, she’s getting the full hands-on experience the way a guest would. Walking The Lodge, exploring spaces, eating at Mable’s Restaurant, and interacting with staff and other travelers gives her fresh insight into what’s working well and what enhancements can be made. 

“I can always put fresh eyes on the property and where they’re lacking to create a better service,” she says, “Actually getting to experience the property and the [Oliver] experience itself is a huge part of that.”

Of course, she also gets to be on-site for some events she’s helped coordinate as well. 

A key part of this work is her collaboration with Robert, Marconi’s new General Manager, who is heavily involved in property takeovers and buyouts for special events and weddings. Robert brings a fresh perspective to operations and events, as well as being a great liaison for the overhead of group arrivals, and helping prepare the Operations team for the incoming events.

When she’s there, Sterling always makes a point to introduce herself to those staying on the property, while collecting feedback from the team about what’s going right or wrong and taking the time to make sure the company is constantly learning, changing, and innovating the approach to something. 

Curating Unforgettable Stays, From Sterling’s Desk to Your Booked Room

At Oliver, the goal is simple: we want each client to feel special. 

Sterling’s hands-on approach, whether remote or on-site, ensures every event is thoughtfully executed and every detail brings the client’s dream to life. 

As Oliver continues to grow and innovate, we’re constantly discovering new ways to enhance guest stays. With a new property coming this Fall in Sarasota, FL, we’re aiming to add even more diversity to the portfolio and new opportunities to create unforgettable experiences across the brand. 

If you get the chance, you may find yourself planning your next getaway with Sterling herself.