Daniel Lock

About Daniel Lock

As Vice President of Commercial Strategy, I lead the alignment of Hospitality America’s revenue, sales, and marketing disciplines. My focus is ensuring that every initiative we take advances both topline growth and long-term asset value. Since joining the company in 2010, I’ve been fortunate to help shape strategy across our portfolio—building high-performing teams, driving innovation, and positioning assets to deliver maximum returns for our ownership partners.I’m a consumer analyst at heart, with a passion for understanding market behavior and guest expectations. Translating those insights into strategies that move the needle is what energizes me most. My creative side, informed by a background in design, allows me to bring fresh perspective to brand positioning and marketing strategy. I thrive on managing multiple priorities and complex projects, always keeping the bigger picture in focus while ensuring results are delivered with precision.Over the years, I’ve helped advance direct channel strategies, strengthen brand visibility, and consistently deliver portfolio results that outperform competitive markets. I work closely with developers, investors, and brand representatives, offering commercial insights that guide brand selection, market entry, and feasibility planning for new developments. Based in Kansas City, I’m uniquely positioned to support Hospitality America’s expansion into untapped Midwest markets, a region I believe holds enormous potential.I’m equally committed to people and culture. I take pride in mentoring emerging leaders across sales, marketing, and revenue strategy and in fostering an environment where talent thrives.I’m also a U.S. Air Force veteran and hold a B.A. in Communications with a minor in Journalism from the University of South Carolina. Beyond Hospitality America, I’ve served in several nonprofit leadership roles, most recently as Board Chair of the Ronald McDonald House of the Carolinas.

Experience

1. Vice President of Commercial Strategy

   Hospitality America

   May 2022 — Present

   As the VP of Commercial Strategies, I lead the strategic vision & alignment of sales, revenue, & marketing initiatives to drive top-line growth & enhance profitability. As the primary architect of our commercial strategies, I oversee the development of frameworks, systems, & cohesive teams dedicated to scaling our business. Building a commercial arm from the ground up requires creativity, agility & a strong understanding of market dynamics, consumer behavior, & industry trends. Sales:Develop our sales procedures & strategic initiatives, ensuring our sales force are equipped to meet revenue targets. Author remedial action plans & commercial insight for sustainable sales growth. Revenue:Develop pricing & revenue management strategies to optimize profitability. Leveraging business intelligence tools to understand market trends, customer behavior, demand & competitive positioning. Foster collaboration with sales and marketing to ensure commercial strategies are aligned. Identify & address areas for improvement. Continuously refining our revenue strategy within a 12-month rolling forecast. Marketing:Developed our marketing arm from the ground up. Oversee brand management, digital marketing, loyalty programs, public relations & media relations, campaigns & promotions, content creation & creative services, & performance analysis. Deploy strategies to attract & convert guests & enhance brand visibility. Identify key market opportunities, competitive positioning, & customer segments for maximum profitability. Branding: Provide brand strategy development, creative direction & design for visual identity, messaging & tone of voice, digital content strategy, launch & activation, & compliance across partners, vendors & teams.

Education

• University of South Carolina Upstate

  Bachelor of Arts

  2007 — 2010

Skills

• Social Media Marketing
• Onq
• Powerpoint
• Human Resources
• Os X
• Mac Os X
• Inventory Management
• Account Management
• Recruiting
• Speech Writing
• Selling
• Public Relations
• Marketing
• Budgets
• Hotel Management
• Process Scheduler
• Hospitality
• Sales Management
• Hotels
• Fosse
• Team Building
• Management
• Social Networking
• Marketing Strategy
• Operations Management
• Time Management
• Hospitality Management
• Event Management
• Event Planning
• Microsoft Office
• Sales
• Food & Beverage
• Adobe Creative Suite
• Customer Service
• Training
• Customer Satisfaction
• New Business Development
• B2b
• Trade Shows
• Social Media