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Mohammed Ashfaq Sheikh
P.O. Box - 10534, Sharjah, U.A.E.
Mobile: (971) 50 6289918, 50 4992256, ashfaq.s@hotmail.com
OBJECTIVE
To secure a challenging and responsible management position with a quality oriented hospitality
organization seeking an experienced, proven hotel professional with effective entrepreneurial skills in
pre-opening hotels, operations, sales & marketing, staff management, budget analysis ,cost controls and
profit improvement etc.,
PROFESSIONALSTRENGTHS
 Extremely creative, knowledgeable and resourceful Hotel Executive with main emphasis in Sales &
Marketing and Hotel Operations.
 Proven track record of profitable operation in distressed market.
 Increasing revenues with successful Sales & Marketing strategies.
 Over 20 years experience in the hospitality industry
Accomplishments
 Won Tourism Leaders Award “Best Budget Hotel in UAE 2014”
 Won World Travel Award “Middle East’s Leading Budget Hotel Brand 2013 / 2014”
 Won the prestigious “Best 4 star hotel award” amongst all 4 star properties in Sharjah awarded by
the Sharjah Tourism & Development Authority in 2011.
 Beat budgeted revenues and GOP forecasts for the past three years.
 Achieved market leading REVPAR in 2012.
 Successfully established an Ayurveda Spa in the hotel.
 Successfully obtained the HACCP certification for the hotel.
Professional Experience – General Manager
Citymax Hotel Sharjah (Landmark Group of Hospitality) - September 2013 joined as Hotel Manager July
2014 promoted as Deputy General Manager and July 2015 till date as “ General Manager”.
 239 Rooms Hotel with 3 food & beverage outlets and 5 Conference Banquet Halls.
 Responsible for leading and managing the Hotel
 The Hotel has a year round occupancy of 97%+ with healthy ADR.
 We successfully changed our market mix due to the Russian crisis to other segments.
 Restructured the senior Management team resulting in a more flat organisational structure.
 Responsible for implementing several Capex projects and financial statements.
 Reporting directly to the COO at the Corporate Head Office.
 Responsible for promoting and channeling business for corporate & incentive group segments for
Citymax Hotels, Sharjah and Dubai.
 Preparing weekly and monthly forecasts for the property for review by the COO.
 Responsible for undertaking periodic market surveys in the local market in order to compare the
marketing strategies of our hotel.
 Responsible for preparing all relevant management reports and analysis related to Revenues,
Room Nights, Occupancy Percentage, Average Room rates etc., for review by the corporate
office.
 Responsible for presentation of all relevant figures, statistics, justifications for any variances in
forecasts vs. actual etc., to the corporate management attended by senior decision makers.
 Responsible for preparing necessary requirements for annual room budgets related to the
corporate and group segments.
Lords Hotel Sharjah – Dubai (Lavender Hotels) (4* Boutique Hotel) Resident Manager
Oct 2007 till July 2013
 Joined the hotel from the inception at the pre-opening stage and worked through the pre-
opening period until this date.
 Work directly with the Group General Manger to manage all activities of the property including
Sales & Marketing.
 Coordinate, direct and manage the hotel‘s sales & marketing and operations to achieve
maximum profitability, ensure guest satisfaction, protect the financial aspects of the business and
property upkeep etc.,
 Direct and manage property operations to assure optimum performance and continual
improvement in the five Key Result Areas (guest service, employees, sales/marketing, property
appearance, and profit/financial control).
 Consistently deliver results that contribute to the mission and overall success of the hotel by
accomplishing performance objectives focused on business revenues, guest and associate
satisfaction and effectiveness and efficiencies.
 Oversee the guest service function to ensure corrective and timely action is taken to resolve guest
complaints and ensure that superior guest service is delivered at all times.
 Sell hotel guest rooms, catering services, and banquet facilities through direct client contact to
maximize total rooms revenues, f & b revenue and profits.
 Establish client base of organizations, associations, social, and corporate businesses through direct
outside and inside sales effort for the purpose of securing business for the hotel to ensure that
predetermined sales expectations are met and exceeded.
 Develop and maintain relationships with key clients in order to produce group business
 Negotiate guest room rates, meeting room rental, function space, and hotel services within
approved booking guidelines.
 Confirm in writing to the client all requirements via sales contract.
 Conduct tours of the hotel facilities; entertain qualified potential clients in accordance with
company and property policies and procedures.
 Attend and represent the Hotel at various trade shows such as ATM, Hotel Show, MITT Moscow
etc.,
 Respond quickly to guest requests in a friendly manner
 Work with local Tour Operators and Travel Agents to increase the Tourist Business from Europe and
CIS countries to increase the business from these segments to the hotel.
 Created and regularly updated the hotel website to appeal to international and local clientele to
gain hotel awareness.
 Successfully shifted business from competitors to increase the market share.
 Prepared the contracts for the Travel Agents and Tour Operators.
 Prepared the Annual Revenue Budgets for Rooms & F & B in co-ordination with the Head Office
and Group General Manager.
Organization : Hawthorn Hotel Dubai - (Managed by Hyatt Gold Passport, USA)
Designation : Front Office Manager (01st May 2005 till Sept 2007)
Front Office Manager
Managed the Front Office & Reservation team to ensure that our guests received exceptional service
and want to return.
 Ensured all guest requests were dealt with efficiently.
 Performed day to day running of Reception, ensuring check in and check outs ran smoothly and
to all Excellence Hotels standards.
 Ensured all billing procedures were followed correctly and accurately at all times.
 Ensured all reservations were taken correctly to hotel and Hawthorn Hotel standards, and
inputted accurately.
 Maximized sales by ensuring whole team was aware of "Rate of the Day", and associated sales
targets.
 Oversaw hotel sales operations.
 Negotiate and win new business.
 Work towards sales targets.
Organization : Al Bustan Group Hotels
Designation : Asst. Front Office Manager (November 1996 till March 2005)
 Prepared all necessary forecasts; worked closely with Reservations, Front Office and Sales to
maximize occupancy, rate and revenue. Kept all departments notified of any fluctuations in
business levels, special guests, groups, etc.
 Established and maintained close working relationships with all departments of the hotel to ensure
maximum cooperation, productivity, morale and guest service.
 Developed relationships with clients, return guests, group contacts etc. to provide maximum
personalized guest service.
 Completed work orders for maintenance repairs and submit to Engineering.
 Contacted Engineering directly for urgent repairs.
 Documented pertinent information in department log book/daily checklist.
 Reviewed the arrival report for accuracy and completeness.
 Ensured that all VIPs were pre-registered according to standards.
 Monitored VIP arrivals.
 Worked closely with housekeeping to ensure accurate status of each room, readiness of rooms for
check-in and to report guest concerns.
 Printed special requests report and block according to specifications.
 Responsible for ensuring the Night Auditor/Porter shifts were covered at all times.
Professional Qualifications:
Post Graduate Diploma in Business Administration – Specialization in Hotel Management, National
Institute of Management, Karnataka, India.
Diploma in Business Administration – Specialization in Hospitality Management, National Institute of
Management, Karnataka, India
Computer Literacy:-Familiar with Opera PMS system, Prologic PMS system, Hostnet PMS system etc.,
Also posses excellent working knowledge in Microsoft Word, Excel, Power Point etc.,
Summary of Other Personal Attributes
 Over 20 years experience in the hospitality industry in Rooms Division, Sales & Marketing and
Overall Operations.
 Exceptional ability to communicate, both verbally and written, effectively with guests, vendors
and co-workers.
 Strong ability to read, write and speak English, Arabic languages fluently & speak Russian
language.
 Remarkable ability to identify and resolve problems in a timely manner develop alternative
solutions and use reason even when dealing with emotional topics.
 Great ability to manage difficult or emotional customer situations, respond promptly to customer
needs and respond to requests for service and assistance.
 Proven ability to build positive team spirit.
 Profound ability to delegate work assignments; provide recognition for results.
 Strong ability to look for ways to improve and promote quality; demonstrate accuracy and
thoroughness.
 Ability to prioritize and plan work activities.
Personal Details
Date of Birth : 10th January 1974
Gender : Male
Marital Status : Married with Two children
Nationality : Indian
Languages : English, Hindi, Arabic and Russian
Visa Status : Employment Visa
Driving License : Valid UAE License
References
References will be provided upon request.

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Ashfaq Sheikh Resume - General Manager - PDF

  • 1. Mohammed Ashfaq Sheikh P.O. Box - 10534, Sharjah, U.A.E. Mobile: (971) 50 6289918, 50 4992256, ashfaq.s@hotmail.com OBJECTIVE To secure a challenging and responsible management position with a quality oriented hospitality organization seeking an experienced, proven hotel professional with effective entrepreneurial skills in pre-opening hotels, operations, sales & marketing, staff management, budget analysis ,cost controls and profit improvement etc., PROFESSIONALSTRENGTHS  Extremely creative, knowledgeable and resourceful Hotel Executive with main emphasis in Sales & Marketing and Hotel Operations.  Proven track record of profitable operation in distressed market.  Increasing revenues with successful Sales & Marketing strategies.  Over 20 years experience in the hospitality industry Accomplishments  Won Tourism Leaders Award “Best Budget Hotel in UAE 2014”  Won World Travel Award “Middle East’s Leading Budget Hotel Brand 2013 / 2014”  Won the prestigious “Best 4 star hotel award” amongst all 4 star properties in Sharjah awarded by the Sharjah Tourism & Development Authority in 2011.  Beat budgeted revenues and GOP forecasts for the past three years.  Achieved market leading REVPAR in 2012.  Successfully established an Ayurveda Spa in the hotel.  Successfully obtained the HACCP certification for the hotel. Professional Experience – General Manager Citymax Hotel Sharjah (Landmark Group of Hospitality) - September 2013 joined as Hotel Manager July 2014 promoted as Deputy General Manager and July 2015 till date as “ General Manager”.  239 Rooms Hotel with 3 food & beverage outlets and 5 Conference Banquet Halls.  Responsible for leading and managing the Hotel  The Hotel has a year round occupancy of 97%+ with healthy ADR.  We successfully changed our market mix due to the Russian crisis to other segments.  Restructured the senior Management team resulting in a more flat organisational structure.  Responsible for implementing several Capex projects and financial statements.  Reporting directly to the COO at the Corporate Head Office.  Responsible for promoting and channeling business for corporate & incentive group segments for Citymax Hotels, Sharjah and Dubai.  Preparing weekly and monthly forecasts for the property for review by the COO.
  • 2.  Responsible for undertaking periodic market surveys in the local market in order to compare the marketing strategies of our hotel.  Responsible for preparing all relevant management reports and analysis related to Revenues, Room Nights, Occupancy Percentage, Average Room rates etc., for review by the corporate office.  Responsible for presentation of all relevant figures, statistics, justifications for any variances in forecasts vs. actual etc., to the corporate management attended by senior decision makers.  Responsible for preparing necessary requirements for annual room budgets related to the corporate and group segments. Lords Hotel Sharjah – Dubai (Lavender Hotels) (4* Boutique Hotel) Resident Manager Oct 2007 till July 2013  Joined the hotel from the inception at the pre-opening stage and worked through the pre- opening period until this date.  Work directly with the Group General Manger to manage all activities of the property including Sales & Marketing.  Coordinate, direct and manage the hotel‘s sales & marketing and operations to achieve maximum profitability, ensure guest satisfaction, protect the financial aspects of the business and property upkeep etc.,  Direct and manage property operations to assure optimum performance and continual improvement in the five Key Result Areas (guest service, employees, sales/marketing, property appearance, and profit/financial control).  Consistently deliver results that contribute to the mission and overall success of the hotel by accomplishing performance objectives focused on business revenues, guest and associate satisfaction and effectiveness and efficiencies.  Oversee the guest service function to ensure corrective and timely action is taken to resolve guest complaints and ensure that superior guest service is delivered at all times.  Sell hotel guest rooms, catering services, and banquet facilities through direct client contact to maximize total rooms revenues, f & b revenue and profits.  Establish client base of organizations, associations, social, and corporate businesses through direct outside and inside sales effort for the purpose of securing business for the hotel to ensure that predetermined sales expectations are met and exceeded.  Develop and maintain relationships with key clients in order to produce group business  Negotiate guest room rates, meeting room rental, function space, and hotel services within approved booking guidelines.  Confirm in writing to the client all requirements via sales contract.  Conduct tours of the hotel facilities; entertain qualified potential clients in accordance with company and property policies and procedures.  Attend and represent the Hotel at various trade shows such as ATM, Hotel Show, MITT Moscow etc.,  Respond quickly to guest requests in a friendly manner  Work with local Tour Operators and Travel Agents to increase the Tourist Business from Europe and CIS countries to increase the business from these segments to the hotel.  Created and regularly updated the hotel website to appeal to international and local clientele to gain hotel awareness.  Successfully shifted business from competitors to increase the market share.  Prepared the contracts for the Travel Agents and Tour Operators.  Prepared the Annual Revenue Budgets for Rooms & F & B in co-ordination with the Head Office and Group General Manager.
  • 3. Organization : Hawthorn Hotel Dubai - (Managed by Hyatt Gold Passport, USA) Designation : Front Office Manager (01st May 2005 till Sept 2007) Front Office Manager Managed the Front Office & Reservation team to ensure that our guests received exceptional service and want to return.  Ensured all guest requests were dealt with efficiently.  Performed day to day running of Reception, ensuring check in and check outs ran smoothly and to all Excellence Hotels standards.  Ensured all billing procedures were followed correctly and accurately at all times.  Ensured all reservations were taken correctly to hotel and Hawthorn Hotel standards, and inputted accurately.  Maximized sales by ensuring whole team was aware of "Rate of the Day", and associated sales targets.  Oversaw hotel sales operations.  Negotiate and win new business.  Work towards sales targets. Organization : Al Bustan Group Hotels Designation : Asst. Front Office Manager (November 1996 till March 2005)  Prepared all necessary forecasts; worked closely with Reservations, Front Office and Sales to maximize occupancy, rate and revenue. Kept all departments notified of any fluctuations in business levels, special guests, groups, etc.  Established and maintained close working relationships with all departments of the hotel to ensure maximum cooperation, productivity, morale and guest service.  Developed relationships with clients, return guests, group contacts etc. to provide maximum personalized guest service.  Completed work orders for maintenance repairs and submit to Engineering.  Contacted Engineering directly for urgent repairs.  Documented pertinent information in department log book/daily checklist.  Reviewed the arrival report for accuracy and completeness.  Ensured that all VIPs were pre-registered according to standards.  Monitored VIP arrivals.  Worked closely with housekeeping to ensure accurate status of each room, readiness of rooms for check-in and to report guest concerns.  Printed special requests report and block according to specifications.  Responsible for ensuring the Night Auditor/Porter shifts were covered at all times. Professional Qualifications: Post Graduate Diploma in Business Administration – Specialization in Hotel Management, National Institute of Management, Karnataka, India. Diploma in Business Administration – Specialization in Hospitality Management, National Institute of Management, Karnataka, India Computer Literacy:-Familiar with Opera PMS system, Prologic PMS system, Hostnet PMS system etc., Also posses excellent working knowledge in Microsoft Word, Excel, Power Point etc.,
  • 4. Summary of Other Personal Attributes  Over 20 years experience in the hospitality industry in Rooms Division, Sales & Marketing and Overall Operations.  Exceptional ability to communicate, both verbally and written, effectively with guests, vendors and co-workers.  Strong ability to read, write and speak English, Arabic languages fluently & speak Russian language.  Remarkable ability to identify and resolve problems in a timely manner develop alternative solutions and use reason even when dealing with emotional topics.  Great ability to manage difficult or emotional customer situations, respond promptly to customer needs and respond to requests for service and assistance.  Proven ability to build positive team spirit.  Profound ability to delegate work assignments; provide recognition for results.  Strong ability to look for ways to improve and promote quality; demonstrate accuracy and thoroughness.  Ability to prioritize and plan work activities. Personal Details Date of Birth : 10th January 1974 Gender : Male Marital Status : Married with Two children Nationality : Indian Languages : English, Hindi, Arabic and Russian Visa Status : Employment Visa Driving License : Valid UAE License References References will be provided upon request.