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Vice President Sales & Marketing
After attending Oregon State University, Shannon Phelps began her career in the hospitality industry directing sales programs for several hotels in the Pacific Northwest. Working with Northwest Hospitality Group, she gained a solid understanding of diverse management skills including market analysis, sales and marketing, operations, team-building, and quality assurance.
In 1998, Shannon joined American Golf Corporation where she could utilize her hospitality sales expertise in an entirely new way. Beginning as a Regional Sales Manager, she took to the golf hospitality industry strongly motivated to help people enjoy their free time. She rapidly developed her knowledge of the golf business and assumed ever greater responsibilities at American Golf, then the largest golf management company in the industry. In 2002 she took a year away from sales management to gain hands-on experience in the operations side of the business as General Manager at Persimmon Country Club in Portland, Oregon, an American Golf property.
Shannon’s career at American Golf ultimately culminated in her oversight of one of the largest sales organizations in the golf industry. As Vice President / National Director of Sales, she developed the strategies, and built and led a sales team of over 300, producing over $225 million in sales revenue. Hitting that mark required creation of a professional sales culture characterized by establishing standards in sales and service, innovative tools, aggressive training, and employee recognition programs.
Seeking to further her expertise within the golf industry, Shannon went on to form her own independent sales and marketing consultancy in 2008. Among her other accomplishments, she developed a proprietary, golf-specific customer relationship management (CRM) software application that is utilized today by many leading golf management organizations. She is widely regarded as an industry expert in sales management, marketing and customer relationship management technology.
Shannon has been and is a member, officer, or board member of several national and international industry associations. Originally from Portland, Oregon, she now resides in Los Angeles, California.
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