Our Core Principles
About CC-SMG
CC-SMG was built from experience and a clear understanding of what hotels need to truly succeed.
After over 30 years in hospitality, Dina Coventry saw a consistent gap across the industry. Strong properties and talented teams often lacked the time, structure, and dedicated sales leadership needed to fully maximize revenue. Many were operating reactively instead of driving strategic, results-focused growth.
At CC-SMG, we specialize in delivering results-driven hotel sales strategy, remote hotel sales support, and hospitality business development solutions designed to maximize revenue and elevate hotel performance. Our goal is to provide hands-on expertise that integrates seamlessly with your team and produces measurable impact.
From the beginning, Shawn helped build the company’s financial foundation, ensuring operational strength and accountability. As the company grew, Tasha joined to lead business development, strengthening client partnerships and expanding strategic opportunities.
With decades of combined experience, our leadership team brings deep expertise across hotel sales, financial management, and business development. We partner with hotel owners, management companies, and brands to implement customized solutions that drive revenue growth and long-term success.
Our approach is rooted in collaboration, accountability, and performance. Whether building high-performing sales teams, optimizing financial operations, or creating new revenue opportunities, we work as an extension of your team.
Today, CC-SMG continues to support hotels through remote sales, on-property collaboration, and strategic guidance. While the company has evolved, the mission remains the same: to deliver consistent, impactful results and help our partners achieve and exceed their goals.
Meet the Team Behind the Results
Our leadership team brings decades of hands-on hospitality experience, combining expertise in hotel sales, financial strategy, and business development to deliver measurable results and long-term success for our partners.
Dina Coventry
President
As the founder of CC-SMG, Dina Coventry brings nearly 30 years of experience in the hospitality industry, with a reputation for driving hotel sales strategy, revenue growth, and high-performing team development.
Dina’s leadership is rooted in a hands-on, results-driven approach. She has a proven ability to build and elevate hotel sales teams, identify top performers, and implement strategic direction that consistently delivers measurable outcomes. Her expertise spans working with hotel brands, ownership groups, and management companies, giving her a comprehensive understanding of today’s evolving hospitality landscape.
A sought-after speaker on hospitality sales and leadership, Dina regularly presents at brand, ownership, and management conferences, sharing insights on hotel performance and revenue optimization.
Shawn Coventry
CFO
From the beginning, Shawn has played a key role in building the financial foundation of CC-SMG. With more than 30 years of experience in accounting and financial management, he brings a disciplined, strategic approach to supporting revenue growth and operational performance.
His background includes working with publicly traded and pre-IPO companies, providing a strong framework for financial accuracy, reporting, and scalability. At CC-SMG, Shawn oversees all accounting functions, ensuring the financial health and operational efficiency that support both the company and its hotel partners.
Known for his approachable and engaging personality, Shawn is also a familiar presence at hospitality industry events and trade shows, where he enjoys connecting with peers and discussing hotel sales and revenue trends.
Tasha Livingston
Vice President of Business Development
Tasha leads business development at CC-SMG, bringing more than 20 years of experience in hotel sales, hospitality strategy, and client relationship management.
She works closely with hotel owners, brands, and management companies to understand their unique goals and develop customized solutions that drive revenue growth and long-term success. Her expertise in hotel operations and sales strategy allows her to position CC-SMG as a true partner in performance.
Known for her professionalism, responsiveness, and client-first approach, Tasha is focused on building strong, lasting partnerships. She is passionate about helping clients see the value of experienced sales leadership working alongside their teams to exceed performance goals and elevate overall hotel success.
Tina Campbell
Vice President of Sales
As Vice President of Sales, Tina Campbell brings more than 25 years of hospitality experience and a proven track record of driving revenue growth, developing high-performing teams, and delivering exceptional client experiences. Her expertise in hotel sales, strategic business development, and customer engagement makes her an integral part of the CC-SMG leadership team.
Throughout her career, Tina has consistently exceeded revenue goals by implementing data-driven sales strategies, optimizing sales processes, and fostering a culture of accountability and collaboration. She is passionate about mentoring talent, building strong client relationships, and aligning sales initiatives with organizational objectives to deliver measurable business results.
Known for her customer-first approach and operational excellence, Tina works closely with hotel owners, management companies, and on-property teams to identify opportunities, strengthen partnerships, and support long-term growth. Her ability to combine strategic vision with effective execution helps CC-SMG clients maximize revenue, enhance market performance, and achieve sustainable success.
