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Executive Profile
High-performing executive with extensive hospitality and luxury lifestyle experience. A strategic trendspotter who excels at developing dynamic partnerships and programs that serve as the impetus for multi-tiered marketing campaigns as well as top-tier media exposure.
Skill Highlights
Social Media & Influencer Strategy
Project Management
Brand Partnership Development
CRM
Content & SEO Marketing
Budget Development & Management
New Hotel Launch & Re-Launch/Brand Development
Core Accomplishments
Initiated and cultivated a strategic business partnership between The Benjamin Hotel in Manhattan with Cornell Professor & Co-Author of Sleep for Success Dr. Rebecca Robbins to provide hotel guests with a science-driven sleep program, resulting in more than 1.4 billion impressions in 2015.
Conceptualized and launched The Surrey's first full lobby & rooftop exhibition "ArtSpeak" with partner ArtMuse, which served as a robust marketing campaign to capitalize on the primary brand pillar and strengthen awareness among an affluent target market. To further align with efforts, the hotel was named "Coolest Art Hotel" by Tatler Hong Kong and "World's Best Art Hotels" by Town & Country.
Grew CRM subscriber list from 78K to 102K members in one month due to a strategic partnership with media partner Pure Wow, The New York City Ballet and Rebecca Taylor.
Professional Experience
02/2015 to Current
Director of Public Relations & PartnershipsCrystal – Nashville, TN,
Lead ideation and craft programming for Affinia Hotel Collection, The Benjamin and The Surrey with the purpose of creating experiences that truly benefit the end-user and support revenue goals.
Oversee strategic partnerships and collaborations connecting like-minded brands to enhance target audience awareness, to refresh digital/PR content, and to increase email traffic and improve SEO.
Lead media relations for hotels/spa to shift market share from competition and expand visibility among target audience yielding hits in The New York Times, Yahoo!, USA Today, British Airways, Air France Magazine, and CNBC "Secret Lives of the Super Rich."
04/2013 to 01/2015
Marketing Director Cushman & Wakefield Inc – O Fallon, MO,
Re-launched The Benjamin, a luxury boutique hotel, through a three-year, multiphase $10 million renovation and brand repositioning.
Redesigned programming by developing key partnership with up-and-coming lifestyle partners such as BarkBox, a subscription-based pet company, SIN Workouts, a high-end fitness concierge service, and Dr. Robbins, co-author of Sleep for Success!
Led digital content marketing and CRM initiatives for independent hotels yielding a 19% increase year-over-year in package and promotion revenue production and a 23% increase in web revenue for The Benjamin within the first year.
Directed in-house and external creative teams, PR, and media buying agencies on creative development, messaging, production, campaign implementation, tracking, and analysis.
Served as brand management ambassador ensuring properties were accurately represented across touch points and customer-facing disciplines from management and sales to catering and staff teams.
2010 to 03/2013
Assistant Director/Marketing ManagerDenihan – City, STATE,
Launched The National Bar & Dining Rooms by Food Network Iron Chef Geoffrey Zakarian, designated as one of "50 favorite New York restaurants" by The New York Times, which involved leading the RFP process, overseeing graphic design development, and co-directing key partnership events with Food Network, Saveur Magazine and Manhattan Magazine.
Developed guest-centric hotel programming (e.g., Sleep Program, Winks Kidzzz Club, and Handel Group Management Coaching) that highlighted assets distinct from the competitive set and created brand awareness which resulted in noteworthy coverage in The New York Times, USA Today and Departures.com.
Key member of the website and mobile site development team for MansfieldHotel.com, Affinia.com, and TheBenjamin.com, which included creative direction, layout, navigation and web content.
Supported sales teams with branded collateral and presentations for sales events and conventions.
Represented parent company at Annual NYU International Hospitality Industry Investment Conference and spoke on behalf of hotel brands at industry conferences on the topic of PR and influencer relations.
08/2008 to 10/2009
Account DirectorParasol PR – City, STATE,
Key client and press contact for the launches of Montage Beverly Hills, FIG Restaurant, and The Surrey collaborating with clients and press to craft compelling stories incorporating key messages and emerging trends covered in W Magazine, Travel + Leisure, Departures, Vogue.com, Vanity Fair.com and T Magazine: The New York Times.
Developed media strategy for pitches, securing three new clients accounting for 65% of total revenue.
2006 to 07/2008
Account Supervisor/SAELou Hammond & Associates – City, STATE,
Created client campaigns and annual plans.
Identified and cultivated potential marketing partners for promotional initiatives to improve brand awareness.
Leveraged media relationships to produce top placements for clients, resulting in three Hospitality Sales & Marketing Association International Adrian Awards for 2007 and top-tier placements.
Generated top billing account wins by drafting new business plans as core member of the creative team.
Education
Expected in August 2004
Master of Journalism: PR/Integrated Communications Science and Library Technology University of North Texas - , GPA: PR/Integrated Communications Science and Library Technology
Expected in August 2002
Bachelor of Arts: Psychology English University of North Texas & Baylor University - , GPA: Psychology English
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