Experience

Choice Hotels EMEA

• Netherlands
• Hospitality
• 1 - 100 Employee

• Director Marketing Brand & Loyalty

  • Jan 2022 - Present

  Key regional marketing leadership role focusing on customer loyalty and engagement, evolving new strategies to build consumer affinity for the Choice Hotels portfolio of brands in Europe, Middle East & Africa (EMEA). The role encompasses brand management, digital marketing, social media, internal and external communications, plus the execution of loyalty and tactical promotions and management of key partnerships. Key regional marketing leadership role focusing on customer loyalty and engagement, evolving new strategies to build consumer affinity for the Choice Hotels portfolio of brands in Europe, Middle East & Africa (EMEA). The role encompasses brand management, digital marketing, social media, internal and external communications, plus the execution of loyalty and tactical promotions and management of key partnerships.



Accor

• France
• Hospitality
• 700 & Above Employee

• Vice President Brand Management

  • Aug 2019 - Dec 2021

  Global brand leadership role for the premium Accor hotel brand Mövenpick. In charge of all aspects of brand and marketing, including brand strategy and positioning, omnichannel marketing, digital and web strategy, social media, guest experience, brand standards and compliance. Key coordination role of relationship between Accor and other Mövenpick brand trademark owners, Mövenpick Holding AG and Nestlé. Global brand leadership role for the premium Accor hotel brand Mövenpick. In charge of all aspects of brand and marketing, including brand strategy and positioning, omnichannel marketing, digital and web strategy, social media, guest experience, brand standards and compliance. Key coordination role of relationship between Accor and other Mövenpick brand trademark owners, Mövenpick Holding AG and Nestlé.



Mövenpick Hotels & Resorts

• France
• Hospitality
• 700 & Above Employee

• Vice President Brand and Marketing

  • Jul 2014 - Jul 2019

  Global marketing leadership role responsible for all Mövenpick Hotels & Resorts brand marketing, guest experience, tactical digital marketing, public relations, reputation management, crisis management, social media, customer loyalty and CRM. Architect of the new Mövenpick branding and positioning. Global marketing leadership role responsible for all Mövenpick Hotels & Resorts brand marketing, guest experience, tactical digital marketing, public relations, reputation management, crisis management, social media, customer loyalty and CRM. Architect of the new Mövenpick branding and positioning.



Providing strategic marketing expertise to key players in the travel industry

• Independent Consultant

  • Sep 2013 - Jun 2014

  Key clients included Worldhotels AG for whom I developed a strategic marketing plan to realign activity following the appointment of a new CEO. Key clients included Worldhotels AG for whom I developed a strategic marketing plan to realign activity following the appointment of a new CEO.



IHG - InterContinental Hotels Group

• India
• Retail
• 1 - 100 Employee

• Implementation Director, Crowne Plaza Brand Development

  • Apr 2013 - Aug 2013

  Project as part of Director, Market Strategy and Planning role. Brand strategy leadership role for the Crowne Plaza upscale brand. Successful delivery of a complex guest experience project, piloting new brand hallmarks in-hotel in 3 key European markets.

• Director Market Strategy and Performance Europe

  • Aug 2009 - Apr 2013

  Marketing and sales strategy and integration role with major global hotel brands. Responsible for a number of key strategic projects involving change or refinement of working practices in marketing and sales across multiple European markets. Successful implementation of complete overhaul of the IHG interface with the owner community by introducing pay for performance marketing programmes across Europe.

• Director of Marketing UK & Ireland

  • Oct 2008 - Aug 2009

  Regional marketing director with major global hotel brands. Responsible for all marketing communications in the UK and Ireland (IHG’s biggest European market) for managed and franchised Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express and Staybridge Suites hotels. Management of 2 marketing teams, one for the franchised estate and one for the managed estate. Implementation of tactical marketing via the UK Marketing Forum and hotel marketing activity for the key LRG estate.

• Head of Regional Marketing

  • Aug 2004 - Sep 2008

  International marketing director with major global hotel brands. Responsible for all marketing communications for Crowne Plaza, Holiday Inn and Holiday Inn Express hotels in all Continental European markets. Management of multilingual/multicultural advertising campaigns across Europe targeting business, leisure and meetings sectors. Management of a team of 5 Country Marketing Directors and Country Marketing Forums where marketing strategy is agreed with hotel owners.



ICLP

• South Africa
• Research Services

• Product Marketing Director

  • Jun 2002 - Jul 2004

  B2B/B2C marketing and business development role with customer loyalty specialist. Marketing and product development for key ICLP brand, TravelPlan, a travel planning tool aimed at the high yield business traveller and leisure travellers with high disposable income. Organised integrated marketing campaigns combining brand advertising with PR, direct mail and email promotions. B2B/B2C marketing and business development role with customer loyalty specialist. Marketing and product development for key ICLP brand, TravelPlan, a travel planning tool aimed at the high yield business traveller and leisure travellers with high disposable income. Organised integrated marketing campaigns combining brand advertising with PR, direct mail and email promotions.



Summit Hotels and Resorts

• Hospitality
• 1 - 100 Employee

• VP Marketing

  • Jan 2001 - Sep 2001

  Global brand marketing role with independent luxury hotel chain. Overall responsibility for worldwide marketing strategy of the Summit luxury hotel brand. Management of brand marketing team of 4 and all internal and external communications. Re-evaluated and realigned Summit’s e-commerce and customer relationship management strategies and repositioned its loyalty programme Summit Club. Global brand marketing role with independent luxury hotel chain. Overall responsibility for worldwide marketing strategy of the Summit luxury hotel brand. Management of brand marketing team of 4 and all internal and external communications. Re-evaluated and realigned Summit’s e-commerce and customer relationship management strategies and repositioned its loyalty programme Summit Club.



Lanyon

• Australia
• Financial Services
• 1 - 100 Employee

• Vice President Business Development

  • Jul 2000 - Dec 2000

  Senior sales and marketing role with leading airline and hotel software company. Control of all Lanyon sales and marketing strategy outside the US. Senior sales and marketing role with leading airline and hotel software company. Control of all Lanyon sales and marketing strategy outside the US.



IATA

• Slovakia
• Non-profit Organizations

• Assistant Director Business Operations

  • Dec 1997 - Dec 1999

  Strategic business development role with high profile airline industry association. Developed 3 important areas of IATA activity: Scheduling Services, Inflight Services and Data Standards, into self-funding businesses. Managed team of 7 staff in 3 international locations responsible for twice-yearly IATA Airport Slot Conferences: 1,500 delegate events where airport runway slots are allocated to airlines. Invited during IATA employment by the European Commission to join a high level delegation to Japan’s Ministry of Transport to discuss Japanese government relationship with EU airlines.



OAG

• United Kingdom
• Airlines and Aviation
• 100 - 200 Employee

• Various Marketing, Sales and Operations Management Roles

  • Nov 1985 - Nov 1997

  Director of Marketing - Airline Data and Distribution Products ­- Control of marketing strategy for all Reed Travel Group products for airlines and airports ­- Accountable for a £10 million portfolio sold under the OAG, ABC and EasyRes brands ­- Managed team of 5 product managers Director Airline Support Operations ­- Reporting to the Senior Vice President, responsible for managing a team of 120 staff in the UK and the US and all airline and hotel content for ABC and OAG data products - Management of one of the world's largest airline and hotel content databases - Ensuring consistent and accurate data content, interfacing with airline and travel agent reservations system customers.