Ruth Paulsen
Marketing Director & Head of Special Projects at International Hotel School- Claim this Profile
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Bio
Credentials
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Certified Hospitality Trainer (CHT)
American Hotel & Lodging Educational Institute -
Disciplinary Enquires – roles and responsibilities
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Field Guide Level 1
Field Guides Association of South Africa (FGASA) -
First Aid Level 2
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Guest Service Gold
American Hotel & Lodging Educational Institute -
Industrial Relations
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Managing Poor Staff Performance
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Sales Force (Sales strategies for Sales Staff)
Uniskills -
Sales Force (for Sales Managers)
Uniskills -
Spirit of Hospitality
International Hotel School
Experience
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International Hotel School
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South Africa
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Higher Education
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100 - 200 Employee
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Marketing Director & Head of Special Projects
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Feb 2016 - Present
Marketing Director:Develop and implement a marketing and recruitment plan that is aligned to sales targets, creating brand awareness, recognition and differential advantage and development.Head of Special Projects:Project Management of the key strategic projects identified as key in securing growth and expansion of the Hotel School and its holding company (Additional campuses, expansion in to other sectors and expansion in to Africa)Head up Online Campus with the view to increasing student numbers 5 fold in 18 months
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Sales and Marketing Director
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2010 - Present
Manage all aspects of sales and marketing at International Hotel School. Marketing• Budget Management and Financial Planning• Strategy and Management of the Marketing Mix and Communication strategies: Digital, Promotions, Exhibitions, Radio, Print and Public Relations• Evaluate marketing campaigns and ensure that Marketing initiatives have a measurable Return on Investment (ROI), including reporting on this to all stakeholders• Formulating a Retention Strategy and rolling out in all campuses through solid internal marketing strategy• Provide market intelligence, student feedback and identifying business opportunities• Liaising and networking with a range of internal and external stakeholders including students, parents, colleagues, suppliers and industry partners.• Conducting market research through surveys and focus groupsSales: • Formulate and implement a sales strategy and flow process to re-organise how student recruitment is done in IHS to ensure the maximisation of leads and ensure that all touch points are effectively maximised.• Overseeing 11 Sales Consultants at the campuses and 4 telesales consultants, their sales and the sales process• Liaison with international agents and representation at International Student Recruitment events such as ICEF (Berlin) and others within Africa.Key Achievements:• Fundamentally changed the marketing and sales (Student Recruitment) approach at IHS to increase revenue at a 20% average annual growth (34% in 2015). Comparatively, most Competitor Schools are still showing a decrease in their recruitment year on year with the recession.• Introduced SalesForce CRM implementation for the sales team.• Instrumental in developing a digital marketing strategy and focus for IHS which has seen a larger Share of Voice and measurably increased recruitment for the School
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General Manager
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Apr 2008 - Jan 2010
Responsibilities: • Initial responsibility was to take the lodge to 5 star grading standards (improving all areas of the operation)• Managing all aspects of the lodge: Financial; F & B; Housekeeping; Reservations; Guest Relations; Guiding; Human Resources• Overseeing the management of the reserve, including: Security; Farm management; Game management; Human Resources• Overseeing the building of the various new lodges within the reserve and the building staff including contractorsKey achievements:• Implemented systems and processes in all divisions• Took lodge to 5 star grading status within the first year.
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International Hotel School
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South Africa
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Higher Education
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100 - 200 Employee
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Various - Bush Academy and Marketing Manager
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Oct 2001 - Feb 2008
Recruitment Officer for Bush AcademyMarketing Manager for The International Hotel SchoolBusiness Development Manager for The Bush Academy Recruitment Officer for Bush AcademyMarketing Manager for The International Hotel SchoolBusiness Development Manager for The Bush Academy
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Education
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1988 - 1990
University of KwaZulu-Natal
B Soc Sci, Psychology and Sociology -
1983 - 1987
Eshowe High School
High School, High School
Community
