Experience

Maple Tree Marketing

• Marketing Services
• 1 - 100 Employee

• Marketing Manager

  • Sep 2022 - Present

  - Analyze keywords, set SEO strategy, and write optimized copy - Collaborate with hotel teams on setting marketing strategies to achieve business goals - Coach hotel teams through understanding organic and paid media performance reports, to a level of understanding that they can later report-out on those metrics - Establish processes and tools that are scalable as they agency grows - Find work-arounds to quickly prevent and resolve problems or pain-points - Explore applying and managing AI in the marketing and hospitality industries - Collaborate on business strategies to stay competitive in an ever-evolving industry - Support hospitality marketers through their careers with knowledge-sharing, skill guidance, and giving them space to try something new Show less



2U

• United States
• Education Administration Programs
• 700 & Above Employee

• Brand Strategist

  • Jul 2021 - Sep 2022

  - Develop data-driven marketing strategies and manage execution to drive enrollment for 7 online graduate degrees with a $7M annual spend, generating $30M+ in annual revenue for 2U and its partners. - Enhance brand positioning and define go-to-market strategy across organic, paid, and affiliate channels that drive lead generation, consumer engagement, and yield rates. - Set strategic direction, clarify objectives, reduce challenges, and generate opportunities for programs, projects, partners, and team members. - Unite partners to collaborate on priority initiatives, strengthening cross-functional relationships and increasing funnel conversion rates. - Pitch new opportunities, present annual marketing plans, and advise senior leaders on the business impact of new strategies. Show less



Consultant

• Executive Coach: Marketing and Brand Strategy

  • Aug 2015 - Jul 2021

  - Built value-based brands that connect with target demographic using data and consumer insights. - Led development of content strategy, marketing campaigns, and communication plans for digital, social, and experiential marketing activations at events. - Drove thought-leadership and credibility to raise brand awareness in targeted B2B segments. - Created innovative marketing strategies that capitalized on trends and engaged target audiences. - Developed strategic partnership and sponsorship activation plans to drive brand awareness and engagement. - Identified opportunities for incremental revenue. - Improved user experience and conversion of DTC websites, driving direct sales (site navigation, content development, checkout funnel) Client Success (August 2015 - October 2016) - Revitalized existing social media accounts and established profiles on newer platforms, increasing engagement by 85% and growing the target audience by 83%. - Researched and created media lists, pitching media, and submitted events to local calendars. - Overhauled website SEO, increasing page views from an average of one per day to 65, cut the bounce rate in half, and doubled the average time spent per page. - Created collateral for website, social media, and print. Show less



Hospitality Positions

• Seattle, Wa; Charleston, Sc; Roanoke, Va; Orlando, Fl

• Hospitality Professional

  • Apr 2010 - Jul 2021

  Experienced fine-dining server and high-volume bartender. Sales and service driven, received positive guest reviews, consistently had highest sales and won sales competitions. Extensive knowledge in best practices for opening restaurants and training new employees. Front of House Employee of the Quarter, 4th Quarter 2014 at 82 Queen in Charleston, South Carolina. Experienced fine-dining server and high-volume bartender. Sales and service driven, received positive guest reviews, consistently had highest sales and won sales competitions. Extensive knowledge in best practices for opening restaurants and training new employees. Front of House Employee of the Quarter, 4th Quarter 2014 at 82 Queen in Charleston, South Carolina.



Marriott International

• United States
• Hospitality
• 700 & Above Employee

• Marketing Manager (Primary Market)

  • Nov 2019 - Oct 2020

  - Oversaw a 13-hotel portfolio with dual-pads, complexes, soft brands, and luxury resorts in a top-25 market. Forecasted P&Ls and managed budgets exceeding $1M. - Functioned as the Director of Marketing for each hotel, working cross-functionally with sales, revenue management, and hotel operations leaders to develop go-to-market strategies that drove market share, top-line revenue, direct bookings, and stakeholder engagement.- Subject-matter expert on leisure-driving programming and renovation repositioning strategies. - Explained complex data analysis and insights; trusted advisor for unique, customer-segment interests and buying patterns; developed innovative ideas to support hotel goals and leveraged loyalty programs; and built relationships with highly-engaged and ambitious stakeholders. Show less

• Marketing Manager (Secondary Market)

  • Dec 2017 - Nov 2019

  - Led hotels and peers through Marriott's acquisition of Starwood and the new field marketing re-launch in January 2018.- Piloted using a virtual-reality headset and smart phone to showcase the hotel’s spaces at trade shows and illustrate meeting space set-ups on site tours.- Developed culturally-specific marketing strategies and creative assets to increase long-term stays from Chinese and Indian travelers. - Coordinated Marriott Bonvoy Moments experiences to promote the hotel among elite-status-level MBV members.- Prepared promotional partnerships with nearby universities and sports facilities.- Pioneered brand positioning, messaging, templates, and creative assets to promote hotels undergoing the Courtyard Re-imagined Gen 1 and Gen 2 renovations.Courtyard Greensboro, the first hotel to undergo re-imaged brand renovation:- RPI increased 15.3% YOY, drove post-renovation swing in market share of 21 points in the second half of 2019. - Pace: 148% to goal- Room Revenue: 158% to goal- Catering Revenue: 68% to goal*Inclusive of un-budgeted, renovation extension into 20192019 Results:- Increased direct Marriott.com hotel website visits by 31.5%, room nights by 19%, and revenue by 23% while reducing reliance on OTA partners for a portfolio of 18 hotels.- Increased paid media performance to drive more direct bookings. - Grew digital revenue 8.9% YOY (4% higher than regional benchmark) - Digital room night mix was 1.1% higher than regional benchmark. - Increased digital ADR 7.3% YOY. - Strategically fenced offers to control booking engine order to align with hotel needs. - Increased retail-transient digital-channel mix 3.3% for a $149,000 revenue increase YOY.- Led hotel website (HWS) content and SEO-strategy overhaul, increasing HWS visits 12.9% YOY. Show less

• Field Marketing Coordinator

  • Feb 2016 - Dec 2017

  Legacy SPG AssociateSpecialty Select Brands: Aloft, Element, and Four Points by SheratonRegions: North America Division (NAD); New Builds and Transitions (NBT)- Supported three managers and one senior manager to strategize, execute, and manage marketing plans for 87 franchise hotels across 26 states, resulting in strong 2016 and YTD 2017 performance. - Led photography and video strategy for select-brands, maintained the stock photography library and managed an external video vendor.- Created best practices guides and trainings as a member of the Training and Culture Lead Team.- Communicated with hotels to create collateral, resolve issues, and explain policies.- Upheld brand standards by training new team members and providing constructive feedback on collateral. - Identified marketing opportunities for a given property, destination, or brand; shared value and strategic objectives when making recommendations or advising on a particular business need. - Collaborated with sales, revenue, and operations leaders to identify business needs and drive market-share growth, topline revenue, direct bookings, brand compliance, and stakeholder engagement. - Researched Chinese traveler's influence on the Vancouver, Canada market and developed marketing assets and operational best-practices to accommodate and appeal to Chinese travelers. -Participated in hotel visits and on hotel calls by contributing content, strategy, and destination expertise to franchise partners. Show less



Fearey

• United States
• Public Relations and Communications Services
• 1 - 100 Employee

• Account Executive

  • Jun 2015 - Nov 2015

  6 Month Post-Grad Internship - Developed executive coaching materials and marketing plans to counsel clients how to establish themselves as industry thought leaders, build relationships and manage their network for new business opportunities; with an emphasis on social media. Served as a resource and provided council for speeches and presentations. - Researched and composed new business briefs, assisted in developing proposals, responded to RFPs and established relationships with potential new business. - Built pitches that were newsworthy and fulfilled needs of targeted journalists, focused on growing relationships with press members. - Strategically generated and maintained media lists that reflected relationships and status of pitches, assets and placements; managed and coordinated media visits and interviews. - Assisted in the preparation, proofreading and editing of agendas, recaps, reports, RPFs, proposals, correspondence, and other account services work. - Responsible for day-to-day projects on assigned clients, including budgets and creative deadlines. - Designed public relations plans to support our client's business objectives, then executed public relations activities and initiatives outlined in the strategies of the plan; including generating publicity for special events. - Prepared executives for media situations by engaging them in an interactive media training to develop their interview techniques. - Organized briefing packets, speaking points, biographies, samples questions, and other interview preparation materials. - Attended client strategy sessions, status meetings, special events, interviews, and media events. - Assisted the CEO with leading the Public Relations Global Network (PRGN) and the Public Relations Society of America's Counselor's Academy (CAPRSA) and leveraging the organizations for opportunities and partnerships. Show less



Center for Women

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Interim Administrative and Membership Coordinator

  • Apr 2015 - May 2015

  - Consulted on public relations and marketing strategies.- Managed membership database, outreach programs, messaging and day-to-day office organization.-Assisted in establishing strategic media partnerships and helped format content to meet the needs and requirements of that publisher.-Managed membership database via eTapestry CRM, outreach programs, messaging and day-to-day office organization with shifting priorities and tight-deadlines.- Advanced temporarily into full-time position and assisted in hiring a permanent replacement (I had already accepted a job for after graduation). Show less

• Communications Management Intern

  • Jan 2015 - Apr 2015

  - Redesigned Constant Contact eNewsletter template to maximize engagement, resulting in increased open and click-through rates.- Curated content for several programs and distributed via eNewsletter across multiple markets.- Branded 2015 Conference: designed program, Power point template for presenters and created content to keep attendees informed and engaged on social media, resulting in a growth of online followers in our target audience.- Consulted on public relations strategies, often training colleagues in best practices.- Implemented strategies and initiatives that integrated into the organization's marketing plan to support fundraising objectives. Show less



College of Charleston Global Trade Help Desk

• Dubai, United Arab Emirates

• International Business and Media Student Consultant

  • Jan 2015 - Mar 2015

  - Developed an export assessment for The Find Magazine LLC for the Middle East and Northern Africa (MENA) markets. - Researched economic, demographic, political and cultural make-up of the MENA region. - Identified risks associated with expansion to this region. - Analyzed the media and marketing industries in this area of the world. - Conducted site visits to experience first-hand how business is done in the Middle East, including key hospitality players the Burj Al Arab hotel, Chamber of Commerce, and the Department of Tourism and Commerce Marketing. - Made recommendations for entering the market in Dubai and surrounding areas. Show less



Frothy Beard Brewing Company

• Food and Beverage Services
• 1 - 100 Employee

• Management & Communications Intern

  • Jul 2014 - Oct 2014

  - Assisted ownership/executives/general managers in day-to-day tasks, received exposure to what they care about, what they see everyday and how different aspects of the businesses are prioritized. - Drafted monthly newsletter. - Inventory and total assets management. - Assisted in the brewing process (once). - Event planning and promotion. - Managed tasting room in owner's absence. - Assisted ownership/executives/general managers in day-to-day tasks, received exposure to what they care about, what they see everyday and how different aspects of the businesses are prioritized. - Drafted monthly newsletter. - Inventory and total assets management. - Assisted in the brewing process (once). - Event planning and promotion. - Managed tasting room in owner's absence.



Little Dog Agency, Inc.

• United States
• Advertising Services
• 1 - 100 Employee

• Marketing and Public Relations Account Management Intern

  • Aug 2013 - Apr 2014

  - Executed and implemented PR and communications strategies for multiple brands across many industries, including hospitality, retail, real estate, and food and beverage. - Curated content for social media, websites, mobile apps, print, digital and radio ads. - Served as a writing resource for executive blog posts, press releases and media advisories. - Monitored and responded to guest feedback on customer review sites on behalf of executives, including handling sensitive issues. - Utilized network of press contacts to promote client events and initiatives and enhance marketing opportunities. - Analyzed market data and conducted market research to support and direct strategies and activities. - Participated in strategy sessions and brainstorming meetings. Show less



The Sanctuary at Kiawah Island Golf Resort

• Kiawah Island, South Carolina

• Gourmet & Grapes Event Public Relations

  • Feb 2014 - Feb 2014

  - Assisted with day-of-event social media and public relations activities. - Managed the event's Twitter and Facebook account during the all-day event. - Served as a resource for media, partners, and participating restaurants, maximizing publicity opportunities when appropriate and jumping in to curtail unwanted or potentially inappropriate interview questions and responses. - Assisted with day-of-event social media and public relations activities. - Managed the event's Twitter and Facebook account during the all-day event. - Served as a resource for media, partners, and participating restaurants, maximizing publicity opportunities when appropriate and jumping in to curtail unwanted or potentially inappropriate interview questions and responses.



Public Relations Society of America, Councelor's Academy

• Austin, Texas Area

• Student Historian

  • Jun 2013 - Jun 2013

  - One of three students at annual conference for Public Relation Agency owners. - Produced and distributed quality content on social media about breakout sessions and keynote addresses for attendees and absentees. - Wrote articles and blog posts to be included in newsletters and on websites. - Interacted with industry executives and built a strong network of friends and mentors. - One of three students at annual conference for Public Relation Agency owners. - Produced and distributed quality content on social media about breakout sessions and keynote addresses for attendees and absentees. - Wrote articles and blog posts to be included in newsletters and on websites. - Interacted with industry executives and built a strong network of friends and mentors.