Experience

W Brisbane

• Australia
• Hospitality
• 1 - 100 Employee

• Director of Marketing

  • Jun 2021 - Present



Ruby6

• Australia
• Graphic Design
• 1 - 100 Employee

• Head Of Marketing

  • Jun 2020 - Jun 2021

  My role as Head of Marketing at Ruby6 / Cole Lawson Group was to lead a team and showcase their strategic expertise in a fast-paced, integrated agency environment. • Provide leadership and guidance to members of the team, with a focus on providing growth and learning opportunities on the job • Work alongside Managing Director & GM to deliver outcomes that align with the strategic goals of the business • Lead, manage and execute multiple client briefs across various sectors • Provide strategic direction across complex, multi-faceted projects • Oversee strategic client relationships and resolve complex issues • Collaborate with colleagues across discipline teams on integrated accounts to facilitate seamless project delivery • Oversee the day-to-day account responsibilities for clients, ensure timelines and workflows are on track • Actively seek new business prospects • Lead the development of proposals, as well as representing Ruby6 in client pitches • Mentor and work together with junior team members, to positively contribute to their growth as practitioners • Demonstrate initiative, creativity, strategic thinking and problem solving in relation to client projects • Positively contribute to Ruby6 culture The range of clients include: The Westin Brisbane, Cowch Dessert Cocktail Bar, Corbett & Claude, Comuna Cantina, Tetto Rooftop Bar, Mr Claude, Stellarossa, Sichuan Papa, Dude & Duke Beer Hall, Moco Food Services, Jamies Italian, The Lost Kingdom, The Cavill Hotel, Finn McCools, Fitstop, Total Fusion, Blondee Salon, Naru Airlines, Evie Networks, Aussie Helpers, Brisbane Youth Services, Own It Homes, and much more! www.ruby6.com.au



Stacey Plaine

• Australia
• Hospitality

• Hospitality Marketing Consultant & Mentor

  • Mar 2020 - Jun 2021

  Fueled by passion, the pandemic and innovation! Stacey Plaine Hospitality Marketing consultancy was born to help hotels, restaurants, bars and cafe owners pivot quickly (post covid-19) for future success. - Relaunch & reopening marketing strategies post COVID-19 - Marketing plans (short term/ long term) - Brand & tone of voice development - All things creative - design, content curation, photography & videography - Digital - website, social media, paid campaigns, apps - Mentoring & personal development



Howard Smith Wharves

• Australia
• Hospitality
• 100 - 200 Employee

• Director of Marketing (Covid-19)

  • Mar 2020 - Mar 2020

  Howard Smith Wharves is one of Brisbane’s most exciting infrastructure projects of the decade. The $200 million restoration of the heritage-listed Howard Smith Wharves, took six years and over 800 people to transform the space into an entertainment and lifestyle destination on the Brisbane River. The Director of Marketing role at Howard Smith Wharves is responsible for driving revenue into riverside precinct’s 10 x restaurants & bars including: Felons Brewing Co, Mr Percival’s (Overwater Bar), Ciao Papi (Italian), Stanley (Cantonese), GRECA (Greek Taverna), Yoko (Japanese), Betty's Burgers, Goodtime Gelateria, ARC Dining (Fine Dining) & The Coffee Roastery. A key part of the role is to also utilise the abundant area of green space and picnic areas for popup activations and events along with marketing two unique indoor event spaces and a brand-new boutique hotel by Art-Series ‘The Fantauzzo’. The role had 6 direct reports including a Creative Director, Art Director, Graphic Designer, Content Curator, 2 x Marketing Executives. DUE TO COVID 19 THE PRECINCT WAS FORCED TO CLOSE.



Marriott International

• United States
• Hospitality
• 700 & Above Employee

• Director of Marketing - Sheraton Grand Mirage Port Douglas

  • Sep 2019 - Mar 2020

  The Director of Marketing role at the Sheraton Grand Mirage Resort Port Douglas was introduced to lead the marketing strategy as part of $43m owner investment project. The resort upgrade commenced in 2015 with the final stages planned for 2019. This included the development & rollout of new f&b concepts incl. a new swim up bar, an outdoor grill restaurant, a beachside rum bar, a seafood restaurant & a terrace bar. The role was responsible for all resort marketing activities with the goal to drive ADR & position the resort as a lifestyle destination within key source markets Syd, Melb & Bris. Selected Accomplishments:• Developed F&B concepts (project delayed until 2021)• Pitched & secured funding from Sheraton Hotels & Resorts brand (Asia Pacific) to hold a Food & Wine Festival in Port Douglas to amplify new F&B concepts • Developed strategy with Marriott Australia, NZ & Pacific Islands Director of Marketing & Operations to amplify ALL Sheraton Hotels & Resorts within portfolio and drive room & F&B revenue• Project managed internal stakeholders & external agencies (market research+ creative+ public relations) • Supported with rollout of new family program – ‘Side by Side’ to drive F&B spend • Enhanced quality of all digital – social media (10k+ followers), increased direct bookings on website by 30% (paid social campaigns/ expedia travelads) with support of Marriott digital teams • Trained & developed the Marketing Manager• Developed Marketing Plans for 2020 SHERATON GRAND MIRAGE RESORT PORT DOUGLASNestled amongst two UNESCO World Heritage sites the Great Barrier Reef and Daintree Rainforest, guests can enjoy one of Australia's most iconic destinations. Relax in 295 coastal styled rooms, suites or villas, with swim up entry to the 2 hec of saltwater lagoon pools. The resort offers a range of restaurants & bars, 24hr fitness facilities, 18-hole golf course & amazing outdoor event space.

• Director of Marketing - JW Marriott Maldives Resort & Spa (Taskforce)

  • Jan 2020 - Feb 2020

  The Director of Marketing – Taskforce role was introduced during the highly anticipated opening phase of the JW Marriott Maldives Resort & Spa. The key objective was to quickly setup and establish all core marketing strategies and platforms whilst recruitment for a permanent Marketing Manager took place. Selected Accomplishments• Flew in and hosted 5 x appointed PR agencies from key source markets (Russia, Germany, UK, India & Middle East) to experience resort. • Briefed & approved PR agency plans – Media/ Influencers/ Partnerships etc • Hosted international journalists with a world class itinerary • Worked with Marriott Digital Team in Singapore head office to setup Marriott.com website with new photography, copy, packages and content• Briefed social media agency on strategy and signed off contract with GM• Worked with sales team to update all 3rd Party Booking platforms & distribute new images and resort information to travel agents• Held internal Marketing Training sessions with Head of Departments • Developed Marketing Plans for resort for 2020 JW MARRIOTT MALDIVES RESORT & SPASet on the stunning island of Vagaru, Shaviyani Atoll - JW Marriott Maldives Resort & Spa oozes luxury with 60 x beach and overwater villas, complete with private pools. The resort houses world class F&B outlets Aailaa - the all-day dining restaurant, Kaashi - a distinctive treetop location offering fresh flavors of Thai cuisine, Fiamma - the al fresco Italian Bistro, two over water restaurants: Hashi - Japanese teppanyaki restaurant and Shio - a fine dining grill room offering the finest prime cut meats and seafood, three bars & a wine room. Guests can rejuvenate with a selection of treatments at Spa by JW, or choose to unwind at Lounge 18 - the property’s recreational zone for adults. Family by JW™ offers enriching, fun-filled, and creative adventures that are thoughtfully curated to leave the whole family feeling inspired and connected throughout their journey.

• UK Senior Marketing Manager - Food & Beverage

  • Apr 2017 - Sep 2019

  This role sits within the UK Marketing Team (above property) and is responsible for driving F&B revenue across 65 hotels + 9 brands in the UK (The Edition, W Hotel, JW Marriott, The Luxury Collection, Marriott, Renaissance, Sheraton, Le Meridien & Aloft). Key focus areas: 1. Drive Restaurant & Bar revenue & GSS Scores 2. Drive Catering revenue (M&E + Social Catering) 3. Cross sell F&B into Golf, Spa & Fitness segments, 4. Elevate F&B experiences in Rooms + F&B Outlets 5. Leverage Beverage Partnerships50% of time is spend travelling to UK properties/ 30% project management / 20% and working external creative & digital agencies. This role reports into the UK Director of Segment Marketing, UK & Ireland Area Director of Marketing & UK & Ireland Area Director of Operations.Selected Accomplishments:• Developed, managed and rolled out award winning restaurant & bar concepts - Cast Iron Grill x 27 hotels, Market Kitchen x 5 hotels, The Brew Bar Lounge x 17 hotels, The Pickled Hen • Delivered 1.45% increase YOY on budget + 5.5% increase YOY in revenue for 22x Cast Iron Grill Outlets when hotel occupancy was down YOY • Achieved positive GSS scores - Overall F&B Satisfaction +1.3 points vs LY, Food Quality +1.2 points vs LY & Restaurant Service +0.1 points vs LY• Implemented competitively priced set menus for lunch & dinner, compelling upsell tactics & special event day offers which generated £1.5 million+ revenue• Secured £197k+ sponsorship funding from Beverage Partners• Raised £127k+ to The Princes Trust Charity through through ’You Eat, We Give’ initiative• Supported with brand expansion of Cast Iron Grill into Germany, starting with Hamburg Marriott 2018.• Delivered a 25% uplift of member dining through targeted marketing to Fitness, Spa & Golf members • Increased brand awareness through digital campaigns (Social + PPC) achieving 30% uplift YOY on website bookings • Delivered training & incentive program for 300+ associates



Carlson Rezidor Hotel Group

• Belgium
• Hospitality
• 500 - 600 Employee

• UK Regional Marketing Manager

  • Oct 2015 - Mar 2017

  The Regional Marketing Manager, UK South is responsible for the marketing & eCommerce strategy for 9 hotels across 2 brands – Radisson Blu and Park Inn by Radisson. The total combined Marketing budget exceeds £500k and the portfolio of hotels within the region includes 4 & 5 star city centre hotels, airport hotels, a seaside hotel and a range of regional UK hotels spanning 2299 bedrooms, 127 meeting rooms, 2 conference centres and 14 restaurant & bar outlets. 50% of time is spent travelling to each property and working with internal stakeholders to execute marketing plans, in addition to a variety of external agencies. This role works closely with the Global Marketing, Ecommerce & Area level teams and reports into UK & Ireland Area Director of Marketing. Selected Accomplishments: • Developed 9 x Marketing Plans that cover all areas of the business (B2B/ B2C/ M&E/ F&B/ Digital/ Projects) •Project lead for Club Carlson loyalty training, enrolments and collateral for 45 managed, leased & franchised properties in UK & Ireland • Relaunched Park Inn by Radisson Cardiff City Centre hotel post £250k refurbishment • Launched new restaurant & bar at Park Inn by Radisson Heathrow post £500k refurbishment • Pitched business case for owner investment for rooftop bar at Radisson Blu Portman London • Contributed content and ideas for new brand & hotel opening Radisson Red in Brussels in April 2016 • Support Area level team with brand campaign development regularly in Manchester HQ • Executed 10 x hotel photoshoots to date – images used across all Web/OTAs/ Collateral • Redesigned core hotel collateral across 9 hotels in portfolio • Management of website development, SEO optimisation, OTAs and Agency Listings • Supported F&B UK training for 25 Park Inn by Radisson hotels in UK & Ireland • Roll out and activation of Global/ Area brand campaigns



Marriott International

• United States
• Hospitality
• 700 & Above Employee

• Senior Marketing Executive - London Marriott Hotel Park Lane / Co Founder #Roofnic

  • Sep 2014 - Oct 2015

  After winning the Marriott ‘GreySpace’ concept in 2015, the Marketing Executive role responsibilities as listed below, have increased to include marketing, PR, ecommerce, social media and event management responsibilities of the pop up food & beverage outlet #Roofnic which is located on the hotel roof terrace.Selected Accomplishments:- European winner of marketing proposal and video submission for 'Grey Space' initiative Europe 2015- Project lead for marketing, events, website development, social media, PR and events- Within 2 weeks secured 49 pieces of PR coverage, 160 attendees to launch party, 130 VIP Media event, 50,000 page visits to website, over 300 event enquiries, 250,000 reach on social media channels and continue to exceed forecasted budgets.

• Marketing Executive - London Marriott Hotel Park Lane

  • Jan 2014 - Sep 2014

  London Marriott Hotel Park Lane underwent a £22 million hotel refurbishment throughout 2014-2015 and was rebranded as a luxury hotel within the Marriott Hotel portfolio.A key focus for this newly created role on property, was to develop and execute Marketing strategies to support sales and revenue throughout the refurbishment period and beyond. With the launch of a new destination restaurant, Lanes of London, there is also a strong focus on driving F&B revenue. Other responsibilities include; PR, famil trips, media relations, photography, optimisation of online content, monitoring and reporting of search engine optimisation and website analytics, email marketing, social media development and engagement strategy, creation of marketing collateral, partnership marketing and working with external agencies and Brand Marketing teams.About London Marriott Hotel Park LaneSet in Mayfair on the prestigious Park Lane, just minutes away from London's famous shopping streets and restaurants, with newly designed interiors London Marriott Hotel Park Lane will represent the best of Marriott in London. Set to be the hotel of choice in Mayfair, London Marriott Hotel Park Lane will offer opulent guestroom accommodation with a residential feel, in the form of 152 rooms and suites, with views over Hyde Park and Marble Arch. Guests in the suites enjoy complimentary access to the Executive Lounge. Lanes of London restaurant and bar offers a celebration of British classics and international flavours in a welcoming environment, with a private entrance making it a destination in its own right. The Club is a serene retreat complete with the only pool on Park Lane and state-of-the-art gym equipment. Three meeting rooms with natural daylight make up 120sqm of dedicated conferencing space on one level.

• Marketing Executive - Brisbane Marriott Hotel

  • Jun 2010 - Jan 2014

  My key role is to manage corporate marketing and communications that support the hotel in generating revenue per available room, market share, and brand awareness for; hotel, meeting and event facilities, restaurant and weddings.My job responsibilities include; pull through of relevant national marketing and ecommerce initiatives, media relations, corporate sponsorships, special event management, corporate social responsibility, product launches, advertising, sales collateral, social media management, controlling department finances and monthly reporting to Cluster Director of Sales & Marketing, General Manager and Owners of hotel.Selected Accomplishments:- Managed re-brand of hotel restaurant in 2011 and re-brand of meeting & event space in 2013 including photoshoot, relaunch events, collateral, communications with successful media & client exposure - Increased incremental on-property spend year on year by through internal promotions - Achieved year on year increase in weekend package promotional sales, exceeding revenue goals- Raised over $100k for charity including Mission Australia, Humour Foundation, Ronald Mcdonald House Charities through promotions, events and fundraisers.- Management of 4 x websites and 4 x social media accounts with continued organic growth and positive statistics and interaction- Management of all creative design production and public relations in house to decrease outsourced projects in 2012-2013, lowering department costs dramatically and maximizing ROI, per campaign.- Created and produced multi-brand material for Marriott Australia including brochures, presentations and sales tools.- Management of VIP customer and client events for property + Marriott Australia- Attained sponsorship agreements with major events and media - Increased database sign ups year on year and execute successful PPC, direct mail campaigns to create customer loyalty and increase market share- Trained & developed Marketing Interns



Mercedes-Benz Fashion Festival

• Event Coordinator

  • May 2008 - Aug 2012

  Since 2006, the Mercedes-Benz Fashion Festival Brisbane has become recognised as Australia’s preeminent fashion event launching Spring/Summer collections and Queensland’s standalone, major runway programme. The Australian Fashion Graduate of the Year program involved lecturer nominations for twelve young designers from the country’s top six fashion institutions. Won by wunderkind Dion Lee in 2008, its also a competition which has become one of the most prestigious on the industry’s radar, launching unknown designers into the fashion industry with $5,000 prize money. Judges have included beauty and fashion editor of Sunday Mail, couturier and designers, fashion journalists and media commentator. The finalists parade in which the graduates had the opportunity to present their collections to the public and media alike drew coverage from Vogue, In Style Magazine, National newspapers and numerous fashion blogs. Key Responsibilities: - Management of 12 emerging fashion designers and esteemed celebrity judging panel over a period of 3 months in the lead up to the event including all transport and hotel logistics - Created designer profile book for PR team to pitch stories to media - Collaboration with Head Stylist, PR Manager, Production & Events team, Sponsorship Manager and Event Director to execute program effectively. - Event management on day of event ensuring schedule ran on time and all parties involved where satisfied with the MBFF experience. From back stage fittings, judging interviews, food and beverage supplies through to assisting front of house for parade.



Westfield

• Real Estate
• 700 & Above Employee

• Marketing Assistant

  • Jan 2008 - Dec 2009

  As a Marketing Assistant intern within the Shopping Centre Management team, I was responsible for executing flawless marketing campaigns and delivering the highest quality shopping experience to all shoppers. Key Responsibilities - Assisting in the implementation of Westfield Marketing campaigns - Coordination of retailer special offers, news & events for inclusion in EDM - Editing/ updating website content - Visual merchandising of all displays throughout shopping centre - Point of sale marketing collateral for retailers - Coordination of special events held during school holidays