SEASONED B-TO-B AND B-TO-C MARKETING & PRODUCT STRATEGIST WITH CRM AND ONLINE EXPERIENCE
Dynamic team leader with twenty + year record of achievement and demonstrated success in the design and implementation of innovative programs for marketing, field sales, customer and industry relations, with strong communications, analytical and negotiations skills seeks a leadership role to drive revenue growth and program performance. Bilingual. B.S. Journalism, UF.
Core competencies include:
· Web/SEM/SMS applications | · Product development & pricing | · Integrated promotions |
· Corporate communications | · Brand awareness | · Loyalty programs |
PROFESSIONAL EXPERIENCE:
May 2010 to present
Director, BookOcean, Ocean by H10 Hotels. B-to-B and B-to-C business development, including e-commerce, online advertising, and customer loyalty programs. Q1 2011 online sales increased 80% vs. 2010. Exceeded high-season traffic and conversion rates during low fall season by using cost-effective CPC, SEO, email and social media strategies, including launch of innovative “Ocean Auction” Facebook application. Year-end 2010 online bookings 49% better, ADR 15% higher vs. 2009.
October 2008 to May 2010
Independent Consultant, Marketing Strategy. Driving online traffic, reservations and sales through campaign optimization strategies, including natural and paid search, mobile alerts, email, social media and viral marketing for retail cosmetics, online education, cruise line, resort, retail and dental industries. Clients: Gold Coast Schools, Michael Todd Cosmetics; Infinity Bay Spa & Beach Resort; Search Engine Operator, Inc., SumoText.
June 2005 to May 2008
Manager, Product Development, Bluegreen Resorts, a developer of timeshare resorts and residential communities. Managed customer-facing web applications, copywriting, design, content development, testing and implementation serving customer base of +170K. Identified and prioritized prospective value-added experiences through analysis of pricing and consumption models to maximize brand profitability. Coordination of systems business requirements, html design and programming, training and implementation plans for systems and web-based support of all programs. Improved year-over-year member retention by 5% through integrated campaign of billing inserts, renewal packages, win-back mailings, email and website marketing. Drove on-line activations and improved annual maintenance fee collection revenue 103%. Executed on-line promotions to drive over 17,000 on-line travel transactions.
July, 2004 to May 2005
Director, Product Development, Traveleaders. Increased preferred supplier production of sixteen branch agencies and corporate installations 22% over previous year through implementation of intranet to support national marketing programs. Liaison with Virtuoso luxury travel consortia, including business development, marketing, independent contractor support and training.
April 2001 to April 2003
Director of Product Marketing, Bahia Tours, U.S. Sales, Marketing and Operations office for Anthony’s Key Resort, Roatan, Honduras. Increased 2002 sales to this full-service dive and eco-tourist resort by 24% over 2001, and achieved 92% of total 2002 gross sales by March, 2003. Researched and launched vertical marketing programs targeting groups and retail customers to increase advance low season purchases by 128% over previous year. Retooled resort website to improve navigation and encourage frequent visitor interaction. Initiated cooperative advertising programs and leveraged strategic alliances to offset marketing expenses.
January 1998 to March, 2001
Director of Marketing Services & Program Development, Cunard Line Limited, parent company of Cunard Line and Seabourn Cruise Line. Generated incremental revenues exceeding $12 million by leveraging strategic relationships with American Express, retail partners and other Carnival Corporation cruise lines. Developed and successfully executed tactical promotions to stimulate sales and increase yields and developed “top-off” programs to maximize capacity on close-in voyages. Designed and administered customer loyalty programs to achieve highest repeat factor in cruise industry. Revamped fleet wide onboard sales program to yield $68 million in future cruise revenue. Orchestrated production of all corporate brochures, sales collateral, audio and video communications, print and broadcast advertisements, and inbound call center fulfillment programs.
1993 to 1998
Senior Manager of Marketing. Certified Vacations, a leading vacation wholesaler. Complete P&L brand management responsibility for Delta Dream Vacations, American Express Vacations, Cayman AirTours, Universal Studios Hollywood Vacations and other private label products. All facets of product design, pricing, operations support, marketing and sales distribution.
1983 to 1990
Career advancement at American Express Travel Related Services Company, Inc., covers the broad spectrum of charge card operations and financial services to travel related services. Positions include: Director, Caribbean Product Development, American Express Vacations. Exceeded year-end budgeted passenger volumes by 34% by first half of 1990, an increase of 175% over the same period in 1989. Increased per passenger revenue by 62.5%, PTI by 56.3%. Manager, Cardmember Marketing, Latin America and Caribbean Region Operating Center (LAROC). Exceeded new Card acquisition budget by 15%, an increase of 43% over previous year in LA/C territory of 40 countries. Cardmember billings improved 16.5%; voluntary attrition was maintained at 4% vs. budgeted 5%, ranking division among the best American Express operating centers worldwide. Communications Manager, LAROC.
