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Area Director, Revenue Management
Interstate Hotels & Resorts
Jan 2018 - Present (6 years 9 months)
•Manage portfolio of 6 assets
•Achieved forecast accuracy of 3% over total portfolio
•Forecast topline revenue for 6 select service hotels by business segment weekly for 30 days, monthly for 90 days, and annually for next budget year
•Update forecast daily to reflect actualized data and upcoming trends
•Achieved demand forecast accuracy of .5% over total portfolio
•Directed all revenue management activities for six properties including all marketing activities
•Effectively managed inventory strategies across all platforms to ensure accuracy and parity especially with introduction of SuperNova rate parity system
•Clearly communicate strategic vision daily in order to ensure “own the night” program is employed to sell out the house and execute day of strategy
•Utilized MRDW DAT1, DAT2, DAT3 reporting as well as SEG10 report to reflect on historical trends and pace
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Revenue Optimization Manager
Whitelodging Services
Merrillville, IN
May 2016 - Dec 2017 (1 year 7 months)
• Drive market share and topline revenue through proper pricing, inventory management, and mix management.
• Provide guidance to sales team on corporate transient pricing strategies
• Provide guidance to sales team on group pricing and availability
• Develop effective pricing strategies to include all market segments and distribution channels
• Ensure successful pricing strategies are employed to reflect strength of assets in relation to the competition and conditions specific to the market
• Effectively manage implemented pricing and inventory strategies on all distribution channels including brand.com, third party travel agencies(OTA), and global distribution systems(GDS)
• Coordinate with marketing team to optimize need dates in order to grow market share in drive incremental revenue
• Monitor competitive pricing for assigned portfolio and understand impact of relative pricing decisions on property specific performance
• Review and analyze STR data weekly and monthly with hotel teams to understand success and downfall of implemented strategies
• Clearly communicate strategic vision and objectives to hotel teams and ownership
• Lead weekly revenue generation meeting with thorough analysis of performance as well as strategy for the upcoming months through reservation window
• Proactively identify need periods and work with marketing and sales to drive business toward need times
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Director of Marketing & Customer Service
La Porte, IN
Sep 2012 - May 2016 (3 years 8 months)
• Develops and implements all strategic marketing plans to achieve corporate objectives for products and services
• Develops and manages all marketing budgets and forecasts
• Plans and oversees advertising and promotional activities including the direction of print collateral, online presentation, electronic media, and direct mail promotions
• Develops product positioning and advises pricing strategies to offer the highest possible long-term market share
• Achieves satisfactory market share in relation to the preset standards and industry economic trends.
• Ensures effective control of marketing results, and takes corrective action to see that marketing objectives fall within designated budgets
• Oversees and evaluates market research and adjusts marketing strategy to meet changing and competitive market conditions
• Monitors competitor products, sales, and marketing activities
• Prepares marketing strategy and presents to the Executive Committee
• Establishes and maintains a consistent brand image throughout all product lines, promotional materials, and published items
• Manages CRM software and works proficiently as “super user” within Microsoft Dynamics NAV
• Supervises all inside sales representatives to ensure order entry accuracy, customer experience satisfaction, and order point shipping accuracy
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Director of Marketing
Mishawaka, IN
Dec 2011 - Sep 2012 (9 months)
• Responsible for creating, implementing and measuring the success of: a comprehensive marketing,
communications, and public relations program that enhances the practice’s image and position within
the marketplace and with the general public
• Coordinate graphics, copy, and promotional details for all marketing initiatives and campaigns
• Ensure articulation of practice’s desired image and position, assure consistent communication of image and position throughout the practice, and assure communication of image and position to all constituencies, both internal and external
• Provide all of the editorial direction, design direction, production direction and distribution direction of all marketing publications
• Develop, launch and maintain company web presence including CMS website, social media, and email marketing efforts
• Coordinate production of graphics, copy and the continual addition of landing pages that target brands, product lines, service types, keywords or customer types to drive increased search relevancy and increased conversion
• Provide marketing strategy to facilitate rebranding of The Centre, P.C. and affiliated business entities.
• Develop and implement brand guidelines and style guides
• Lead marketing team in order to execute development and deployment of key initiatives
• Develop, implement, and monitor systems and procedures necessary to the smooth operation of the marketing/communications/public relations function. Including allowable discount policies, charitable contribution policies, and patient accountability policies
• Develop short- and long-term plans and budgets for the marketing/communications/public relations
program and its activities. Monitors progress, assure adherence and evaluate performance
• Ensure effective management within the marketing, communications and public relations function by
designing, supporting, and overseeing cross-functional marketing teams throughout the practice
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Online Promotions Coordinator/ Brand Manager
South Bend, IN
Dec 2010 - Dec 2011 (1 year)
• Manage and maintain The Woodwind & Brasswind website (www.wwbw.com)
• Coordinate graphics, copy, and promotional details for all email marketing initiatives and campaigns
• Work with the buying team to create and execute promotions on a corporate level
• Coordinate rules-based onsite merchandising to drive category, segment or production specific goals,
such as increased conversion, increased margin, introduction of new merchandise, disposition of excess
inventory, etc.
• Coordinate production of graphics, copy and the continual addition of landing pages that target brands,
product lines, product types, keywords or customer types to drive increased search relevancy and
increased conversion on a domestic and international basis
• Coordinate regular landing page merchandising efforts
• Collaborate with marketing team in order to execute development and deployment of key initiatives.
• Maintain Endeca rule-driven content as well as search term enhancements
• Coordinate, implement, and monitor site testing through Omniture Test & Target
• Work closely with IT to coordinate site promotion functionality and usability, such as coupons and site
graphics using java script or flash
• Work closely with Product Information Management and Merchandising to ensure accurate promotional
pricing and site presentation
• Work closely with Brand Team for continuous improvement of process to gain efficiencies and improve
promotion execution
• Manage all print collateral production (i.e. postcard direct mail pieces, ad campaigns, production of
consumer and educator focused catalogs)
• Provide support for retail store marketing and events as well as educator marketing
• Create and execute all consumer-marketing initiatives
• Manage various acquisition channels such as paid search, affiliate relationships, etc.
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Office Manager
Dr. Valerie Martinsen, D.D.S.
La Porte, IN
Feb 2010 - Dec 2010 (10 months)
• Manage daily office functions such as schedule patients and open and close the office
• Manage cash and credit transactions as well as collections on past due accounts
• Manage marketing efforts with new and existing patients
• Responsible for the ordering of all needed supplies
• Responsible for submitting and follow-up on all insurance claims including pre-determination of benefits
• Responsible for ensuring that proper codes are used when services are rendered thus guaranteeing payment to the provider from the insurance carrier
• Abide by privacy laws and practices set forth by the state and the ADA
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Consulting and Marketing Services Coordinator
Newcomb Integrated Marketing Solutions
Michigan City, IN
Mar 2009 - Jan 2010 (10 months)
• Worked as copywriter on many projects for both retainer clients as well as clients that came to the company for creative solutions
• Worked on ad submissions to be sent to publications of the client’s choice
• Collaborated with a creative team consisting of two creative graphic designers and one web designer/analyst. Collaboration included name/logo concepts and applications, branding, and real world application of the brand
• Assisted consultants in team building facilitations
• Assisted in direction of marketing for Newcomb and Companies including website and marketing print collateral
• Directed marketing for sub-brands including e-newsletters, ghost written articles for trade publications, and ghost written articles for clients on retainer
• Established best SEO/SEM practices for web development used by Newcomb and clients
• Responsible for outsourcing of all translation projects and project management of any outsourced projects through content development department
• Developed and implemented a billing and coding system during company restructuring.
• Headed all project management of creative and design jobs