Patricia Huggins, CTC

* **********

Novato, Ca **949

415-***-****

ab1sdf@r.postjobfree.com

Summary of Qualifications

A results-oriented, strategic leader with over 25 years of demonstrated success in assembling and

fostering strong cross-functional teams, building products and services, generating sales and profitability

and delivering exceptional customer service within the travel industry.

• Exceptional and proactive business leader with affinity for envisioning future outcomes and

motivating diverse groups toward achievement in highly competitive sales, marketing and

operational environments, while mobilizing and delivery upon key initiatives.

• Recognized senior leader with the ability to take an unbiased look at the “big” picture and

facilitate discussion with travel industry colleagues in order to influence and gain alignment on

long-term strategic goals.

• Demonstrated skills in building unique proprietary tour products for specific market segments,

leading to enhanced Member experience and adoption for the AAA National product strategy.

Professional Experience

AAA NORTHERN CALIFORNIA, NEVADA and UTAH (AAA NCNU), San Francisco, CA

Vice President, Travel 2006-2012

Oversee all P&L responsibilities, supplier relations, meeting and incentives, product development and

management and operations for $270+ million travel agency. AAA is the nation’s leading membership

organization focused on delivering advocacy, travel services and an array of member benefits. AAA

NCNU offers travel services to four million members across 76 branches across California, Nevada and

Utah. Senior executive lead for the development and implementation of company strategic and

operational plans including partner sales, vendor marketing and product delivery on an annual and long-

term cycle. Business line leader with direct accountability for retail travel sales, AAA Sojourns

proprietary product development and sales as well as meeting and sales incentive department, retail

product strategies, selling and negotiating annual marketing and sales plans to national suppliers and

cross-collaboration on channel sales strategies.

Accomplishments:

• Increased overall revenue of club-owned product portfolio (AAA Sojourns) by 41% over six

years through a strategic realignment of AAA NCNU’s original mission, development of new and

experiential and differentiated product lines and by extending distribution capacity of the

portfolio to partner clubs.

• Initiated, designed and implemented two new sales delivery channels including home-based

agents and call center.

• Skilled in organizational design and managerial relationships, financial and operational

performance experience managing a $70+ million operating budget within +/- 2%, with an

overall expense reduction over past five years of 63%.

• Decreased overall inbound call center volume resulting in a reduction of overall customer

acquisition costs while increasing customer LTV through optimization of call center activities;

outcomes included a 50% cost savings and 83% revenue gain per call.

• Represented the AAA federation with other AAA club senior leaders to develop the Association’s

‘On-line Provider’ strategy. As a member of the core team, successfully identified and

recommended an on-line provider leading to a 94% adoption rate by AAA Clubs. As a core team

member, actively participated in contract negotiations, partnership strategy and project plan for

implementation resulting in the successful deployment of Travelocity to all participating clubs

within 18 months.

• Represented the club as a key member on AAA National committees and Industry Advisory

Boards providing thought leadership, negotiation capabilities, and clear implementation

strategies.

• Developed high-yield luxury product strategy to increase incremental revenue leveraging sales

optimization initiatives, sales training programs and targeted database segmentation.

• Collaborate with key travel partners for envisioning and the development of new strategic

products and distribution opportunities. Oversee and participated in yearly tour and cruise partner

contract negotiations including terms, policies and reconciliation; responsible for overall partner

relationship management.

• Visionary leader for the Traveler, a bi-monthly magazine targeted to active buyers of travel,

helping to define the concept from inception to delivery. Executive sponsor for the launch of a

digital version in 2012. Program accounts for over 56% of overall marketing-delivered revenue.

Since its first edition, Traveler has been honored annually with multiple marketing industry

awards.

• Implemented scalable sales lead follow-up program by collaborating with multiple channel

owners to increase demand generation for proprietary product; thus realizing a 23% better than

mass-market revenue gain.

• Stewardship of a cross-functional strategy initiative team for business model innovation through

delivery to executive panel. Skilled in consensus building and interpersonal areas.

• Accountable for delivery upon multiple goals including organizational, divisional and product and

revenue performance. During tenure, consistently managed performance goals within 4-10%,

with the exception of the recession of 2009.

• Architected new pay-for-performance sales model realizing 15% increase in revenue YOY.

• Leadership of travel division and mentoring of 100+ staff while proactively supporting

professional development, with dotted line executive responsibility to multiple cross-functional

teams.

• Successfully managed through significant organizational change(s). Values based leader focused

on transparency and collaborative leadership style. Developed and led integration of Travel

Product Management group into larger Products & Services team resulting in structural changes

to the business. Utilizing servant leadership style, redefined roles and reporting relationships of

travel product management group, including significant downsizing of the product development

group, outsourcing of Cartography, while keeping the desired results, wellbeing of staff and a

strong member experience top of mind.

AAA AUTO CLUB SOUTH, (AAA ACS)Tampa, FL

Managing Director, Product Development, Travel Division 1994-2006

Responsible for Product Development for a 250+ million travel agency with 66 branches in Florida,

Georgia and the western two-thirds of Tennessee. Product development included retail as well as

wholesale product lines known as AAA Premier Collection, AAA Adventures & AAA SignaTours for sale

through all retail branches and customer direct channels. Led and managed wholesale operation of a 40+

million department known as AAA SignaTours.

Accomplishments:

• Increased overall sales for ACS tour operator/wholesale product (AAA SignaTours) by 67% in 7

years. Sales exceeded $43 million in 2006.

• Directed product development for cruise and tours including product strategy and overall sales

plans specifically designed for other AAA Club partners throughout the country. Partner clubs

participation grew from 0 to 13 clubs in 3 years.

• Participated in all supplier marketing plans and negotiations to develop preferred vendor product

plans.

• Responsible for product selection in club publications, direct mail pieces, advertising, etc.

• Designed and launched AAA Auto Club South Internet Travel Branch including product content

and positioning, fulfillment and service, increasing cruise and tour annual sales via

www.AAA.com by 62% over a 3 year period.

• Oversight of Cruise & Tour call center, improving service level from 62% to 94% within 10m

months.

• Responsible for building, managing and developing staff of 43 while proactively supporting

professional development in order to foster a high performing culture. Coached and mentored

team to be a learning organization.

• Acted as business process manager for an inventory management system replacement project

resulting in deployment of web based reservation system for proprietary product.

VALLEY TRAVEL CONSULTANTS, Fair Oaks, CA

Vice President, Operations 1992-1994

Oversee the acquisition of independent travel agencies and the integration into one cohesive and

productive operating group. Senior leader responsible for program development, operational planning,

sales forecasting, product management and budgeting. Maintained a high level of fiscal responsibility

related to all income and expense including agency co-op programs, commissions, vendor contracts and

branch operations.

Accomplishments:

• Paired strategic vision with impactful sales plan increasing gross sales from 2.1 million in,

basically, air only business to 5.2 million in less than two years.

• Completed a total product review and developed a preferred cruise and tour vendor program and

aggressive marketing campaign resulting in double digit growth..

• Developed marketing strategies and materials with consistent messaging and travel product

offerings that led to a dramatic shift in product mix sales, from low yield air business to high

revenue cruise and tour products.

• Developed a distribution strategy for the most efficient sale of travel products for specific branch

markets.

• Leveraged strong community relationships and personal credibility to attract new customers.

• Identified operational efficiencies to ensure profitable, sustainable growth, achieved a bottom line

profit in all three locations by the end of the second year.

• Accountable for the Agency’s overall branch operations including hiring, development and

mentoring of local branch and headquarters management staff.

• Conducted due diligence on several potential investments and the acquisitions.

• Developed a back-office system road map. Led core team to identify and replace travel system

technology.

Other Relevant Experience

UNITOURS/ Club Universe, Los Angeles, CA 1980-1992

Travel Agency Branch Manager

Professional Associations

Travel Corporation Advisory Board

The Hertz Corporation Travel Agency Advisory Board

AAA National Steering Committee Member, AAA Shared Services Organization

AAA National On-line (OTA) Travel Agency Working Group

Best Western Travel Agency Advisory Board

Institute of Certified Travel Counselors

Holland America Line Advisory Board

World Heritage Organazation

Education

Institute of Certified Travel Agents, CTC,

Lifestyle Specialist

American River College, Fair Oaks, California

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