JAMES MICHAEL McKENNA

**** ***** *******, ***. #**** - Miami Beach, FL 33141

Telephone: 305-***-**** / Email: acotpf@r.postjobfree.com

CAREER SUMMARY

Senior level results-oriented professional with more than 20 years of

extensive hospitality, cruise line, telecommunications and airline duty

free sales maximization, strategic planning, product development and

marketing experience who strives for excellence in work and ethics.

Multilingual and multicultural with problem solving, contract negotiation,

personnel management and training expertise with a focus on marketing,

promotions, customer experience and business development. Possess an MBA

in Finance from a Top 10 Business School, excellent communications, public

speaking and listening skills with the ability to interact with all levels

and functions of an organization.

Flexible, self-managed team player who can quickly establish relations with

stakeholders and make tough decisions while diplomatically leading and

working in fast-paced and challenging environments.

EXPERIENCE

DFASS GROUP, Miami, FL December 2013 -

October 2014

Vice President of Sales & Marketing - In-flight Division (Americas, Europe,

Middle East & Africa)

DFASS (Duty Free Aviation & Ship Supply) is the world's largest in-flight

provider of onboard duty free shopping for more than 50 airlines around the

world. Responsible for all sales, marketing, customer acquisition and

online promotional activities generating revenues in excess of $125 million

in luxury goods annually for Delta Airlines, American Airlines, US Airways,

Hawaiian Airlines, Air Canada, Avianca, Virgin Atlantic, El Al, Gulf Air

and Air Mauritius.

. Oversaw 15 people organized geographically and functionally responsible

for the design of creative, compelling marketing materials for each

airline to elevate brand awareness and drive sales (onboard catalogues,

online web marketing, e-commerce touch points, airline loyalty

programs, videos for in-flight entertainment systems onboard aircraft).

Also used business intelligence from CRM, sales data and marketing

analytics to create compelling promotional offers.

. Analyzed sales and volume performance to determine next season's

product selection most likely to resonate with customers across liquor,

tobacco, cosmetics, fragrances, gifts and accessories. Used

international market research and passenger demographics by airline to

capitalize on customer preferences by region around the globe,

resulting in a 44% increase in sales YoY for one of our largest

airlines.

. Responsible for the design and production of 2 million in-flight and

online catalogues annually across all airlines, including working with

global design agencies through concept design, printing and

distribution. Introduced cutting edge technology including augmented

reality around printed ads to enhance sales. Also accountable for

managing and maximize advertising and placement fees from vendors.

. Launched a new online home delivery initiative for tax-paid items to

all airline partners to acquire new customers, increase sales via

online channels and promote brand awareness of each airline. Also

designed and implemented online incentive programs and rewards for

Flight Attendants to motivate onboard sellers to maximize sales.

WIRELESS MARITIME SERVICES / AT&T Mobility, Miramar, FL October

2008 - November 2013

Vice President, Customer Support & Product Management

Reporting directly to the CEO, responsible for revenues, marketing and

customer relations of an AT&T joint venture providing mobile communication

services to guests and crew onboard worldwide cruise and ferry lines.

Oversaw a team tasked with maximizing $100 million in revenue performance,

including new product development and global roaming agreements supporting

nearly 140 vessels across 30 different customers on three continents.

. Primary point person for all revenue and operational issues interfacing

with cruise line executives, including ongoing revenue maximization

efforts and securing new business opportunities with both existing and

new customers. Solid track record of successfully negotiating

challenging new and renewed multi-year contracts, including expanding

our customer portfolio to include Star Cruises, the largest cruise line

in Asia, as well as the addition of the two largest cruise ships in the

world with Royal Caribbean International. Achieved a 24% increase in

passenger revenues over three years via rigorous ongoing internal and

external review of revenue trends and new marketing opportunities,

identifying and winning new business, and implementing strategies to

increase customer penetration and average spend through advertising and

communications with trade and consumers.

. Lead company-wide product development initiatives creating new and

derivative products and services comprising at least 10% of our revenue

portfolio. Leveraging innovation and creative talent from AT&T Labs

and Foundry, managed the entire process from initial ideation, voice-of-

the-customer analysis, business case validation, marketing and product

implementation with input from Legal, Marketing and Finance. Successes

include the expansion of our CrewzFone product to crew members from

just two to 83 ships worldwide yielding a 99% revenue increase over

three years. Also launched new cruise ship calling plans in 2Q13

incorporating multi-channel online marketing touch points using

internet, social media, e-commerce as well as TV and print campaigns

that generated nearly 8,000 new signups and increased penetration 5% in

its first three months.

. Accountable for the negotiation and maximization of 400+ roaming

agreements and Inter Operator Tariffs, representing the revenue streams

generated by transporting voice, text and data traffic of 300

telecommunications carriers from 152 different countries over our

maritime network. Evaluated opportunities for rate adjustments to

drive revenue increases by analyzing historical and projected usage.

. Responsible for the design, implementation and ongoing update of the

company's five-year strategic plan working with all areas including

Engineering, Shipboard Operations, Finance, Sales and Marketing.

ROYAL CARIBBEAN CRUISES, LTD., Miami, FL September

2006 - July 2008

Director, Onboard Revenue - Celebrity Cruises & Azamara Cruises

Responsible for revenue performance in excess of $200 million from

all onboard revenue areas on a dozen ships across both fleets, including

Casino, Gift Shops, Shore Excursions, Port Shopping, Spa, Photography,

Bingo and Art Auctions. Coordinated all marketing efforts including brand

management, e-commerce marketing and business development activities while

ensuring monthly and annual P&L operating budgets were exceeded.

. Tracked and continuously monitored all on board revenues with corporate

executive team while developing and implementing new revenue ideas,

synergies and best practices. Lead a team of 10 Onboard Marketing

Managers and six shore side corporate managers to present a seamless

operation via coordinated brand standards, training, recruiting and

inventory controls that maximized the overall guest experience.

. Conducted contract negotiations around strategic partnerships with all

revenue partners, including the launch of the Azamara brand. Monitored

new trends within all on board revenue areas to provide guests with

innovative, integrated, breakthrough first-to-market products and

services.

. Provided design input on new Solstice-class of vessels including new

onboard revenue venues.

Manager, Onboard Revenue - Celebrity Cruises May 2005 -

September 2006

Responsible for daily maximization of fleet wide onboard revenues.

Analyzed financials to identify opportunities, developed action plans and

implemented sales and marketing promotions. Executed departmental

strategic business plans, including setting of revenue targets, forecasts

and capital projects.

. Created new Onboard Marketing Manager position fleetwide, including

hiring, training and creation of incentive plans to strategically focus

on further driving onboard revenues. New position helped increase

revenues 11% in its first year.

. Worked with shore side revenue partners on standards, pricing, revenue

performance and development of new products and services. Also

provided operational and design input on revitalizations.

Manager, Celebrity Brand Development - Innovations Team June 2004 - May

2005

Maintained Celebrity Cruises' competitive position by introducing cutting-

edge products and services that created marketing buzz for the brand.

Utilizing competitive and cross-industry trends and customer research,

evaluated ideas based on ROI, profitability and marketability.

Strategizing based on market trends in the industry and understanding

customer requirements, lead enterprise-wide, cross-functional teams to

develop and execute ideas with internal and external partners, including

The Virgin Group in the UK.

Senior Business Consultant, Enterprise Performance Group June 2003 -

June 2004

Lead multiple, large-scale project teams tasked with identifying and

implementing new management tools, technology and strategies to promote

continuous improvement within the Royal Caribbean International and

Celebrity brands. Focusing on quality, alignment and integration with the

corporate business plan, drove change, cost savings and process improvement

across all functional areas. Lead projects while identifying process

opportunities, drove streamlined solutions yielding superior ROI, measured

and communicated project results, and determined future trends and external

best practices.

STARWOOD HOTELS & RESORTS WORLDWIDE, INC.

SHERATON BAL HARBOUR BEACH RESORT, Bal Harbour, FL March 2001 - May 2003

Director of Six Sigma, Black Belt

Responsible for revenue maximization, cost reduction and customer

satisfaction at this 645-room property, ranked in the top ten in overall

revenue and profit contribution within Starwood Hotels & Resorts Worldwide,

Inc. Duties included driving innovative business process improvements

yielding measurable financial and customer loyalty gains by leading

multiple, cross-departmental project teams.

. Worked on a wide array of projects at all levels including on-property,

regional and corporate level teams. Achieved $573,000 in incremental

revenue and savings in 2001 (262% of goal), and $1.4 million in 2002

(109% of goal).

. Also responsible for the quick implementation of company-wide best

practice innovation transfers, as well as the training of Six Sigma

methodology to associates and new hires.

Director of Group Sales - Sheraton Bal Harbour Beach Resort November 1998

- March 2001

Orchestrated sales efforts of three Account Directors, one Sales Manager

and three Executive Meeting Managers. Coordinated daily revenue

maximization meetings, monthly forecasting, competitive market analysis,

training and coaching of new sales managers, and formulation of quarterly

plans and actions. Oversaw administration of hotel's Internet-based lead

referral system and marketing channels.

. Achieved 125% of 1999 annual group booking goal ($30 million in

revenue), and 110% of group goal in 2000. Achieved 143% of individual

booking goal ($2.3 million) in 1999 and 115% of goal in 2000.

. Recognized individually as the top performer of all Starwood North

American salespeople with the "HOT Shot" Award for the highest amount

of definite lead revenue ($876,000) referred to sister hotels in 3Q01.

Director of Total Quality Management - Sheraton Bal Harbour Beach Resort

April 1998 - November 1998

Ensured quality and consistency across operations through on going process

improvement initiatives. Worked with individual business units (IBUs)

throughout the resort on solutions to operational challenges.

ITT CORPORATION

Executive Assistant Manager - Sheraton Bal Harbour Beach Resort August

1997 - April 1998

Recruited as the only candidate for the North American division of ITT

Corporation's exclusive Chairman's MBA Program. As part of this executive

management training program, assigned to the resort for complete, hands-on

exposure to the administration, finances and logistics of hotel operations.

Member of the six-person Advisory Board tasked with overseeing overall

resort operations. Reporting directly to the General Manager, responsible

for supervision of the Customer Service, Recreation and Fitness Center

departments, representing over 50 employees and a budget in excess of $3

million.

THE CHASE MANHATTAN BANK, N.A., Brooklyn, NY March 1995 - January

1996

Client Service Representative, Global Securities Services

Monitored execution of securities trades in a $5.5 billion emerging markets

mutual fund. Tracked movement of equities and fixed income instruments for

portfolio managers and traders throughout entire settlement cycle using

bank's on-line international securities monitoring and control system.

COLUMBIA-PRESBYTERIAN HEALTH SYSTEMS, INC., New York, NY October 1991

to March 1995

Project Coordinator

Supervised the planning and development of a $30 million real estate joint

venture between Columbia University and Presbyterian Hospital. Coordinated

all phases of construction activity with tenants, architects, engineers and

interior designers. Responsible for building contractors, budgets, cost

control and contract administration. Reported jointly to Chief Operating

Officer and Treasurer on project status.

EDUCATION

COLUMBIA BUSINESS SCHOOL, New York, NY May 1997

Master of Business Administration - Finance - Dean's Honor List

. Conducted independent research on "Corporate Strategy and Alliances in

the Airline Industry."

. Sep 96 - Apr 97: Interned at Citicorp Securities as Research Assistant

in High Grade Corporate Bond Research. Analyzed credit quality of

firms in the hospitality and death care industries.

. Jan 96 - Sep 96: Interned at Financial Services Volunteer Corps as

Program Officer. Helped on-site Country Director manage a market-

oriented commercial bank consulting assignment in Mongolia.

SCHOOL OF INTERNATIONAL & PUBLIC AFFAIRS, COLUMBIA UNIVERSITY May 1991

Master of International Affairs - International Business

. Foreign Language Area Studies Fellowship in Mandarin Chinese (full

tuition).

UNIVERSITY OF NOTRE DAME, Notre Dame, IN May 1989

Bachelor of Arts with High Honors - Government & International Studies \

Asian Studies

. Studied abroad during sophomore year at the University of Innsbruck,

Austria.

. Phi Beta Kappa

TIANJIN FOREIGN LANGUAGES INSTITUTE, Tianjin, China Summer 1988

Certificate of Mandarin Chinese Language Study

. 3-month intensive language immersion program.

. Also researched Senior Thesis "The Future of American Interests in Hong

Kong after 1997."

SKILLS, INTERESTS & OTHER INFORMATION

. Near fluency in Spanish, conversant in German, Mandarin and Italian.

. Highly proficient in MS Word, PowerPoint and Excel.

. Enjoy traveling, weight training, vintage watches, avocados and wry

humor.

. Lived and traveled extensively throughout 65 countries in Europe, Asia

and the Middle East.

. Dual U.S. and Irish citizenship.

. Volunteer at Big Brothers Big Sisters of Miami.

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