Sales Marketing
Resume:
CHANTAL STEPHENS
Windermere, Florida 34786
abh9cw@r.postjobfree.com
SUMMARY
Senior marketing executive with 15+ years experience developing,
implementing and driving the profitability of marketing, advertising and
business development programs for Fortune 500 companies. Strong project
management and strategic planning skills. Diverse leadership roles in
sales, marketing, franchise & start-up management, and operations with P&L
responsibility with annual revenues up to $300 million and budgets up to $4
million. History of simultaneously overseeing multiple complex projects
and delivering them on time and under budget. Managed up to 8 direct
reports. Multi-lingual (English, French and Spanish.)
Multi-Channel & New Media Marketing ( Project Management ( Brand
Development ( Agency Management ( CRM ( Partnerships ( ROI Optimization (
Negotiations ( International Experience ( Client Acquisition
WORK EXPERIENCE
The Ritz-Carlton Hotel Company, Orlando, FL
2005 - present
Director of Marketing, The Ritz-Carlton Residential Operations (2010 to
present)
Develop and manage strategic brand & marketing communication plans for 10
Ritz-Carlton Club and 24 Ritz-Carlton Residences projects using messaging
strategies and CRM tactics based on preferences. Responsible for social
media strategy and delivering bi-monthly email campaigns to increase Hotel
revenues and owner engagement.
Director of Marketing, The Ritz-Carlton Destination Club (2005 - 2010)
Developed multi-channel marketing plans based on corporate revenue goals.
Served as leader in the full cycle of marketing projects with multi-
disciplinary teams. Leadership responsibilities included brand
management, e-commerce, advertising, direct marketing,
member referral, strategic alliances, events, and database analysis and
management. Coordinated efforts of 20 marketing professionals resulting
in costs savings. Managed 4 direct reports.
Major Accomplishments:
o Led multi-channel marketing efforts that increased leads by 30%;
reduced spending by 41%, cost per lead by 35% and marketing cost by
4.7%, reallocating dollars from print to online, during a down real
estate market.
o Managed all aspects of Member & Marketing websites re-design; oversaw
all in-house and external resources.
o Directed web marketing efforts and increased lead conversions from
site engine optimization, pay per click, targeted banners, on-line
media and email advertising. Increased email response and forms-to-
handoff rates to highest recorded level (32.5% vs 14.9% in 2009); cost
of sale dropped from 16.4% to 8.5%.
o Initiated micro-sites/landing page strategy for direct-response
marketing; this raised form submissions by 20%.
o Created a Member Referral Program that increased referral leads in the
first year by 50%; despite a down economy, increased revenue mix by 7%
year over year.
o Launched an innovative pre-arrival process to increase product
knowledge of preview guests. Partnered with Operations and on-site
Sales/Marketing teams to provide a "10" experience to all preview
guests; this strategy increased closing rates by 2%, totaling $10
million in sales volume in the first year.
o Developed cooperative marketing efforts between Ritz-Carton Hotels &
RCDC, resulting in a 20% increase in e-commerce traffic to RCDC and
placement of RCDC materials in all RCH rooms.
o Cultivated strategic alliances with American Express. Generated 2000+
leads and $6.75 million in revenues.
o Partnered with CRM analyst to profile customers & build scoring
models that increased response rate by 12%.
JR Stones, Montreal, Quebec, Canada
2002 - 2005
Vice President of Sales, Marketing and Operations
Managed the Sales, Marketing and Operations departments to increase
production capacity, managed the growth according to capacity and maximize
profitability. Managed tactical planning & implementing of daily office,
sales & marketing initiatives. Became Owner and Sr. Partner. Managed 8
direct reports. Sold company for 20% profit.
Chantal Stephens,
page 2
Major Accomplishments (JR Stones):
o Increased annual production and revenues from $361,000 to $4.5 million
in four years.
o Grew the company from 5 to 55 employees; increased customer base by
200 accounts annually.
o Developed a brand identity inclusive of logo, color schematic,
marketing materials and website.
o Increased sales territory 15-fold (from just the city of Montreal to
the entire province of Quebec).
o Negotiated the first Mass Merchandise store contracts with Rona, BMR
and Home Depot.
o Orchestrated strategic business relationships with top distributors in
Quebec and Ontario.
o Trained an 80-person external sales force in effective use of
marketing material and sales tools.
o Secured financing of $1.25 million for plant relocation and automation
and ensured making payroll.
The Walt Disney Company, Orlando & Miami, Florida
1995 - 2002
Associate Brand Manager, Walt Disney Parks and Resorts (2000 - 2002)
Developed and implemented strategic marketing plans and integrated
communication plans to drive attendance & enhance the Cirque du Soleil &
Downtown Disney brands. Built strategic partnerships with multiple Disney
business.
Major Accomplishments:
o Implemented specific marketing activities, including a Key Influencer
Program, flexible seasonal pricing model, and a non-family target
promotion; increased summer attendance from 78% to 89%, generating
$1.2 million in incremental revenue.
o Partnered with clients throughout the Disney enterprise to implement
new marketing programs.
o Executed synergy projects including print, television, radio, e-
commerce, direct mail & fulfillment.
o Lead multi-disciplinary teams in completing tactical marketing
projects and events for La Nouba.
Marketing Manager, Disney Vacation Club (1998 - 2000)
Executed all strategic marketing programs for the UK and Latin America to
increase international penetration. Identified top markets via analysis of
attendance and member profiles. Led direct mail, telemarketing, online,
print media, creative, and production activities for Member and
International Marketing. Developed strategies for Member business, based
on quantitative and qualitative analysis of Member behavior, attitudes and
needs.
Major Accomplishments:
o Exceeded "member repurchase" goal of $21 million and referral goal of
$28 million, a 42% increase.
o Achieved revenues of $13 million from a price increase using an
integrated marketing campaign.
o Created lead management programs, including revising direct mail
communication and dedicating a telemarketing resource to the scrubbing
of referrals; this approach led to a 7% increase in the closing rate
for referrals and an incremental $4 million in sales.
o Increased record tours/sales from Spanish guests during the summer,
achieving 32% over plan.
o Negotiated agreements with leading tour operators with a back-end
commission for tour generation; this strategy increased visits from UK
guests to Orlando by 17%.
Senior Marketing Representative, Walt Disney Attractions Latin America
(1995 - 1997)
Partnered with regional offices in coordination and implementation of
projects/programs to increase attendance from Latin America. Implemented
cross promotions with Disney participants and created promotional materials
including consumer brochures, advertising campaigns and TV commercials.
Major Accomplishments:
o Negotiated the distribution of the Vacation Planning Video in
Blockbuster Stores in Mexico.
o Implemented cross promotions with partners including Coca Cola,
McDonalds, Exxon, Nestle, AT&T, BVHE, Disney Consumer Products, Travel
Industry & Disneyland.
EDUCATION
University of Quebec in Montreal, Montreal, Canada
Bachelor of Business Administration: Marketing
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