Senior Marketing executive with 25 years of Digital Marketing leadership experience in successfully building profitable teams and platforms with proven progression in exceeding key performance indicators for large organizations. While a solutions-oriented expert in all disciplines of Marketing, specializations consist of Digital Team and Digital Program Development including the following core competencies:
Programmatic Ad Buys
Agile Digital Development
Wyndham Destinations, Orlando, FL 2001-Present
Director, Digital Marketing (20009-Present)
Reports diretly to the Chief Brand Officer in a dynamic matrix environment dotted lining to multiple Senior Vice Presidents and directly responsible for manging a team of seven Digital Marketing, production, social media and web analytic teams in an effort to drive $105M in top line revenue and $50M in EBIT.
Built a team from the ground up including web developers, digital marketing managers, search engine marketers, social media teams and web analytics teams that designed, and developed multiple websites and mobile feature sets.
Responsible for all profit and loss statements and marketing budgets.
Launched ten websites onto a new progressive web application platform that created a single content management system and helped to generated $105M in top line revenue and $50M in EBIT in 2017.
Capitalized on new technology for SEO utilizing Schema and Structured Markup for Search Engines and Open Graph for Social Media platforms which led to 60% growth year over year and it also led to multiple third party awards like the American Resort Development Award and a Stevie.
Managed multiple cross functional teams, both internal and external, in an agile production environment to deliver digital assets ahead of schedule.
Achieved 50% year over year compounded annual growth rates for vacation rental top line and EBIT contributions five years in a row.
Director, Loyalty Marketing (2008-2009)
Responsible for designing and driving the loyalty marketing program which entailed an overall rebranding from Fairfield Resorts to Wyndham Vacation Ownership. This included mangaging the internal teams that developed and approved all advertsiging materials, websites, email programs and other support collateral.
Developed and led strategic plan to develop creative ways to overcome ‘Do Not Call’ laws including multi-channel campaigns that contained personalized web sites for customers and ecommerce prospects focused on converting non callable leads into quality prospects.
Developed online tools to help generate, manage and convert referral leads through the sales funnel.
Worked on the cross functional team that developed the platform to score and deliver leads in a more efficient manner to phone rooms in an effort to increase conversion rates and lower talk times in the call center.
Managed cross functional teams that include Marketing, Sales, Legal and Information Technology.
Analyzed and then developed new and innovative websites and created new products including cruise and other vacation packages based on customer data and preferences to drive timeshare tour prospects.
Director, ecommerce (2001-2007)
Established and implemented a brand-new marketing channel utilizing the digital marketing space to generate timeshare presentations from mini vacations sold through online channels.
Built a new E-Commerce team from the bottom up including all new skill sets and competencies like digital advertising and web development.
Developed procedures and structure to incorporate web support into existing database marketing campaigns to drive conversions on direct mail and outbound telemarketing programs.
Managed overall electronic customer experience that included target marketing, product development, out of box experiences with customized urls, customer messaging, promotions and loyalty programs.
Generated 3,000 incremental timeshare vacation packages and won Cendant’s Chairman’s Award in 2003 for developing a new sales channel from online marketing programs.
Sean Smith Page 2 Cell: 407-***-****
Marriott Vacation Club, Orlando, FL 2000-2001
Senior Internet Marketing Manager
Charged with developing a new website designed to generate timeshare sales leads and vacation ownerhip interest sales from online channels. Led a team of three internet and analytic managers to drive online traffic, conversions and sales through online media buys, online sweepstakes and strong calls to action.
Managed cross functional team that designed, developed and launched a new website in an effort to generate leads and sell timeshare online and site un-seen through call centers.
Led digital strategy for client relationships including Orlando Magic, Major League Baseball, and iWon to generate leads for timeshare vacation package sales.
Developed programs to incorporate email and web support into database marketing campaigns that included personalized urls for prospects that led to higher conversion rates.
Analyzed and reported to leadership team all web and data analytics and made recommendations on strategic direction and marketing campaigns.
Generated over 2M leads and sold $20M+ in incremental timeshare interests through online channels.
Orlando.com, Orlando, FL 1997-2000
Director of Operations
Reported directly to the CEO and responsible for building a start up business which sold to a venture capitalist in 2000 for $3M. Built a team of sales leaders, web developers and analysts as well as a five member call center team to sell vacation products online.
Set the strategic direction for the hospitality division of the business which included hotels, resorts and vacation rental & property management companies.
Responsible for managing all client digital marketing efforts including web design, development, optimization and SEM.
My clients owned the top search results for Orlando hotels, Orlando resorts and vacation rental key words because of our efforts in the early days of search optimization in the late 1990s.
Generated $2M+ in top line revenue over 3 years.
Assisted CEO in establishing profitable business that was then sold for $3M to a venture capitalist.
University of Central, Bachelor of Science, Business Administratin/Marketing
Cendant Chairman’s Award, 2003
Additional Leadership Development Training
Linkage Leadership Development – Six month training with other high potential cross-functional leaders
Legacy Leadership Development – One-week engagement with other high potential cross-functional leaders