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.