Marketing Strategy

David Dayton

**** ***** ***** *****; Tallahassee, FL 32312 P: 850-***-****

E: **************@*****.***

Experience:

Chief Marketing Officer

HONEY LAKE PLANTATION; Greenville, FL (March 1) 2014/Present - Recruited to

position the business for maximum value and growth.

Achieved profitability (GOP) after eight months of strategic repositioning

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(OCC+32.1%) (ADR+19.4%) (REV+57.5%)

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Increased [YOY] wedding sales by over 50% in first six months

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Increased [YOY] hunting sales by over 100%

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Vice President / Hospitality and Travel

BRIGHT RED/TBWA (formerly The Zimmerman Agency); Tallahassee, FL 2005/2014-

Recruited to elevate the agency’s hospitality marketing discipline.

Created the “Legends Challenge” to establish awareness of Reunion Resort and

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Hammock Beach Resort in the world of resort golf (7-month awareness levels

categorized by Golf Digest as “the loudest noise in resort golf of the decade”)

Launched and marketed Blackstone’s LXR Luxury Resort brand until it was

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absorbed into the Blackstone-owned Hilton and Waldorf-Astoria portfolios

Developed the repositioning and/or branding strategies for IHG (Development),

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Kessler Collection, and Four Seasons Hotels & Resorts

Developed the brand and product development strategy for (new European brand)

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YOO Hotels

Created the brand reinvigoration and awareness campaign, “Rendezvous at El

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Conquistador” for the El Conquistador in Puerto Rico

Co-creator of GuestGraph, a social media “scraping” technology to define a

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brand’s viable target audiences, and drive a 360-degree CEM process

Developed and managed the launch and first-year growth of Florida-based Vision

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Airlines

Created and managed the development of Wyndham Hotels technology products

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“Koala” (a meeting planner CRM tool) and “Dayfly” (a CRM desktop dashboard

for corporate travelers)

Developed and taught an ongoing, web-based hospitality certification program to

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elevate the knowledge base and industry familiarization for agency staff

Executive Vice President

YESAWICH PEPPERDINE BROWN & RUSSELL; Orlando, FL 2003/2005 - Recruited

to manage the agency’s account development and growth.

Responsible for the strategic growth of the agency’s portfolio of accounts, as well

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as direct supervision for a select portfolio, including: Marriott and Renaissance

Caribbean and Mexico Resorts, Panama City Beach CVB, and Baha Mar Resort

Commissioned to develop an analysis of the potential impact on the Aruba

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Marriott’s business if a Ritz Carlton were developed adjacent to the property

Developed the product redevelopment strategy and concept for the Aruba

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Marriott, including market research, architecture redesign, culture, uniforming,

language, amenities, restaurant and lounge concepting, branding, communication,

pricing, etc.

Senior Vice President / Marketing

SHANER HOTEL GROUP; State College, PA 1999/2002 - Recruited to direct the

company’s revenue growth across all markets and brands.

Creation and management of the company’s marketing discipline, with

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responsibility for generation of $350-million in [top line] revenue generation

Developed and implemented interactive sales planning tool, and web-based

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(centralized) revenue management tool for the 54-hotel portfolio

Repositioned the historic Des Moines “Hotel Savery”, including a complete

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overhaul of the property’s culture, vocabulary, sales process, attire, interior

design, wayfinding, communications, restaurant and lounge concepts,

etc…achieving market saturation levels of awareness, and market position

increase from #7 to #2 in under twelve months

Repositioned the extended stay portfolio segmentation/pricing strategy,

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effectively tripling profitability in the first year

Global Communications Director / Renaissance and Courtyard Brands

MARRIOTT INTERNATIONAL; Bethesda, MD 1997/1999 - Recruited to centralize and

manage global brand communications.

Created a centralized marketing model for the Renaissance brand within the

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Marriott family of brands for performance comparison against the traditional

Marriott de-centralized model

Responsible for global communication strategy and execution for the

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Renaissance, Courtyard and Marriott Rewards brands

Developed and managed the “Marriott Media Partnership,” a centralization of all

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brand communication budgets to leverage and maximize media properties and

partnerships

Management Representative

DDB NEEDHAM WORLDWIDE; Chicago, IL 1995/1997 – Hired to manage the

agency’s first global hospitality account (Westin).

Created a centralized brand and field marketing structure to ensure consistent

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delivery of messaging across media channels, languages and cultures around the

globe

Developed the award-winning advertising campaign, “Who is she/he sleeping

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with?” that achieved record levels of (financial community and consumer)

audience awareness, driving increased shareholder value that eventually

prevented the brand from being an attractive acquisition (leading, instead, to the

acquisition of the Sheraton brand and birth of Starwood Hotels and Resorts)

Director of National Advertising and Field Marketing

LA QUINTA INNS; San Antonio, TX 1993/1995 - Recruited to reposition the brand and

ultimately increase share value.

Responsible for development and execution of the brand reinvigoration strategy

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and communication, internally and nationally

Developed and supervised the property-reimaging roll-out strategy in 83 US

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markets during a 13-month time frame

Supervised shareholder public relations agency strategy and execution

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Maintained ongoing analysis of property lifecycle status, to prioritize market

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communication budget expenditure levels and to recommend property

disbursement when lifecycle performance decline was detected and confirmed

President and Creative Director

ALA CARTE ADVERTISING; Orlando, FL 1990/1993 – Opportunistically established

agency created to manage advertising for hotels having depressed budgets during the

economic downturn

Responsible for development and execution of property advertising plans,

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including communication strategy, media planning and buying, creative and

production, public relations, photography, market research and sales strategy

Portfolio of accounts included over 50 hotels throughout the northeast, mid-

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Atlantic and southeastern US, as well as Interstate Hotels’ Crossroads portfolio

Account Supervisor / Operations Manager

ROBINSON YESAWICH & PEPPERDINE; Orlando, FL 1981/1989 – Hired to manage

the agency’s first hotel brand account

Responsible for the launch of the Wyndham Hotels and Resorts brand and the

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Wyndham Garden Hotels brand, and advertising planning and execution for the

first 28 Wyndham properties in the US and Caribbean, as well as the first 10

Garden Hotel openings

Managed the advertising account for an evolving portfolio of hotel, resort and

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tourism accounts across the US and Caribbean, including: Vista International

Hotels in Chicago, New York and Caracas; The Drake Hotel in Chicago; LaCosta

Hotel & Spa in Chicago; Holiday Inns in Barbados and Trinidad & Tobago; Bay

Hill Club & Lodge in Orlando; Lee County TDC in Ft. Myers

Supervised Account Management Department processes and procedures to

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maximize the creative product, delivery timelines and expedite revenue

generation

Education:

Rollins College / Crummer School of Business - Accelerated MBA (1985)

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…employer-funded opportunity with promotion upon graduation

Art Institute of Atlanta – Commercial Art Diploma (1979)

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Georgia State University (Athletic Scholarship) – Core Curriculum (1977)

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Community Involvement:

Florida Bar Grievance Committee

Texas CASA (State and Local)

The Cornerstone Foundation

Florida Special Olympics

Visiting Instructor (Hospitality and Marketing) – Penn State University,

Georgetown University, University of Central Florida

Recreation Program Soccer Coach – 11 seasons

Recreation Program Football Coach – 2 seasons

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