Marketing Manager/Director, Brand Manager/Director

GLOBAL BRAND DIRECTOR

OPERATIONS MANAGEMENT - RELATIONSHIP BUILDING – COMMUNICATION - STRATEGIC PLANNING - TEAM-ORIENTED APPROACH MARKETING – BRAND STRATEGY AND MANAGEMENT

Results-oriented, well-established and seasoned professional, with an accomplished background in brand marketing, public relations combined with in-depth knowledge of business development. Strategic thinker with the ability to influence all levels and functions of organization; experienced in consumer brand building as well as consumer research and insights. Demonstrates a disciplined, business-driven approach to ensure a manageable and sustainable brand roadmap; thrives in creating processes, standards, and training to drive greater efficiency and improve operations. Articulate in French and English, with working knowledge in Spanish.

PROFESSIONAL EXPERIENCE

HILTON HOTEL CORP (HAMPTON HOTELS) –MEMPHIS, TN

DIRECTOR OF BRAND MARKETING 2007-2009

MARKETING AND RESEARCH

- Spearheaded and formulated international marketing strategy and planning for advertising, promotions, social media, partnership marketing, and research for Canada, Latin America, Europe, and Asia / Pacific.

- Provided strategic direction for international brand plan in order to increase revenue and market share.

- Built brand awareness and loyalty with existing and emerging traveler segments through defined measurements and tools that resulted in a successful international program.

- Developed and executed research-based analysis and insights for key business indicators.

- Initiated and managed all efforts in the global launch of Hampton by Hilton generating more than $5M equivalent in advertising impressions.

- Significantly drove international ROI by increasing occupancy and average daily rate combined by more than 10%.

MANAGEMENT AND OPERATIONS

- Directed different agency partners for traditional, online/digital, and emerging media channels for planning and execution.

- Worked in collaboration with cross-functional teams to support new product launches and line extensions to create and manage international programs and leverage global synergies in media creative, key messages, research and local insights.

- Established and cultivated profitable business relationships with international partners to build co-marketing programs and schemes to boost brand awareness, such as loyalty programs, quarterly presentations and brainstorms.

- Played integral role in the creation of segmentation, econometrics and proprietary research to evaluate and enhance effectiveness of marketing goals.

- Oversaw social media monitoring and consumer generated content; conducted trend analysis to provide business insights and social media strategy.

- Efficiently managed budget against measurements and efficiency based on CPA, ADR, occupancy, RevPar and market share.

STRATEGIC PLANNING

- Created strategies to control and leverage international brand websites and micro sites and Search to drive online channel bookings and revenue. Significantly increased channel revenue by 8% from 2007 to 2008.

- Delineated and developed strategies for organic and paid search programs to develop online ROI with the most cost-effective outlay for each booking; generating in excess of $1M in incremental revenue.

- Conceptualized and recommended non-traditional media strategy to reach new market segments -Gen X and Y, increasing revenue in these segments by 5%.

Highlights:

- Effectively spearheaded renaming launch of Hampton “by Hilton” in Canada and Latin America increasing brand awareness and creating hard-hitting media impressions resulting in over $2M in advertising equivalency.

- Keynoted for increasing online portal revenue for USA Cycling by 20%.

- Effectively led and oversaw lowest regional occupancy and RevPar decrease in 2008.

SOUL FLEUR COMMUNICATIONS – COLUMBUS, MS

SENIOR CONSULTANT 2004-2007

MARKETING AND COMMUNICATIONS

- Developed, assessed, and implemented strategies for public relations focusing on image development and management, investor relations and B2B customer programs

STRATEGIC PLANNING

- Led the launch of the largest US steel manufacturing deal of the decade; leveraging key events with international dignitaries, state government officials and global press.

- Instrumental in spearheading strategic product market rollout, product positioning, benchmarking, and strategic business analysis such as SWOT and BCG Matrix.

- Conceptualized and created business plans for domestic and international businesses

MANAGEMENT AND OPERATIONS

- Worked collaboratively with local and international businesses for product implementation across the United States and foreign markets.

- Pioneered award-winning CRM techniques for key industrial clients

Highlights:

- Generated $1.5M+ in advertising equivalence for SeverCorr/Severstall launch, features on CNBC and Financial Times

GENESIS PRESS PUBLISHING INC. –COLUMBUS, MS

ASSOCIATE PUBLISHER 2002-2004

MARKETING AND COMMUNICATIONS

- Developed, assessed, and implemented strategic niche marketing strategies for public relations, advertising and promotions focusing on image building, brand management, and customer relations.

- Initiated and managed author recognition and book awards program.

- Conceptualized and managed national book tours.

STRATEGIC PLANNING AND PRODUCT DEVELOPMENT

- Defined and developed new product lines.

- Identified and initiated alternative sales channels, resulting in 18% increase in book sales from 2002-2004.

MANAGEMENT AND OPERATIONS

- Supervised book production to ensure deadlines.

- Presided over production, editorial, marketing, sales and distributions teams.

- Managed financial forecasts and budget.

Highlight:

- Successfully launched four new lines and dealt with negotiations for overseas contracts for the exportation of novels to England and Africa.

EVOKE COMMUNICATIONS (EUROPE) (a Vivendi Universal Company)–PARIS, FRANCE

DIRECTOR OF MARKETING AND COMMUNICATIONS 2000-2001

STRATEGIC PLANNING

- Led the strategic planning and execution of overall marketing and communication strategies for France, United Kingdom, Ireland, and Germany, including public relations, advertising and promotions.

- Directed strong lead generation and brand building objectives.

- Created and employed e-business marketing strategies to include e-mailings, permission marketing, e-newsletters, viral marketing techniques, and online sponsorships.

MARKETING AND COMMUNICATIONS

- Developed and executed launch road show introducing corporations to web-conferencing benefits, resulting in measurable new business.

- Innovatively launched web-conferencing software at one of the largest technology conferences.

- Effectively managed regional press events in UK, France and Germany.

MANAGEMENT

- Administered new concepts such as investor relation management and tools.

Highlights:

- Profitably launched three countries with coverage in major key publications such as Financial Times and Les Echos.

- Effectively recruited two of the largest partners such as Pernod Ricard and Credit Lyonnais.

MASTERCARD INTERNATIONAL (EUROPE, MIDDLE EAST/ AFRICA) –WATERLOO, BELGIUM

DIRECTOR OF MARKETING AND COMMUNICATIONS 1998-2000

MARKETING AND COMMUNICATIONS

- Designed and executed overall marketing and communication strategies (B2B2C) at regional and country specific levels to include public relations, advertising, promotions, sponsorships and product enhancements.

- Collaborated on media planning, creative direction and regional implementation of the international launch of global ad campaign “Priceless”.

- Oversaw international internal communications: effectively developed internal corporate newsletter, launched bank recognition program and internal bank programs to drive brand affinity at bank level.

PROGRAM MANAGEMENT

- Supervised company’s public relations, advertising and sports marketing/sponsorship agencies across the region to implement and develop programs, such as World Cup ’98, UEFA Euro Cup 2000, and World Cup ’02. Measurably increased brand affinity and card acquisition throughout Europe, Middle East and South Africa.

- Devised and managed regional marketing meetings and annual key business events.

PROBLEM SOLVING

- Consulted approximately 60 member banks concerning marketing/communications issues, including joint initiatives design and implementation.

EARLIER CAREER

MANAGER OF PUBLIC RELATIONS AND COMMUNICATIONS, MASTERCARD INTERNATIONAL –PARIS, FRANCE 1996-1998

MARKETING DEVELOPMENT ASSISTANT (INTERN), DHL INTERNATIONAL –PARIS, FRANCE 1996

BUSINESS DEVELOPMENT MANAGER, GENESIS PRESS PUBLISHING INC. –NEW YORK, NY 1993-1996

EDUCATION

MASTER OF BUSINESS ADMINISTRATION

MASTER OF ARTS IN BUSINESS COMMUNICATION AND PUBLIC RELATIONS

EUROPEAN SCHOOL OF ECONOMICS –PARIS, FRANCE, 1998

BACHELOR OF SCIENCE IN INTERNATIONAL BUSINESS, FISK UNIVERSITY –NASHVILLE, NY, 1992

PROFESSIONAL TRAINING

Presentation Courses | Zelman Communication Course | Bixler Leadership Coaching

PROFESSIONAL AFFILIATIONS

Member, Word of Mouth Association (WOMMA)

Member, American Marketing Association

Member, International Experiential Marketing Association

ACTIVITIES

Volunteer, Le Bonheur Medical Center for Children

Member, Links Community Organization

Save the Children Sponsor- Youth in Mali

Member, Delta Sigma Theta Sorority, Coordinator of Delta Academy for girls ranging 11-15 yrs old

Founder and Coordinator, Teen Writer’s Guild at Starkville High School

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