MMGY GLOBAL / Ypartnership (formerly YPB&R), Orlando, FL 2/2011 – CURRENT
Vice President / Group Director
Senior leader and strategic architect for creative, relationship and media strategies on a midwest gaming account, a California Destination Marketing Organization and portfolio of luxury resorts in Mexico and the Dominican Republic.
Accounts – Turning Stone Resort Casino, Indiana Live! Casino; Visit Newport Beach Inc.; Grupo Posadas family of resorts; Barceló Hotels & Resorts properties
MARKETING FREELANCE CONTRACTOR, Orlando, FL 9/2010 – 2/2011
Managed all aspects of new account integration and training of account person on gaming industry projects.
STARMARK INTERNATIONAL, Celebration, FL 11/2009 – 9/2010
Brand Steward for Kissimmee Convention & Visitors Bureau’s (CVB), “The Heart of Florida.” Account lead for all offline and online campaigns, including:
- Family of five sites designed to appeal to a specific target audience
- Mobile site with easy-to-book last-minute accommodations, coupons, offers and event information
- Two user generated content sites: one geared toward the professional travel blogger and the growing “mommy blogger” segment and a second site for the regular leisure traveler
- Extending brand awareness across multiple social sites including location-based social networks
BRAND INSIGHTS FREELANCE CONTRACTOR, Orlando, FL 3/2009 – 10/2009
Produced and analyzed competitive brand audits to support overall strategic recommendations and solutions for brands such as San Juan Holiday Inn and Orvis.
YPARTNERSHIP (formerly YPB&R), Orlando, FL 2/2008 – 3/2009
Vice President / Group Director
Senior leader and strategic architect for creative, relationship and media strategies on portfolio of luxury resorts and destination marketing organizations. Managed financial accounts, reviewed forecasts and produced monthly labor analysis.
- Increased occupancy during recession by shifting marketing dollars to local resident promotion in the Hawaiian Islands for Outrigger Hotels & Resorts-owned Embassy Suites Waikiki Beach
- Provided branding assets for Outrigger’s expansion into Thailand
- Launched mobile SMS campaign to support spring break business in Panama City Beach
- Raised brand awareness for Posadas Resort in Mexico by running rich media campaign while increasing bookings with an A-B tactical offer
- Developed eclectic mix of strategies and supporting tactics for Fontainebleau’s Resorts’ condo sales project in Las Vegas
Accounts – Hawaii-based Outrigger Hotels & Resorts; country of Honduras; Grupo Posadas family of resorts based in Mexico; Spain-based Barceló Hotels & Resorts properties located in the Caribbean and Mexico; Fontainebleau Resorts in Miami Beach and Las Vegas; Panama City Beach CVB; Myrtle Beach CVB
UNIVERSAL ORLANDO RESORT, Orlando, FL 1/2007 – 2/2008
Corporate Partners Manager
Created and implemented multi-million dollar co-op marketing strategies focused on consumer touchpoints and business drivers for high-profile brands including Universal Studios Florida, Islands of Adventure and Universal CityWalk for NBC Universal partners: Volkswagen of America, GE Money and American Express.
- Partnered with park operations and ticket team on front gate optimization project to increase sales when company initiative shifted focus to e-commerce
- Drafted letters of agreement with legal counsel for every corporate partner project
SCHADLER KRAMER GROUP, Las Vegas, NV 1/2007 – 2/2008
Account Supervisor
Developed client strategies with functional and emotional benefits ownable for each individual brand. Lead six-person account team providing mentoring and career action plans for direct reports.
- Directed and coordinated daily communication and project management for MGM Grand and all sub-brands for F&B, Gaming, Grand Garden Arena, Studio 54, Tabu Ultralounge, Teatro, Conference Center, Forever Grand Wedding Chapel, The Grand Spa and Health Club and Cirque du Soleil’s show, KA`, in both the traditional and digital spaces
- Supervised the opening team responsible for collateral and menus for two restaurants by Michelin three-star award-winning chef Joel Robuchon
- Successfully launched new contemporary resort-casino brand MontBleu, born from the purchase of Caesars Tahoe; identified new target demographic for the property and subsequently tailored all aspects of property and marketing communications including F&B categories, naming and logo design for all venues, décor and hotel collateral
- Rebranded Desert Passage to Miracle Mile Shops at Planet Hollywood Resort & Casino
Accounts – MGM Mirage Corporate; MGM Grand and sub hotel brands within property; Desert Passage/Miracle Mile Shops; Columbia Sussex/MontBleu Resort Casino Spa; Seminole Hard Rock Hotels & Casinos; Silverton Casino Lodge
YPB&R (NOW YPARTNERSHIP), Orlando, FL 3/2004 – 3/2005
Account Supervisor
Oversaw account teams’ day-to-day operations fulfilling integrated marketing plans, website and micro-site design and development, banner ads and rich media. Developed strong, strategic client relationships resulting in increased project opportunities and client successes, client retention and agency revenue.
- Managed the successful launch of two gaming resort brands, Seminole Hard Rock Hotel & Casino, including all property and venue photo shoots, naming and logo design for all venues and full hotel, marketing and collateral support for F&B, meetings, retail, spa and casino promotions
- Coordinated with Client, the Industry Partner advertising opportunities, increasing ad sales revenue year over year
Accounts – Seminole Hard Rock Hotels & Casinos; Wynn Las Vegas Resort; St. Petersburg/Clearwater Area CVB; Steamboat Grand Ski Resort Properties
CRAMER-KRASSELT, Orlando, FL 2/2002 – 2/2004
Account Supervisor
Strategic planner for national and local level advertising campaigns and marketing initiatives for $45 million Winn-Dixie account. Balanced budget and responsible for billing and accrual process.
- Established cross-promotional extensions for client’s NFL sponsorship of Jacksonville Jaguars and Tampa Bay Buccaneers integrating private label brands thus increasing sales of promoted products
- Developed and deployed new customer reward program with supporting electronic marketing initiatives
- Created and activated two Car-A-Day Giveaway promotions in Florida and outer states
Account – Winn-Dixie Inc., one of America’s largest grocery chains with 1,100 stores in 14 states and the Bahamas operating under Winn-Dixie, Thriftway, SaveRite and Grocery Bargain Depot banners
PIZZA HUT INC., Orlando, FL 2000 – 2002
Field Marketing Leader
- Supported three corporate-owned regions in Florida totaling 212 restaurants
- Conceptualized creative strategies, working in collaboration with agency to develop synergetic and impactful local marketing materials which achieved specific sales objectives in a cost-effective manner
- Coordinated and executed DMA-level marketing programs and provided analysis of results to region teams
KFC CORP., Louisville, KY 1999 – 2000
Associate Project Manager
- Managed over $13 million national print budget
- Executed store level CRM programs
- Generated coupon strategies and assisted with consumer focus groups to test strategies
CREATIVE ALLIANCE, Louisville, KY 1997 – 1999
National Account Executive
- Managed the planning and execution of delivery, grand opening and base market print plans for KFC Corporation
EDUCATION
Bachelor of Arts • Communication • School of Communication, University of Louisville