Wyndham Hotels & Resorts

Sr. Director, Brand Operations, Days Inn
Apr 2020 – Present

With the brand President, lead the long-term growth strategy, franchisee, and guest experience for one of the largest economy hotel chains in the world by:

• Assisting development to grow the North American footprint.
• Developing standards to attract guests that are easy to operationalize.
• Fostering and maintaining relationships with franchisees.
• Producing and managing a robust annual regional program to educate franchisees on brand updates, train them on new tools to help them thrive, and gather live feedback.
• Working closely with field operations and quality teams to push programs and influence property staff to improve quality and experience scores by adopting brand standards and investing in brand programs.

Key accomplishments

• Rolled out a brand-defining room design package to elevate the guest experience to over 1,300 US hotels.
• Spearheaded a $50M incentive program to encourage franchisees to renovate their properties, which improved all KPIs for over 400 hotels.

Sr. Director, Brand Marketing, Days Inn
Apr 2018 – Apr 2020

I led the brand transformation, strategic upper and middle funnel marketing vision, and guest experience across all channels to drive awareness and occupancy/revenue for the largest hotel franchise in the world by developing omnichannel marketing campaigns through data—and research-driven strategies.

Additionally, I collaborated with internal partners and external agencies to bring concepts to life, including the Seize the Days television campaign, The Days Innbrella PR activation, and the award-winning Baseball for Days social video series.

Key Accomplishments:

• Executed an always-on approach to social to drive awareness and conversion
• Grew positive brand sentiment with FOMO to YOLO sweeps campaign, Starlight Children’s Foundation partnership, and Baseball for Days
• Led the award-winning social video series and campaign for Baseball for Days
• Rolled out a digital marketing platform to over 700 properties, allowing them to manage their direct response tactics

Sr. Director, Global Digital Marketing & eCommerce
Apr 2016 – Apr 2018

I led all digital efforts for 19 iconic brands, including Ramada, Super 8, Travelodge, Days Inn, and Wyndham Hotels & Resorts. I managed, coached, and developed a team of 10 content producers and digital marketers, and I served as digital lead for brand marketing, transforming campaigns and branding into digital programs.

Key Accomplishments:

• Led the digital transformation of 19 brand websites and 8,000 property pages onto a single content management platform (AEM)
• Delivered data-driven recommendations for new campaigns, A/B tests, and UX enhancements
• Generated localized offers program driving $2M+ in incremental revenue

Prudential Retirement

Director, Marketing Operations and Account Services
Apr 2015 – January 2016

I developed, owned and socialized processes, standard operating procedures and service level agreements for the production of 11K+ annual marketing initiatives. I led the execution of internal marketing strategies targeting participant engagement, plan sponsor, B2B, B2C. I partnered with cross-functional teams to implement workflow solutions and collaborated with regulatory and finance teams to support reporting and analysis of marketing activities.

Key Accomplishments:

• Led a team of 24 account managers and specialists
• Rolled out a lean (iterative) production process that created a more cohesive, efficient, and accurate method of producing content, gaining creative alignment and faster execution.

Victoria’s Secret

Manager, PINK Digital Experience
July 2009 – April 2015

I oversaw all digital production activities, user experience, and support staff for PINKNation.com and VSPINK.com properties, including desktop, mobile, and applications. I led innovation, project management, design, development, and quality assurance of hundreds of digital marketing experiences and merchandising initiatives.

Key Accomplishments:

• Built an internal agency to support digital creative, content production, and marketing operations for Victoria’s Secret PINK
• Led production and development teams to design, build and deploy all digital experiences
• Created engaging and interactive digital experiences to drive conversion
• Developed and implemented process improvement to gain earlier stakeholder alignment, helping to reduce the feedback loop later in production
• Tuned application performance to prepare for high-traffic moments, including Black Friday, Cyber Monday, and explosive offers.

Frenzy Marketing

Creative Director & Managing Partner
September 2004 – September 2011

I provided creative and digital expertise to a range of clients, including publishing and nonprofit organizations. Additionally, I trained and oversaw a staff of up to 20 people in various positions, including video production and software development.

Finally, I managed, designed, coded, and analyzed email marketing campaigns and interacted with clients to develop or redevelop applications, websites, and marketing initiatives.

Key Accomplishments:

• Collaborated with partners to effectively sell joint products and services
• Conceptualized, designed, and programmed websites
• Served as a subject expert in design and layout of digital and print products