Achievements




Marketing Strategy / Planning
  • Developed strategic alliance combining resources of American Airlines, Aston Hotels & Resorts and Condo Resorts International to create "Condo in Paradise," a wholesale marketing and promotional campaign that was so successful it became American's international AAloha Condo program for Hawaii vacations. Read full Success Story
  • Created multi-country barter advertising program for four brands with 30 hotels and restaurants in the USA, Canada and Indonesia to supplement cash expenditures.
  • Established and coordinated four distinct strategic phases of the marketing program, each of which utilized a distinct medium to accomplish its goal. The new strategy helped the company sell more vacations in one summer than in all three previous summers combined! Read full Success Story
  • Created the industry's most unique barter program, doubling marketing/advertising budget to $30 million

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Brand Management
  • Consumer marketing programs led sales increase for senior care franchise system from $9.56 million in 2010 to more than $100 million in 2015, growing company to become one of the largest senior care brands in the USA and the largest franchisor in the Sacramento area. Read full Success Story
  • Ended erosion of bottom line profit slide through VIP promotions and expanded, targeted advertising and promotions; instilled sense of pride and "ownership" among team members, launched employee recognition programs, loyalty programs, initiated committee approach to meeting employee questions and concerns.
  • Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidation of resort and casino divisions.

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Marketing Communications
  • Utilized marketing research to uncover consumer motivations, revamp total marketing communications program and launch new award-winning advertising campaign - engineering a dramatic repositioning and leading to the best increases in brand history. Read full Success Story
  • Conceived and implemented a cooperative program combining resources of multiple units of established brand, negotiated with and attained media placement primarily on a trade-for-rooms basis, accounting for 80 percent of program funding. Package sales for participating locations increased from 26 percent to 600 percent versus the previous year. Read full Success Story
  • Created promotional theme for a Hawaiian hotel/resort brand that was used in advertising and promotional efforts for more than 25 years
  • Honored with more than 100 awards for marketing, advertising and public relations excellence, encompassing both traditional (television, radio, print, direct mail, outdoor, collateral) and digital media (website development, email marketing, search engine optimization, electronic newsletters, video blasts, podcasts and more).

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Corporate Communications / Public Relations
  • Launched marketing program for only regularly scheduled PGA Tour event held on Native American soil, generating annual attendance of up to 30,000 persons and over $300,000 for participating charities.
  • Led team efforts that raised $50,000 for three consecutive years in support of the Walks to End Alzheimer's.
  • Introduced marketing program for Skaná, the Spa at Turning Stone; public relations efforts earned recognition in Condé Nast Traveler's "Hot List" and as one of Spa Magazine's "Best New Spas."
  • Created ABC PR Journal, an award-winning website that allowed more than 100 franchised offices to launch and implement their own individualized weekly public relations and promotional email marketing campaigns at no cost to the offices.

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Sales Promotion
  • Developed the most successful, most imitated and award-winning family marketing and promotional program in the mid-level hotel category - Kids Go HoJo. Read full Success Story
  • Created frequent guest program named by Tom Parsons of BestFares magazine on NBC-TV's Today show as "the best deal in the travel industry today."
  • Customer appreciation promotions drove 50% increase in slots revenue for Arizona casino resort.
  • Developed member benefits program vacation ownership families, forging programs with American, Delta and US Airways, Stardust Casino, American West Steamship Company and others.

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Process / Project Management
  • Developed a combined cash/barter program to increase national magazine schedules while reducing cash expenditures by 47.5 percent, maintaining all previously scheduled advertising and expanding to critical new publications despite funding cutbacks. Read full Success Story
  • Developed divisional consolidation plan for Arizona resort to eliminate duplication and reduce payroll costs by $400,000
  • Initiated brand positioning efforts, guest services upgrades, VIP recognition events, new website development, ticket sales/services for 2,000-seat amphitheatre, new top-line monthly P&L reporting, expanded casino promotions, consolidation of resort and casino divisions.
  • Introduced new reservations portal with TravelClick and entry to GDS; supervised creation of five new websites; initiated first email newsletters and online marketing campaigns; increased email database from 40,000 to 250,000 in less than one year.

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Integrated Marketing
  • Launched major casino resort's first destination marketing/branding campaign - resulting in 253% increase in travel agent recognition of an "outstanding vacation experience" (source: Questex Media Research). Read full Success Story
  • Created international branding program, developed consistent global brand standards and transitioned multiple outlets to a unified brand strategy.
  • Developed joint consumer/professional/educational marketing campaigns, working with subsidiary directors, Ministries of Health, Ministries of Education and national dental associations in 22 countries throughout Europe and Africa.

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Brand Positioning
  • Created a "quality by association" approach to negate past difficulties, and move from a "low price" to "value" positioning. Resulting sales and marketing campaign generated a total dollar volume increase of 165 percent! Read full Success Story
  • Utilized market and consumer research to establish viable and meaningful positioning for brand launching its first national consumer marketing program; resultant campaign earned more than 20 awards for marketing, advertising and public relations excellence. Read full Success Story
  • Led repositioning efforts for leading hotel brand, resulting in return to pre-eminence, addition of more than 100 new franchised locations, and upward mobility to become one of top ten brands in the USA. Read full Success Story

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Direct Sales & Sales Leadership
  • Led sales team and developed marketing support to win 15-year development agreement for national championship venue with Professional Bowlers Association and Women's PBA, resulting in more than 100,000 annual visitors to Reno/Tahoe area.
  • Led technology sales group in selling the hospitality industry's largest high-speed Internet deal, valued at more than $2 billion.
  • Supervised corporate, tour & travel, education, association and military group sales for major casino resort, responsible for $25 million in group room nights.
  • Led sales team for bus tours, travel agent and F&B sales as part of running all operations for 400-employee, $40 million casino resort in Arizona.
  • Led new business sales activities for major advertising agencies, winning accounts from such clients as American Express, Apple Vacations, Chicago Mercantile Exchange, Aston Hotels & Resorts, Littelfuse, Carlson Travel Group, Cunard Cruise Lines, Hitachi, First Family of Travel, Hawaiian Holidays, many others
  • Supervised two Vice Presidents/Sales for room sales, restaurants and catering for 20 hotels in Wisconsin, Minnesota, Iowa, Idaho, Oregon, Washington and British Columbia

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Staff Management & Team Building
  • Most importantly, I'm a team builder as well as a team leader. For example, people I have hired and/or supervised have risen to such positions (among others) as ...
    • Executive Vice President for La Quinta Hotels
    • Vice President, Events for Realogy (parent company of Century 21, Coldwell Banker, Better Homes & Gardens Real Estate, others)
    • Vice President, Brand Strategy, MGM Grand Resorts
    • Vice President, Sales & Marketing, Univision
    • Vice President, Advertising & Broadcast, Estee Lauder
    • Vice President, Account Supervisor, Grey Advertising
    • Vice President Marketing & Advertising, Coldwell Banker
    • Vice President, Management Supervisor, Saatchi & Saatchi Advertising
    • Vice President, Sales & Marketing, The Warwick Hotel Seattle
    • Vice President Marketing, Knights Inns
    • Vice President of Operations, Century 21
    • Vice President, Sales & Marketing, Clise Properties - Hotel Division

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