The Tourism Lab is a global public relations, reputation management and marketing strategy consulting firm based in Miami, Florida.We specialize in partnering with companies to develop compelling strategies around external communications, company reputation, executive visibility, brand awareness, partnerships, influencer marketing and beyond.As a boutique agency with vast experience in travel, tourism and hospitality, we work with cruise lines, airlines, air & sea ports, destinations and hospitality groups, to boost tourism while elevating the travel experience.

Develop and drive public relations, government relations, media relations, brand communications, crisis communications and leadership strategies for the Azamara brand. Direct the integration of global PR brand-communication strategies including the day-to-day efforts of PR Agency to drive deliverables and results. Develop, write and/or approve relevant content, including but not limited to press releases, talking points, executive communications (internal and external letters, speeches, etc.), and reactive statements.Develop and implement comprehensive global publicity campaigns for new products and services, and brand alliances/partnerships. Identifies opportunities for deliberate, thoughtful exposure of key leaders in select business media and credible industry platforms that build Azamara’s reputation. Develop and lead the messaging and materials to support key senior leaders including speeches, presentations, panel discussion talking points, videos, and media. Develop and execute brand media events in partnership with PR agency. Including launch events, media press events, press trips and internal corporate events. Lead and manage crisis and issues management efforts/responses, talk tracks, and ensure constant communication to the entire Azamara team with latest talking points. Directs the activities of external agencies and internal teams as needed.Lead internal communications at a local and global scale, supporting employees in the adoption of new systems and embracing change management.

Lead the Consumer Communications strategy for REEF throughout the calendar year to position the brand externally and bring visibility to key company initiatives.Lead the relationship with internal brands, enterprise brands, partners, and mergers and acquisitions to develop compelling communication plans at announcement in market and throughout the longevity of a campaign. Liaise with key internal stakeholders such as marketing, digital and internal communications to replicate all external communications efforts in a cohesive and consistent manner across all channels. Co-lead the creation of an external speaking opportunity calendar for the Executive Leadership team and support with spokesperson briefings, speech writing, and media training. Maintain relationships with key journalists, influencers, government officials and external partners in key regions.Manage a network of over 7 agencies across markets to implement and execute the consumer and corporate communications strategy. Support the internal engagement agenda for the REEF’s headquarters.

Lead the proactive public relations calendar in domestic and international markets, including content creation for brand and Corporate Social Responsibility efforts, to raise brand awareness and accomplish business growth objectives throughout the network.Lead the new market launch and destination promotion strategy in collaboration with multiple internal and external stakeholders, including the Network Planning and Partnerships & Promotions teams. Act as the liaison with Airport partners, Destination Marketing Organizations (DMO) and Convention & Visitors Bureaus (CVB), Government Entities, Media partners, and other external stakeholders.Represent the company as a spokesperson in speaking opportunities and media interviews in both English and Spanish.Lead the commercial strategy and deliver consistent communications to our City Ticket Offices (CTO)/Sales Offices across Latin America to continue building on brand reputation.Assist the Media Relations team on Crisis Communications when in Spanish.Highlights:Recognized with Team Member of the Year Award for 2019. Successfully built an important network of external stakeholders bottom-up in Latin America and the Caribbean and established relationships and partnerships throughout a variety of collaborations. Established new ways of working with City Ticket Offices across Latin America and the Caribbean while also inaugurating 3 new offices in six months in Colombia, Ecuador, and Peru. Led the communications strategy for the humanitarian flights efforts during the COVID-19 (coronavirus) pandemic accomplishing within one month: 100+ articles published, 135 mentions from important public figures (external and government), 7 interviews with relevant media outlets, double digit growth on engagement on social media.

Lead the visibility of Diageo's external reputation by driving relevant media engagement and activations around the sustainability, responsibility, environmental and diversity and inclusion agenda. Work with CCA Leadership Team to formulate, articulate and implement CCA external/internal communications strategy and content; manage key communications and messaging.Build communications capability and awareness in leaders across the market and provide sound counsel on an ongoing basis, identifying opportunities to leverage Brand Diageo and tell the stories of our enablers: Alcohol in Society, Learning For Life program, Environmental and Sustainability targets and our business performance overall.Create and execute an integrated plan to amplify the Responsible Drinking campaign in the region by leveraging key internal and external stakeholders, including Diageo employees, distributor partners, local foundations and government officials.Generate external visibility and amplification of philanthropic initiatives such as the Learning For Life program while generating engagement with internal and external stakeholders to create opportunities for current students and graduates.Develop and oversee an employee-focused communication strategy that embraces CCA’s geographic and cultural diversity, while using multiple channels of internal and external communication with employees and distributor partners.Manage relationship with local public relations agencies, distributors, customers and associations/foundations who collaborate with us in implementing corporate social responsibility programs.Deliver the communications element of the CCA Compliance agenda to ensure compliance is an enabler of great business performance.

Adapt and create global brand toolkits to drive clarity and simplicity of the growth drivers in line with the markets’ needs.Create experiences to recruit new consumers through whiskey mixability and innovative rituals in the on trade, as well as mechanics to interact with consumers in a vibrant way. Create attractive off trade offerings regarding bundles and recipes for the shopper. Create mentoring experiences for new and current consumers with our variants throughout trade and on trade events. Deliver excellent GAME plans across the region with the appropriate rigor by market and brand. Track execution of GAME plans in collaboration with the Commercial team, and ensure strong results of all programs. Work with agencies and manage them efficiently and effectively to adapt regional marketing programs and create local programs.Own brand performance and ensure measurement and tracking of critical business indicators and predictors of performance in order to deliver against NSV and profit targets.Build strong relationships with the local markets and distributor teams.Ensure brilliant execution of brand activation plans in the market.Work on developing analytical capabilities to drive brand performance insights through the use of research tools (Nielsen, BTS). Highlight findings to incentivize team decisions that pursue business opportunities from data analysis.

Define strategies with regional marketing & sales team to be developed locallyAnnual sales and A&P budget planning for the regionAnnual plan development of activities and promotions at POS, as well as managing and allocating A&P budget to cover activities strategically Execution of promotional programs, including in-store merchandising and channel specific support materialsSupport new product launches and develop merchandising initiatives, making sure brand guidelines are being followedLead important projects for speed growth in Costa Rica and Panama together with Sales ManagerProvide input on channel perspective and needs for pricing in the regionLead price list implementation year over year for Latin America Engage in S&OP process to provide input for better Forecast Accuracy and reduce E&OParticipate in trade shows to service and assess the Latin American distributors/retailers on current product and promotionsTravel 70%

Assist in development and execution of new product launch initiativesPromote sell out activitiesAssist in putting together effective and compelling promotional plansTranslate brochures, sales sheets from Portuguese to English and SpanishFollow up on yearly activities with distributors in Dominican Republic and Trinidad &TobagoOrganize product trainings with Caribbean distributors and US ExportersParticipate in small local trade shows to service and assess distributors on promotions and product