Ashley Moore Email and Phone Number

holidayinnclub.com/vip-experiences • Developed strategic marketing & operational plans for start-up experiential vacation event program which boosted customer engagement, drove transactions, & produced $24M of incremental revenue in 24 months (118% of sales budget in year 2). • Developed yearly event calendar, applying key learnings, adjusting individual campaign parameters to drive KPIs, maximize campaign timelines, & optimize key vendors. (Yr 1: 51 events, Yr 2: 67 events, Yr 3: 90 events). • Built & maintained strong collaborative partnerships cross-functionally w/ department leaders to strategize, refine processes, & align objectives. (e.g. Perf. Mkt Strategy, Brand, Creative, Call Center Marketing, F2F S&M, CX, Ops, IT, Finance, Corp. Comm., & L&D.)• Implemented kickoff & post-event key stakeholder meetings to track KPI’s, capture & apply feedback, & drive program improvements. Drafted weekly program updates for c-suite review w/ data to support strategic decisions, initiative statuses, timelines, & concise next steps.• Identified staffing needs for rapidly scaling start-up program, created new positions, hired, trained, & developed staff to meet operational needs. Designed six distinct roles, led a team of nine professionals who successfully supported the execution of marketing events across 14 resorts throughout the US, including Eastern Caribbean cruises, celebrity events, & resort grand openings.• Built partnerships & negotiated agreements with Disney, Universal Studios, SeaWorld, Orlando Magic, etc. to ensure longevity & optimize program offerings. • Developed & managed departmental budget, including approval of individual event forecasting ($30-$40k per event) and 250+ yearly vendor agreements prior to legal submission to ensure terms, conditions, and program branding (menus, special offerings, vendor selection, and VIP components). Negotiated with vendors under legal direction to align Risk & Compliance requirements for COI & agreements.

• Strategized cross functionally to surpass targeted sales volume, achieving 130% of the budget and increased event attendance by 34% YOY. • Managed annual events calendar comprised of over 330+ events and approved individual event forecasts for direct marketing cost of $4M. • Managed and executed all member events for the 2020 Diamond Resorts LPGA Tournament of Champions (500+ families in attendance and 13 events over an 8-day period). Collaborated with executives, celebrity ambassadors, and high priority clients to ensure event success.• Oversaw partnerships with vendors such as Disney Parks & Entertainment, Universal Studios, SeaWorld, Orlando Magic, Talk of the Town Restaurant Group, Dr. Phillips Center for Performing Arts and many more to ensure program longevity.

• Planned and forecasted budgets for exclusive members-only experiential events across various stages extending 6+ months out. Managed and hosted 2-4 events per week with attendee numbers ranging from 20 to 200, ensuring efficient event coordination, negotiating contracts, processing payments, and conducting post-event analyses.• Collaborated closely with vendors to ensure high quality and low-cost including Disney Parks & Entertainment, Universal, SeaWorld, Dr. Phillips Center, Orlando Magic, Talk of the Town Restaurant Group.• Cultivated positive relationships with event attendees and partnered with sales, leading to successful sales outcomes.

• Researched and attended trade shows, exhibitions, and events for targeted demographics, negotiated contracts, and coordinated team travel arrangements (airfare, transportation, car rental, hotel accommodations).• Recruited, hired, and trained a diverse team of 10 marketing representatives to showcase the brand through positive guest engagement. Successfully exceeded the sales budget by cultivating customer demand and overcoming objections. • Managed booth setup and teardown, replenished pitching materials, and organized booth collateral tailored to each event type and market segment.

• Generated marketing package sales by cultivating consumer demand and fostering a sense of urgency.• Showcased the Diamond Resorts brand through positive engagement with event attendees, offering comprehensive reviews of package benefits and options. • Managed booth setup and teardown, replenished pitching materials, and organized booth collateral tailored to each event type and market segment.