Lawrence Cassenti, Chdm Email and Phone Number

As a leader in digital marketing, I oversee a team comprising five direct-report managers and one coordinator. Together, we orchestrate comprehensive support for website content, paid media, merchandising, and analytics tailored to hotels and resorts spanning the United States and Canada. Furthermore, my personal portfolio encompasses esteemed premium, boutique, residences, and luxury properties throughout the Hawaiian Islands and French Polynesia.

✦ Strategic digital leader for a portfolio of full service and luxury hotels who creates, explains and implements digital strategy tactics partnering with each business unit team to ensure maximum digital performance for each stakeholder.✦ Proactive strategic paid media recommendations, budget guidance, forecasting, advertising, reporting, and management of paid media across all channels.✦ Execute and implement digital tactics designed to support established KPI’s such as: SEO (keywords, content, local search updates); Yelp, TripAdvisor and YEXT optimization; hotel website and OTA content audits and content management; local citation audits, competitor SEO audits; YEXT local data; outlet strategy such as restaurant, bar, spa and golf; key global market targeting; UNAP accuracy; syndication of online materials (menus, as an example); creative content design and build such as GIFs, maps, and infographics; link building and competitor inbound link audits to gain a competitive advantage; new business opening support with fast digital activation; Booking.com and Expedia audits; CVENT group optimization.✦ Review KPI performance by tracking metrics such as room nights, revenue, global site performance, paid media and digital product performance.

Provided marketing, digital and creative services under my own name during the pandemic. One client, a commercial electrical company who was suffering an “identity crisis” and had no online visibility contracted and hired me to improve his brand. I designed a complete graphic style guide, created and launched a new website with SEO strategy and ongoing content management; implemented a digital and paid media strategy; launched Facebook, Instagram, YouTube, Yelp, GMB, and Yext for online consistency; and integrated their subsidiary company into the overall parent company strategy.Accomplishment:✦ Created and Implemented a new branding image integrated marketing strategy that increased website visits by 2000% which resulted in a significant increase in new customers.

I was part of the Special Marketing Operations team, hired to pull through Brand and Digital Marketing for a varying number of hotels, luxury, spa, golf and restaurants coast to coast. I also led teams who assisted in the details for marketing support.Accomplishments:✦ Launched a nationwide branded promotion called “Getaway Across America” by partnering with a top local attraction ticket company that realized $15M in top line revenue and an award for Best Integrated Marketing and eCommerce Campaign within one year.✦ Partnered with TV celebrity Buddy Valastro, TLC’s Cake Boss to create an integrated marketing programming utilizing social media, public relations, photography assets and news media which created local buzz, generated thousands of leads and over 100 significant revenue generating social catering events exceeding $5M while resulting in “Top 25 Most Extraordinary Minds in Marketing” by HSMAI.✦ Created a first-of-a-kind exclusive celebrity promotion targeting leisure travelers (leveraging social media – Facebook, Instagram, Twitter, custom photography, and 27 corporate websites) called “Cupcake From Buddy” generating incremental revenue of $500K within 5 months of the launch.✦ Partnered and created an aggressive PR plan to reposition hotels as top boutique hotels by leveraging partnerships with national retailer and launched a package which generated $500K per year hotel for these hotels.✦ Provided seamless coverage for two managers on leave-of-absence overlap by 6 weeks without negative impact to my stakeholders by leveraging peers and delegating work, re-prioritizing, and eliminating barriers.✦ Adjusted a proven digital media strategy based on an unexpected demand spike, and adjusted the execution resulting in a growth of room nights and revenue.✦ Created collateral and trained associates on a new process to post reviews on TripAdvisor with a goal of boosting the score and engagement that resulted in a 57% ranking increase.

I was hired to oversee business operations, develop and implement growth strategies and lead the sales and marketing effort. Accomplishments:✦ Designed and implemented a strategy that became the best brand practice coast to coast, securing the #1 spot in RevPAR vs. our comp set for 18 consecutive months. ✦ Balanced P&L by creating a new revenue stream to offset a declining revenue stream resulting in $500K in annual revenue.