Director, Communications & Marketing
Asian American Hotel Owners Association
Sandy Springs
Senior team member charged with rebuilding entire engagement system (print, robo-call, text, newsletter, email, social media, video) for members, vendors and others. Connected more than 15,000 national members to each other, vendors and headquarters. Directly responsible for all executive communications for national officers and board as well as expanding media coverage and building brand for national trade group. Led four-person staff. • Scrapped association monthly magazine (AAHOA Lodging Business) and custom publisher in December 2015. Launched new magazine (Today’s Hotelier) in March 2016 at annual convention. Set all design and creative standards with new custom publisher. Actively managed content and production schedule. Met all deadlines.• Renegotiated magazine operating agreement to improve AAHOA control and revenue. Set page and revenue records by increasing both 33%. • Created new association newsletter (Hotelier Weekly) to provide more timely member updates. • Provided all scripting and messaging control for record-setting 2015 convention for 4,800+ members. Completed all convention materials 30 days prior to event to allow for rehearsals for the first time in AAHOA history. • Set marketing plan for 2016 in time for convention to guide all messaging and promotions through 2017 annual convention, a goal AAHOA had never previously met. • Created internal marketing calendar to schedule & control about 20,000 messages to members, vendors, and others. Promoted 175+ national meetings. Distributed vendor messages. Provided industry updates/news. • Exceeded all social media engagement standards in AAHOA strategic plan in less than 6 months. • Shifted $100,000+ annual spend on disconnected, useless archive videos to a comprehensive video strategy that informs and moves members through imagery. Used existing staff to create AAHOA newscast to provide video coverage of 20 regional meetings.