• Increased attendance from 1.9 million guests to 2.9 million guests in four years for the Western Hemisphere's largest Aquarium, a non-profit 501(C)3 dedicated to entertaining, educating, and inspiring people to care for and conserve our world's ocean.• Increased positive brand sentiment from 72% to 93%.• Successfully launched the Sea Lion and Shark galleries, an updated Dolphin Presentation, and the Puffin and Alligator exhibits resulting in increased attendance.• Coordinated the development of the Aquarium's strategic plan.• Increased web traffic by 54% from 4.1M visitors annually to 6.3M visitors annually.• Incorporated digital marketing into the advertising mix increasing ecommerce sales by over 50% and return on advertising spend by an average of 12%.• Created profit centers for filming, new fundraising events, and theater seating resulting in additional revenue of $1M annually.• Led creative direction and advertising campaigns expanding the top of the marketing funnel.

• Created an updated retail experience for a global health and wellness comfort footwear franchise (170+ stores) to strengthen the brand's foundation while evolving it to better serve the changing market.• Led the design effort to clearly and consistently communicate the brand's offerings and benefits, both in service and product to the target customer base.• Introduced new initiatives and campaigns to further strengthen the brand’s unique position to provide life-changing footwear solutions to the customers it serves, such as a 100% guarantee on custom crafted and custom fitted orthotics, a Perfect Fit frequency rewards program, and a proprietary automated customer relationship management system.

Member of the founding executive team of USFS, a subsidiary of Global Hyatt Corp., responsible for franchising Microtel Inns & Suites and Hawthorn Suites hotel brands. Grew the organization from 27 to more than 500 hotels open and under development worldwide. Served as a member of the USFS Executive and Operating Committees, key liaison to Franchise Advisory Councils, and liaison to advertising and marketing agencies.• Developed and managed marketing budget of more than $10 million annually. • Created and implemented strategic consumer marketing and advertising plans at national and local levels, led buying of all print, broadcast, and online media, and oversaw design of all campaigns and collateral.• Directed and managed all ecommerce marketing initiatives, including brand web sites, organic and paid search (SEO), email campaigns and promotions, and affiliate advertising.• Created an exceptional service culture that resulted in Microtel receiving an unprecedented eight consecutive J.D. Power and Associates awards.• Developed strategic partnerships and alliances (e.g., spearheaded Microtel Inn & Suites’ new room design prototype by partnering with SCAD, the Savannah School of Art and Design).• Supervised frequency/loyalty program initiatives for Hyatt Gold Passport and MicroPass™.• Directed the corporate communications department including promoting awareness of ADA and negotiating a partnership with Little People of America. • Promoted and marketed the sale of franchises to developers and the industry. • Executed major conferences and incentive meetings.• Developed and branded Microtel’s Get Up and Joe Breakfast™.• Launched Microtel’s Dreamwell™ and Hawthorn Suite’s Sweet Suite™ bedding initiatives.• Managed design and subsequent launch of Hawthorn Suite’s new guestroom prototype.