Francine Dryja Email & Phone Number

* Leading the revenue generation and marketing strategy for a variety of independent and branded hotels including Wyndham and IHG Kimpton

New Orleans, Louisiana, United States

* Led the overall revenue generation effort for a 217-room, independent property in the CBD* Collaborated with 3rd party Marketing Company, and prior to their involvement, developed and managed digital marketing campaigns and social media presence* Achieved 14% growth in 2022 over the stabilized year of 2019 and a YTD RGI of 115.0%. Part of HEI’s Winner’s Circle 2022* Created and deployed promotions targeting Leisure, Groups, Weddings, Spa and Food & Beverage* Liased with the CVB's PR Director for journalist and media stays* Activated Wholesale/Tour Operator segment, solidifying 10 new accounts and $681,000 over 2 years

West Palm Beach, Florida Area

* Responsible for the overall revenue generation + management effort for a 134-room, boutique oceanfront property* Developed and implemented Digital Marketing initiatives for all areas of property* Participated in successful conversion of independent hotel to Marriott-Autograph including systems, website and RMS* In 3 months, grew revenues over prior year by $750K* Created and launched promotions targeting Leisure, Groups, Weddings, Spa and Food & Beverage* Activated Wholesale/Tour Operator segment signing 10 new partner agreements

Miami Beach, Fl

* Led the overall Sales, Marketing and Revenue Management of a 75 room boutique property, including Catering & Events Sales

Jupiter, Fl

* Responsible for the overall Revenue Management and Distribution effort of a new 4 Star, 4 Diamond Property* Achieved an average RevPar index of 105.7% despite being a new property (running 12 months)* Successfully completed a booking engine conversion* Collaborated with the Regional Marketing Director on e-blasts, creation of copy and design of marketing materials; measured post-promotion ROI* Responsible for the Transient Sales effort with the exception of BT* Led the annual Budget Process for Top-Line Revenues and wrote presentations to the Regional Team, Asset Managers and Ownership* Participated in writing the Business/Marketing Plan and developed Strategic Objectives

Miami Beach, Fl

* Responsible for the overall Sales, Marketing and Revenue Management of a 75 room boutique property, including Catering & Events Sales* Developed and nurtured relationships with Meeting Planners, OTA's, Wholesalers, Corporate and Leisure Travelers and manage all Distribution Channels* From 2012 to 2013, grew revenue by 40% and ADR by $57 * From 2013 to 2014, grew revenue by 25% and ADR by $16 * From 2014 to 2015, grew revenue by 7% and ADR by $14 * Exceeded Budgeted Goals each quarter since arriving at the property* Prepared annual Marketing Plan, Top Line Budget and working Revenue Forecast* Engaged the global traveler on Social Media and provide fresh and relevant content online* Acted as the "face" of the property by being actively involved in the local community* Designed all online, e-blasts and print advertising campaigns and measured ROI* Managed PPC Campaigns to include Google Adwords

Miami Beach, Fl

• Grew Production Sales by 74% and Corporate Sales by 57% year-over-year (2011 v. 2010)• Managed Business Travel Sales in a wide variety of industries, representing over $3.5M annually • Prospected, aggressively solicited, qualified and closed corporate travel and production opportunities• Positioned the property as a premier location for photo shoots and live filming• Coordinated and supervised live filming and still photo shoots; negotiated location fees• Uncovered and implemented potential advertising opportunities in the corporate, production & entertainment markets • Managed hotel’s annual RFP process and ensured accuracy of content in RFP tools• Represented the hotel at tradeshows and conventions; maintained an active presence in the community (Member of Greater Miami CVB, Miami Beach Chamber of Commerce, Boutique Hotels Task Force, Greater Miami Hotel Association)

Miami Beach, Fl

• Part of new ownership/management team of a 340 - room lifestyle hotel on Miami Beach• Responsible for overall Revenue Management & Distribution effort representing over $26M in annual revenues• Provided in-depth analysis and intelligence regarding market conditions, hotel performance and opportunities utilizing Star Reports, Hotelligence Reports, Rate Shopping Tools, competitive research and reports from national forecasters• Collaborated with DOS to develop strategies for E-Marketing campaigns, proprietary website enhancements and promotions• Increased room revenues by $800K over budget in the last 6 months of 2010• Achieved consistent RevPar gains of 20% + based on STR Reports (year-over-year)• Oversaw a Reservations Department with 12 specialists and achieved 100% employee retention and zero turnover• Successfully increased e-distribution bookings by over 25% year-over-year• Collaborated in creating and presenting monthly sales, revenue and marketing results and initiatives to Asset Management and Hotel Ownership

Miami Beach, Fl

• Oversaw all facets of Revenue Management & Distribution for a 151- room, 4 star/4 diamond hotel on Miami Beach• Responsible for all E-commerce, Online Travel Agency and Social Media presence • Worked with DOS in implementing and measuring GDS Advertising and E-Mail Marketing Campaigns • Oversaw SEO (Search Engine Optimization) and PPC (Pay-Per-Click) Advertising to include analyzing reports, choosing search phrases and writing copy for all distribution channels and online listings• Solicited Tour Operators/Wholesalers and Production Bookings• Completed annual RFP’s for Corporate and Consortia Accounts

Usa / Puerto Rico

• Oversaw Revenue Management/distribution for a portfolio of 16 hotels, ranging from 2 to 5 stars, both branded and boutique properties in a variety of national and international markets• Coordinated pre-opening process from a sales & revenue perspective for new and take-over properties• Researched and implemented new distribution channels and leveraged the company’s portfolio as a whole and successfully negotiated decreased margins and preferred placement• Mitigated RevPar loss as it related to the competitive set during a time of economic downturn (2009) in markets that had contracted• Implemented and measured GDS Advertising Campaigns and oversaw E-Marketing Campaigns • Created and distributed new company-wide SOP’s in the area of E-Commerce, Sales and Revenue Management• Managed relationships with ownership groups and provided historical statistics and future projections as it related to the revenue success of their properties. • Oversaw/reviewed forecasting, budgets and weekly reports generated by on-property revenue managers• Recruited, hired, trained and motivated a team of revenue managers, providing them with the tools and support needed to succeed• Acted as company’s point of contact for voice reservations, training from outside vendors, web hosting, booking engine, GDS representation and CMS data provider• Created and implemented new revenue tools to assist in decreasing the amount of data entry, thus increasing time spent strategizing and analyzing information

Usa/Nationwide

• Member of a team which successfully opened 125 Hyatt Place hotels (Hyatt Owned & Managed / Franchise properties)• Responsible for the complete conversion & re-branding of assigned hotels (AmeriSuites to Hyatt Place) and new-build locations• Led hotel’s Pre-Opening / Re-branding Checklist and related activities• Attended Pre-Construction Meetings with the General Contractor, Hyatt Project Manager and hotel management in which the scope of work was reviewed and expectations & timelines were set• Facilitated pre-construction transitional site visits; implemented Housekeeping Efficiencies and conducted a complete Mechanical Inspection• Participated in “punching” new construction and trained managers on items of concern during a punch walk• Conducted training regarding new guestrooms including: amenity placement, cleaning procedures, how to make the Hyatt Grand Bed, carpet care, Preventative Maintenance Program, laundry training, chemical usage, caring for linen/terry, safety & security and other operational standards• Impacted food & beverage profit by strategizing with hotels and implementing tactics to improve food/beverage cost and minimize waste and expenses• Trained and supported Hyatt Place Brand Standards (Quality, Service, Food & Beverage) and Hyatt Place Purposeful Service Standards• Trained associates on all aspects of Hyatt Place Food & Beverage including: Starbucks “We Proudly Brew” Program, Wine & Beer Service, Bakery Café, Continental Breakfast, Meetings/catering

Usa/Nationwide

• Trained hotel associates, both one-on-one and in a workshop setting. Areas included: alcohol awareness, guest service, front office operations, housekeeping, management leadership and brand-sponsored programs• Responsible for a region of 21 hotels of varying brands and franchise affiliations• Conducted quality inspections at properties and evaluated various aspects including guestroom cleanliness, guest service and food & beverage operations, life safety and brand standards • Kept abreast of and communicated new / changes in brand standards; followed up to ensure compliance• Developed action plans to correct deficiencies; followed up to support monitor progress • Acted in a task-force capacity to fill vacant positions for 2 weeks to 6 months (General Manager, Front Office Manager, Director of Sales)• Collaborated with training team to develop new workshops related to service and cleanliness

Usa/East Coast

• Responsible for Revenue Management for between 6 and 12 full-service hotels in various markets• Conducted weekly yield meetings and developed/implemented yield strategies • Forecasted Occupancy, ADR and Revenue in the Transient, Group and Contract Markets• Evaluated competitive set’s strengths, weaknesses and rates via rate shops, site visits, Price/Value Comparisons, STAR Reports; used information to drive revenues via rate strategies and promotions• Created seasonal packages and promotions; designed collateral materials for advertisement• Oversaw all Group Block activity, enforced cut-off dates, enforced group ceilings to ensure proper group/transient mix• Analyzed statistics and prepared weekly/monthly reports for discussion with Revenue Team• Assisted in the preparation and review of annual budgets and marketing plans

Niagara Falls, Ny

* Responsible for daily operations of Front Desk, Housekeeping and Guest Services* Ensured Guest Satisfaction and compliance of Brand Standards* Managed In-House Reservations and Yield Management* Oversaw Staffing, Training, Payroll and HR functions