Alese Nielsen Email & Phone Number

•Align strategy for large Compassion meetings, conferences & events to the overall strategy of the Trips & Visits team•Responsible for high-end virtual connections not only associated with events, but also major donors•Manage & liaise with external partners to execute all aspects of conferences, events & special activities including but not limited to invitations, registration, website build & management, transportation, accommodations, communication, event resources & reporting•Serve as lead point of contact for events & logistics management once activations have been scheduled•Communicate directly with high-level partner relationships, event staff & other departments & key leaders within Compassion to ensure that each event relationship runs smoothly•Manage the contract process for conferences, events & retreats; identify conference sites, communicate with vendors, negotiate contract agreements for transportation, meals, lodging, speakers, audio-visual support, production, etc.•Partner with cross functional teams within Compassion to develop resources for all conferences, activities, & special events•Oversees the design, development & preparation of all print, digital materials and media to be used at conferences & events•Serve as the communication link between Compassion staff & hotel & conference center meeting staff•Establish, monitor & manage expectations for success of events•Develop ROI strategy to assess success using standard event measurement practices & tools•Create & execute pre/post event surveys & develop action plans to implement feedback

•Leads research efforts to give insight and direction to product development, marketing plan strategy, as well as performance and ROI evaluation post implementation•Develops strategy and execution plan for product messaging based on deep understanding of complex customer needs•Engages support from other functional area specialists as needed•Dissects customer analysis and research to gain expertise and insights that can be used to influence product marketing decisions•Develops and implements comprehensive go-to-market strategy and planning including positioning, communication of value proposition and launch strategy•Develops impactful messaging and communications through research and qualitative feedback•Leads cross-functional project teams across product development, fundraising solutions, supporter experience, operations, and research and insights, to cultivate idea creation and exploration to solve organizational product and market challenges•Negotiates with customer focused teams to ensure they are informed and equipped to deliver consistent messaging on each product to the right customer•Leads large scale tests and prototypes to explore new channels, audiences and product offerings

Nashville, Tennessee, United States

•Onboarded June 2019 via New Builds• Managed $500K pre-opening marketing budget to maximize effective allocation of marketing dollars throughout opening timelineo Developed million-dollar stub-year budget to implement upon opening• Developed & managed specialized strategic marketing tactics, brand programming & publicity for W Nashville’s pre & post opening initiatives• Forged new partnerships with local & national organizations to consistently build relationships to promote W Nashville • Developed W Happenings & programming across property outlets to generate community involvement, drive revenue & create brand loyalty upon opening• Oversaw 6 public relations & social media agencies by developing media pitches, positive press & community interest for W Nashville & outlets• Generated new buzz by hosting media & press hard hat tours, creating unique hotel packages & hosting W Nashville pre-opening events to drive community awareness• Collaborated with sales & catering talent to generate revenue by creating sales specific creative offers & promotional business initiatives• Designed & managed all pre-opening online & print marketing collateral for W Nashville • Managed email marketing & paid media campaigns, individual property offers, national brand promotions, online merchandising & property & outlet websites • Oversaw all pre-opening video/photo shootso Scheduled post-opening video/photo shoots• Collaborated with Director of Sales & Marketing, Director of Revenue Management & General Manager to plan new programs focusing on revenue performanceo Communicated with W Hotels Worldwide brand team to create overarching brand partnerships for new opening initiatives • Cross analyzed data & business insights across local & national markets to support property objectives• Established digital presence for W Nashville & built awareness through owned & earned marketing channels

Remote

•Served as the primary Field Marketing point of contact for a collection of new build hotels in North America & CanadaoManaged 15+ hotels, accounts primarily centered around Marriott luxury properties •Worked with various Marriott International teams to develop specialized strategic marketing tactics•Cross analyzed data & business insights across local & national markets to support property objectives •Established digital presence for assigned hotels; built awareness through owned & earned marketing channels oManaged email marketing & paid media campaigns, individual property offers, national brand promotions, online merchandising & overall website management oConsulted on reputation & social media platform management •Monitored implementation of plans for each assigned property, including setting key marketing goals & identifying key marketing channels that will be utilized to reach said goals •Communicated with property points of contact & above property support teams to: oGathered input related to business needs & opportunities throughout planning process & ongoing optimization process, report on strategy results & recommend approaches addressing the hotel’s changing business needs •Shared quantitative view on how various channels/activities support business objectives (e.g. Anticipated ROI per channel), along with business insights; sets goals/targets through delivery of monthly & quarterly Field Marketing reports, supporting hotel’s KPIs •Managed each hotel’s individual budget while providing guidance to property leadership on regularly scheduled strategy calls; determining the most effective allocation of marketing dollars •Completed ongoing relevant brand training & developed a thorough understanding of the lodging business (e.g., hotel operation, industry drivers, challenges, competitors, Marriott International’s position in the global marketplace) to identify cutting edge marketing trends that unveil growth opportunities

The Ritz-Carlton, Los Angeles | Jw Marriott Los Angeles L.A. Live

• Supported JW Marriott Los Angeles L.A. LIVE/ The Ritz-Carlton, Los Angeles in generating profitable revenue to increase RevPAR, market share & brand awareness by fully leveraging partnerships & promotional opportunities & eventso Ensured efforts were effectively integrated with the marketing, e-commerce & selling efforts for the organization • Promoted, coordinated & executed unique, branded experiential activations across property outlets to generate community involvement, drive revenue & create brand loyalty• Identified & developed partnerships with local & national organizations, area tenants/vendors, outlets, attractions, etc. to build relationships & promotions to support the hotel & its outlets • Identified communication vehicles (e.g. online/offline media, public relations, websites, social media platforms) to promote property with venue related events & packages • Engaged operations teams to drive awareness & execution of packages & promotions • Ensured brand marketing communications & identity standards were maintained on property • Worked with GM & DOSM to identify new marketing opportunities in alignment with strategic direction • Collaborated with Director of Public Relations & PR Agency to generate new buzz by hosting media familiarization tours & press stays, created & implemented unique hotel packages• Coordinated all film & video shoots on property• Collaborated with Director of Residences to create & execute special events for the Ritz-Carlton Residences to promote residential lifestyle & living

Dallas/Fort Worth Area

• Created, executed & managed all strategic brand programing & publicity for W Dallas – Victory & its outlets including Cook Hall restaurant, Living Room Bar, WET Deck, Altitude & W Dallas Residences • Forged new partnerships with local & national organizations to consistently build relationships • Collaborated with Marketing Managers from all North American W Hotels to activate cohesive happenings & partnerships across the brand • Executed all W programming across property outlets to generate community involvement, drive revenue & create brand loyalty • Oversaw public relation agency’s initiatives by developing positive press & community interest for W Dallas – Victory & outlets • Generated new buzz by hosting media familiarization tours & press stays, created unique hotel packages & hosted Victory Park specific events to drive community awareness • Collaborated with sales talent to generate revenue by creating sales manager specific creative offers & promotional business initiatives • Managed all marketing collateral for W Dallas – Victory Hotel • Created special events for W Dallas Residences to promote residential lifestyle & living • Oversaw all photo shoots & filming on property • Managed all social platforms such as Facebook, Twitter & Instagram • Monitored & responded to all online feedback from sites such as TripAdvisor, GSS, etc. • Partnered with W Insider to create engaging and memorable stays for our guests • Actively lead orientation and ILT sessions to new talent as a certified Service Culture Champion

Dallas,Tx

•Served as lead and on-site contact for events/fashion shows across the DFW metroplex•Managed logistics spanning from contract process, activation sites, furniture/operation rentals, catering, transportation as well as audio-visual needso Coordinated with local DMCs, CVBs & hotels for accommodations & off-site activities as neededo Oversaw digital registration processes as well as event website & social platforms•Liaised directly with external partners, vendors, event staff & key leaders to ensure activation ran smoothly from inception to completion • Participated in model castings as well as recruit additional talent, backstage dressers & crew• Drafted and implemented run of show and outfit coordination• Acted as a backstage manager while overseeing interns, dressers or models• Actively monitored industry publications to stay up on current industry trends as well as event happenings

Dallas, Tx

• Primary point-of-contact and liaison for Public Relations, Marketing, Merchants, Copy and Creative teams for LastCall.com, MichaelKors.com, DavidYurman.com and St.John.com • Acted as the primary point-of-contact for all site-related questions as well as site refreshes, emails, marketing projects and public relations initiatives • Served as the central contact for all digital promotions encompassing 6 new store openings across the U.S. for Last callo Coordinated with PR and marketing to facilitate all digital assets needed for each new location • Created and maintained LastCall.com and Designer Sites refresh schedule with merchant-defined patches, refresh definitions, promotional site support, marketing/PR initiatives and special projects• Ensured Marketing/PR projects, emails and all site support requests are opened in timely manner and all teams have the necessary information to completeo Coordinated with Creative to follow up with Merchant/Buyer/Marketing requests for further clarification and/or to gather missing information• Lead two weekly Refresh meetings comprised of Marketing, Merchants, Copy and Creative team memberso Directed flow of meeting by outlining the Refresh schedule as well as opened jobs consisting of emails, banners, online special creative, etc. as well as initiating conversation between teams• Recorded all jobs in FileMaker for archiving purposeso Followed up daily to ensure all projects are on schedule and accurately completed• Managed Public Relations Events, Creative and Marketing Projects from inception to completiono Coordinated multiple projects at a time, enforce deadlines and manage workflow for all teams

Plano,Tx

• Served as a digital publicist while managing and maintaining 80+ SMB account’s social media initiatives as well as their online reputation & web presence • Proposed new social media strategies to not only build client’s social presence, but also collaborate to bring in extra ROI from online marketing initiativeso Additionally helped strategize & coordinate in-store events w/store managers • Monitored client’s online reputation, social media sites & engagements to not only interact w/current customers, but also to find & engage w/prospective clienteleo Managed platforms such as Facebook, Twitter, Pinterest & Wordpresso Monitored online feedback from sites such as Google Reviews, Yelp & Citysearch• Conducted on-site SEO by utilizing internal &external link building practices, keywords, title tags, anchor text, alt-text, meta-keywords & meta-descriptions to maximize client’s SEO potential• Conducted off-site SEO practices by maintaining blogs, RSS feeds, social bookmarking sites, social directories & advanced listings to stake client’s claim across the web• Collaborated w/client to maintain top producing keywords per client’s needs by utilizing Google AdWords to identify not only keyword performance, but also to research keywords based on geo locations as well as popularity & strength• Designed weekly social updates, online marketing materials as well as SEO performance tracking reports to inform and educate client on new media trends as well as campaign progression• Utilized writing skills to create fresh & engaging social content, press releases and various types of social collateral to meet the needs and expectations of clients• Collaborated w/Internet Marketing Consultant to renew client's package on a monthly/yearly basis• Strategized w/Internet Marketing Consultant to not only obtain existing clients but also peak their interest in other products offered within the companyo Acted as a sales consultant & educator for products other than ReachCast

Oklahoma City, Oklahoma Area

• Acted as Johnathan Kayne’s publicist and media liaison while coordinating interviews and events with the press as well as developing media releases and marketing initiatives• Collaborated with manager, employees and interns with tasks such as fashion/trunk shows, consultations, photo shoots and online presentationso Managed interns to ensure projects were being completed as well as delegated tasks• Exercised teamwork, communication and organizational skills while training and managing new interns• Coordinated and produced all Johnathan Kayne Fashion shows including but not limited to:o Go Red for Women Luncheon and fashion showo YWCA’S Purple Sash Gala fashion showo Fashion with Heart featured on the TLC special Gown Crazy• Strategized with business manager to reach new market areas to gain new retail accountso Actively promoted shoe and dress line to new and existing clientele to enhance retail sales across the company • Worked directly with web developers as well as design interns to make sure online creative and marketing mail outs were being processed and disseminated in a timely manner• Managed online social platforms as well as online reputation to engage with fans and prospective clientso Built Facebook fan base from 0-3,000 ‘likes’ within a 6 month time spano Facilitated the Johnathan Kayne, Project Runway Season 3 Fan Clubo Coordinated media events such as a live twitter stream watch party for Kayne’s debut on Season 2, Project Runway All Stars

• Coordinated outfits and makeup artistry for models during photo shoot sessions• Assisted owner with equipment and design decisions during the progression of photo shoots• Performed duties such as booking appointments, setting up consultations and organizing photo shoots• Actively promoted company to obtain and renew photography package sales o Networked with outside businesses and schools to gain new contracts • Developed and maintained company websites as well as social media platforms• Developed brochures, fliers and various marketing initiatives to bring in future business