Jeff Baars Email & Phone Number

Sydney, New South Wales, Au

Melbourne, Vic, Au

San Francisco, Us

Melbourne, Victoria, Au

Melbourne, Victoria, Au

Melbourne, Victoria, Au

London, Greater London, Gb

Responsible and accountable for Marketing Operations within glh hotels. Working closely with the Chief Marketing Officer, facilitate the development and execution of strategic brand marketing plans across the company’s 5 brands and the business as a whole, through owned, paid and earned media. Line-management and development of Marketing Team and matrix management of 17 on-property “Value Center General Managers”(VCGM) with marketing responsibility. Management of multi-million pound marketing budget and £30 million+ e-commerce platform.Particular focus on management and improvement of all paid digital channels to reduce reliance on Online Travel Agents. Implemented company wide attribution model and led a significant step change in digital marketing performance through the effective use of data driven analytics. Managed the implementation of Salesforce Marketing Cloud as a key technology platform for the delivery the CRM strategy.Project lead on large digital projects including the development of multi-million pound transactional web- sites and industry leading features such as “Choose your own room”, allowing customers to select their room prior to arrival. Led the brand launch of the Amba Hotels Brand including multiple hotel openings.

London, Greater London, Gb

Leading the development of a new hotel brand. Undertook global qualitative and quantitative research to develop the brand proposition and visual identity. Other responsibilities include commercial planning, preparation of the brand’s business plan and internal capital requests for refurbishment of launch hotel. Managing internal and external stakeholders to support the launch of the brand. Active commercial player in a challenger hotel management company developing four new global hotel brands.

London, Greater London, Gb

Responsible for developing and executing strategic brand marketing plans for both the Thistle and Guoman brands within the b2b segment. Developed marketing campaigns to drive meeting and events demand, increase brand awareness under corporate bookers and drive channel shift. Created marketing tools for individual hotels to use and offered consulting services on individual hotel marketing plans. Other achievements included: managing the rebranding of Guoman Hotels Management to glh hotels as a new challenger hotel management company; all marketing and PR activities for Lite@Nite, the company’s charity fundraising platform; and managing a hotel P&L as part of the pilot programme of “Value Centre General Management”, glh’s programme to give more autonomy to hotel general managers.

London, London, Gb

Responsible for the development and execution of a strategic marketing plan for the UK and Australian markets. Oversee and manage all areas of the promotional mix including direct marketing, email marketing, print campaigns and search engine marketing. Major achievements include complete rebranding and implementation of the new brand, launch of a successful affiliate programme, launch of brand within the Australian market and project management for the full overhaul and launch of new global website. Manage a team of marketing professionals and several external agencies on a day-to-day basis and oversee marketing budget for all markets. Built and foster strong relationships with key partners and execute(d) joint promotional activities with tourism boards and other commercial partners.

Windsor, Berkshire, Gb

Project managed commercial activities representing 7 brands of IHG within Continental Europe, reporting to VP Brand Performance, Continental Europe. With strong project management, process and analytical skills, coordinated of owner communication and assisted in managing owner satisfaction. Established new performance review structure for the region and coordinated integration of InterContinental marketing into core brands structure. Coordinated and managed Media Partnerships with France24 and CNN.

Windsor, Berkshire, Gb

Reporting to Director of Sales and Marketing as well as General Manager, established new structure of marketing department, created and implemented “fall of the wall” PR and Marketing campaign for InterContinental Hotels and Resorts in Germany. Coordinated launch of new website, implemented new meetings concept “InterContinental Meetings” and rebranded Spa from Vitality Club to Spa InterContinental.

Bachelor Of Hons., International Hospitality Management

Hotelmanagement