Karyn Primmer (Kp) Email & Phone Number

Sydney, Nsw, Au

Sydney, New South Wales, Australia

Develop and deliver on the commercial strategy of Ace Hotel Sydney, to accelerate revenue outcomes, achieve optimal client mix, optimise the commercial team structure, and maximise owner returns. A truly innovative brand, Ace, seamlessly blends hospitality, design and culture to deliver a remarkable guest experience; where everything happens and everyone’s a part of it.

Sydney, Australia

After a successful brand transition in October-2019, as the Commercial lead I was responsible for the creation and execution of the strategic business plan, diversifying the existing customer segmentation to ensure both short-term (replacement) and long-term (new business) profitability and secure new partnership contracts across art, community, heritage and fashion to increase the brands reach in Australia. Other key deliverables:• lead the commercial teams of the hotel – Sales, Reservations, Communications Centre, Events, Marketing, Digital, Social Media, Public Relations, Revenue Management• source new distribution platforms and online partners to increase brand exposure and supplement revenue goals• maintain strong relationships with key event and corporate partners• act as owner liaison for all commercial activities, including the redevelopment plan, CSR initiatives and special brand projects• generate appealing and engaging content across digital and social platforms• optimise revenue generation in room sales, food and beverage venues, retail products and events• provide operational support and project lead responsibilities • crisis management• Covid-19 communication (internal and external)

Sydney, Australia

I had the privilege of working for the Westin brand in two locations, Bangkok and Sydney. A brand that resonated with my passion for wellness and competitive drive.Recruited to The Westin Sydney in April-2009 to optimise revenue in a depressed market post the Global Financial Crisis. As Director of Sales & Marketing, my role was to support the owner’s vision for the hotel to lead the market in the corporate and event space segments, increase the international customer base and reclaim the No. 1 market share position. Other key deliverables:• expand customer base, personally overseeing key accounts• manage a number of international city-wide group bidding and contract negotiations process for the Sydney Starwood-Marriott hotels • create and execute the strategic business plan• increase market share and raise competitive position amongst peer-set to position 1; which was achieved in 12-months • build a strong and diverse team with expertise across domestic, Asian and North American markets• rapidly grow new business to stabilise occupancy and later, pivot segmentation to focus on average daily rate building; taking advantage of market growth and compressed periods thereby increasing profitability • execute brand programmes and wellness events showcasing Westin key brand elements• maintain the content library with ongoing photography shoots and engaging online content• national sales trainer role for Starwood (Forum) - Marriott

Responsible for the sales and marketing functions, I lead a dynamic and effective team navigating both the competitive hotel landscape that is Bangkok, a challenging political environment, all while discovering the nuances of working in a new cultural environment. I built a strong and committed team encompassing sales, marketing, digital, events, graphic design, on-site print and together we achieved new milestones for the hotel including strong new business corporate and wholesale acquisition levels, an increase in competitive market share and developed new skills in the food and beverage venue marketing space.

Sheraton Grand Sydney Hyde Park

A time of transition with the dissolution of the sales cluster for the three Starwood Sydney Hotels and de-flagging tasks for the W Sydney. Responsibilities included successful transition of teams to each hotel then ensuring a complete focus on Sheraton’s competitive performance. My responsibilities included overseeing the sales team’s output, leading the corporate and meetings segment strategies including aggressive acquisition strategy, account management and negotiation, and commencement of segmentation shift for the hotel to maximise revenue potential and rebuild the hotel’s market share.

Sydney, New South Wales, Australia

Sheraton Grand Hyde ParkThe Four Points Darling HarbourW Sydney