Lara Hernandez (Jaffe) Email and Phone Number
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Strategic commercial Global Leader with record of success accelerating customer experience-led growth, market share, and sustained commercial outperformance for some of the world’s most prestigious brands in a competitive global marketplace. Adds significant value in organizations where brand building, customer and team member loyalty are key levers of growth.Fast track career from foundation in front line service, opening of new properties, and understanding value for investors (ROI), customers (improved experience), and team members (loyalty and retention) - to global scope across the Americas, Asia, Middle East, Africa, and Europe delivering billions in short term revenue, long term brand growth, and EBITDA targets.Consistently tapped for newly created roles to unlock brand value and enrich the customer experience. Easily moves from strategy to execution.People leader who builds and leads talented commercial, sales, marketing, and cross-functional teams ranging in size from 20 to 500+ across diverse cultures and geographies. Able to galvanize organizations around a common goal to drive results.Adaptable and relationship driven by nature with a passion for helping leaders reach their potential.Expertise in:Strategic Executive Leadership:P&L | Revenue & Margin Delivery | Revenue Management | Business Development | Strategic Partnerships | Operations | Cost Efficiency | Distribution | Stakeholder Engagement | Owner Relations & Delivering ROI | Franchise & Managed Operating ModelsMarketing & Innovation Leadership:Portfolio Launch & Expansion | Channel Strategies & Growth | Targeted Brand & Consumer Insights | Digital & Performance Marketing | Product & Service InnovationCustomer & Employee Experience:Guest-centric Innovation | Branded Experiences | Differentiated Loyalty Offerings | Cultivating Talent | Employee Engagement
Hilton
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Senior Vice President, Brand ManagementHilton May 2024 - PresentMclean, Va, UsLead both strategic direction and operations of Americas Brand Management, Hilton’s largest region with 24 Brands and 6,100+ Properties in 32 countries and territories. Charged with continuing Hilton’s growth trajectory, market-leading performance, and the highest levels of brand integrity through consistent delivery of exceptional guest experiences and maximizing returns on investment for owners.Lead talented Hotel Openings, Owner Relations, Brand Performance, Quality Assurance/Standards, CALA Brand Management, Fixed Renovation Cycle Management teams in McLean, VA, Memphis, TN and across the Americas that have helped drive Hilton's record growth and performance.Concurrent business ownership of the global strategy, tools, platforms, processes and resources to support hotel leaders and owners globally. This encompasses the roadmap, requirements, and process alignment for owner support, hotel openings, and hotel support technology across global brand standards and support solutions, owner CRM, data and systems, and brand resources and support platforms.
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Senior Vice President, Brand Strategy, Wellness & Innovation - GlobalHilton Apr 2021 - May 2024Mclean, Va, UsAligned end-to-end brand and built wellness strategy and deployment across 22 Brands and 7,500 Properties spanning 126 Countries/Territories. Lead innovation center of excellence including planning and analysis, innovation and delivery, and brand insights.Key player in Hilton’s recovery and growth post covid. Contributed to consistent delivery of outperformance in global Organic Net Unit Growth, Market Share/RevPAR Index & EBITDA.Led cross-brand innovation as Chair of company-wide Customer Promise initiative that refocused more than 7,000 hotels and owners to deliver reliable, positive guest experiences with every brand. Exceeded overall guest experience target.Stood up wellness organization, forged new partnerships, and improved on-property experiences. Closed industry-first partnership with Peloton bringing bikes to US/UK/Germany/Canada hotels. Grew YOY spa revenue double digit.Drove brand building that built guest loyalty and gains in market share.
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Senior Vice President, Human Resources - Asia PacificHilton Mar 2019 - Apr 2021Mclean, Va, UsRecruited as member of Senior Executive team supporting Asia Pacific organization to bring commercial focus to HR and align team around Hilton mission, vision, values in a region growing 30% YOY. Transformed people/culture/talent strategy that empowered Team Members to deliver positive experiences to guests at hotels. Hilton was recognized as #1 Hospitality Company in Asia 2019 and 2020.Quickly pivoted to Covid-19 pandemic as HR leader of region that was the epicenter mitigating the impact of the pandemic during most disruptive years of Hilton’s history.
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Senior Vice President, Commercial & Business Performance - EmeaaIntercontinental Hotels Group (Ihg®) Jan 2018 - Feb 2019Windsor, Berkshire, GbWorked with Executive Committee and Deloitte on major regional business transformation/organization realignment laying the foundation for faster growth and owner/shareholder returns. Designed/embedded new operating model combining Asia, Middle East, Africa with Europe. EMEAA signings increased by more than 20% in 2018.Concurrently drove commercial strategy across EMEAA generating billions in total revenues in newly established region with 11 Brands with 1,000 hotels/across 71+ Countries and pipeline of over 320 hotels. Member of Global Commercial Leadership Team, EMEAA Regional Operating Committee. -
Chief Commercial Officer - Asia, Middle East & AfricaIntercontinental Hotels Group (Ihg®) Jan 2017 - Dec 2017Windsor, Berkshire, GbMember of Regional Executive Leadership Team leading commercial P&L and billions in revenue business including 7 Brands, 291 Hotels across 40+ Countries. Developed and executed brand and commercial strategies across all countries and territories in AMEA improving performance of IHG’s brands and laying building blocks for high ROI for owners/investors. Delivered double digit market share outperformance in 1 year. Signings increased 20% YOY, gross operating profits grew 6.1%, top line room revenue performance improved by 5.9%. Loyalty strategies resulted in 20% growth in member base.
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Vice President Sales & Distribution - Asia, Middle East & AfricaIntercontinental Hotels Group (Ihg®) Jan 2016 - Dec 2016Windsor, Berkshire, GbManaged $650+M in sales revenue from key accounts across mature and emerging markets in Asia, Middle East & Africa for IHG properties.Achieved 11.4% profitable digital channel growth including a significant shift in business segmentation mix, and double-digit YOY sales growth acceleration in less than one year while increasing employee engagement scores ~50%.
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Vice President, Digital, Loyalty & Partner Marketing – AmericasIntercontinental Hotels Group (Ihg®) Apr 2011 - Dec 2015Windsor, Berkshire, GbDelivered $6.5B+ Americas revenue annually across 10 Brands, >3,600 Hotels through direct distribution channels, high ROI marketing and campaigns for brands, and loyalty program. Led Owner Distribution committee on behalf of IHG. Tapped for concurrent, interim Global guest marketing leadership role.Optimized content/digital marketing, and rebalanced channel mix regaining control of direct business. Resulted in 28% increase in effectiveness, customized consumer-centric approach, and innovative media planning driving loyalty revenue.Improved effectiveness of all consumer touch points including relaunch of >70M member loyalty program, $1B online digital performance marketing program, and ancillary & partner marketing revenue generation of $100+M annually.Increased usage of IHG brands across all customer touch points and channels gaining greater customer share from high value guests.
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Director, Business Travel Worldwide Sales - GlobalIntercontinental Hotels Group (Ihg®) Jun 2009 - Mar 2011Windsor, Berkshire, GbBuilt and executed IHG’s Business Travel segment strategy providing a consistent experience for customers in the B2B space delivering $2.6B globally and 15% YOY increase in sales.
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Director, Business Development & Hotel Integration - AmericasIntercontinental Hotels Group (Ihg®) Aug 2006 - Jun 2009Windsor, Berkshire, GbDeveloped and executed global roll-out plan for major online partnership and sale of fee-based services to hotels as Account Director, Business Development, Americas. Promoted to Director and delivered $5.2B+ in revenue through strategic account management of travel partners and hotel adoption of profitable channel strategies.
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Regional Director Of Sales & MarketingVista Host Jan 2003 - Aug 2006Houston, Tx, UsHotel management role working on behalf of ownership/investors. Drove topline revenue growth of over $39M for entire portfolio of Marriott and Hilton branded hotels. Opened 3 new hotels. Grew original portfolio’s RevPAR index by 15% over prior year. -
Vice President, Marketing | Vice President OperationsGeorgia Beverage Systems Jun 2000 - Jan 2003Initially oversaw all sales and marketing of coffee service products in the region for privately-owned beverage business. Subsequently led entire operation. Grew customer base, decreased overall operational expenses by 15%, and increased gross margins by 22%, turning around company and positioning for successful sale.
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Regional Director Of Sales | Director Of Sales And MarketingCooper Hotels Oct 1998 - Jun 2000 -
Front Line Roles, Owner Rep, Pre-Opening Sales & Marketing ManagerImpac Hotel Group Jun 1996 - Oct 1998Us
Lara Hernandez (Jaffe) Skills
Lara Hernandez (Jaffe) Education Details
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West Virginia UniversityFamily Resources Human Nutrition & Foods
Frequently Asked Questions about Lara Hernandez (Jaffe)
What company does Lara Hernandez (Jaffe) work for?
Lara Hernandez (Jaffe) works for Hilton
What is Lara Hernandez (Jaffe)'s role at the current company?
Lara Hernandez (Jaffe)'s current role is Senior Executive | Commercial Leader | Consumer-focused Global Brand Growth Leader | Customer Experience | Brand Building | Wellness | Loyalty | Innovation | Digital | Hospitality | Travel & Leisure | B2B, B2C.
What is Lara Hernandez (Jaffe)'s email address?
Lara Hernandez (Jaffe)'s email address is la****@****ail.com
What is Lara Hernandez (Jaffe)'s direct phone number?
Lara Hernandez (Jaffe)'s direct phone number is +177060*****
What schools did Lara Hernandez (Jaffe) attend?
Lara Hernandez (Jaffe) attended West Virginia University.
What are some of Lara Hernandez (Jaffe)'s interests?
Lara Hernandez (Jaffe) has interest in Cooking, Exercise, Training And Development, Education, Strategic Planning, Organizational Development, Travel, Creating Strong Working Relationships.
What skills is Lara Hernandez (Jaffe) known for?
Lara Hernandez (Jaffe) has skills like Leadership, Hospitality Industry, Revenue Analysis, Yield Management, Hospitality Management, Marketing, Sales, Marketing Strategy, Strategic Planning, Brand Management, Business Transformation, Team Leadership.
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