Lara Hernandez (Jaffe) Email & Phone Number

Mclean, Va, Us

Lead 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.

Mclean, Va, Us

Aligned 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.

Mclean, Va, Us

Recruited 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.

Windsor, Berkshire, Gb

Worked 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.

Windsor, Berkshire, Gb

Member 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.

Windsor, Berkshire, Gb

Managed $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%.

Windsor, Berkshire, Gb

Delivered $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.

Windsor, Berkshire, Gb

Built 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.

Windsor, Berkshire, Gb

Developed 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.

Houston, Tx, Us

Hotel 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.

Initially 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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