Sarah Lipton Email & Phone Number

Bethesda, Md, Us

Bethesda, Md, Us

Marketing for Marriott International's portfolio of Premium Brands

Bethesda, Md, Us

Bethesda, Md, Us

Stamford, Ct, Us

• Lead the annual strategic planning process to establish global business and messaging priorities and define key strategies for the Westin brand. Work with Divisional Brand teams to ensure all regional strategies and tactics align with global brand priorities. • Drive innovation by developing and leading a team in implementing brand-defining, guest-facing and associate-facing initiatives that set the tone for the future vision of the Westin brand. Partner with internal teams (Design, Operations, Legal, Supply Chain, F&B, etc.) on execution. Examples: Westin Visual ID refresh, Kids Club Design, Heavenly Bath Amenities enhancements, Sleep Well Menu and the Westin Eat Well Menu for Kids.• Collaborate with Divisional Brand teams and extended marketing team (Digital, PR, Social Media, etc.) to ensure robust external and internal comms plans for initiative launches.• Liaise with the Global Partnerships team to maintain and execute existing partnerships as well as conceptualize new ones. Current and past partners include Delta Air Lines, SuperFoodsRx, New Balance and FitStar by Fitbit among others.• Partner with a 3rd party agency and our N. A. Divisional Brand team to conceptualize and execute a multi-channel (Paid, Earned, Owned, Internal) Global Brand Marketing Campaign throughout 2015 + 2016. Liaise with Divisional Brand teams to ensure relevancy in international markets and align on divisional distinctions in rollout due to differing scale of budgets, cultural/market nuances, etc.• Lead the conceptualization and execution of the biannual Westin GM Global Brand Summit, a 3-day, fully programmed conference meant to reenergize and reengage top hotel leaders while we shape the future of the brand together. Responsibilities included theme development, creative/branding execution, content development, full AV production, speaker management and evening on-site and off-site events.• Manage a team of two direct reports in execution of the aforementioned initiatives.

Stamford, Ct, Us

• Led the repositioning of Le Méridien brand to formulate a more clear and accessible brand identity. Introduced a new global brand positioning statement, tagline, ‘passions framework’, to drive experimental and marketing decision making, and a new Visual Identity system including supporting assets and tools for execution.• Conceptualized and executed new programming ‘proof points’ to support evolved positioning, including Le Méridien Éclairs, the Master Barista initiative in partnership with illy Caffe, Signature Breakfast program, “Hub” lobby design concept, and more. • Initiated planning and execution of both internal (training & engagement of hotel associates, corporate resources, call centers, etc.) and external (consumers, media, influencers) awareness driving efforts around new positioning.

Stamford, Ct, Us

• Managed the Four Points Brand Identity Refresh with a focus on refining positioning, messaging hierarchy and creative style to better resonate with guests, heighten Brand awareness and improve loyalty• Lead execution of Global and North America Four Points Marketing Promotions/Initiatives to enhance brand awareness and drive revenue, including but not limited the implementation of the unique Breakfast for a Buck offer, multi-faceted Major League Soccer sponsorship and various online media campaigns. Also execute multibranded Four Points/Aloft/Element marketing campaigns under the Starwood Specialty Select Brand umbrella.• Collaborate with field/regional marketing teams to assess and address local marketing needs for all Four Points hotels globally by developing new and refining existing Brand toolkits, creative style guides, marketing & sales templates and hotel collateral• Manager internal creative team and external digital agency daily. Develop comprehensive creative briefs, manage timelines and ensuring that deliverables meet national, divisional and hotel marketing needs on-time and on-budget• Support PR team to ensure consistency in brand messaging. • Develop strategic Owner and GM communications, including quarterly executive summaries from Brand SVP, presentations to Hotel Owners and General Managers and hotel opening announcements

Stamford, Ct, Us

• Led the development and rollout of various Four Points guest experience initiatives including guestroom coffee, new bath amenities, signature breakfast program, and the refreshed Best Brews beer program by creating a global framework for each from which an appropriate divisional program was founded• Developed Brand Revitalization Message after analyzing five years of portfolio and renovation data. Assisted PR in finding optimal ways to communicate messaging in press releases and media pitches to change perceptions of Four Points hotels

Stamford, Ct, Us

• Drove the development of Sheraton’s new signature “Associate Apparel” global uniform program • Assisted in the creation and launch of a toolkit of marketing, measurement and management enhancements to improve Sheraton’s Club offering. Helped coordinate the efforts of a variety of Starwood teams (i.e. Six Sigma, Rev. Management, Field Marketing, etc.) and property teams to carry out a comprehensive pilot program to analyze the success of these tools• Orchestrated the improvement of Sheraton’s intranet which serves as an essential communication tool for the Sheraton Brand Management Team to communicate imperative information to all Sheraton Hotels and Resorts franchisees and hotels worldwide• Managed the Sheraton branding and customization of a multi-brand Starwood project to build an industry leading Family Experience program that launched in 2008 in Sheraton resorts in North America• Created and maintained brand documents for high level presentations to key stakeholders including hotel owners and GMs• Conducted research and analysis for key projects including Sheraton’s new guestroom design initiative• Managed Sheraton brand team events, meetings, webinars and conferences

New York, Ny, Us

• Worked in a team to both create and present a plan to improve game-day experience by increasing fan engagement and the use of technology in stadiums• Researched and helped implement the beginning stages of the re-branding plan for the NFL Europe League• Aided in ongoing brand/creative support to provide league-wide integration of business initiatives and creative support as it relates to the NFL brand