Luke Phillips Email & Phone Number

Dallas-Fort Worth Metroplex

Flower Mound, Texas, United States

Responsibilities• Responsible for driving inbound sales leads for the Wholesale business unit via digital channels• Managed pay-per-click campaigns totaling a budget in excess of $150k/yr• Used Hubspot CRM to track channel growth, build reporting dashboards, and improve sales funnels• Planned, executed, and measured email campaigns to segmented lists of our sales leads database• Directed and managed external digital partners, including freelancers, agencies and… Show more Responsibilities• Responsible for driving inbound sales leads for the Wholesale business unit via digital channels• Managed pay-per-click campaigns totaling a budget in excess of $150k/yr• Used Hubspot CRM to track channel growth, build reporting dashboards, and improve sales funnels• Planned, executed, and measured email campaigns to segmented lists of our sales leads database• Directed and managed external digital partners, including freelancers, agencies and photographers• Maintained and updated the company’s websites, using HTML programming and content management systemsSuccesses• Led project management of the build and launch of Pro.NiagaraCorp.com to coincide with the largest new product launch in the company’s 40 year history• Responsible for maintaining a monthly minimum of 3:1 digital spend ROI• Website form submissions created a pipeline of over $1MM in potential revenue in 2020• Built new partnerships for lead generation, including Mechanical Hub and Bigger Pockets Real Estate Investing Group• Created and delivered comprehensive reporting to senior leadership monthly to chart progress and report successes Show less

Dallas/Fort Worth Area

Responsibilities• Drove marketing strategy for Hilton portfolio properties in Dallas/Fort Worth, including market-wide campaigns and corporate partnerships, with a goal of driving web traffic, building B2B business, and elevating local hotel’s market presence• Managed an annual marketing budget of over $1MM• Cultivated, negotiated and executed in-market corporate partnerships • Built local hotel packages, plus associated campaigns and local business partnerships, to drive… Show more Responsibilities• Drove marketing strategy for Hilton portfolio properties in Dallas/Fort Worth, including market-wide campaigns and corporate partnerships, with a goal of driving web traffic, building B2B business, and elevating local hotel’s market presence• Managed an annual marketing budget of over $1MM• Cultivated, negotiated and executed in-market corporate partnerships • Built local hotel packages, plus associated campaigns and local business partnerships, to drive transient hotel business and curate local, exclusive experiences for guests• Planned and managed the content strategy of the DFW subpages on Hilton.com, consisting of paid landing pages, offer pages, articles, and more. This also included implementing SEO best practices plus HTML and CMS management• Led direction with creative agencies from concept to execution of marketing assets including LED signage, hotel marketing collateral and physical signageSuccesses• Established and executed partnership with Dallas Stars youth hockey tournaments; delivering $1.2MM in room revenue to local hotels • Grew the number of hotels in the co-op program by 45% year-over-year, increasing marketing dollars by 10%• In 2018, our local hotel packages drove $139k in revenue (a +254 bps year-over-year improvement)• Part of a team that secured over 20 local partnerships, driving involvement in local hotel packages and campaigns to provides guests with DFW-centric experiences• Created multiple Microsoft Excel tools to increase efficiencies that were adopted by senior leadership and rolled out to the broader organization• Facilitated hotel business development opportunities via corporate partnerships, resulting in $4MM in incremental hotel business• Increased organic traffic to DFW’s subpage on the Hilton domain by 20% year-over year through SEO optimization, article writing, and partnership tie-ins. Show less

Dallas/Fort Worth Area

Responsibilities• Responsible for finding opportunities to drive commercial impact for franchise hotels across 60+ markets that did not have in-market marketing support• Utilized owned digital marketing channels to drive impact, including email, retailing, paid media and moreSuccesses• Built a dashboard within the Tableau data visualization tool for team-wide use to chart market performance against revenue management projections to prioritize markets for action• Created… Show more Responsibilities• Responsible for finding opportunities to drive commercial impact for franchise hotels across 60+ markets that did not have in-market marketing support• Utilized owned digital marketing channels to drive impact, including email, retailing, paid media and moreSuccesses• Built a dashboard within the Tableau data visualization tool for team-wide use to chart market performance against revenue management projections to prioritize markets for action• Created an initiative to increase need-market hotel participation into brand-executed paid media that drove $92k in additional hotel revenue in Q4 2017. This required extensive pitching to hotels to provide funds to purchase the media• Created an initiative to increase hotel participation within at-risk markets into brand-specific email blasts. Hotels that enrolled saw a combined $30k in revenue through October 2017-January 2018 from the associated email blasts.• Delivered comprehensive reporting to senior leadership that charted commercial impact on a per project, plus quarterly recaps Show less

Dallas/Fort Worth Area

Responsibilities• Managed and executed eCommerce marketing operation and strategies for portfolio of 60+ hotels• Consulted hotels on owned media opportunities and requirements, as well as action required on other online channels including organic search, local listings and guest review platforms• Created and executed yearly marketing strategy plans for each hotel, taking into consideration individual markets and local competitive landscapes• Tactics included, but were not… Show more Responsibilities• Managed and executed eCommerce marketing operation and strategies for portfolio of 60+ hotels• Consulted hotels on owned media opportunities and requirements, as well as action required on other online channels including organic search, local listings and guest review platforms• Created and executed yearly marketing strategy plans for each hotel, taking into consideration individual markets and local competitive landscapes• Tactics included, but were not limited to: Search Engine Optimization, Online Retailing, Digital Data Analysis, Revenue Analysis and Planning, Social Media Consulting and Reputation Monitoring• Served as a consulting role for franchise hotels with quarterly or bi-annual presentations of marketing strategy, which included custom presentations and demos• Analyzed web and revenue data to offer strategic analysis and recommendations• Proactively partnered with other Hilton departments such as Revenue Management and Content Management to enhance strategy and provide greater value to hotelsSuccesses• Increased web direct channel revenue of portfolio by nearly +$6MM in 2015 and over +$4MM in 2016• Portfolio web traffic grew by 17% year-over-year in 2015• Led the ‘SEO Big Wins’ program; implementing and instructing all eCommerce Managers on SEO best practices using tactics used on my portfolio to drive growth Show less

Plano, Texas

• Main point of communication and project manager for agency’s clients• Managed projects included: Website Development and Management, Online Advertising, Search Engine Optimization, Reputation Management and Social Media• Compiled and delivered monthly and weekly performance and strategy reports to clients• Facilitated and managed immediate client needs, including website emergencies and data requests• Wrote organic search-focused copy for client’s websites, blog, social media… Show more • Main point of communication and project manager for agency’s clients• Managed projects included: Website Development and Management, Online Advertising, Search Engine Optimization, Reputation Management and Social Media• Compiled and delivered monthly and weekly performance and strategy reports to clients• Facilitated and managed immediate client needs, including website emergencies and data requests• Wrote organic search-focused copy for client’s websites, blog, social media channels, press needs, and more• Researched client’s industries and competitors to ensure client’s positioning and messaging was consistent with industry standards• Mastered industry leading tools for Search Engine Optimization, Reputation Management, Website and Social Media Analytics. Tools utilized included Google Analytics, Trackur, Moz, Screaming Frog and more• Managed Google Adwords Pay-Per-Click campaigns, including budget management and ad copy writing Show less

• Managed inventory counts and incoming receiving shipments• Assisted in developing and implementing warehouse item locater system

• Successfully expanded the store's Facebook page to make it a destination for students, increased 'Views' and 'Fans' over 100%• Assisted in designing new Bookstore webpage • Created graphic design ads for store events and promotions• Planned, hosted, and executed two in-store events for First Friday sales, one of which increased sales by $3,000 over the previous year• Facilitated new apparel designs with vendors, keying in on what students would not only find… Show more • Successfully expanded the store's Facebook page to make it a destination for students, increased 'Views' and 'Fans' over 100%• Assisted in designing new Bookstore webpage • Created graphic design ads for store events and promotions• Planned, hosted, and executed two in-store events for First Friday sales, one of which increased sales by $3,000 over the previous year• Facilitated new apparel designs with vendors, keying in on what students would not only find attractive, but also purchase• Created and designed scratch off coupons for Homecoming, increasing sales by almost $5,000 from previous year's Homecoming sales Show less

• Maintained company website via product updates including product photo and description updates and changes• Managed supply chain through interaction with vendors• Assisted in warehouse distribution