Joanna Smith Email & Phone Number

Edgewater, Md, Us

Bethesda, Maryland, United States

Leads global brand strategy and marketing direction for Autograph Collection and TributePortfolio, driving brand differentiation, awareness, revenue, growth, and consumer preference.- Developed long-term brand strategy by analyzing market performance, consumer insights,and competitive trends, driving growth and delivering significant financial improvements.- Collaborated with Development, Global Design, and Operations to ensure brandconsistency across global hotel openings, managing standards, voice, and visual identity,and overseeing independent branding processes.- Spearheaded brand direction at 18+ Property Improvement Plan (PIP) visits, contributing to136 new properties signed and a 12.5% increase in hotel pipeline growth since 2022.- Positioned Autograph Collection as the #1 ranked Premium Brand in Intent to Recommend,RevPAR, and Marriott Bonvoy Penetration by identifying market gaps, enhancing the guestexperience, and refining design standards.- Increased Intent to Recommend scores for Tribute Portfolio by 11.6% through strategicbrand repositioning and creating cost-effectiveness for operators, driving it to becomeMarriott's #1 fastest-growing full-service brand.- Led branding and execution for the annual General Manager & Sales Leader Conference,empowering on-property leadership by presenting to 350+ attendees, facilitating brandbreakouts, and creating impactful content, leading to a 98% satisfaction score.- Onboarded 26 new branding agencies, ensuring alignment with brand values and providingstrategic support for franchisees, enhancing guest experience and performance across400+ hotels globally.- Collaborated with franchise services to enhance owner satisfaction and drive growth, strengthening the competitive value proposition for owners and franchisees.

Bethesda, Maryland, United States

- Contributed to the execution of a differentiated brand strategy, leveraging consumer insights, competitive analysis, and stakeholder needs to drive brand success.- Led and executed brand initiatives, ensuring alignment with the brand strategy. Oversaw the creation of marketing materials (digital, print, ads, packaging) for consistent brand messaging across all channels.- Led the strategic launch of Autograph Collection and Tribute Portfolio in-room brand directories, significantly increasing brand awareness.- Developed the 'Discover The Mark' Content Series in collaboration with social teams, driving 10.7M impressions and a 41% engagement rate.- Supported the Fotografiska x Autograph Collection partnership, leveraging art and photography to elevate the brand and generate 200M media impressions and 2.6M social video plays.- Partnered with the marketing team to develop customer-facing brand communications, including brand voice, collateral, and photography. Supported experiential marketing and global brand partnerships to enhance brand presence.- Executed global brand promotions in partnership with the marketing team, driving revenue and generating PR buzz.- Supported brand experience projects that fostered brand differentiation and customer preference.- Collaborated with franchise services to enhance owner satisfaction and drive growth, strengthening the competitive value proposition for owners and franchisees.- Provided opening support for new hotels, coordinating with teams to ensure all elements of the 'opening countdown' were executed on brand, including training and operational readiness.- Worked with opening teams to ensure the development and maintenance of branded critical path documents for hotel openings and conversions.

Bethesda, Md

- Activated Buzz Marketing campaigns that aligned with Global Marketing and Global Brand objectives, sparking conversation among target audiences and driving global awareness of Marriott’s portfolio of brands and loyalty programs.- Collaborated with key stakeholders and peers to build, manage, and execute external and internal promotional plans for Buzz Marketing activations.- Developed and executed activation plans for Courtyard’s NFL Super Bowl partnership,driving visibility and engagement.- Created initiatives for Marriott’s 2020 LoveTravels campaign, leveraging emotionalconnections to engage diverse audiences.- Liaised with Global Marketing teams to ensure collaboration and secure necessary stakeholder approvals for various campaign elements.- Worked with MLive, Consumer PR, and other teams to build comprehensive post-activation reports and debrief documents.- Developed activation plans and supporting materials, including one-page briefs, kick-off decks, and RACIs.- Managed activation budgets to ensure projects stayed within financial constraints.- Developed a strong understanding of brand standards for Marriott’s loyalty programs and brands to ensure consistent and on-brand creative execution across all Buzz activations.

Greater San Diego Area

Events Management:- Executed brand-aligned events in support of the marketing plan, including local and national on-site events, as well as event-related digital activities across web, email, social media, and other communication channels, ensuring consistent brand messaging and presence.- Directed the creation and management of pre-show and post-show communications, including thematic elements, brand activations, and visuals, ensuring all materials reflected brand identity and resonated with target audiences.- Supported brand engagement on social media by driving user-generated content, testimonials, and event-specific videos that strengthened the brand narrative and deepened audience connection.- Managed event budgets with a focus on cost-effective execution while maintaining brand integrity, tracking expenses, and reconciling budgets to meet financial objectives.- Led event logistics with a brand-first approach, overseeing shipping, travel, set-up, hospitality, and other operational elements to ensure seamless event execution and a high-quality brand experience.Photo & Video Management:- Managed production logistics for still-life photo shoots and video shoots, ensuring alignment with brand aesthetics and messaging within allocated budgets and timelines.- Collaborated with external agencies to source talent and crew for photo shoots.- Interpreted and translated the brand profile and customer insights to recommend talent that aligned with the brand's voice and target audience, ensuring consistency in visual storytelling.- Built and maintained strong relationships with clients and vendors, fostering collaboration that supported the brand’s objectives and ensuring smooth execution of creative projects.- Ensured creative integrity by overseeing the alignment of all visual content with brand guidelines, ensuring that photos, videos, and other media were consistent with the brand's identity and marketing strategy.

Laurel, Maryland

- Led the end-to-end delivery of brand-aligned web projects, overseeing budgets, scopes of work, schedules, and client expectations across multiple simultaneous projects, ensuring consistency with brand identity and messaging.- Developed key project deliverables including project plans, technical specifications, site architecture, wireframes, content inventories, and content maps, ensuring that all elements reflected the brand’s voice and objectives.- Collaborated closely with clients and content teams to develop, migrate, and install website content (text, imagery, multimedia), aligning all content with the brand’s visual and narrative guidelines.- Worked with Web Designers to create visually appealing, user-friendly websites that upheld brand consistency across all design elements and optimized user experience (UX/UI).- Created wireframes using Axure RP 8, incorporating leading UX/UI design trends and ensuring designs were both functional and on-brand, enhancing the user journey and brand engagement.- Assisted in CMS configuration, setting up content types, node queues, views, and taxonomies to support seamless brand communication and content management.- Conducted Quality Assurance (QA) and 508 accessibility testing to ensure all websites adhered to brand standards, functionality, and accessibility requirements.- Managed brand presence across digital channels by overseeing social media, site analytics, and Google Ads campaigns, ensuring alignment with marketing objectives and driving engagement with the target audience.

Baltimore, Maryland Area

- Oversaw the full project lifecycle, from initiation to planning, execution, control, and closure, ensuring that all projects were delivered on time, within scope, and aligned with brand objectives.- Collaborated with cross-functional teams and managers to assign responsibilities, allocate resources, and develop schedules to ensure timely and efficient project delivery.- Reviewed and assisted in the creation of start-up and planning documents, ensuring all project components were aligned with strategic goals and brand standards.- Managed scope, risks, issues, deliverables, and schedules for individual project tasks, ensuring projects stayed on track and met quality and brand expectations.- Attended Management Committee meetings, providing regular project status updates and facilitating status meetings to ensure alignment with business and brand goals.- Monitored team dynamics and accountability, fostering a collaborative environment to ensure delivery commitments were met while maintaining brand integrity.- Coordinated project tasks, resolved issues, and ensured resources were efficiently allocated to meet deadlines and quality standards.- Established and enforced Change Control processes and communication plans, ensuring that any adjustments to scope or deliverables were communicated and aligned with client and brand expectations.- Developed and presented risk management strategies to leadership, including contingency plans, to mitigate potential risks and protect brand value.- Prepared and ensured adherence to QA and accessibility procedures, maintaining high standards of quality, compliance, and accessibility across all project deliverables.

Baltimore, Maryland Area

- Collaborated with the Brand Manager to ensure timely delivery of copy and product photography, meeting 24-hour content creation and publishing targets to maintain brand consistency.- Styled and shot all product photography using DSLR cameras and Photosimile photo booth, ensuring high-quality visuals aligned with the brand’s aesthetic and marketing objectives.- Edited and retouched product photos using Adobe Photoshop, maintaining brand standards for imagery across all digital channels.- Assisted in creating and updating product listings in Magento and ECI programs, ensuring product descriptions and visuals were consistent with the brand’s messaging and voice.- Collaborated with the eCommerce Marketing Manager to drive sales conversion by analyzing product performance and optimizing merchandising strategies.- Implemented marketing directives in partnership with the Brand Manager and eCommerce Marketing Manager, including the creation and distribution of email campaigns, social media posts, and maintaining a consistent brand voice across all channels.- Managed social media communications, posting updates, engaging with followers, and ensuring brand consistency across platforms to boost brand awareness and drive customer engagement.

Baltimore, Maryland Area

- Ensured efficient processes and high-quality standards for all studio operations, overseeing the successful execution of e-commerce photography projects while maintaining profitability.- Managed Under Armour’s e-commerce photography studio, handling all aspects of studio operations for a global athletic apparel and accessories retailer.- Led client communications and managed conflict resolution to ensure client deliverables were met on time and aligned with brand objectives.- Scheduled and coordinated pre-production meetings, photography requests, and logistics to streamline workflows and ensure on-brand visual execution.- Collaborated with modeling agencies, managing talent booking, travel arrangements, rate negotiations, call sheets, and scouting new talent that aligned with Under Armour’s brand image.- Tracked and approved all studio expenses and invoices, ensuring budget compliance and cost-effective resource allocation while maintaining quality standards.- Worked closely with the project team to stay updated on project status, identifying potential risks and opportunities, ensuring alignment with brand goals and timelines.- Pursued opportunities for account growth, driving new business and sales through proactive relationship-building with clients and cross-functional teams.- Represented the client’s goals and brand interests to internal teams, ensuring that all creative and operational efforts reflected Under Armour’s brand identity and values.- Provided regular communication and reporting to the Studio Director, including status updates, weekly call reports, and client feedback, ensuring seamless collaboration across teams.

Aspen, Colorado

Assisted with camera and audio operations, studio programming, editing, encoding, and directing a local television channel. Filmed and live edited local government field production. Recorded and managed all DVD duplication. Office management responsibilities included cleaning set, scheduling, organizing DVD library, mailing bills, and answering phone calls.

Washington D.C. Metro Area

Main duties included building, designing, and painting the set and props for children's summer camp. Managed all stage functions for camp production including props and costumes. Assisted director in preparing children for their stage roles. Assisted director with personal art projects.

Silver Spring, Maryland

Customer service included helping customers find a product, transactions, and distribution of daily food demonstrations. Daily operations included stocking shelves, taking inventory, and store cleaning.

Vienna, Virginia

Worked with the graphic design department creating designs in Photoshop and Illustrator.Aided the creative team in the development of certain print campaigns.Gained experience in developing interactive online lessons.

Master Of Science (M.S.), Entertainment Business, 3.9

Activities and Societies: Entertainment Networking Society, Student Branding Society

Bfa, Studio Art / Creative Technologies

Activities and Societies: Pi Beta Phi--Vice President of Membership, AIFS Student Ambassador, Snowboarding Club, Association Movie.