Mei Collins Email & Phone Number

Columbia, Maryland

Brand marketing champion for several of Choice Hotels' flagship brands. Contribute to the strategic growth of brands. Lead the strategy and execution of integrated marketing and advertising initiatives across multiple channels such as digital, mobile, social, experiential and more to drive brand awareness, consideration and trial. Develop breakthrough advertising creative and leverage customer analytics to drive media and creative optimization. Maintain voice of brands and bring to life their value propositions across all channels.

Responsible for building a marketing team to roll out corporate and local marketing initiatives to drive brand awareness and consideration, and sales across retail, commercial and service. Solidify the DARCARS brand to include creation of brand positioning, brand voice, brand identity guide, and consistency of branding across all operations. Develop marketing strategies and lead local marketing efforts for 22 dealership stores with a $11MM annual budget covering research, creative, print, radio, direct mail, digital and store-based promotions and events targeting retail and commercial vehicle buyers. Serve as the marketing advisor for the organization across multiple areas such as corporate communications, brand and local marketing, digital, content management, social media strategy, and eCRM.

Partner with cross-functional teams to provide leadership and influence on the adoption of digital products and new innovations. Manage new solution roll-outs by capturing business needs, identifying operational road maps, risks and best practices and building the processes to support. Drive training and build expertise within Client Operations and Sales to sell, execute and manage integrated programs. Advise on needs and identify efficiencies toward operational scalability. Support Sales commercialization efforts.

Oversee client relationships of key consumer packaged goods (CPG) clients such as Reckitt Benckiser, Revlon and Henkel brands, driving growth and renewals for 10+ years. Demonstrated strategic account management, developed brand plans and oversee the execution of integrated marketing solutions from website roll-outs, e-mail marketing, online printable coupon solutions, viral marketing, social media campaigns to online promotions, Sweepstakes, video, recipe contests and Instant Win Games. Provided campaign analyses and key recommendations for future strategy and brand growth. Experience collaborating with high-profile digital agencies and outside contractors for campaign execution.