Sara Tirrell Email and Phone Number

Strategic marketing partner to property portfolio as primary point of contact for Brand, Marketing and Digital (BMD). Strategically design and implement property specific marketing and digital plans customized for each hotel, addressing their individual business goals and objectives:• Management of projects and strategies inclusive of but not limited to SEO program deliverables, PLUS Digital Media, Expedia Travel Ads, CVB marketing, AAA Official Appointments, Cvent listings, group paid advertising, ancillary paid search campaigns, local print advertising and development of collateralExecute key marketing and digital activities at the property and organizational levels in partnership with the Centers of Excellence (Digital, Social, Promotions, Paid Media, Creative, Public Relations, Platforms Team) to ensure on time execution and steady communication of performance. Drive room nights and revenue to properties, focusing on key customer segments including leisure, group and special corporate customers with the objective of exceeding property RevPar and RevPar index goals while maintaining/growing market share:Develop and maintain relationships of external partners/vendors, property stakeholders including Area Directors, General Managers, Sales Leaders, and Revenue Management, and internal teams including Field Marketing team members and digital services partners.

• Responsible for the pull through of national, cross-regional, cluster and property specific promotions and marketing programs.• Developed property specific marketing and eCommerce plans for 13 Marriott Select Brand with a combined property budget of $174k during 2014 and a portfolio shift to Orlando/Daytona/Tampa to 12 hotels with a combined budget of $415k+ during 2015 through 2017.• Implemented media tactics such as go-direct initiates (PLUS, SEO), CVB marketing, AAA Official Appointments, OTA CPC campaigns, local initiatives and cluster initiatives with individual hotel budgets ranging from $7k to $20k in 2014 and $10k to $95k+in 2015-2017.• Ensured all hotels are fully activated on Marriott.com and worked closely with the SEO vendor to enhance each hotel’s keyword strategy by implementing keyword, copy and meta data updates, optimizing press releases, reviewing and determining linking sites and creating marketing modules to enhance SEO visibility and content for customers to increase conversion.• Completed renovation marketing plans for nine hotels between 2014-2017; including Marriott newsletter submissions, hotel collateral, photo shoots with image upload to MDAM, video presentations, updating website content, collateral refreshes and SEO keyword optimizations; ensuring timely delivery of all deliverables within budget.• Developed relationships with key stakeholders including Area Directors, General Managers, Sales Leaders, Revenue Mangers and Property Event Specialists to enhance the development of overall marketing for each individual hotel within my portfolio. Presented reporting to the hotel stakeholders on a monthly basis and provide eCommerce communication, training and education. Held monthly calls with each hotel to maximize communication, review marketing plans, discuss ongoing projects and provided consistent reporting updates for hotels.

• Activated and optimized the presence of 18 Marriott resorts and hotels in the Orlando and Tampa markets on approved eChannel sites through strategic positioning and marketing efforts to drive incremental bookings; including The Ritz-Carlton, JW Marriott, Renaissance Hotels & Resorts, Marriott Hotels & Resorts, Courtyard, Residence Inn, SpringHill Suites, Fairfield Inn & Suites.• Partnered with property stakeholders, marketing and revenue leaders to develop and execute eChannel strategies; serve as subject matter expert on eChannel agreements, trends, issues and opportunities.• Developed EChannels marketing budgets and execute for individual properties and market-based clusters including Expedia Travel Ads, Priceline Sponsored Listings, Intent Media PPC and eChannel banner advertising, monitor and evaluate performance and report out on effectiveness of campaign strategies.• Monitored and evaluate performance of each hotel’s production across activated partner sites to provide results, guidance and recommendations during property sales strategy meetings, market demand generation meetings, regional meetings and ownership meetings.