Successfully launched a new digital platform on schedule while replacing interim CMO.Developed and implemented a comprehensive strategic paid media strategy including digital ads, email and CRM and public relations campaigns that drove 700% increases in MoM conversions.Launched a strategic Google Ads, Social Ads, and Programmatic ad buy campaigns.Beat targeted cost per click (CPC) budgets by 25% across all campaigns.Increased search engine optimization (SEO) results by 65% using structured data for better artificial intelligence capabilities and SEO tagging on pages for videos and images.Developed processes to utilize AI tools to build out more than 200 optimized destination, property and nearby product pages.Built out CRM processes using Salesforce Sales & Service and Marketing Cloud to develop multiple journey funnels for both B2B and B2C customer segments that led to an 80% increase engagement and conversion rates.Successfully launched email campaigns for multiple customer segment funnels from lead cultivation to post transaction and social media reputation management.

Implemented overall group and transient marketing plans and strategies for five properties in the Orlando Cluster representing 30% of Hilton North America group sales budget.Increased B2B lead generation from digital campaigns by 15% through CVENT and other group & event platforms.Led a team of six internal FTEs and three agencies to develop and execute marketing plans for sales support collateral, on-property signage and digital assets for 4 big box sales teams and 25 outlets and restaurants.Re-organized the team post Covid by creating vertical ownership of sales team, digital, social media and offline collateral support to help build efficiencies to lower overall marketing costs for the five properties by 15%.Led the re-launch of the new Signia re-branding which included all external facing marketing campaigns, photography and videography and support collateral.Successfully re-positioned all 5 properties including the new Signia by Hilton Orlando Bonnet Creek and the renovated Waldorf Astoria Orlando.

Analyzed existing databases and identified strategic plans to increase lead generation and conversion optimization which saw a 25% increase in qualified leads within 60 days.Led the digital transformation for the company which included 30 individual centers across the country.Digitizing all aspects of the patient journey and documented all journey mapping for the 30 centers.Successfully transitioned the call center from an inbound specific operation to a fully digital capable operation using Salesforce Sales & Service and Marketing Cloud (CRM), Zapier, Twilio and Active Campaign as the marketing stack.Analyzed, evaluated, and replaced 6 vendors with new strategic partners to position the business for growth.Managed cross functional teams to develop key performance indicators (KPI) like cost per click, cost per acquisition, procedures and cost per lifetime value to ensure higher contact, booking and conversion rate optimization on all lead sources.

Reorganized digital and brand teams to be more focused on digital prospecting and new customer acquisition which led to a 18% increase in qualified leads.In the first 8 weeks developed a strategic digital roadmap to include search engine optimization, paid search, Google ads, Facebook and Instagram ads, customer relationship management (CRM), and social media reputation management.Managed and launched, on time, the renaming of the Orlando City Soccer Stadium to Explore Stadium which included over 200 items like the overall strategy, on property signage and support collateral.Developed and launched a fully search engine optimized mobile responsive progressive web application on the Google Cloud Platform in 4 weeks which saw increases in SEO of 55%.Developed initial CRM strategy in conjunction with the information technology team by mapping out the customer lifecycle, use cases and corresponding stories and epics for each segment.Mapped out the marketing automation process to align with the CRM strategy within the Marketo platform.

Built a team from the ground up including web developers, digital marketing managers, search engine marketers, social media teams and web analytic teams that designed and developed multiple websites and mobile feature sets.Responsible for all profit and loss statements and marketing budgets.Launched ten websites onto a new progressive web application platform that created a single content management system (CMS) and helped to generate $105M in top line revenue and $50M in EBIT in 2017.Capitalized on new technology for SEO utilizing schema and structured data for search engines and open graph for social media platforms which led to 60% growth year over year.Won multiple awards for developing this new platform like the American Resort Development (ARDA) award and a Stevie award.Managed multiple cross functional teams, both internal and external, in an agile production environment to deliver digital assets ahead of schedule.Achieved 50% year over year compounded annual growth rate for vacation rental top line revenue and EBIT contribution for five years in a row.

Developed and led the strategic plan to develop creative ways to overcome “Do Not Call” laws including multi-channel campaigns that contained personalized websites for customers and ecommerce prospects focused on converting non-callable leads into quality prospects.Led the digital transformation of the process that included online tools to help generate, manage, and convert referral leads through the sales funnel that resulted in a 28% increase in qualified leads.Worked on the cross functional team that developed the platform to score and deliver leads in a more efficient manner to call centers to increase conversion rates and lower talk times in the call center.Managed cross functional teams that included marketing, sales, legal and information technology to deliver over 10 products and campaigns on time.Analyzed and then developed new and innovative websites and created new products including cruise and other vacation packages based on customer data and preferences to drive more qualified timeshare tour prospects.

Developed and led the strategic plan to develop creative ways to overcome “Do Not Call” laws including multi-channel campaigns that contained personalized websites for customers and ecommerce prospects focused on converting non-callable leads into quality prospects.Led the digital transformation of the process that included online tools to help generate, manage, and convert referral leads through the sales funnel that resulted in a 28% increase in qualified leads.Worked on the cross functional team that developed the platform to score and deliver leads in a more efficient manner to call centers to increase conversion rates and lower talk times in the call center.Managed cross functional teams that included marketing, sales, legal and information technology to deliver over 10 products and campaigns on time.Analyzed and then developed new and innovative websites and created new products including cruise and other vacation packages based on customer data and preferences to drive more qualified timeshare tour prospects.

Charged with developing a new website designed to generate timeshare sales leads and vacation ownership interest sales from online channels. Led a team of three internet and analytic managers to drive online traffic, conversions and sales through online media buys, online sweepstakes and strong calls to action.• Managed cross functional team that designed, developed and launched a new website in an effort to generate leads and sell timeshare online and site un-seen through call centers.• Led digital strategy for client relationships including Orlando Magic, Major League Baseball, and iWon to generate leads for timeshare vacation package sales.• Developed programs to incorporate email and web support into database marketing campaigns that included personalized urls for prospects that led to higher conversion rates.• Analyzed and reported to leadership team all web and data analytics and made recommendations on strategic direction and marketing campaigns.• Generated over 2M leads and sold $20M+ in incremental timeshare interests through online channels.

Reported directly to the CEO and responsible for building a start up business which sold to a venture capitalist in 2000 for $3M. Built a team of sales leaders, web developers and analysts as well as a five member call center team to sell vacation products online.• Set the strategic direction for the hospitality division of the business which included hotels, resorts and vacation rental & property management companies.• Responsible for managing all client digital marketing efforts including web design, development, optimization and SEM.• My clients owned the top search results for Orlando hotels, Orlando resorts and vacation rental key words because of our efforts in the early days of search optimization in the late 1990s.• Generated $2M+ in top line revenue over 3 years.