Stephen Black Email & Phone Number

Mclean, Va, Us

Mclean, Va, Us

Spearheaded a successful business mix diversification initiative that led to a remarkable 23% increase in revenue compared to the previous year. This included implementing a new retailing strategy to extend the booking window, signing new permanent accounts, forging new strategic partnerships, and optimizing premium room sales.Implemented change management routines with operating departments to approach concerns with facts and to improve processes and procedures to learn from new strategy implementations.

New York, New York, Us

Technology: Leading the implementation of best-in-class Marketing Technology across CRM, CDP Platforms, Digital Analytics, and master data management. Strategy: Developed a new operating model (including and roles and responsibilities) to modernize the organization’s approach to data and technology enabling insights functions. Insights: Instituted deep dives leveraging all facets of the analytics team to diagnose root cause and institute commercial programs to drive revenue. For example, performed a new customer promotion analysis that led to the overhaul of new customer acquisition for the organization that resulted in the first transaction being profitable. Leadership: Built new teams within the organization ranging from Customer and Product Analytics, Enterprise Data Management, and Data Product Management to scale analytical capabilities for the organization. Created a performance management framework to cascade goals to drive commercial performance and to enable analytics and data initiatives across the organization. Ensured a personal development plan was in place for all team members with concrete steps to develop skills and to create opportunities for exposure with senior leadership.

Las Vegas, Nevada, Us

Report to the Chief Analytics Officer and stand up the Marketing Analytics functions for Las Vegas and Regional destinations. Role responsibilities include business mix optimization to maximize customer profit, operationalize the 4 Ps by identifying actionable marketing levers that drive results, and positioning brands to achieve fair share across the portfolio of resorts.★ Notes: Enterprise lead for the development and execution of a data driven approach to distribution and marketing channel strategy to diversify the distribution landscape with stakeholders across Revenue Management, Marketing Strategy, Direct Marketing, Media, and eCommerce teams. Stand up Marketing Analytics function within MGM Resorts encompassing Acquisition, Direct, and Regional Marketing functions.Implement campaign tag governance and monitoring and planning tools for market segment, distribution, and marketing channels to drive commercial strategy.

Mclean, Va, Us

Report to the VP: Americas Marketing & eCommerce and lead planning and performance measurement functions for the Destination Marketing team. Role includes scoping, developing, executing and reporting of marketing capabilities across Commercial Services. Serve as a representative to the Global Marketing team.★ Notes: Reimagined the analytics approach and reporting capabilities for Americas Integrated Marketing by standing up a data pond and visualizations in Tableau and Adobe. Aligned culture of accountability, collaboration, and entrepreneurship by instilling a data driven approach to marketing planning.As a stretch project am tasked with driving Q2 and Q3 marketing plans for the Americas. Consolidated 25 destination marketing plans across the Americas into 8 strategic campaigns aligning business objectives with marketing spend. Oversee a media budget of $30 million. Notably, moderated a social media panel at the 2017 Hilton Managed Conference.

Mclean, Va, Us

Directed a team of digital experts to execute strategy for 69 Hilton assets in the Western region with revenue of >$400m. Work across the Digital, Brand and Commercial Services teams and develop strategic goals to deliver growth★ Notes: Transitioned Parc 55 San Francisco – a Hilton Hotel and Juniper Cupertino Hotel, Curio Collection by Hilton - through an in-depth pre-opening and positioning plan, developed local property websites, and implemented distribution strategy.Led and developed analytics approach and training for the owned and managed eCommerce team. Executed digital market level campaigns in support of driving commercial results and mitigating risk.

Mclean, Va, Us

Developed and led the digital strategy execution across paid media, email, SEO, retailing and social channels. Partnered with cross-functional teams including Property & Regional Marketing, Revenue Management and Analytics to drive transient demand.★ Notes: 1) Awarded “Team Member of the Quarter” for driving positive change in business processes that influenced transient performance and Internet direct channels as a result at Hilton Hawaiian Village Waikiki Beach Resort.2) Developed a Need Period Questionnaire to transform the eCommerce relationship with hotels from servicing to influencing by guiding discussions and making data driven decisions to impact transient Internet direct performance.3) Increased actual Internet direct revenue by 12% and forward booked revenue by 4% year over year by aligning demand generating activities with the booking window, influencing pricing decisions, driving organic traffic, and optimizing conversion.

West Hollywood, California, Us

Led revenue generation and online distribution in the Beverly Hills market (including the flagship five star, five diamond L’Ermitage Beverly Hills). Effected a channel and business mix shift to maximize RevPAR performance and grow market share. Directed a reservations team to maximize conversion and adhering to the highest data input standards; led annual revenue planning process; engaged corporate and hotel teams to implement distribution, analytics, reporting, pricing, promotional strategy, and measurement best practices. Chairing the commercial strategy workgroup.★ Notes: 1) Grew average daily rate by $100 in unqualified segments at L’Ermitage Beverly Hills year over year by affecting a channel shift to customer direct channels by realigning room type supplements and best available rate tiers. 2) Integrated two reservations offices within budget to drove conversion and revenue through extended coverage and synergies. Launched an integrated digital marketing campaign delivering superior returns on ad spend and driving market share.

Mclean, Va, Us

Promoted, drove engagement and managed delivery of all eCommerce pay to play programs with hotels and regional teams including SEO, PPC, content, merchandising, mobile, and social media initiatives to drive Internet direct revenues. Served on the regional commercial focus groups; was the primary eCommerce contact for 36 hotels across two regions; prepared the annual hotel cost and revenue budgets; Developed the eCommerce strategy for new conversions joining the Hilton Worldwide portfolio; engaged hotel and regional teams on driving commercial strategy; and Providing market insights to capitalize on opportunities.★ Notes: 1) Increased actual Internet direct revenue by 17%. Increased forward booked revenue by 25% year over year by conducting deep dive reviews for high impact properties and identified and resolved key pricing, merchandising, and content challenges.2) Streamlined social media engagement across the region by implementing a scalable Facebook application. Drove local search initiatives across Middle East & Africa resulting in incremental booked Internet direct revenue of $1.6 million and achieving a 100% enrollment in paid search.3) Implemented an Electronic Direct Mail solution for the Southern African hotels to offload distressed inventory.

Mclean, Va, Us

Set and implemented revenue management, online distribution, and eCommerce strategies for four hotels in two countries. Implemented best in class revenue management tools, maintained the relationships with market managers of leading Online Travel Agents, and expanded online reach by partnering with local Online Travel Agents. Secured high priority placements in Sabre, Amadeus, and Galileo in highly competitive markets, achieved a #1 ranking in GDS revenue penetration for two markets in 2011, and moved two new markets into 1st and 2nd place.

Dubai, Ae

Oversaw Revenue and Distribution Strategy. Achievements: developed a new demand based group pricing model; grew GDS market share by 332% (over a decline of 3%); grew online market share from both brand.com and Online Travel Agency (OTA) partners from 1.2% in 2009 to 12.1% in 2010 by partnering more effectively with Marketing; and oversaw Reservation & Property Management system implementations.

Stamford, Ct, Us

Mclean, Va, Us

Stamford, Ct, Us

Master Of Hospitality Administration, Hospitality Administration

Bps, Hospitality Management

Higer Diploma, Hospitality Management