Stuart Cerullo Email & Phone Number

Founder of Hotel and Casino consulting company. Developed business and product plans for travel industry focused at the cross roads of technology and distribution. Business, product planing and solutions target areas include: reservations, e-Commerce, Mobile, Social/ Local engagement, loyalty, sales force automation and CRM. Consulted on marketing program/channel design, development and deployment and technology platform. Noted engageents: Amadeus April 2012 to present I have been engaged with the teams in Madrid, Nice and North America focused on four key areas;1. Product Planning – reviewing, rebuilding and refining the product roadmap across the suite of Amadeus Hotel Platform products and services.2. Process – reviewing the processes in place for building, deploying and maintaining product and services. Identifying improvement opportunities that target better customer reception, time to market and more competitive product and services. Product release cycle and the associated financial controls and best practices.3. Client Support and Recovery – Work with key existing clients to understand their expectations and Amadeus commitments while working to achieve improved results with in Amadeus. Work with key accounts to recover and extend existing business.4. Pre-Sales – I am actively engaged with leading NA accounts well down the consideration path for using some or all of the Amadeus Hotel Platform solution. • Las Vegas March 2011 to April 2012 Worked closely with the executive teams to devise the necessary business and technology plans to re-launch Las Vegas as a destination. The goal was to create an e-commerce application that would allow a consumer to shop all that Las Vegas had to offer across all providers while taking the money upfront.

Provided technology and travel industry direction and leadership in development and implementation of IT & Global Revenue Services operating plan for over 7,200 hotels, 12 different brands, over 600,000 hotel rooms located in 65 countries throughout the world. Maintained strong focus and oversight on improving P&L, $120+ million, and delivering on CapX goals and ROI of over $30 Million annually. • Drove overall IT and revenue management services business strategy and planning, through definition of product roadmap that measured business priorities and objectives across all points of distribution. • Spent ~ $15M working with HP to bring industry standard solution set; hardware, software and applications, to address current travel distribution challenges in marketplace. Developed detailed specifications for each product service area, culminating into complete hotel industry offering, with purchase potential of subset services. • Oversaw working relationship with Amadeus to leverage size and value of each company in marketplace, by defining product services roadmap that provided hotel distribution services packaged on usage basis and leveraged “Cloud Computing” model that was community/tenant based. • Acted as senior member of core due diligence team that established and negotiated business case to acquire Tryp brand from parent Sol Melia, in Majorca, Spain. Other key M&A transactions included merger of Wyndham brand hotels (~300) and associated IT distribution systems, acquisition of Ramada International properties (~175) and Baymont brand in NA (~160 Properties).• Developed and executed WynRewards plan to expand hotel loyalty program internationally and across all lines of business.• Designed, piloted and implemented Property Management System platform and services solution that delivered value to property by improving guest experience, adding value to hotel operator, while increasing Gross Room Revenue by 8-12% measured before and after growth.

Managed all IT hotel distribution strategy, development, execution and delivery, including staff of 80+ FTE across 8 functional departments, responsible for end-to-end delivery of industry leading solutions across all hotel distribution points of sale, with operating budget of $10+M annually and annual capital budget of $35+M. Outsourced 150+ outside FTE resources annually. • Brought to market new set of search services that mitigated “look-to-book” burden of previous search service and significantly improved speed, response time and accuracy, while improving guest satisfaction and increased conversion at key points of sale. • Delivered state-of-the-art PMS solution for WYN portfolio of hotels that leveraged cost, support, time to market and revenue improvements available, with over 4000 hotels currently using implementation. • Designed and delivered new generation of brand.com hotel search, shop and book websites that captured each brand’s uniqueness while leveraging shared set of backend services.

(Formerly Cendant Hotel Group) Managed IT hotel application development, and production support with staff of 60+ across multiple functional departments. Created clear measurable set of agreed-to business requirements, engineering processes and development work, bringing requirements to market, with ongoing support and maintenance. Managed operating budget of $8.0M+ annually and annual capital budget of $18+M. Outsourced 150+ outside FTE resources annually. • Designed and delivered TripRewards Loyalty Program, achieving customer relationship management goals, to increase brand loyalty, while growing to nearly 20 million members. • Established Project Management Office to bring best practice and control over project execution, significantly reducing project failures, while improving accountability, audit ability and financial controls. • Deployed “foundation architecture” and technology platforms to support future distribution and operation vision, which increased efficiencies across more unified hardware environment and better utilized assets and resources.

Co-founder of e-commerce based Hotel and Casino consulting company. Developed business and product plan for low-cost travel industry delivery model which integrated e-commerce applications oriented to small to midsize hotel chains. Business product modules included central reservations function, loyalty program, sales force automation and Customer Relationship Management (CRM) platform. Consulted on marketing program design, marketing channel development, technology platform evaluation and design, strategic positioning, and brand development and management. Noted engagements: • Wyndham Hotels & Resorts – Led recovery team of Wyndham and e-TMS resources to design and deploy Micros/Fidelio Enterprise Opera solution, which included Central Reservation System, two-way property integration for reservations and guest information, revenue management, web e-commerce strategy and plan. • MGM Grand – Created and launched new website with single page booking engine, cross selling and push-promotional capabilities for restaurants and entertainment, resulting in 79% increase in bookings through channel.• Le Meridian Hotels & Resorts – Developed web-based sales lead origination and tracking system that drove incremental reservation, hotel and meeting business to hotel.• Hard Rock Café Corporate – Performed brand analysis of website, hotel and café linkage, which increased visits to website by 50%, conversion rates by 2-3 points, while increasing customer visits to restaurants.• Starwood – Solved “Destination” website competitive challenge, by conceiving, designing and deploying regional Italian destination website that marketed and cross-sold 25+ Italian destinations, which was “White Labeled” and deployable at additional destination markets.

Vice President, Strategic Development 1997-1999Vice President, Marketing and Distribution 1995-1997Sr. Director, Production Systems 1993-1995(Formerly ITT Sheraton) Sr. Architect and Primary Business Liaison 1988-1993(Formerly ITT Sheraton)

Ba, Economics

Graduate, Computer Science