Experience
Majestic Resorts, Director of Brand Marketing and Creative
August 2019 – Current
Provide expertise in brand development and identity to support the growth of the corporate brand and to establish resort brands and sub-brands as the company expands into a second travel destination. Align the brand in resort operations and sales and marketing.
Responsible for brand management at each resort, and equally, brand marketing to promote the brand and generate engagement through content creation, website strategy and user experience, email campaigns, digital marketing, social media, communications and public relations, and the integration of partner relationships into direct channels.
Key Achievements:
Established a modern, and scalable brand redesign on property and online
Led from initiation through post-launch the integration of a package booking engine powered by Priceline® on the direct website
Increased Instagram following by 191% by implementing user-driven content and influencer marketing
Produced a direct sales increase of 346% in 2021 over 2019 by increasing website traffic, decreasing bounce rate, and increasing conversion.
👥 Managing directly a team of 4.
📝 Reporting to COO and VP Sales & Marketing
Freelance Creative Director and Content Strategist
May 2018 – August 2019
Efficiently led and collaborated with clients on creative design projects in support of brand development and marketing. Assess market position and trends to develop original solutions with a high visual impact.
Key Achievements:
Positioned AMResorts in the local market through transit advertising design
Refreshed the brand identity for La Cava Kitchen & Bar in the restaurant and online in social media marketing
👥 Clients included: AMResorts Dominican Republic, La Cava Kitchen & Bar
AMResorts, Creative Services Director
January 2016 – April 2018
Managed the creative strategy, budget, and high-level workflow of a creative team of nineteen including web developers. Provided creative direction in the development of new brands and established the strategic brand value of legacy brands. Facilitated with the IT Executives and DevOps to establish website stability and increase uptime. Collaborated with the Executive Team to formulate concise marketing presentations for key audiences.
Key Achievements:
Successfully initiated the re-platform of 56+ websites in Adobe Experience Manager to accelerate performance metrics and website uptime.
Established and led an effective 19-person creative team both on-site and remotely.
👥 Managed directly a team of 19.
📝 Reported to VP Marketing
AMResorts, Creative Services Manager
April 2014 – December 2015
Managed the workflow of a design team of thirteen by implementing and managing a PMS. Managed the creative budget including planning, spend and invoice processing. Provided art direction in the development of promotional creative. Presented creative concepts to the Executive Team. Led the re-design of two brand websites and managed the relationship with an outside agency on the development of the project.
Key Achievements:
Implemented the first project management system in the company to align the efforts of the marketing and creative teams to improve efficiency by 11%.
Developed the company’s first email QA process and checklist to improve accuracy by 85%.
👥 Managed directly a team of 13.
📝 Reported to Senior Director of Marketing
AMResorts, Senior Graphic Designer
February 2013 – March 2014
Took the lead to develop a process to conceptualize and execute the launch of marketing promotions for consumers and travel agents. Mentored junior-level designers. Developed brand identity for new and existing brands.
Key Achievements:
Launched a new resort brand and repositioned the brand identity of three existing resort brands including Zoëtry Wellness Spas & Resorts, Now Resorts & Spas, and Sunscape Resorts & Spas.
Developed brand guidelines to assist both internal and external teams in upholding the identity of each brand.
📝 Reported to Senior Director of Marketing
AMResorts, Graphic Designer
February 2011 – January 2013
Designed and maintained print collateral for each brand and resort including factsheets, wedding guides, and welcome kits. Developed logos and creative for email and social media campaigns. Prepared files for print, including QA, and worked directly with local and international printers to deliver final files.
Key Achievements:
Launched award-winning brand campaigns including I Am Now and Secrets to Romance.
Reduced company spend by bringing the development of promotional creative in-house.
📝 Reported to Creative Services Manager
McNeill Media Group, Junior Graphic Designer
June 2010 – February 2011
Assisted, rendered, and expanded magazine page design and layout to develop a cohesive brand identity to meet external client requirements and deadlines.
Collaborated with the editorial team to author content. Researched, collected and edited imagery to be used in the publication. Prepared files for print production including final QA.
Key Achievements:
Pioneered the brand identity of the first online presence for LodgingMagazine.com.
Introduced the ability to deliver online display banner creative to clients for the company
📝 Reported to Creative Director
KU Essence Magazine, Designer
January 2010 – May 2010
Responsible for the design and print production of a 48-page magazine consisting of selected fine art and literature submitted by Kutztown University students.
📝 Reported to Professor
Partners Design, Inc., Graphic Design Intern
October 2009 – December 2009
Worked with Jack Gernsheimer to develop his book, Designing Logos: The Process of Creating Symbols That Endure, into a presentation format.
Assisted with projects for various clients including logo design, brand identity development, and exhibit design. Attended and participated in client meetings.
📝 Reported to Principal / Creative Director
EDUCATION
Kutztown University
BFA Communication Design
Graduated May 2010
Essential SKILLS
Strong work ethic
Active listening
Collaborative
Effective communication
Empathy
Detail-oriented
Problem-solving
Leadership
Team building
Teamwork
EXPERTISE
Building brand identity
Brand management
Brand marketing
Content strategy
Cross-functional project management
People and team management
Budget management
Art direction
Creative direction
Data visualization
Digital transformation
User-centric website strategy
Logo design
Page layout
Typography
Working knowledge of HTML
and CSS
INDUSTRY KNOWLEDGE
Business-to-Business
Business-to-Consumer
Food & Beverage
Hospitality
Luxury Brands
Retail
Technology
Travel
Meetings & Incentives
Weddings & Honeymoons
TOOLS & TECHNOLOGIES
Adobe CC
Adobe Experience Manager
Joomla
WordPress
Figma
InVision
Sketch
Google Analytics
MailChimp
Microsoft Office 365
SharePoint
Keynote
Asana
Monday.com
Workfront
Slack
AWARDS
2017
Travel Weekly Magellan Award
AMResorts Destination Campaigns
2016
HSMAI Adrian Award
Secrets To Romance Campaign
Travel Weekly Magellan Award
Secrets To Romance Campaign
Secrets Akumal Direct Mail
BreathlessResorts.com
2015
HSMAI Adrian Award
Breathless Resorts & Spas Brand Positioning
Travel Weekly Magellan Award
Secrets Playa Mujeres Campaign
Dreams Las Mareas Direct Mail
2014
Travel Weekly Magellan Award
DreamsResorts.com
NowResorts.com
2013
HSMAI Adrian Award
I Am Now Campaign
Travel Weekly Magellan Award
I Am Now Campaign
$350 Air Credit Campaign
SecretsResorts.com
2012
HSMAI Adrian Award
I <3 Puerto Vallarta Campaign
Triple Play Campaign
Travel Weekly Magellan Award
Triple Play Campaign
CERTIFICATION
SAFe 4 Certified Agilist
February 2018
