Jonelle Richman

• Build the annual strategy and road map for regional marketing, covering all regions globally, with a focus on topline revenue, brand awareness, loyalty program acquisition, and member engagement. • Lead, develop, and motivate a team of 10 distributed across Europe, the US, Latin America, Asia, and Australia. Create an inclusive and collaborative environment for many cultures and personalities. • Revamp the company approach to Regional Marketing, redefining team scope and structure to maximize efficiency, grow revenue impact in key markets, and improve stakeholder relations. • Redesign global offers and promotions strategy to increase hotel participation, grow revenue by 50%, improve internal processes, and create a frictionless consumer journey. • Leverage data and consumer insights to build annual and quarterly B2C campaign strategies alongside key cross-functional partners. • Increase the effectiveness of global B2C marketing campaigns by improving collaboration and planning process, implementing a test & learn approach, and enhancing reporting.

In this role I developed and executed the loyalty & content marketing strategy for Heineken’s e-commerce platform with a focus on increasing consumer engagement, brand loyalty and revenue. I built the brand marketing strategy for products and line extensions launched through e-commerce and developed the brand communications and marketing strategy to tell the brand story through all online and offline marketing touchpoints. I also: • Oversaw marketing campaigns across 10 European markets including research, concept & creative development, budgeting, agency management, ongoing testing and optimization across all digital channels, and final analysis. • Collaborated with BI team and external research agencies to gather and analyze quantitative and qualitative data to develop consumer understanding and apply the insights in marketing. • Led redesign of e-commerce platform creating a lifestyle and content-driven brand experience integrating storytelling with e-commerce and mobile best practices, increasing desktop conversion rate +30% and mobile conversion rate +45%. • Built marketing automation program from the ground up, designing and implementing 10+ personalized, automated consumer journeys to improve consumer experience and brand loyalty. • Grew e-commerce operations from 1 market to 10 markets in the span of 1.5 years. • Tripled returning consumer revenue through strategic marketing initiatives designed to accelerate reorder frequency, reduce churn, and increase average order value. • Designed loyalty & content marketing team structure. Oversaw five direct reports.

In this senior role I oversaw the marketing performance for 50+ properties in the Northeast U.S. while leading a cross-functional team dedicated to franchise property market share growth. I also developed and executed B2C and B2B marketing plans for a portfolio of Westin, Le Méridien, Sheraton and W Hotels, bringing global brand strategy to life on a local level. In addition, I led the destination marketing strategy for NYC, the Northeast and Mid-Atlantic regions designed to inspire travel, boost occupancy over need periods, and grow ADR. Additional successes include: • Growing direct booking revenue to the portfolio by 40% through a mix of marketing strategies including hotel and brand website experience optimization, content marketing, email marketing, social media, partnerships, PR, and advertising. • Managing the spring leisure destination campaign, which successfully boosted occupancy in hotels over need periods, drove loyalty program engagement, and resulted in an ROI of 55:1. • Developing marketing plan and oversaw activation for a Sheraton brand video starring Formula One race driver Lewis Hamilton, which resulted in 2.3M+ YouTube views and 1M+ Facebook views, making it the most viewed online video in the company’s history at that point. • Establishing a formal training and development program for a team of five managers and coordinators; providing strategic marketing guidance and leading relationship management training.

As a marketing manager on the corporate brand management team, I delivered a marketing strategy that achieved a ROI of 25:1 for a portfolio of 12 Westin, Sheraton, and W Hotels. I built and implemented a content plan for each property designed to highlight global brand values and the hotel’s own unique positioning in their market, leading to a 20% increase in organic search visits, a 29% increase in organic search revenue, and a 13% lift in conversion. In this role I also: • Spearheaded integrated destination marketing campaigns for the Northeast and NYC regions in collaboration with communications, operations, revenue management and sales. • Orchestrated the first digital marketing campaign in North America with a major integration of user generated content, which resulted in an ROI of 11:1 and strong consumer engagement. • Grew average rate and drove incremental revenue through an innovative storytelling campaign highlighting premium rooms and suites. • Collaborated with Sheraton brand marketing and SHOWTIME to plan and execute a partner marketing event promoting Sheraton Hotels and the award-winning TV series Homeland, resulting in more than 2M impressions through social content and earned media. Awards: 2014 & 2013 Top 10 Client Service Scores in North America; 2014 North America Marketer of the Year Nominee; 2014 North America Incentive Trip Winner.

As a coordinator within the corporate brand management team, I implemented marketing initiatives for 60+ hotels in the Northeast and Mid-Atlantic U.S. and optimized digital marketing channels including hotel websites, email marketing, campaign landing pages, search engine marketing and social media. I analyzed website performance and identified opportunities using Google Analytics, Omniture, BrightEdge and internal reporting systems. In addition, I managed in-house designers and creative agencies to develop branded digital and print assets for brand and property initiatives, destination campaigns and partner marketing promotions. Other achievements: • Collaborated with an international taskforce to launch the company’s global restaurants & bars website, and led the marketing plan execution in North America. • Partnered with a cross-functional team to launch first restaurant marketing campaign in North America, resulting in a 65% lift in online restaurant reservations. Awards: 2013 Starwood Gold Star Award; 2012 Field Marketing Leadership Award; 2012 North America Brand Management Rising Star Award Nominee.

I spent my time in this role developing and executing marketing initiatives in collaboration with a cross-functional hotel team, PR agency, creative agency, and corporate brand management team. I coordinated photo shoots, organized events, improved the website experience and content, and managed print and digital asset development. I also designed and implemented the hotel’s social media strategy and managed the social media accounts.

As the face of the hotel and a member of the hotel opening team, I personalized guest experiences and identified revenue opportunities based on report analysis of consumer behavior patterns and preferences. I was recognized as a top performer in driving loyalty program enrollments and boosting hotel’s average daily rate by upselling incoming and in-house guests. I also assisted with on-boarding new associates including brand standards and operating procedures training.

In this role I created and executed email, direct mail and phone campaigns to market financial business intelligence tools to hospital executives. I was selected to work exclusively with the firm’s top accounts after five months with the company as a result of consistently exceeding business development goals and strong account management skills. I also received the firm’s Constant Growth Award for exceptional business development and client service skills.