Jennifer Susan Baker

JENNIFER BAKER 400 Southern Woods Trail • Kathleen, GA 31047 •- •-CAREER PROFILE Accomplished marketer with 18+ years of experience in direct and loyalty marketing, marketing programs, communications and brand identity for luxury, upscale and mid-scale segments within the hospitality industry. PROFESSIONAL EXPERIENCE STARWOOD HOTELS & RESORTS/MARRIOTT INTERNATIONAL– Stamford, CT Marketing Consultant/Liaison • • • • • • Successfully manage the direction and operations of a guest-centric targeted marketing initiative (MVP) across Legacy Starwood, lending marketing and creative expertise to drive results for stakeholders and optimize performance across channels to meet and exceed incremental revenue goals. Liaise with Legacy Starwood stakeholders to acquire digital content, while providing performance results, insights and recommendations to optimize results across initiatives. Partner with the Marriott Personalization team to help scale and broaden reach across other Marriott channels and work cross-functionally with marketing teams. Advise and implement scaling of MVP across new placements and channels with Legacy Starwood. Co-manage the Operations team (4 team members) in content loading and management, while providing direction for reporting, ad hoc stakeholder requests and site audits. Manage and implement ongoing training of new processes and UI enhancements when needed. Lent direction and expertise to Marriott counterparts to acquire effective content to drive results based on Legacy Starwood MVP learnings for the Marriott POC, while also establishing effective processes to work with stakeholders in sourcing content to mutually leverage marketing needs and driver results. Advised effective content management processes to bridge Marriott with Legacy Starwood MVP Operations team. HILTON WORLDWIDE – McLean, VA Senior Manager, Luxury Marketing – April 2011 – October 2013 • • • • • • December 2014 – December 2018 May 2007 – October 2013 Directed and managed all aspects of brand identity for Waldorf Astoria and Conrad hotel brands, including development and execution of brand identity guidelines. Guided all aspects of global identity in brand and property print, online, social, partnership and PR efforts and ensured consistent alignment with brand operating standards. Managed brand email campaigns and provided direction and approval for property campaigns and creative. Spearheaded the inaugural launch of the Waldorf Astoria and Conrad Hotels and Resorts global lifestyle magazines. Led and managed the business relationship with magazine publisher; oversaw editorial content, creative and advertising sales efforts. Directed efforts for external communication launch in multiple digital and social channels. Managed implementation and creative direction of Luxury CRM communications in multiple campaigns, incorporating test and learn strategy and leveraging results for future campaign initiatives. Launched first online, interactive global marketing toolkits for Waldorf Astoria and Conrad brands, implementing and executing hotel toolkit training and continuing new and refreshed content and templates to meet the sales and marketing needs of hotels globally. Led 2013 global collateral audit and brand identity review for Waldorf Astoria and Conrad brands. Established follow-up communication and action plan for property compliance. Incorporated best practices into collateral modifications to enhance/improve service delivery and consistency with luxury brand identity. Manager – Embassy Suites Brand Marketing, Hotel Tools & Resources – August 2009 – April 2011 • • • • Managed and led all aspects of CRM campaign to best guests (55k), incorporating test and learn strategy with various incentives, and measured affinity to brand via post promotions survey. Resulted in over 50% open rate average, 22% higher reward redemption rates, 11% incremental stay lift and $3.7MM in revenue. Initiated, strategized and led efforts to relaunch brand promotion email newsletter in Q1 2010. Revised communication objectives and goals, while leading creative redesign in all communication touchpoints. Accomplished 47% subscription increase in 30 days and generated 40% of 2009 revenue within Q1 2010. Managed brand agency relationship with an account team of six and annual budget of $500K. Led strategy, creative development and implementation of all initiatives of and within brand marketing tool kit and new toolkit re-launch. Directed strategy and implementation of Embassy Resorts marketing program. Managed plan and creative direction for resort initiatives, including targeted online media campaign and email – resulting in combined revenues of $700K within 9 months. Manager – Brand and Hotel Marketing, Customer Loyalty - May 2007 – July 2009 • • • • • Managed the relationship with Embassy Suites and Homewood Suites brands and Canada and Southeast regions (approx. 800 properties) on behalf of Customer Loyalty in support of brand and hotel objectives. Managed seasonal brand promotions, including target and offer strategy, utilizing CRM framework and Customer Strategy recommendations; advised creative digital creative and managed efforts to implement promotions operationally. Major brand promotions met ROI targets with combined $4MM in revenue. Directed the implementation of property and cluster initiatives for hotels in the Southeast and Canadian regions, including reporting of results for marketing initiatives to respective hotels to assist in future promotion decisions. Managed and drove promotion strategies for converting LXR properties in the Southeast region. Met or exceeded average target ROI of 5:1 across all promotions. Planned, implemented and executed training for the successful launch and integration of the AIR MILES Reward Miles partnership. Conducted on-site training in hub sessions across Canada and online training, ensuring 100% participation and compliance to program. Spearheaded all aspects of the first global Hilton Honors promotion in Q1 2009, with the largest hotel participation to-date and revenue above goal. STARWOOD HOTELS AND RESORTS – White Plains, NY Manager – Loyalty Communications • • • • • • • December 2003 – May 2007 Directed and executed internal and external marketing communications for Starwood Preferred program: increased market share by driving member enrollment, leading efforts in retention of members, point redemption, and spearheaded in-hotel communications and supported the field in program goals. Led 2006 global hotel enrollment incentive plan, resulting in new member enrollment increase of over 70% above monthly average with a RTE of 6.46:1. Managed and spearheaded enrollment strategy and implementation for 2007. Managed quarterly targeted email and direct mail member promotions, ensuring brand consistency and creative objectives reached targeted audiences. Analyzed and leveraged promotion metrics for future efforts. Re-designed member statements resulting in costs savings of over $1MM, while allowing scalability for regional use. Managed and directed point-redemption initiatives; leveraged and improved existing programs while seeking new opportunities and leading those efforts. Developed pre and post marketing strategy within a proprietary Guest Communications channel, reaching members at critical trigger points for cross sales. Collaborated with brand, regional marketing leads and creative agency to ensure key business goals and objectives were being delivered and exceeding baselines. EDUCATION CORNELL UNIVERSITY Hospitality Digital Marketing Certificate – June 2018 MCMURRY UNIVERSITY – Bachelor of Business Administration - Marketing - Abilene, TX