CHIEF MARKETING OFFICER

Marketing & Sales

Reporting to the President & CEO, responsible for the strategic direction and leadership of a global brand, including the development and execution of an integrated marketing strategy and annual planning process.  Promote customer acquisition and retention through innovation and best practices, and ensuring an emphasis on brand awareness, activation, and engagement across all marketing platforms (digitally or otherwise).
Key priorities include:
• Recommend key market segments based on customer buying behaviors, go-to-market strategies for core distribution channels, and communication strategies that continue to differentiate the brand and its relevance.
• Leveraging customer data, advanced analytics, and a relentless focus on bottom-line contribution.  Lead and manage media, digital and CRM teams, determining the most effective ways to allocate budgets to ensure an efficient digital and CRM strategy  Includes social media, SEO, SEM, email marketing, and online advertising.
• Lead and oversee marketing strategies in the areas of promotions, product, and pricing with expertise in evaluating program effectiveness and ROI.  Developing all brand messaging and its evolution, tasked with integrating a robust customer communications strategy with an acute focus on advancing the brand globally, especially in Asia and emerging markets.

NYC   San Francisco   Singapore
Led brand and marketing for Destination Hotels, Joie de Vivre Hotels, Thompson Hotels, tommie hotels, and Alila Hotels & Resorts.  Acquired by Hyatt Hotels Corporation in Dec 2018.  Responsible for global brand strategy, digital and e-commerce, web development, CRM and loyalty marketing, public relations, retail, partnerships, social media, field marketing, guest experience, visual identity, design, and brand service essentials.
• Sustained organizational growth, revenue, and profit generation and EBITDA.  Led the team efforts that contributed to the hyper-growth of company revenues from $650M to $2B.
• Achieved $1B+ in e-commerce revenue through digital acquisition programs, lifestyle brand partnerships, and direct sales strategies focused on both B2C and B2B.
• Created the new company's name, visual identity, core values, and brand guidelines, resources, and onboarding training tools for team members.
• Involved in all business development and acquisition projects to expand portfolio growth worldwide.

SENIOR VICE PRESIDENT

Head of marketing in charge of branding, marketing, guest experience, PR, digital marketing & e-commerce, CRM and loyalty marketing, web development, social media, and content strategy. Member of the executive committee.
• Successfully led the brand transformation of Destination Hotels & Resorts from a B2B to a B2C consumer-facing brand.  Spearheaded marketing and brand development for 40+ hotels, resorts, and vacation residences - including 121 restaurants, 21 spas, and 19 golf courses.
• Developed omni-channel digital marketing solutions on mobile, web, social media, and app platforms. Increased web traffic by 13% YOY and increased the web channel as a source of revenue.
• Responsible for the Destination Delivers Loyalty Program. Increased members/subscribers 200% YOY and drove $2.5M+ in cross-sell revenue.
• Created a Field Marketing team to drive strategic sales, marketing, and branding support at the regional and local levels.

VICE PRESIDENT

Led brand, marketing, and promotional programs for Hyatt Resorts (Park Hyatt, Grand Hyatt, Hyatt Regency, and Andaz). Focused on driving revenue performance, guests experience technology and innovation.
• Oversaw sales and marketing P&L for 35 resorts - including restaurants, spa, and golf ($1B+ revenue).
• Developed strategic marketing plans to support all new hotel openings, which included digital advertising, social media/content marketing, PR, local partnerships and special events, CRM, and acquisition efforts.  Grew the Hyatt Resorts portfolio revenue by an average of 9% YOY.
• Rolled out SMS text messaging platform to create guest engagement, increase guest satisfaction, and ultimately drive revenue.  Successfully achieved $300K+ in incremental sales in the first month.
• Formed a global partnership with National Geographic Kids, which generated $4M in four months and increased web traffic 28 % YOY.

HEAD OF BRAND & FIELD MARKETING

Led regional and unit level field sales and marketing for Hyatt Hotels in the Central Region of the US Created promotional programs and awareness campaigns to drive topline sales and revenue performance across 40 hotels.
• Oversight over the group and transient sales performance, which accounted for 1/3 of the company's revenue.  Led the teams that outperformed the comp set in every market YOY in both rate and RevPAR growth.
• Created co-op marketing programs targeted for high-end weddings, corporate, and association meeting planners, which generated $25M in future bookings.
• Introduced new multimedia tools, interactive brochures, and launched 15 destination microsites, which increased search engine traffic by 18% YOY.

REGIONAL DIRECTOR OF SALES & MARKETING

Developed the brand positioning and go-to-market strategies for Affinia Hotels, James Hotels, The Benjamin and The Surrey, luxury boutique hotel brands in NY, Chicago, and Miami.
• Designed and launched a loyalty program that acquired 200,000 members in year one and a repeat rate of 92%, including $1M in incremental revenue.
• Oversaw the complete redesign of all websites and improved e-commerce efforts as part of a brand strategy and visual identity re-fresh that increased online revenue by 110% in year one.

HEAD OF MARKETING & BRAND STRATEGY

Led global brand management, marketing strategy, and guest innovation efforts for Westin Hotels & Resorts.
• Created the Westin White Tea custom scent, Heavenly Pet Program, Westin Wellness, and Westin Run
• Grew brand awareness from 76% to 82% in 3 years by leading global campaign efforts and hotel guest experience programming. Successfully launched a new Westin.com site; results led to an increase in web bookings by 40% YOY.

• Created lifestyle partnerships with Reebok, BMW of North America, and Rodale Publications. Programs generated over $3.5M in the first year, and guest satisfaction scores increased by 4%.
• Pioneered an online retail program for "The Heavenly Bed," generating $2M+ in the first nine months. Developed retail partnership with Nordstrom to sell the Westin Heavenly Bed; made $10M in sales year one.

GLOBAL DIRECTOR

In-charge of development and execution of B2B and B2C promotional programs to drive awareness and revenue for The Luxury Collection, Westin Hotels & Resorts, Sheraton Hotels, and Four Points by Sheraton Hotels.
• Generated over $100+M in revenue through acquisition programs targeting B2C and B2B
• Achieved a 30% increase in online bookings through partnerships with American Express, MasterCard, The Coca-Cola Company, Pottery Barn, Amazon.com, Bloomingdale's, 1-800-Flowers.com, and Tumi.

GLOBAL DIRECTOR OF PARTNERSHIPS & PROMOTIONS

Created the global media and advertising strategy for Westin Hotels & Resorts and The Luxury Collection.
• Led the award-winning global launch of the Westin Heavenly Bed campaign as well as operational rollout across 120 hotels.  Category disruptor recognized with seven advertising and marketing industry awards.
• Reached 100% brand compliance and $1.2M in cost savings by creating an online brand management website and digital asset library to streamline field marketing efforts globally.
• Launched a co-op advertising program that generated an additional $4M in advertising exposure.

GLOBAL DIRECTOR OF ADVERTISING

Head of marketing and product brand development for Haircare division - brands included Féria, Excellence, Preference, Studio Line, and Vive. Managed a $100M+ advertising budget. Launched the US debut of Féria.
• Successfully grew the Haircolor category and retained the number one position for Féria and Preference. Market share dominance for the Haircolor category rose from 55% to 67% in one year.
• Responsible for leading the growth and new product development for Studio Line for Men and ColorVive.

DIRECTOR OF MARKETING

ACCOUNT DIRECTOR

Find out detailed information about Marie Torres, CHIEF MARKETING OFFICER in Ft Lauderdale, FL

Marie Torres: CHIEF MARKETING OFFICER in Ft Lauderdale, FL

Marie Torres

Syracuse University

University of Virginia - Darden School of Business