Selected by senior vice president to lead company expansion in a new industry by collaborating and innovating with executive leaders across all business functions
Responsible for building a new team, its vision and culture, and creating and implementing comprehensive go-to-market plan alongside internal partners and agencies in owned, earned, and paid media channels
Develop data-driven, consumer-informed holistic brand and marketing strategy, inclusive of positioning, values, naming, audiences, campaigns and programs
Create new consumer journey inclusive of technology platforms, process, and communication touchpoints, delivering against the Disney standard of excellence
Manage multimillion-dollar budget and ten-year resource and financial forecasts
Launched new business via communications plan that generated 2,000 news stories including Good Morning America, resulting in record-breaking lead generation and 1 billion impressions
Spearheaded lead generation strategy and established database management and measurement best practices, efficiently driving 43% YoY database growth

Storyliving by Disney

Director, Marketing & Sales Strategy (1/2022-Present)

Sr. Manager, Marketing & Sales Strategy (2/2020-1/2022)

The Walt Disney Company

Led annual marketing and sales strategic planning with a focus on engaging consumers, driving demand, and maximizing revenue
Leveraged consumer, financial, business, and industry insights to develop informed recommendations and guide decisions
Developed relationships with sales leaders and teams across five global sales channels, developing programs to meet individual sales channel nuances
Managed high volume of programs through direct team, agencies, and technology vendors with significant, multimillion-dollar budget oversight
Oversaw largest annual, long-format video, lead generation program and supporting dedicated marketing plan
Initiated sales offer analysis and pricing strategy workstream bringing together finance, sales, and business teams to increase revenue per sale, contributing to 28% revenue growth during tenure
Created an optimization workstream with the sales team to analyze their programs, gaining buy-in to discontinue low-performing efforts, and allowing the team to reallocate 25% of total budget toward new initiatives

Disney Vacation Club

Sr. Manager, Marketing & Sales Strategy (2/2016-2/2020)

Disney Cruise Line

Manager, Marketing & Sales Strategy (4/2013-2/2016)

Led marketing and sales strategy to support domestic travel sales channels and collaborated with international business teams to share best practices and ideas
Analyzed business data to gain key learnings on consumer booking trends and implemented strategic communication changes to grow revenue across regions
Evaluated annual growth rate of direct versus third-party bookings and tracked
commission levels to understand profit margin impact and optimize support levels
Evaluated and implemented policy changes to drive increased profit margin
Launched new and reimagined ships with dedicated go-to-market plans and
creative campaigns to drive awareness, intent and bookings
Led three Cast, multiple and vendors; responsible for multimillion-dollar budget

All Disney Travel Brands

Travel Industry Marketing Manager (8/2012-4/2013)

Managed distribution channel strategy to drive multibillion-dollar revenue targets and meet growth goals for global travel channels
Partnered with sales and key accounts to develop individualized marketing plans for merchandising Disney vacations to deliver against booking and revenue goals
Led two Cast, agencies and vendors; responsible for multimillion-dollar budget

Aulani & Adventures by Disney

Digital & Social Manager (11/2010-8/2012)

Developed digital and social strategies, story beats, and implemented programs
Community managed Facebook pages; wrote copy and scripts, created photo and video content to increase engagement
Supported product launches by developing video content, custom mobile apps, unique and engaging social content and programs
Responded to Guests and travelers to assist in travel decisions or issues

All Disney Travel Brands

Promotions Manager (5/2008-11/2010 & 9/2004-9/2006)

Led transition from local marketing to national approach with a digital focus, identifying brand fit partners and initiating relationships that resulted in win-win programs
Managed corporate alliance relationships, marketing, promotions, and major retail programs to increase in-moment purchases with Hanes, Coca-Cola, Huggies
Participated in the ideation, development, and implementation of national urgency-driving thematic and creative campaigns, multi-city tours, and negotiated TV and radio media coverage across US markets
Launched new products and attractions by building relationships with media and negotiating broadcast agreements during major domestic and global press events

Nissan North America

Infiniti

Lifestyle Marketing Manager (9/2006-5/2008)

Managed multi-disciplinary marketing programs that included interactive and experiential events, and PR components to garner awareness and improve consumer opinion of the Nissan and Infiniti brands

Tribune Company

Orlando Sentinel & Tribune Interactive

Marketing Manager (1998-2004)

Developed partnerships in the local community with an emphasis on event and sponsorship implementation, negotiating media plans in exchange for sponsorship recognition to elevate the brand and demonstrate community involvement
Negotiated retail placements, pricing bundles, and promotional programs with clients such as 7-Eleven and Mobile
Other roles: Intern, Marketing Coordinator, Interactive Manager

Passion Projects

Education

Master of Business Administration, Florida International University

Academic Scholarship for GPA, 3.93 / 4.0

Women in Leadership Certification, Cornell University

Bachelor of Arts in Communications, University of Central Florida

Gallop Profile

— Jim Rohn