Developed and executed a portfolio-wide digital marketing strategy focused on increasing direct bookings while maintaining ADR growth. Leveraged booking window analysis (45+ days), OTA channel optimization, and targeted campaign planning across multiple properties.

Built reporting frameworks, campaign calendars, and commercial plans aligned to demand and segmentation.

Result: stronger direct channel mix, improved booking pace, and higher-value guest acquisition.

Conference material samples:
https://www.twine.net/signin

I develop conference presentations and brand collateral systems where the message always leads—and design exists to elevate clarity, not compete with it.

Every project begins with a strong brand and narrative foundation, ensuring that all materials are aligned to a cohesive theme, tone, and strategic objective. The result is communication that is intentional, structured, and built to land with executive-level clarity and impact.

My focus is on keeping the core message front and center—translating complex ideas into clear, compelling narratives that resonate with the intended audience, whether on stage, in investor settings, or across broader brand touchpoints.

Beyond presentations, I create supporting collateral that extends the same level of brand consistency across all formats. This ensures a unified visual and messaging system across both internal and external communications.

I’ve led visual direction and rebrands for multi-billion-dollar and international organizations, translating brand strategy into scalable, high-impact design systems across hospitality, lifestyle, and global business environments.

Led the development and rollout of internal brand and culture initiatives across a national portfolio of 100+ hotels, aligning team behaviors with the company’s evolving brand and growth strategy. (https://www.twine.net/signin)

Partnered with leadership to define brand voice, core values, and service expectations, then translated those into actionable frameworks for property teams including communication standards, guest interaction guidelines, and operational alignment.

Developed training tools, internal messaging, and SOPs to ensure consistency across departments, creating a clear connection between brand promise and day-to-day execution.

This work strengthened team engagement, improved consistency in guest experience, and supported broader brand positioning and organizational growth.

Developed brand concepts (https://www.twine.net/signin) , positioning, and guest experience strategies for restaurant and bar concepts ranging from casual to upscale. Focused on creating distinct identities that drive both local engagement and hotel integration.

Led naming, voice, visual direction, and digital presence, while aligning menu storytelling, programming, and on-property experience to increase traffic, capture rate, and repeat visitation.

Partnered with operators and chefs to ensure the brand translated operationally, from pre-opening through ongoing activation supported by targeted digital campaigns and local market strategy.

Led the full development of brand identity from initial concept through operational execution, ensuring the brand is not only defined, but consistently delivered across every touchpoint.

Developed brand positioning, voice, tone, and messaging frameworks alongside visual direction, then translated that strategy into real-world application through guest experience design, team training, and operational SOPs.

Worked closely with leadership and on-property teams to embed the brand into daily operations, aligning service behaviors, communication style, and internal culture with the intended brand experience.

This approach ensures the brand doesn’t stop at launch, but is sustained over time, creating consistency, stronger guest connection, and long-term brand equity. portfolio: https://www.twine.net/signin

Led brand and commercial strategy across a national portfolio of 100+ hotels and F&B concepts. Developed positioning, messaging, and full-funnel digital ecosystems to drive direct revenue and strengthen market presence. Partnered with revenue, sales, and operations teams to align brand with performance across brand.com, paid media, and OTA strategy. Built scalable frameworks for openings, repositioning, and guest experience improving channel mix, increasing brand.com contribution, and supporting long-term asset value.