Internal Brand & Culture Transformation 10k employees

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.