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Ryan Lafferty 500 Rose Lane, Silver Spring, MD 20904 404-343-1010 (Home) | 404-454-2030 (Cell) | [email protected]
Marketing Executive with 8+ years of experience in the hospitality industry and proven track record of creating, managing and executing successful marketing campaigns. Developed campaigns that have generated millions of dollars in new revenue, including increasing global customer data base through Hilton Preferred Guest offers, partnerships, online media and charities – resulting in 20,000+ new members and $2.5+ million in new revenue. Coordinated and managed the most successful PR/marketing campaign in Hilton’s history, generating over 350 million media impressions worth over $4 million in ad value Extensive business development and joint marketing experience, having worked closely with clients such as American Express, PepsiCo, US Airways, Life is Good, Nestlé’s, Seattle’s Best Coffee, and the Brewers Association. Deep knowledge of creating and executing online marketing campaigns, including the creation of tactical global consumer packages supporting the brands “Simple Pleasures” marketing platform, resulting in $2+ million in new revenue.
PROFESSIONAL Hilton Hotels & Resorts Worldwide, Inc., Silver Spring, MD EXPERIENCE Director of Brand Marketing & Promotions, February 2007 – Sept 2008 • Responsible for planning, developing, executing and overseeing marketing and promotion initiatives for the Hilton Brand, including long term strategy in addition to providing oversight and direction to short-term campaigns. • Managed a $2.5 million marketing and branding budget, supporting online marketing, emails, promotions overall branding. • Increased global customer data base through Hilton Preferred Guest offers, partnerships, online media and charities – resulting in 20,000+ new members and $2.5+ million in new revenue. • Created and led company’s marketing strategy, resulting in jump in JD Power ranking, guest satisfaction performance, share of occupancy, and increased average daily rate. • Coordinated and managed the “Chief Beer Officer” campaign designed to promote the in hotel “Best Brews” program, resulting in the most successful PR/marketing campaign in Hilton’s history, generating over 350 million media impressions worth over $4 million in ad value • Managed all aspects of the “Chief Beer Officer” campaign, including appearances at Starwood hotels around the world, 100+ interviews, development of the “Chief Beer Officer” website, and development of a brand vacation package to support the Best Brews program. • Managed joint marketing programs, including consumer getaways packages, customer loyalty programs, and sponsorships at conferences and charities. • Worked with Fortune 500 partners, including American Express, PepsiCo, US Airways, Life is Good, Nestlé’s, Seattle’s Best Coffee, and the Brewers Association. • Co-created and produced Hilton Preferred Guest television segments, aired in 25,000+ Hilton hotel rooms worldwide. • Drove online bookings by creating tactical global consumer packages, resulting in $2+ million in new revenue. Ryan Lafferty Resume Page 1 of 2
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Launched new, $30,000 retail site on fourpoints.com designed to cultivate customer and partnership loyalty. Developed Hilton’s first “Franchise Field Marketing Select Service” program for 100+ hotels across the North American Division, improving overall brand awareness and boosting property performance. Managed the “Franchise Field Marketing Select Service” field marketing team, ensuring consistency with national campaigns and local hotel offers. Created and managed conferences aimed at educating Hotel Developers on the Hilton brand, including close collaboration with the Real Estate Team and external vendors. Utilized customer surveys to identify and segment customers, enabling customized marketing campaigns and improved branding messages.
Senior Manager, 2004 – 2007 • Managed online marketing promotions, branding campaigns, and marketing within Hilton Hotels – including direct mail, email marketing, and sweepstake and incentive programs. • Presented monthly calls and quarterly meetings with global marketing teams and the Hilton Advisory Board, ensuring strategic alignment and budget approval for marketing and PR campaigns. • Interacted with internal and external agencies to ensure creative, promotional programs, web enhancements, and marketing communications aligned with corporate strategy. • Collaborated with Franchise Team, Global Sales, and the Web team to create hotel specific websites and targeted email campaigns reaching 3 million email addresses. Manager, 2000 – 2004 • Responsible of maintaining, tracking and supporting marketing, advertising and direct marketing campaigns across the Hilton Hotel organization. • Managed brand promotions, including sweepstakes and partner merchandise for Hilton Hotels, totaling over 25 annual promotions yearly. Lehman Brothers, New York, NY Executive Administrative Assistant, 1998 – 2000 • Served as Executive Assistant to the General Counsel; duties included scheduling travel itineraries, organizing conference calls/board meetings, creating expense reports, and logging legal documentation. General Motors Corp., Silver Spring, MD Distribution Manager, 1989 – 1998 • Responsible for supervising vehicle distribution and exchanges across all tri-state dealerships, managing field representatives and their local dealers, preparing sales reports, and coordinating special events. • Selected by the General Manager to assist in re-engineering the vehicle ordering and shipping processes – received an Award from the President of the Oldsmobile Division for my work. EDUCATION George Washington University, Washington, DC Bachelor of Art in English • Minor in Economics
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