Ensured continuous analysis of competitive environment and consumer trends with Western Michigan University (WMU), Gull Lake View, Pretty Lake, Lead Feather, and several freelance projects. Broad career experience designing comprehensive campaigns, marketing specific products, and experiences — including (deep breath), fundraising, recreational activities, destination retreats, team building, destination golf, skiing, events, memberships, lodging, spa, restaurants, meetings, outings, weddings, and more.
Increased first-time reservations at Gull Lake View in 2017 through digital marketing strategies with a 7:1 return on investment. Increased annual website pageviews by 178%. Grew social media likes and followers by 132% over the previous year. Managed online reputation by increasing the aggregate review average up to 4.23 from 4.05, while reducing sub-4.0 reviews by 50%.
Brand Management: designed and implemented new branding and visual identity with WMU Alumni Association, Gull Lake View, Lead Feather, Pretty Lake, and several freelanced projects. Strong commitment to ensure that content, look, feel, and presence reigns supreme since branding is often the first moment-of-truth for the customer to make a decision.
A rich history of working to ensure all decisions are data-driven. Developed marketing strategies with Salesforce metrics, economic indicators, tracking changes in supply and demand, identifying customer needs, and monitoring the competition. Career-long commitment to the belief that marketing only works if the product demand and the customer are determined first, and it’s only successful when the primary focus is maximizing the return on investment.
Dramatic growth in engagement, likes, and followers through careful and intentional social media management over the last decade. Grew likes at Pretty Lake by 160% and 132% at Gull Lake View, where Facebook website referral up over 80% in 2017 over 2016 (based on the customer demographics, Facebook has been the primary medium).
Developed sales process and dramatically increased revenues at Pretty Lake while customizing client experiences based on the desired outcomes of the group leader. Secured over $250,000 beyond the normal book of business, with the bulk of these clients returning for annual programming and retreating.