Innisfree Hotels, located in Gulf Breeze, Florida, is one of the top beachfront hoteliers in the southeast region, with a portfolio of 30+ properties and restaurants expanding across top brands including Hilton, Marriott, IHG, and others.
With a focus on community involvement, they also own a community garden, art school & gallery, and other local experiences.
Innisfree Hotels
Work Experience
Luxury & Travel | 2022-2023
Premier Beachfront Hospitality Company Specializing in Beachfront Luxury Hotels
Managed the email marketing and websites for 25+ top brand luxury resort hotels, including Hilton, IHG, Marriott, and more. Was solely responsible for creating and maintaining webpages, as well as creating and managing the email marketing campaigns for all properties. Designed the email marketing arm of a billion-dollar company ground up from research & planning to implementation.
Overview of Goals & Objectives
Establishing the Email Marketing System for a Billion-Dollar Luxury Hotelier
Before my role was created, email marketing was not utilized for any of the properties, so there was a lot to establish from the ground-up. The goal was to have a consistent flow of monthly newsletters, direct messaging that improved the user experience, and to establish a long-term working system.
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Summary of Properties
Volunteer Experiences
Luxury Hotel Properties
Restaurants & Activities
My Other Contributions
- Created Property Directory Excel Document
- Assisted in drafting SOP documents for new processes, especially as it related to the email marketing arm of the marketing department.
- Contributed to weekly huddles that determined new strategies, campaigns, and improvements to marketing efforts.
As exampled by the samples above, I embrace opportunities to be involved and participate in personal and company projected extra activities. Whether it is giving a school for impoverished youth a fresh coat of paint, freshening up a community garden, or participating with the planning and execution of local events, I enjoy being a team player.
- Donated time in volunteer activities on multiple occasions at both the Dixon Art School and the Ground-Up Community Garden.
- Participated with managing event tents and other in-person event activities representing our properties and partnership organizations.
In my role within the marketing team of Innisfree Hotels, I have consistently delivered valuable contributions that elevate the multiple brand presences and drive business success. By leveraging data-driven insights and staying attuned to customer preferences, I played a pivotal role in optimizing marketing strategies, especially in email marketing.
This role required creating multiple assets a month that followed the brand guidelines for each property. It also involved creating the organizational infrastructure for implementing the new email marketing system. This added steps and required approvals from multiple management groups, so maintaining a structured communication style was imperative.
Establishing a Dependable Email Delivery Infrastructure
My success in email marketing campaigns stems from a combination of strategic planning, targeted content, and meticulous attention to detail. Through careful segmentation and personalized messaging, I've consistently surpassed industry benchmarks, achieving an average open rate between 35-40% across all accounts.
This heightened engagement not only speaks to the effectiveness of my email delivery system but also underscores the value of crafting compelling content tailored to the specific interests and preferences of my audience. By continuously analyzing performance metrics and refining my approach, I've been able to continuousely improve the effectiveness of these methods.
As a Multi-Media Specialist in this role, I was well equipped to manage overlapping email campaigns as well as maintaining rapid shifts in scope, needs, and available information.
I was solely responsible, from research and implementing new tools to creating all creative assets, analyzing the data, and reporting to a diversely distributed management team structure.
Designer included conducting research
Email Marketing Breakdown
Click to view the above samples. The trends in these examples continued with the larger acounts for lists ranging from 15,000 to 150,000 subscribers.
WordPress Website Management
With a track record of managing over 20 properties, I've overseen tasks ranging from routine maintenance to building new pages, mitigating website-related crises, and ensuring that each website reflects the brand's identity.
Mercantile Haunted Page
The Mercantile New Orleans is a luxurious all-suite hotel just minutes from the historic French Quarter, Bourbon Street, and Jackson Square.
Bonsai offers guests a truly amazing Asian Fusion experience from its location on the 2nd floor of the Hilton Pensacola Beach.
Bonsai Menu Page
Click the images above to view a full-length sample.
New Fairfield Inn & Suites Grand Opening
A major marketing event I participated in was a 7-day Win-a-Stay contest promotion. This stay included the hotel, gift cards to restaurants & local excursions, and PensacolaBeach.com merchandise. Like the Early Bird campaign, I was responsible for creating the landing page and utilizing the email list to attract attention and contest entries. Click on the image for a full-page sample.
Win-a-Stay Landing Page & Email Campaign
I am proud to have been a part of the grand opening of Pensacola Beach's newest resort hotel: Fairfield Inn & Suites. I played an instrumental role in bringing the online presence to life, as well as driving major parts of marketing campaigns and events ahead of the property completion. You can click on the image to see the home page I designed for the grand opening. Additionally, you can view the Events Page here.
Vanity Home Page for Newly Built Oceanfront Hotel
One of the two bigger campaigns we ran was the Early Bird promotion, offering a window of early booking for those who signed up. A major component to the success of this campaign was utilizing email marketing. This required collecting an email list of more than 10K, creating a landing page, as well as desiging email campaigns to engage users to sign up. Click on the image to view a full-page sample.
Early Bird Vanity Page & Email Campaign
Along with the above campaigns, I was also responsible for running the email marketing for the Grand Opening itself. This didn't require a landing page but a series of crafted emails. You can view a sample of my email marketing stats and results in the section above, or by clicking here.
Grand Opening Email Campaign
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Explore further examples of my portfolio by clicking the button below or navigating through additional pages showcasing my work. Whether you're seeking inspiration or evaluating my capabilities, delve into my portfolio to see a comprehensive display of my expertise and creativity across various projects. Dive deeper to witness how I can bring your vision to life.
Get In Touch To See If I Am Available For Hire!
For 10+ years, I have honed my abilities as a UX/UI Designer. I am highly skilled in information layout design, websites & funnel systems, proposals & presentations, digital products, and custom design that converts visitors through powerful experiences.
Download my resume below or fill out the form to get in touch regarding your project or opportunity.
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