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David M Byrne Resume
- 1. DAVID M. BYRNE Bolingbrook, IL 60440 | 630.913.1678 | davidmichaelbyrne1@gmail.com | www.linkedin.com/in/davidmichaelbyrne Profile: Regional Marketing Manager/Director Over 12 years of championing the brand vision, building awareness, and driving incremental revenue growth, profitability, and ROI for Hyatt Hotels Corporation. Ø Progressive career marked by formulating, implementing, and leading execution of corporate marketing strategy throughout regions with hundreds of company-‐owned and franchise locations. Expert in working with internal and franchise partners to localize marketing strategies, plans, and programs. Ø Brand ambassador with proven success in bringing brands to life through diverse communications channels, engaging presentations, and digital marketing strategies including SEO, PPC, and social media marketing. Ø Empowering and inclusive leader skilled in cultivating relationships, fostering collaborations across functions, and building consensus. Strong mentor and coach with the proven ability to train, equip, inspire, and motivate individuals and teams to achieve shared goals and exceed expectations. Created property-‐level SEO program with 10:1 ROI, 25% increase site visits, and nearly 20% revenue growth. Established Hyatt’s first Digital Advisory Committee and best practices for digital marketing. Championed Hyatt brand standards across multiple sites to ensure consistent brand message in all locations. AREAS OF EXPERTISE INCLUDE: w Brand Management & Message w Marketing Strategy, Planning & Execution w Marketing Operations w Digital & Traditional Marketing w Revenue & Channel Distribution Analysis w Promotions & Pricing w Brand & Field Marketing w Marketing & Communications Principles w Loyalty Program Development w Marketing Mix Management w Cross-‐functional Team Building/Leadership w Project/Program Management PROFESSIONAL EXPERIENCE HYATT HOTELS CORPORATION – Chicago, IL March 2015 – January 2016 Head of Field Marketing – Hyatt Place/Hyatt House Drove revenue growth, brand preference, and customer engagement for nearly 300 Hyatt Place and Hyatt House hotels in North America by spearheading multi-‐channel marketing and communications strategies. Negotiated SEO/PPC agreements, managed performance, and maintained relationships with several digital marketing agencies. Managed up to $500K annual budgets. Led team of four Field Marketing Managers. Provided expert guidance on developing field marketing programs in Asia, Europe, and Latin America. Ø Solidified partnership between franchise operators and Hyatt, while developing a best in class digital strategy by spearheading establishment of Hyatt’s first Digital Advisory Committee. Ø Added value to both hotels and franchise partners by developing new Digital Health Review to evaluate property websites, clearly define best practices for content, images, and SEO attributes. Ø Contributed to 10% YoY increase in revenue per available room (RevPar) for Hyatt Place and Hyatt House combined by leveraging Priority Hotel program developed in prior role. Ø Played instrumental role in 35 new hotel openings in 2015 alone by providing expert pre-‐opening marketing support. HYATT HOTELS CORPORATION – Chicago, IL March 2011 – March 2015 Director of Field Marketing Managed region of nearly 80 Hyatt Place and Hyatt House hotels, consulting with hotel leadership to develop local marketing strategies and creative materials in alignment with brand standards. Educated hotel management, ownership, sales leadership, and marketing teams on marketing tactics that leveraged both digital and traditional marketing strategies. Identified/analyzed underperforming hotels and partnered with sales and revenue management counterparts to formulate action plans that drove occupancy, revenue, and/or average daily rates. As champion of brand standards, ensured consistent communication of brand message in all local marketing. Ø Developed, piloted, and launched property-‐level SEO program that drove on average, a 25% increase in site visits, 10:1 ROI, and nearly 20% revenue growth for Hyatt Place and Hyatt House hotels.
- 2. David M. Byrne 630.913.1678 | Page 2 of 2 Ø Enabled hotels to identify and capture new revenue opportunities, while elevating online presence and content by developing and implementing Priority Hotel program. Ø Created consistent and highly efficient branded grand opening event by leading team to develop replicable opening event template for Hyatt House hotels. Ø Fueled growth in extended stay occupancies through development of extended stay marketing materials. Ø Elevated internal perception of Field Marketing team through collaborative team building and communications between all functional departments. HYATT HOTELS CORPORATION – Chicago, IL July 2010 – March 2011 Director of Marketing Built awareness of Hyatt’s select service brands, Hyatt Place and Hyatt Summerfield Suites, through development and execution of marketing plans including partner marketing programs and regional marketing campaigns. Ø Drove 12% increase in room nights over prior year, adding an estimated $2.5M in revenue, by spearheading development and deployment of brand marketing campaigns that involved creative development and media placement. HYATT HOTELS CORPORATION – Chicago, IL November 2008 – July 2010 Marketing Manager Led development and execution of fully integrated marketing plans for opening three of Hyatt’s boutique hotels. Ensured optimal execution of marketing plans as liaison between corporate stakeholders, external advertising agencies, online travel agencies (OTAs), and individual hotels. Worked with Director of Sales to set strategic direction for pre/post-‐launch marketing tactics and partnerships. Served as Hyatt.com Project Manager (May 2009 to June 2010). Ø Played instrumental role in launching Andaz West Hollywood and Andaz Wall Street by developing and executing fully integrated pre-‐opening marketing plans that included on-‐brand ad placements and creative. Ø Enhanced user experience with improved site navigation, engaging photography, and richer content as project manager for redevelopment of Hyatt.com’s “About Hyatt” section. Provided strategic direction for website layout, design, and functionality. Ø Supported franchise development efforts by leading redesign/launch of website, hyattdevelopment.com, as well as managing relationships and communications between internal stakeholders and agencies. Ø Contributed to company purchase of global content management system by project managing large RFP. HYATT HOTELS CORPORATION – Chicago, IL May 2004 – November 2008 Marketing Operations Manager Coordinated strategy, development, and execution of integrated marketing plans for brands including Park Hyatt, Hyatt Resorts, Hyatt Place, and Hyatt Summerfield Suites. Ensured all marketing materials complied with brand standards and distribution channel requirements. Supported Hyatt’s loyalty program, Hyatt Gold Passport, by managing/executing training, marketing operations, employee incentives, and $1M annual budget. Ø Exceeded annual revenue goal for Hyatt Gold Passport with $500M in revenues annually by leading operations for design and development of marketing promotions for this loyalty program. Ø Boosted membership in Hyatt Gold Passport program 43% over five years by developing and facilitating training and incentive programs for employees globally in Trinidad, Western Europe, and the United States. Ø Supported launch of Hyatt’s select service brands, Hyatt Place and Hyatt Summerfield Suites, by partnering with VP of Marketing to develop and execute integrated marketing plans. Additional Experience: Hyatt Hotels – Housekeeping Director | Asst. Executive Housekeeper | Floor Manager, Housekeeping | Front Desk Clerk Unity Health Network – Senior Managed Care Contractor EDUCATION LOYOLA UNIVERSITY CHICAGO – Bachelor of Business Administration (BBA)