Marketing, Branding, and Design
15 years ago I was studying Theatre Production and Design when I started working at a hotel. I fell in love with the hospitality industry; the union of guest service and hotel branding crafted meaningful theatre which could both entertain and also connect people. Over these many years, I have worked in operations, marketing, design, communications, and branding in hotels, restaurants, retail, and tourism. Over the years I have worked in the B2C and B2B space and look at the experience of clients, customers, and guests holistically with each interaction being a thread in the fabric of their experience with the brand.
I have a deep passion for the environment and social justice issues and believe we must make the travel and tourism space fiscally, environmentally, and culturally sustainable.
Education & Certifications
Bachelor of Science - Business Administration (Cum Laude)
Associate of Arts (Cum Laude)
Indian River State College
Certified Hospitality Digital Marketer, CHDM
CHDM - HSMAI
Hotel Sales & Marketing Association International, HSMAI
Registered Yoga Teacher
RYT - 200, RCYT
Heartwood Yoga Institute
January 2011 - Present
PenDailey Consulting provides works with businesses who are eager to engage in marketing but unsure of how. I develop robust marketing deployment strategies, collateral design, and branding packages, and service trainings. Projects have included book promotion, event program design, expo booth design, display window design and installation, digital marketing strategy and execution, social media training, resume writing, service training development, branding, and much more.
VICE PRESIDENT OF MARKETING
December 2021 - Present
48 Hotels & 10 Restaurants
Reports to CEO and SVP of Revenue Generation. Provides strategic direction to marketing management team overseeing B2C marketing of hotels. Direct deployment of corporate marketing, communication, and public relations tactics.
Recipient of the First Honors Gala 2021 Diversity & Inclusion Key Contributor Award and the First Honors Gala 2021 President's Award
DIRECTOR OF MARKETING
February 2020 - December 2021
45 Hotels & 8 F&B Outlets
I provide direct marketing and communications support to the CEO, COO, CHRO, VP of Revenue Generation, and VP of Food & Beverage for all large-scale projects. I create procedures, training, and efficiencies for Marketing Managers, Designer, DOSMs, and GMs. I launched portfolio-wide programs related to social media, reputation management, marketing revenue maximization, and seasonal promotions. Redeveloped the Sales& Marketing Plan as part of the budget process in partnership with Regional Sales and Regional Revenue including training. During COVID, I provided direct guidance for all crisis communications and press inquiries and developed the Cleanliness First plan visuals and content in partnership with Regional Operations, Regional Sales, and Food & Beverage.Additionally, I handle corporate brand development and communications for the company including all internal executive level communications with associates, lead all external public relations initiatives, and develop all external-facing client and investor pitch content.
DIRECTOR OF MARKETING & BRAND ACTIVATION
September 2018 - February 2020
26 Hotels & 24 F&B Outlets
I work remotely with a rapidly growing portfolio of hotels and their restaurants. I focus on guiding a revenue focused marketing strategy for our hotels and restaurants. Website development projects are under my purview and I implement tailored initiatives in search engine optimization, paid search and display ads, social media marketing, and listing management for each hotel. As our portfolio of soft-brand an independent hotels continues to grow I work with our branding agencies to operationalize the plans and present them to franchisors. I analyze the marketing presence of potential properties and continue to design the pitch presentations for potential owner partners.
DIRECTOR OF DIGITAL PRESENCE,
September 2015 - September 2018
24 Hotels & 22 F&B Outlets
I work remotely with up to 24 hotels and their restaurants. Responsibilities for review responses and social media management were turned back over to the hotels, I train members of every team in reputation management or social media marketing. I liaise with corporate directors of sales and marketing to work on prospecting and marketing initiatives. I work with the operations teams to improve service delivery. I generate all of the corporate pitches sent to potential owners for our principals. I manage website development projects, brand creation and pull-through, and new hotel and restaurant launch marketing plans.
DIRECTOR OF DIGITAL PRESENCE,
September 2015 - September 2018
13 Hotels & 15 F&B Outlets
Based out of The Henry - Autograph Collection hotel I responded to all online reviews for up to ten hotels and their restaurants and recommended service changes to executive managers based on that feedback. I also worked with the Directors of Sales to create social media content. All restaurants were independent, and Autograph Collection, Crowne Plaza, Renaissance, DoubleTree, Hilton, Holiday Inn Express, Radisson, and Sheraton were represented in the portfolio.
FRONT OFFICE SUPERVISOR
THE HENRY AUTOGRAPH COLLECTION
August 2012 - May 2013
308 Guest rooms (12,000 sq ft meeting space)
AAA Four Diamond, Autograph Hotel of the Year 2011, #1 Hotel in Dearborn - TripAdvisor, 2012 #1 Hotel in Michigan - US News & World Report. In this role I trained and supported all new and existing front desk and concierge lounge ambassadors. Becoming the reputation champion for the property I responded to all guest reviews and managed social media and online presence for the hotel. I facilitated guest feedback meetings with hotel managers to implement immediate changes to guest requests and concerns.
COURTYARD DETROIT DEARBORN
April 2012 - August 2012
147 Guest rooms (1,274 Square feet of meeting space)
In this role I handled the implementation of the new branding for Courtyard opening the Bistro concept. Managing the operation of the outlet I trained all of the new and existing staff on the service rituals and oversaw the launch and grand opening to the public.
PERSONAL HOST SUPERVISOR
May 2009 - April 2012
272 Guest rooms (10,000 sq ft meeting space)
AAA Four Diamond, #1 Hotel in Providence -TripAdvisor, Renaissance Hotel of the Year 2009. After being promoted to Personal Host Supervisor in 2011 I oversaw training and development for all front desk and concierge lounge staff. I oversaw the implementation of the Navigator concierge program and implementation of the new Renaissance brand service standards. During my time we received Renaissance Hotel of the Year and I was a recipient of Ambassador of the Month as well as numerous GEM service recognition awards.
May 2007 - May 2009
351 Guest Rooms (11,000 sq ft meeting space)
As a front desk agent I handled all guest communications and interactions. I cross-trained in At Your Service and the Concierge Lounge. Ultimately I became a trainer for new desk agents as well as for Marriott Rewards program updates. During my time I was a two-time recipient of the Marriott International Spirit to Serve Award of Excellence in guest satisfaction and was also named Ambassador of the Month.