Projects
- DESIGN: AC Hotels x Casa Decor PartnershipLed the Europe PR strategy to highlight partnership with Casa Decor, one of the most distinguished design exhibitions in Spain to reinforce the AC Hotel's brand design ethos. Also organised multiple architecture and design press trips in key growth markets. Secured features in top lifestyle and design media including- GQ, AD, IDEAT, Living, Forbes, Ajoure - across the UK, Germany, France, Italy and Spain.
- MUSIC: Aloft Hotels x UMG - Ft. BRIT Award Nominee Dermot KennedyDesigned the Europe PR strategy to promote Aloft's music programming and entry to Ireland with an exclusive performance by Dermot Kennedy, a Dublin native. Secured +40 top tier media and influencers from Europe and the US including Billboard, People, Metro, The Irish Post, Forbes and more. Helped solidify Aloft’s passion for music as Kennedy reached #1 in the UK charts. 65 Articles featuring campaign 82 Million opportunities to see 150K Organic social engagement (unpaid)
- MUSIC: Aloft Hotels x UMG - Ft. Latin Grammy Award Winner Mala RodriguezLed the Europe PR strategy to position Aloft brand in music space with an exclusive gig by Latin Grammy Award-Winner, Mala Rodriguez at Aloft Madrid. Secured +30 top tier international media and influencers from Europe and the US including Elle, The Telegraph, El Pais, Glamour, USA Today, Voyages des Affaires, and more. 52 Articles featuring campaign 70 Million opportunities to see 94K Organic social engagement (unpaid)
- SPORTS: Marriott International x FC Bayern Munich PartnershipDevised Communications strategy for partnership between Marriott International and FC Bayern Munich, Germany’s most successful football club. Positioned once-in-a-lifetime football experiences including a custom-built suite with views of the pitch at Allianz Arena. Secured coverage in key sports and lifestyle media including Sky Sports, L’Equipe, Esquire, Corriere dello Sport, GQ, Bild and more. 145 Articles highlighting partnership +2 Billion opportunities to see 30 Countries reached
- TECH: Shower Recording StudiosCreated Europe-wide PR campaign to strengthen brand's tech narrative by introducing state-of-the- art shower audio recording booths in a selection of Aloft Hotels. Supported campaign with digital strategy in collaboration with influencers. Organised media activations in London, Brussels, and Istanbul. Secured coverage across Europe including Billboard, Metro, La Vanguardia, Lonely Planet and more. 45 Articles featuring campaign 114 Million opportunities to see
- TECH: Botlr, the travel industry's first robotic butlerLed the EMEA PR strategy to launch Botlr, the travel industry’s first robotic butler. Invited media to discover ‘Hotels of the Future’ in New York where in-house designers tested VR headsets, cardless entry, voice-activated rooms, smart mirrors, RFID tags, and other innovative tech. Achieved coverage in The Telegraph, WSJ, El Pais, The Independent, The Guardian, Hotelier Middle East, Engadget, Le Figaro, La Reppublica, and more. +300 Feature articles - The most successful tech story in the trav
Work history
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Director of Communications, Select Brands EuropeMarriott International
London, United KingdomFull Time
*Lead European Communications strategy for 7 global brands: AC Hotels, Aloft Hotels, Moxy, Courtyard by Marriott, Residence Inn, Four Points by Sheraton and Element Hotels - 220 hotels open and Marriott International’s fastest growing portfolio category in Europe
*Responsible for crisis response and issues management in Europe for more than 550 hotels in over 40 countries across 30 brands - 24/7 manager on duty on a rotating basis
*Manage in-house team and five PR agencies in the UK, Germany, France, Italy and Russia
*Key achievements: PR launch for Courtyard by Marriott and FC Bayern Munich football partnership securing +120 media features in 30 countries, European PR strategy to amplify Aloft Hotels’ music programming and UMG partnership featuring Dermot Kennedy, strategic announcement for Moxy growth in Europe resulting in +100 pieces of coverage, secured new AC Hotels PR continent funding based on 2019 ROI, introduced measurement and reporting process for the continent team, increased select brands’ share of voice in European media by +40% YOY.