Ryan Lafferty

500 Rose Lane, Silver Spring, MD 20904

404-343-1010 (Home) | 404-454-2030 (Cell) | ryan.lafferty@yahoo.com

QUALIFICATION • Marketing Executive with 8+ years of experience in the hospitality industry and
HIGHLIGHTS proven track record of creating, managing and executing successful marketing
campaigns.
• Developed campaigns that have generated millions of dollars in new revenue,
including increasing global customer data base through Hilton Preferred Guest offers,
partnerships, online media and charities – resulting in 20,000+ new members and
$2.5+ million in new revenue.
• Coordinated and managed the most successful PR/marketing campaign in Hilton’s
history, generating over 350 million media impressions worth over $4 million in ad
value
• Extensive business development and joint marketing experience, having worked
closely with clients such as American Express, PepsiCo, US Airways, Life is
Good, Nestlé’s, Seattle’s Best Coffee, and the Brewers Association.
• Deep knowledge of creating and executing online marketing campaigns, including
the creation of tactical global consumer packages supporting the brands “Simple
Pleasures” marketing platform, resulting in $2+ million in new revenue.

PROFESSIONAL Hilton Hotels & Resorts Worldwide, Inc., Silver Spring, MD

EXPERIENCE Director of Brand Marketing & Promotions, February 2007 – Sept 2008
• Responsible for planning, developing, executing and overseeing marketing and
promotion initiatives for the Hilton Brand, including long term strategy in addition to
providing oversight and direction to short-term campaigns.
• Managed a $2.5 million marketing and branding budget, supporting online marketing,
emails, promotions overall branding.
• Increased global customer data base through Hilton Preferred Guest offers,
partnerships, online media and charities – resulting in 20,000+ new members and
$2.5+ million in new revenue.
• Created and led company’s marketing strategy, resulting in jump in JD Power
ranking, guest satisfaction performance, share of occupancy, and increased average
daily rate.
• Coordinated and managed the “Chief Beer Officer” campaign designed to promote
the in hotel “Best Brews” program, resulting in the most successful PR/marketing
campaign in Hilton’s history, generating over 350 million media impressions worth
over $4 million in ad value
• Managed all aspects of the “Chief Beer Officer” campaign, including appearances at
Starwood hotels around the world, 100+ interviews, development of the “Chief Beer
Officer” website, and development of a brand vacation package to support the Best
Brews program.
• Managed joint marketing programs, including consumer getaways packages,
customer loyalty programs, and sponsorships at conferences and charities.
• Worked with Fortune 500 partners, including American Express, PepsiCo, US
Airways, Life is Good, Nestlé’s, Seattle’s Best Coffee, and the Brewers Association.
• Co-created and produced Hilton Preferred Guest television segments, aired in
25,000+ Hilton hotel rooms worldwide.
• Drove online bookings by creating tactical global consumer packages, resulting in
$2+ million in new revenue.

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 • Launched new, $30,000 retail site on fourpoints.com designed to cultivate customer
and partnership loyalty.
• Developed Hilton’s first “Franchise Field Marketing Select Service” program for
100+ hotels across the North American Division, improving overall brand awareness
and boosting property performance.
• Managed the “Franchise Field Marketing Select Service” field marketing team,
ensuring consistency with national campaigns and local hotel offers.
• Created and managed conferences aimed at educating Hotel Developers on the Hilton
brand, including close collaboration with the Real Estate Team and external vendors.
• Utilized customer surveys to identify and segment customers, enabling customized
marketing campaigns and improved branding messages.

Senior Manager, 2004 – 2007

• Managed online marketing promotions, branding campaigns, and marketing within
Hilton Hotels – including direct mail, email marketing, and sweepstake and incentive
programs.
• Presented monthly calls and quarterly meetings with global marketing teams and the
Hilton Advisory Board, ensuring strategic alignment and budget approval for
marketing and PR campaigns.
• Interacted with internal and external agencies to ensure creative, promotional
programs, web enhancements, and marketing communications aligned with corporate
strategy.
• Collaborated with Franchise Team, Global Sales, and the Web team to create hotel
specific websites and targeted email campaigns reaching 3 million email addresses.

Manager, 2000 – 2004

• Responsible of maintaining, tracking and supporting marketing, advertising and direct
marketing campaigns across the Hilton Hotel organization.
• Managed brand promotions, including sweepstakes and partner merchandise for
Hilton Hotels, totaling over 25 annual promotions yearly.

Lehman Brothers, New York, NY

Executive Administrative Assistant, 1998 – 2000
• Served as Executive Assistant to the General Counsel; duties included scheduling
travel itineraries, organizing conference calls/board meetings, creating expense
reports, and logging legal documentation.

General Motors Corp., Silver Spring, MD

Distribution Manager, 1989 – 1998
• Responsible for supervising vehicle distribution and exchanges across all tri-state
dealerships, managing field representatives and their local dealers, preparing sales
reports, and coordinating special events.
• Selected by the General Manager to assist in re-engineering the vehicle ordering and
shipping processes – received an Award from the President of the Oldsmobile
Division for my work.

EDUCATION George Washington University, Washington, DC

Bachelor of Art in English
• Minor in Economics

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