Sandals Experience

UNIQUE VACATIONS, INC.
 (Worldwide Representative for Sandals & Beaches Resorts), 
Miami, FL
Senior Director, eMarketing & New Media -- February 2003 – September 2009

Strategic Development and implementation of Website and eMarketing Strategies and Tactics geared to optimizing the Web experience and driving additional qualified Web Traffic through a myriad of Electronic Channels to Sandals.com, Beaches.com, RoyalPlantation.com, GrandPineapple.com.

  • Created the Vacation Planning Cycle Model for Sandals/Beaches Resorts to align each strategy, tactic and message with the appropriate consumer mindset during the Vacation Planning process. 
  • Maintained Sandals and Beaches as Luxury brands by appropriate targeting. messaging and graphic representation on websites.
  • Analyzed and recommended new web site development and enhancements of Sandals.com, Beaches.com, Royal Plantation.com and GrandPineapple.com, including improved navigation, increased data capture and online booking engine (e-commerce) conversion.
  • Recommended and implemented contact strategy for emails, supporting over-arching CRM (Customer Relationship Management) objectives – includes: lead-generation, hand-raisers, post-purchase up-sell, post-stay feedback.
  • Developed and oversaw Search Engine Marketing strategy, including keyword buys and Search Engine Optimization.
  • Developed and implemented online display (banner) campaigns utilizing targeting strategies – behavioral, contextual.
  • Concepted and executed series of International “mini-sites” in 5 languages, with Content Management System.
  • Supported Group and Travel Trade Sales and Marketing Tactics by recommending and implementing Solutions for Travel Agents.
  • Developed, managed and optimized Affiliate Marketing program through Commission Junction. 
  • Utilized variety of online surveillance tools to monitor of Opinion Web sites and trademark violations
  • Oversaw development of guest and market research, including guest post-stay feedback and travel trade media behaviors.
  • Liaised with online distribution partners to maximize Sandals/Beaches exposure on their Web sites, including Tour Operators, OTAs and Visitor’s Bureaus.
  • Actively sought new Online Partnerships (e.g. Yahoo!, Discovery Channel, AOL, The Knot, Brides.com, etc.) that would expand Awareness of Sandals/Beaches luxury brands in appropriate Niche Venues, including co-registration.
  • Loyalty Program – Led strategic direction for program benefits development, regular member communications, operational implementation and new member acquisition.
  • Managed team of 13 FTE’s, including eMarketing, New Media, Loyalty Programs and IT project development
  • Supervised budget $5,500,000+

RESULTS:

  • Keyword buy click-through rate up 300%, with reduced cost-of-sale
  • Site traffic increased by 125% YOY
  • Online bookings up 500% over 5 years
  • Sandals/Beaches share of page up 200% on all Tour Operator Web sites.
  • Affiliate Marketing online sales up 50% year-over-year.