ALEX SORRELL
Phoenix,AZ
Overview
9
9
years of professional experience
Work History
Digital Marketing Manager
Western Alliance Bank
02.2022 - Current
- Editor-In-Chief of global social media program at Western Alliance Bank, its six divisions and Western Alliance Trust Company, including 20+ social media profiles
- Oversees social media and digital marketing operations and operating policies for the department and bank
- Lead social strategist supporting a Center of Excellence model
- Manages and leads content marketing vendors and freelancers
- Developed and oversees risk management procedures related to social media.
- Leads social listening strategy for strategic and crisis communications
- Oversees paid social media efforts and develops best practices for team
- Increased impressions and engagements by 58% and 104% YoY, respectively, in 2022
- Helped Western Alliance Bank achieve over 1 million organic social media impressions in 2023
- Developed content pipeline for marketing team, generating an average of 154 posts a month
- Assisted in launch of new Western Alliance Bank website and development of publishing procedures
- Develops customer journeys and marketing emails in Microsoft Dynamics
Marketing and Communications Manager
Enchantment Group
01.2021 - 02.2022
- Led revenue generation and marketing technologies for Enchantment Group's portfolio of four resorts across the U.S
- And Caribbean utilizing NAVIS CRM, Sprout Social, Kipsu & SONIFI, FareHarbor online reservations, Google Analytics and Google Tag Manager
- Introduced FareHarbor e-commerce system to Enchantment Group for online reservation sales for events, decreasing no-show reservations and increasing revenue for events with first event using the technology showing an increase in sales by 25%
- Led transition of social media management to on-property teams for three properties while setting strategy and KPIs myself resulting in increases across platforms and profiles: Instagram impressions up 161% (Q1 & Q2 2021 to ST 2019), Facebook and Twitter impressions increased 79%, Instagram engagement increased by 132%
- Managed CRM and direct marketing for more than one million past guests of four Enchantment Group properties, resulting in a 50% increase in total revenue in Q1/Q2 2021 compared to ST 2019
- Managed PR agency of record by setting strategy and objectives while supporting onsite media visits as needed, in addition to vetting influencer and press inquiries for partnership
- Optimized digital and direct marketing strategies to lead to a 300% increase in revenue for the Tides Inn YOY through creating a more detailed digital display and paid search advertising to reach high-value audiences and utilizing past revenue trends and open rate performance to increase email bookings
- Directed and developed Communications Coordinator and Marketing Intern positions
- Provided trend insights for operations team to build and program on-property activities that resonate with targeted audiences, increasing ancillary revenue by 25% at two properties
- Project managed rebrand effort for Enchantment Resort and brand refresh for Tides Inn and The Cove, Eleuthera
- Oversaw new website (including U/X experience) launch across brand portfolio by directing digital media agency by setting website KPIs and portfolio strategy
Social Media Account Manager
Serendipit Consulting
07.2020 - 02.2021
- Wrote strong, captivating social media content within each brand's style and tone guidelines to drive differentiation and engagement for all clients on their channels
- Generated, created and posted content for social media channels (Facebook, Twitter, Instagram, LinkedIn, TikTok, etc.)
- Independently managed 12 multiple client's social media editorial calendars, content strategy, and day-to-day management of all accounts across 30+ social media profiles
- Analyzed and reported each client's social media impact to constantly improve strategic plans including increasing organic engagement and reach on Estrella's Instagram page by 26% and 22% respectively after three months of management and analysis
- Rebuilt social media department processes from the ground up, decreasing hours used while also decreasing posted errors and client satisfaction
- Increased organic engagement on LinkedIn for AmeriSave by 550% in two months through leveraging targeted hashtags and identifying content components that resonated with the target audience
- Developed and promoted corporate brand, images and identity to media and public
Marketing & Ecommerce Manager
Waldorf Astoria Hotels & Resorts
05.2019 - 12.2020
- Named Interim Marketing Division Head in February 2020
- Managed $2 million annual marketing budget for 740-room Arizona Biltmore, A Waldorf Astoria Resort including print, online, radio, trade shows, direct mail and social media buys
- Oversaw and project managed full brand refresh initiative of 90-year-old brand across all marketing and operations channels including managing relationship with branding agency
- Lead multiple agency relationships to execute social media, PR and digital marketing including creating new branding initiatives, media buys and traditional earned media to tell the story of the hotel's $86 million renovation
- Developed direct marketing program leading to a 40% increase in revenue YOY
- Oversaw organic and paid social media strategy driving 25% higher engagement rate versus compset YOY
- Optimized paid search efforts increasing paid search traffic to bookings by 200% YOY
- Increased email marketing revenue by 30% YOY
- Utilized SEO strategies to set new record for summer bookings in the website's five year history
- Conducted primary research with target stakeholders to develop an improved B2B marketing strategy to support sales team in increasing weddings and meetings booked
- Reported monthly profit & loss statements for marketing department to report revenue, cost of sales, and operating expenses
- Pitched and managed press and influencer familizaration tours in collaboration with local Destination Marketing Organization (DMO) to earn favorable earned media coverage
- Introduced online eCommerce platform to enable online ticket sales for onsite lifestyle events and activities resulting in added revenue stream for property
- Secured highest engagement rate of major Phoenix/Scottsdale resorts in 2019 on Instagram
- Managed, oversaw and delegated work for marketing coordinator as direct report
Lead Marketing Activation Consultant
Best Western Hotels & Resorts
06.2016 - 02.2019
- Acted as 'in-house agency' for hotel owners to support individual hotel marketing efforts, earning top performance metrics in customer satisfaction annual survey results YOY
- Supported field marketing and compliance efforts with locations during a full rebrand across the brand portfolio
- Managed $1 million regional marketing budget including print, sweepstakes, social media, college affiliate brand partnerships
- Drove $3 million in revenue to Best Western hotels through digital advertising, direct and social media marketing in 2018
- Acted as lead trainer for 15 person marketing activation team to ensure consistent branding from brand experiences
- Increased storefront visitation to Best Western hotels in the southern U.S. by 75% through mobile and native advertising year-over-year, tracked via mobile advertising location tracking
- Developed digital creative assets across 13 distinct brands under Best Western umbrella
- Managed media relations tactics for all new Best Western, Best Western Plus and Executive Residencies in North America
- Developed Best Western's content strategy for online travel agencies that resulted in Best Western properties having highest content scores of any global chain, directly improving search rank
Education
Master of Mass Communication -
Arizona State University
Bachelor of Arts - Journalism With An Emphasis in Public Relations
Arizona State University
Sales And Marketing Certificate -
Arizona State University
Skills
- Copywriting
- InDesign
- Illustrator
- Premiere
- Photoshop
- Influencer relations
- HTML
- Paid social media
- Programmatic advertising
- Adobe Analytics
- Google Analytics and Tag Manager
- Brand development
Accomplishments
- Certified Hospitality Trainer (Hospitality Sales & Marketing Assoc. International)
- Certified Hospitality Digital Marketer (Hospitality Sales & Marketing Assoc. International)
- 'Arizona's Icon Reinvented' Developed repositioning strategy to introduce the iconic Arizona Biltmore to a new audience and market.
- Travel Your Passion Mississippi - Introduced the use of social media advertising to attract micro influencers to post about Best Westerns of Mississippi.
- Finalist - Enid R. Pansky Aspire Award - ASU Walter Cronkite School of Journalism and Mass Communication
Timeline
Digital Marketing Manager
Western Alliance Bank
02.2022 - Current
Marketing and Communications Manager
Enchantment Group
01.2021 - 02.2022
Social Media Account Manager
Serendipit Consulting
07.2020 - 02.2021
Marketing & Ecommerce Manager
Waldorf Astoria Hotels & Resorts
05.2019 - 12.2020
Lead Marketing Activation Consultant
Best Western Hotels & Resorts
06.2016 - 02.2019
Master of Mass Communication -
Arizona State University
Bachelor of Arts - Journalism With An Emphasis in Public Relations
Arizona State University
Sales And Marketing Certificate -
Arizona State University
Similar Profiles
Frank Gracia IIIFrank Gracia III
Preferred Bank Advisor at Western Alliance Bank (Alliance Bank of Arizona & Bridge Bank)Preferred Bank Advisor at Western Alliance Bank (Alliance Bank of Arizona & Bridge Bank)
Oscar VillalobosOscar Villalobos
Lockbox Processor at Western Alliance BankLockbox Processor at Western Alliance Bank
Colleen FentonColleen Fenton
Staff IT Analyst II at Western Alliance BankStaff IT Analyst II at Western Alliance Bank
BJ SUPRAIBJ SUPRAI
Preferred Banking Manager at Western Alliance bankPreferred Banking Manager at Western Alliance bank
Alexandra BerryAlexandra Berry
Service Coordinator at Presidential Pools, Spas & PatioService Coordinator at Presidential Pools, Spas & Patio