Amanda Roman Al-Masri
Ridgefield,USA
Overview
17
17
years of professional experience
Work History
Task Force Spa Director
One&Only Palmilla
- Task Force Spa Director
Marketing Services Intern
Canyon Ranch
Assistant Director of Special Events
Council on Foreign Relations
Assistant to Managing Director and PR Intern
Hermès of Paris
Managing Director, Hospitality Consulting
Hutchinson Consulting
06.2021 - Current
- Holistic oversight of Hutchinson’s robust hospitality consulting practice, including business development, project management, and deliverables
- Facilitate cross functional support of clients within the larger Hutchinson practice
- Current clients include: Four Seasons, Casa de Campo, Chopra, Hotel Emma, Palm Health, Crystal Springs Resort, and several confidential greenfield destination spas.
Founder / Principal
Al-Masri Consulting
06.2018 - Current
- Practice responds to the demand for external support from a Corporate Head of Wellness
- Scope of services: Strategic planning, design & development, feasibility and financial projections, brand and point-of-view development, pre-opening support, operational audits, ongoing operational oversight
- Clients include: Hutchinson Consulting, Accor Hotels (Corporate), Ithaka Hospitality Partners (Executive Advisor), Auburn University (Design, Brand, Pre-Opening Support), Inns of Aurora (Design, Development, Brand), Rasa Spas (Strategic Planning, Pre-Opening Support), The Hesperus Group (Feasibility, Design Support, TPO and Partner matchmaking)
Vice President, Spa Services
Equinox Holdings
01.2017 - 06.2018
- Selected to lead the evolution of Equinox’s 24MM spa division, including a financial and cultural turnaround, brand point-of-view shift, and organizational restructuring
- Define short- and long-term turnaround strategy for the brand’s declining spa business: Re-development of the Equinox spa brand to better align with Equinox Club programming, differentiate the spa in a crowded marketplace, and improve reach and frequency of use with both members and non-members
- Implementation of an operational framework to improve performance and guest experience at scale
- Define strategy to attract and retain the industry’s best talent, including improved employee experience
- Reconfiguration of the spa organization and improved oversight of the spa management team and field organization
- Revised spa employee compensation model
- Short- and long-term training plan strategies to bolster employee development and performance
- Lead search and implementation of a new Spa POS platform, sunset dated legacy system
- Improve communication and transparency within the home office and in the field
- Drive sales strategy and overall financial performance at the brand and business unit
- Track and direct day-to-day operations of portfolio, including leadership of 17 direct-report spa leaders
- Support of spa and club field leadership to achieve performance goals and world-class member experience
- Cross-functional collaboration with corporate leadership, sales, ancillary businesses, and support functionalities
- Ensure seamless back-of-house support to the field, including vendor relationships, supply chain and technology
- Oversight of the Equinox spa brand and spa marketing
- Lead spa- and regeneration-oriented business development, including both partnerships and acquisitions
- Contribute to Equinox’s culture of innovation through program development and thought leadership
- Provide subject matter expertise in design and renovation of all clubs
- Analyze member and spa guest data to proactively manage daily business and inform business strategy
- Enhance Equinox’s profile within the spa and wellness community through active outreach and engagement
- Responsible for the upcoming Equinox Hotel brand, including pipeline spas.
Global Director of Spa Development & Operations
Starwood Hotels and Resorts
11.2014 - 01.2017
- Leadership of Starwood’s global spa organization with responsibility for strategy, branding, service program, design, partnerships, and process management
- Lead the global spa team through the Marriott acquisition and ensured a seamless transition to new leadership
- Cross-functional collaboration with global and divisional brand teams, divisional operations leadership, field spa managers, and other global and regional teams across a myriad of functions within Starwood
- Defined and drove alignment for a compelling corporate spa strategy supportive of Starwood’s business objectives
- Oversaw Starwood’s 6 branded spa concepts—continually creating, maintaining, and updating Starwood’s branded spa concepts so that they were successful as a way to differentiate Starwood spas from others in the marketplace
- Responsible for service excellence and financial viability from brand to business unit
- Implemented Starwood’s branded spa concepts in “new build” environments around the world
- Developed a more robust framework on which to build the spa team’s business—including Operational Manuals, a spa training process, and innovative approaches to many of the global spa team’s core support functions
- Developed relationships with external strategic partners to help brands meet their brand and business objectives
- Developed and refined existing processes to affect great change in spite of the Global Spa team’s resource constraints
- Maintained clarity of vision and strategy for the global spa team during a period of transition within Starwood
- Dramatically improved communication and spa team profile within the larger Starwood organization
- Launched regionalized spa leadership to enhance brand compliance and performance, and foster community.
Projects Director
Resense Spas
12.2010 - 11.2014
- Head of Resense’s Projects team which lead design and development of the company’s pipeline
- Directly responsible for 27 active projects and more than 30 active prospects
- Responsible for spas from agreement to pre-opening: feasibility, market study, design review, concept creation, technical requirements, construction monitoring, OS&E, FF&E, and financial projections
- Oversaw development of Resense’s design brand standards
- Streamlined and refined the “Phase 1” development process
- Played a key role in development of both the “Kempinski The Spa” and “Resense Spa” brands
- Provided support to CEO in the pursuit, negotiation and preparation of proposals for new spa contracts.
Director of Operations
Resense Spas
12.2010 - 11.2014
- Lead Resense Spa operations and managed portfolio
- Oversaw existing spas and spas in the pipeline relative to operations
- 5 operational spas; 10+ in the pipeline
- Tasked with stabilization of client relationships and enhanced financial and operational performance
- Managed the strategic direction of Resense Spa from an operational standpoint inclusive of standards setting, concept and menu development, third party vendor selection and oversight, manual and process development, marketing, supply chain management, information technology, and industry outreach.
Task Force Spa Director
Grand Hotel Kempinski High Tatras
09.2010 - 11.2010
- Task Force Spa Director
Task Force Spa Director
Nob Hill Spa at the Scarlet Huntington Hotel
04.2010 - 09.2010
- Acting Spa Director while client underwent search for permanent candidate.
Operations Manager
Raison d’Etre
01.2007 - 04.2010
- Acted as clients’ primary point of contact for numerous assigned projects over a given period
- Implemented concepts and brand standards while remaining operationally and financially viable
- Presented and drove comprehensive Critical Paths and Action Plans at each stage of a project
- Authored and oversaw SOPs, processes and standards for all aspects of the operation
- Supervised and supported Raison d’Etre training staff
- Recruited and trained spa staff, specifically Spa Managers and Directors
- Coached operational spas at established intervals to monitor business, update action plans, and develop team
- Key projects include: Grand Hôtel, Stockholm; Schloss Velden a Capella Hotel; Atlantis the Palm, Dubai.
External Courses Manager
Raison d’Etre
01.2007 - 04.2010
- Department head of Raison d’Etre’s Spa Management Training division
- Headed planning, marketing, and execution of courses internationally
- Created and refined course material and acted as primary instructor for all courses.
Acting Managing Director, Raison d’Etre Spa – Grand Hôtel
Raison d’Etre
07.2009 - 11.2009
- Acting Managing Director during opening while permanent candidate was recruited
- Maintained role of Managing Director while simultaneously acting as the project’s Operations Manager.
Education
Master of Management in Hospitality / Master of Business Administration - Brand Management & Operations
Cornell University
Bachelor of Arts - French
Connecticut College
Timeline
Managing Director, Hospitality Consulting
Hutchinson Consulting
06.2021 - Current
Founder / Principal
Al-Masri Consulting
06.2018 - Current
Vice President, Spa Services
Equinox Holdings
01.2017 - 06.2018
Global Director of Spa Development & Operations
Starwood Hotels and Resorts
11.2014 - 01.2017
Projects Director
Resense Spas
12.2010 - 11.2014
Director of Operations
Resense Spas
12.2010 - 11.2014
Task Force Spa Director
Grand Hotel Kempinski High Tatras
09.2010 - 11.2010
Task Force Spa Director
Nob Hill Spa at the Scarlet Huntington Hotel
04.2010 - 09.2010
Acting Managing Director, Raison d’Etre Spa – Grand Hôtel
Raison d’Etre
07.2009 - 11.2009
Operations Manager
Raison d’Etre
01.2007 - 04.2010
External Courses Manager
Raison d’Etre
01.2007 - 04.2010
Task Force Spa Director
One&Only Palmilla
Marketing Services Intern
Canyon Ranch
Assistant Director of Special Events
Council on Foreign Relations
Assistant to Managing Director and PR Intern
Hermès of Paris
Master of Management in Hospitality / Master of Business Administration - Brand Management & Operations
Cornell University
Bachelor of Arts - French
Connecticut College
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