Amy (Levine) Marinelli

• Led the global roll-out of Reward Night Dynamic Pricing developing a robust launch plan and successful implementation at 6,000+ hotels ultimately driving a 20% increase in Reward Night demand with hotels still in a post Covid recovery
• Worked cross-functionally to lead the launch, holistic strategy and cost analysis processes for Reward Night Discounts. Drove the requirements gathering and alignment with our Partnership team to ensure all Co-brand needs were taken in to account enabling early access and specific messaging in our booking channels for our most active member base.
• Persistently pushed for the prioritization, education and enhancements needed for the $100 million dollar revenue generating program, Points & Cash. Led the enhancement to turn on additional points purchase options which is projected to bring in upwards of $20 million in incremental annual revenue to IHG.

• Responsible for driving ongoing marketing, performance and optimizations Points & Cash
• Led an updated Points Products playbook with agency partner, Ogilvy, developing a 100+ page document outlining brand guidelines, positioning and a framework to facilitate swifter approvals and alignment for ongoing creative development
• Drove the strategy, requirements, and cross-functional team alignment on 3 enhancements which drove upwards of $5M in incremental revenue annually for IHG. These enhancements swiftly navigated through the prioritization, Legal and capital approval process with my leadership and were delivered ahead of schedule.
• Collaborative partnership with Digital & Voice, Strategy, and Technology teams often blurring the lines, building great relationships, and seen as a trusted resource and thought leader
• Developed a monthly channel dashboard reporting performance metrics and insights for Points & Cash to key stakeholders at IHG

• Responsible for driving regional (Americas) requirements, functional needs, and microsite builds both within IHG direct channels as well as 3rd party microsites
• Through strong partnerships with Global teams and a solid understanding of processes, drove more than 25 enhancements as well as solves for critical, revenue impacting defects, many of which had been stalling for months or even years
• Developed the IHG Connect Wi-Fi portal which is rolling out across the entire estate as hotels onboard a new Cisco internet solution on property. Responsibilities included hotel content strategy to drive owner value of the platform, CMS inclusive of a flexible framework to allow for ongoing testing and optimization as well as integration of “sticky” content to drive user engagement and commercial objectives.
• Led microsites development for IHG MasterCard campaign reducing project costs by 25% while still ensuring project launched on time and with required functionality as well as the first ever global content hub for the iconic InterContinental brand. Content was curated across all 4 regions, in 9 languages and included the first ever IHG integration with iTunes and Google Play podcasts.

• Responsible for more than $7 million in revenue across a combination of digitally focused retainer accounts and projects
• Directly responsible for a team of 8 people with additional indirect reports across various disciplines
• Oversaw a team that developed, maintained, and continually optimized multi-channel digital programs including: website builds and ongoing maintenance, email campaigns, social strategy, and community management, print production and influencer marketing campaigns

Kimberly-Clark

• Led a website redesign for Kimberly-Clark Professional integrating a new CMS as well as a complete overhaul of the site’s creative look and feel, taxonomy and content strategy
• Partnered with key Kimberly-Clark Professional stakeholders to conduct primary research to develop personas for the new website that would allow for enhanced personalization on the site

Georgia Pacific/Dixie

• Spearheaded all digital elements for two national contests both of which launched new product offerings for the Dixie brand
• Led team that developed a microsite built in Sitecore (first ever for Dixie) while collaborating with 5 agency partners and Georgia Pacific’s brand, legal and IT teams
• Continued alignment with media team members to develop appropriate KPIs and go-to-market strategies for both campaigns as well as the creative needed to achieve these results

Global Franchise Group (Marble Slab Creamery, Pretzelmaker & Great American Cookies)

• Grew account from a $20,000 project to upwards of $1 million in annual revenue for the agency
• Developed social campaigns to support new product offerings, and ongoing creative development and community management for 3 separate brands (9 total channels)

Grocery Chains (Food Lion, Price Chopper, Bottom Dollar Food, Harveys & Bloom)

• Led cross channel teams as digital AOR including website, email, social and SMS for a number of regional supermarket chains
• Partnered with Google to launch the first ever digital coupon hub for FoodLion.com that utilized a new API that was developed to deliver personalized coupons to shoppers based on their past shopping behavior

HoneyBaked Ham

• Improved an unprofitable account by creating a new team structure, renegotiated the SOW, and implemented production processes that ended up producing a very strong profit margin for the agency of greater than 75%

Universal Orlando Resort

• Led the team who developed a social strategy for Universal’s multi-park, multi-hotel brand that included a plan across paid, owned and earned
• Created multiple social campaigns and contests for Universal for the launch of extremely time sensitive and highly visible park attractions including Harry Potter and Transformers

• Led agency representation at The Home Depot corporate headquarters working as an extension of the client Marketing team
• Managed numerous award winning gift card projects that utilized Augmented Reality with the creation of custom microsites to support the experience
• Spearheaded a retargeting digital media campaign which was leveraged throughout The Home Depot as best-in-class for creative and process workflow
• Created and presented competitive deep dives for client’s senior leadership team
• Led partnership between The Home Depot and NBC to create weekly weather forecast vignettes that delivered prime-time exposure with locally relevant content

Burger King

• Collaborated with Integrated Producers, Creative Directors and client to produce National TV campaigns that featured celebrities, movie/TV show tie-ins and 3rd party partnerships
• Oversaw the team’s fiscal year production timeline of 20+ projects

truth (National Anti-Tobacco Youth Prevention)

• Oversaw the production of all TV, print, radio, gear, OOH and collateral pieces
• Directed added-value projects with MTV, Comedy Central, Spike and Fuse networks to produce on-air/online vignettes, in-show integration as well as award show sponsorships
• Managed extensive research and strategic development that included focus groups, qualitative/quantitative research, and analysis of consumers

• Prepared and coordinated all RFP responses, proposals, and presentations for the 10 Florida offices, many of which resulted in multi-million dollar contracts for the company
• Served as the company spokesperson at events, tradeshows and conferences to other business leaders, government officials and local universities