Carolyn Hernandez
Sisters,OR
Summary
Creative, results-driven professional with 15+ years experience in the luxury hospitality and multi media industries. Exceptional marketing, public relations, communications and sales skills refined through dedicated practice across multiple disciplines. Successful track record in exceeding revenue goals, building and maintaining customer, partner and influencer relationships, and creating effective/innovative solutions to meet unique business challenges.
Overview
19
19
years of professional experience
Work History
Client Success Director
Good Things Done Right
09.2018 - 08.2023
- Oversee processes of running digital advertising and marketing campaigns and nurture relationships with company clients
- Plan and coordinate projects, brief creative teams, and manage budgets
- Function as the internal voice of clients, championing business objectives, KPIs, and project milestones while advocating for GTDR’s success
- Regular liaison with CEO to conduct new business pitches, proposals, and the overall marketing strategy for over 30 clients
- Track and support the delivery of partner-facing support operations, reported metrics, managed escalation, and optimized client experiences.
- Moved seamlessly from strategic, innovative, and big-picture perspectives to thefinest details and delivered operational success.
Director of Sales and Marketing
Mount View Hotel & Spa
01.2017 - 03.2018
- Create and implement short and long-term marketing strategies to meet sales team goals and annual sales targets
- Actively seek new business using marketing campaigns, e-commerce, site visits, and other methods
- Generate new business while also increasing customer loyalty by cultivating long-term relations with patrons
- Evaluate market trends to determine pricing to balance costs, competition, and supply and demand
- Prepare accurate and complete sales reports documenting marketing budgets, current market share, direct sales, and outline marketing plans
- Developed positive, performance-based internal sales and marketing culture to include mentoring staff.
- Utilized CRM software to track sales progression and communicate project needs.
- Built relationships with customers and community to establish long-term business growth.
- Collaborated with upper management to implement continuous improvements and exceed team goals.
PR/Marketing Director
St. Helena Chamber of Commerce
07.2015 - 01.2017
- Effectively drive initiatives from concept through execution including: marketing and media plans, branding, copy writing, design, production and social media management
- Project management of PR and Advertising agencies, graphic designers, photographers, copywriters, website designers and other strategic partners
- Create and execute marketing plan and budget with short and long term goals and benchmarks
- Plan all digital marketing and advertising campaigns for seasonal tourism initiatives and events, using retargeting, lookalike targeting, real time bidding
- Proactively seek out unique effective marketing partnership opportunities and pitch to stakeholders
- Coordinate itineraries for visiting journalists representing print, online and broadcast outlets, domestic and international through PR Agency, partner agencies, Visit Napa Valley agencies and Visit California media relations directors
PR and Marketing Manager
Visit Calistoga
05.2010 - 06.2015
- Effectively drive initiatives from concept through execution including: marketing and media plans, branding, copy writing, design, production and social media management
- Project management of PR and Advertising agencies, graphic designers, photographers, copywriters, website designers and other strategic partners
- Create and execute marketing plan and budget with short and long term goals and benchmarks
- Plan all digital marketing and advertising campaigns for seasonal tourism initiatives and events, using retargeting, lookalike targeting, real time bidding
- Proactively seek out unique effective marketing partnership opportunities and pitch to stakeholders
- Coordinate itineraries for visiting journalists representing print, online and broadcast outlets, domestic and international through PR Agency, partner agencies, Visit Napa Valley agencies and Visit California media relations directors
- Launched rebranding of organization including website redesign, visitor guides, signage, local shuttle signage
- Developed monthly DTC marketing email doubling consumer contacts from
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
Group Tour & Event Sales/Outreach Coordinator
Inglenook Winery
07.2007 - 02.2010
- Responsible for group sales and tour and tasting reservations for DMC's, trade and WC members
- Organized and created customized private tours and tastings increasing revenue for the tour department by 40 % or more
- Handled public relations, such as developing strategic relationships, attending tradeshows, and conducting informational presentations at universities, clubs, and civic groups
- Developed press releases, brochures, and other marketing materials
- Attended Bay Area events to bring awareness to the Inglenook brand and experiences available.
Sales Coordinator & VIP Concierge Manager
Sunriver Resort
01.2005 - 01.2007
- Managed VIP arrivals, reservations and itineraries raising the standards for guest services in this luxury brand resort
- Worked with the Sales team to organize and sell group tours
- Trained the concierge staff of 15 on the reservation program, resort experiences and how to upsell those experiences to guests prior to and upon arrival
Education
Bachelor of Arts - Film And Video Production
University of Miami
Miami, FLMarketing
University of California, San Francisco
San Francisco, CACulinary Institute, St. Helena, CA
St. Helena, CASkills
- Business Growth
- Administration and Operations
- Partnership Promotions
- Project Planning
- Proposal Coordination
- Marketing Campaign Development
- Stakeholder Relations
- Brand Positioning
- Customer Retention Strategies
- Targeted Marketing Campaigns
- Social Media Campaigns
- Superior Customer Service
Hiking, Kayaking, Gardening, Reading
I moved from Miami to Bend Oregon and discovered the joys of the great Pacific Northwest. I have been living in Napa Valley and discovered a love for gardening. I vacationed recently at the Suttle Lake Lodge and I am being drawn back to the High Dessert and look forward to getting grounded in nature once again.
Timeline
Client Success Director
Good Things Done Right
09.2018 - 08.2023
Director of Sales and Marketing
Mount View Hotel & Spa
01.2017 - 03.2018
PR/Marketing Director
St. Helena Chamber of Commerce
07.2015 - 01.2017
PR and Marketing Manager
Visit Calistoga
05.2010 - 06.2015
Group Tour & Event Sales/Outreach Coordinator
Inglenook Winery
07.2007 - 02.2010
Sales Coordinator & VIP Concierge Manager
Sunriver Resort
01.2005 - 01.2007
Bachelor of Arts - Film And Video Production
University of Miami
Marketing
University of California, San Francisco
Culinary Institute, St. Helena, CA
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