Dean C. Murray
Trophy Club
Summary
Dynamic Chief Commercial Officer with a proven track record at Exploria Resorts, driving revenue growth and margin expansion through innovative go-to-market execution and strategic sales alignment. Expert in performance management and organizational design, I have successfully scaled operations while enhancing customer acquisition efficiency and fostering leadership development.
Overview
34
34
years of professional experience
Work History
Chief Commercial Officer
Exploria Resorts
Orlando
01.2024 - Current
- Lead enterprise-wide revenue, sales, marketing, and business development with full accountability for growth, margin expansion, and long-term enterprise value.
- Hired to design and execute an integrated commercial operating model aligned to profitability and scalability.
- Unified sales and marketing under a single performance framework to improve conversion, efficiency, and accountability.
- Implemented disciplined KPI governance across demand generation, conversion, pricing, and margin contribution.
- Reduced acquisition inefficiencies while protecting revenue throughput and customer experience.
- Partner with executive leadership and ownership to position the business for sustained growth and exit readiness.
Senior Vice President, Marketing
Global Exchange Vacation Club
Mission Viejo
01.2018 - 01.2024
- Owned demand generation strategy and marketing operations supporting national sales organizations across multiple channels.
- Scaled annual revenue from $19M to $38M+ through improved go-to-market execution and sales alignment.
- Expanded the business footprint by launching three new regional markets, more than doubling operational scale.
- Built multi-channel demand engines including field-based programs, inside sales support, and outbound engagement.
- Introduced performance dashboards and accountability metrics to improve ROI, lead quality, and conversion.
- Recruited, developed, and led senior marketing and operations leadership teams.
Senior Vice President, Marketing
Silverleaf Resorts
Dallas
01.2007 - 01.2018
- Directed enterprise marketing and demand operations across a complex, multi-state footprint.
- Led marketing organizations across 10 markets in 7 states, managing 1,500+ employees.
- Built high-volume, consent-based demand systems generating millions of qualified leads annually.
- Supported multiple sales channels through disciplined pipeline management and demand forecasting.
- Oversaw brand management, digital acquisition, reputation management, and performance marketing.
- Acted as strategic advisor to executive leadership on growth initiatives, risk management, and scalability.
Regional Director of Marketing
Bluegreen Resorts
Boca Raton
01.2001 - 01.2007
- Owned marketing operations for a large, multi-unit consumer services business.
- Doubled demand flow and increased annual revenue from $14M to $29M+.
- Reduced customer acquisition cost by 32%, materially improving margin contribution.
- Improved operating profit from 13% to 32.5%, delivering $2.7M above plan.
- Established repeatable, scalable acquisition processes adopted across the broader organization.
President
Impact Marketing
Branson
01.1992 - 01.2001
- General Manager with full P&L responsibility for a marketing and customer acquisition firm.
- Led operations for a 90-employee organization supporting hospitality and consumer services clients.
- Oversaw sales, marketing, finance, and operations with accountability for profitability and growth.
- Implemented process discipline and performance management systems to support scale.
Skills
- Revenue Strategy
- Go-to-Market Execution
- Sales & Marketing Alignment
- Customer Acquisition Cost (CAC)
- ROI Optimization
- Pricing Strategy
- Revenue Architecture
- Performance Management
- KPIs
- Analytics
- EBITDA
- Margin Expansion
- Multi-Location Scaling
- Multi-Channel Scaling
- Organizational Design
- Leadership Development
- Private Equity Readiness
- Value Creation
Education And Development
- University of Maryland, College Park, MD
- Dale Carnegie Training, Leadership, Communication & Influence
- Stephen R. Covey, 7 Habits of Highly Effective Leaders
Military Service
United States Navy, Petty Officer Second Class, Persian Gulf War / Desert Shield
Timeline
Chief Commercial Officer
Exploria Resorts
01.2024 - Current
Senior Vice President, Marketing
Global Exchange Vacation Club
01.2018 - 01.2024
Senior Vice President, Marketing
Silverleaf Resorts
01.2007 - 01.2018
Regional Director of Marketing
Bluegreen Resorts
01.2001 - 01.2007
President
Impact Marketing
01.1992 - 01.2001