Michelle Putnam
Deland,FL
Summary
Travel industry leader with 25 years of experience in sales, marketing, and strategic management, focusing on travel partnerships and vendor relations. Proven track record in cruise line contract negotiations and vendor management, driving a 250% increase in group travel sales through innovative strategies and community outreach. Expertise in managing multi-million-dollar budgets and negotiating high-value contracts to optimize costs and enhance service quality. Strong communicator with a history of delivering measurable results in contract optimization and collaboration expansion.
Overview
25
25
years of professional experience
Work History
Travel Manager, Incremental Travel Sales
AAA Minneapolis
Minneapolis, MN
06.2022 - 12.2025
- Directed incremental travel sales strategies focused on cruise line partnerships, resulting in a 35% year-over-year increase in cruise-related revenue through targeted vendor negotiations and promotional campaigns.
- Negotiated and managed contracts with major cruise companies (e.g., Royal Caribbean, Carnival), securing favorable terms that reduced costs by 20% while expanding product offerings for 500K+ members.
- Oversaw vendor management for travel suppliers, implementing performance dashboards and KPIs to monitor service levels, leading to a 15% improvement in vendor compliance and customer satisfaction scores.
- Developed and executed outreach programs to solo travelers groups and corporate clients, generating incremental revenue in additional group cruise bookings via unique experiential packages and relationship-building initiatives.
- Analyzed sales data and market trends to refine partnership strategies, achieving a 40% growth in repeat business from key vendors through renegotiated incentives and loyalty programs.
General Manager
AAA Western and Central New York
Rochester, NY
04.2014 - 12.2020
- Oversaw daily operations, budgeting, and sales strategies for an 800K-member region, driving a 250% increase in group travel sales (including cruise packages) through community events, outreach, and vendor partnerships.
- Negotiated contracts with travel vendors and suppliers, optimizing terms to achieve 25% cost savings on promotional materials and services while maintaining high-quality standards.
- Built and managed relationships with local organizations, schools, and vendors, positioning the brand for market dominance and increasing event attendance by 100% via targeted marketing and analytics-driven adjustments.
- Created and implemented social media dashboards and KPI tracking systems to monitor campaign success, resulting in data-informed decisions that boosted profitability and community engagement.
- Led cross-functional teams in developing public relations strategies, fostering cooperative vendor relationships that enhanced product offerings and drove sustained revenue growth.
Event Sales & Gallery Events Programming Manager
University of Rochester
Rochester, NY
08.2011 - 04.2014
- Managed an events office producing over 1,000 annual community events, supervising sales, planning, and coordination to meet a $300K rental/catering revenue goal through strategic vendor negotiations.
- Led sales efforts as the top performer, coordinating the gallery's largest fundraiser to generate an additional $300K in gross revenue via partnerships with catering and event vendors.
- Developed new event product options, emphasizing niche markets like weddings, and built community relationships to increase utilization of space, resulting in a 20% revenue uplift from vendor collaborations.
- Prepared fiscal budgets for multiple revenue lines, negotiating with suppliers to optimize costs and ensure high ROI on preview parties and exhibitions.
Product Development Manager
AAA of Western & Central NY
Amherst, NY
04.2008 - 08.2009
- Recruited to develop new travel products for members, increasing client retention and brand loyalty by 15% through innovative group travel offerings, including specialty cruises and experiential packages.
- Led a strategic overhaul of the Specialty Groups Department in Q4 2008, negotiating vendor contracts for events like corporate gatherings and alumni reunions, penetrating new markets and boosting sales by 30%.
- Fostered relationships with universities and colleges to create an Alumni Events Program, securing partnerships that raised funds and expanded group travel revenue through targeted negotiations.
Vice President of Event Sales & Event Management
North America Sports Media/Premiere Global Sports
Cary, NC
01.2001 - 02.2008
- Managed a $12M+ annual budget, achieving 25% yearly revenue growth in a competitive market by negotiating contracts with hospitality vendors, airlines, and hotels for over 100 events.
- Established a companywide "preferred-vendor program" that merged operations, leveraging buying power to create cost efficiencies and save 18% on production expenses while maintaining vendor relationships.
- Directed full-cycle event planning and logistics for major corporations (e.g., Microsoft, Amazon, Expedia), coordinating vendor services for hospitality, transfers, and accommodations to ensure seamless execution.
- Cultivated internal and external partnerships to meet sales objectives, monitoring budgets for signage, souvenirs, and materials to deliver high ROI on VIP programs and fundraising campaigns.
Education
Bachelor of Arts - Public Relations/Communications
Oswego State University
Oswego, NY01.2000
Skills
- Proficient in all Microsoft Office Applications
- Contract negotiation
- Vendor management
- Customer relationship management
- Market trend analysis
- Cross-selling
- Professionalism
- Tour planning
- Interpersonal skills
References
Available upon request.
Education And Memberships
- Bachelor of Arts, Public Relations/Communications, Oswego State University, Oswego, NY, 2000
- Past Vice President, Averell Council, Rochester, NY
- Member, Rotary Pen-Web, Webster, NY
- Past Advisory Member, Minnesota State Univ., Mankato - Women in Leadership
Timeline
Travel Manager, Incremental Travel Sales
AAA Minneapolis
06.2022 - 12.2025
General Manager
AAA Western and Central New York
04.2014 - 12.2020
Event Sales & Gallery Events Programming Manager
University of Rochester
08.2011 - 04.2014
Product Development Manager
AAA of Western & Central NY
04.2008 - 08.2009
Vice President of Event Sales & Event Management
North America Sports Media/Premiere Global Sports
01.2001 - 02.2008
Bachelor of Arts - Public Relations/Communications
Oswego State University