Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
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Simon Crawford Welch

St. Augustine,FL

Summary

Results-oriented C-level executive with a proven track record of driving outstanding business results by fostering a culture of excellence, developing top talent, and inspiring unity. Deep understanding of complex international business operations and broad corporate structure and strategy. Self-motivated and highly energized leader who translates corporate vision into successful national and international strategies, surpassing financial and organizational targets. Skilled at balancing big-picture thinking with attention to detail, fostering company growth, loyalty, and teamwork through effective coaching and communication. Strong decision-maker with a competitive edge, maintaining fairness, assertiveness, and persuasion while delivering results under pressure. Promotes a winning attitude, ensuring transparent accountability and solving complex business problems with innovative and profitable solutions. Demonstrates excellent analytical, communication, prioritization, delegation, and follow-up skills. Effective motivator and implementer of business strategies that drive lasting and positive change, while upholding unwavering values of fairness, integrity, and loyalty. Consistently exceeds performance goals and expectations.

Overview

31
31
years of professional experience

Work History

Partner & President

Envie Holdings, LLC
01.2017 - 01.2023
  • Headquartered in Orlando, Florida, and built on proprietary Martech, Envie Holdings, parent company of suite of brands including Seychelle Media, LLC; VacationVIP, LLC; TechEnvie, LLC; and VacationEnvie; LLC; all dedicated to creating and delivering digital marketing solutions, designed to simplify processes, utilize game changer technologies, and increase client return on advertising spend (ROAS)
  • As one of three equity partners, initially assumed role Chief Operating Officer for three years, transitioning into President’s role in 2019
  • Grew start-up organization with annual revenues of less than $200,000 into a resort marketing powerhouse with annual revenues in excess of $35,000,000
  • Envie Holdings had over 12,000,000 unique visitors to its landing pages, and VacationVIP, LLC, ranked 641 in “Inc 5000 Fastest Growing Private Companies” in 2021, and Seychelle Media, LLC ranked 844 in 2021
  • Developed portfolio of digital assets including proprietary database of 6,600,000 million leads; 180,000 trial member opt-ins to travel club; 820,000 social media followers; 240,000,000 million records in a proprietary data cloud available for modeling against current or future client profiles; and ownership of 168 travel and digital marketing domains.
  • Responsibilities included capital structure, finance, HR, metric-driven operational processes, and organizational culture
  • Shaped and channeled companies’ creative and visionary talent into an efficient, cohesive workforce with over 120 team members that performed at its operational best
  • As COO and President, led the development of four brands under the Envie Holdings umbrella:
  • Seychelle Media, LLC a full-service digital advertising and marketing agency with over $70,000,000 of media spend under management and over 8,300,000 highly qualified, high-intent, leads generated;
  • VacationVIP, LLC, whose primary business is the marketing and sale of travel packages with over 300,000 packages sold;
  • TechEnvie, LLC, a SAAS platform and provider of a transformational suite of cloud-based software solutions enabling robustly granular and integrated digital campaign management, omni-channel communications and engagement, customer journey management, and real-time analytics; and
  • VacationEnvie, LLC, which is a travel subscription product, consisting of 180,000 member opt-ins, that powers VacationVIP’s membership business and delivers fast-growing, innovative discount travel subscription services, providing member access to private, nonpublished, deepdiscount rates at hotels and resorts around the world.
  • Oversaw firm's day-to-day administrative operations, provided guidance to support staff and enforced compliance with state, federal, and local regulations across organization.
  • Negotiated contracts with partners to give equitable terms to all parties.

Chief Sales & Mktg Officer

Royal Resorts, Grand Residences
01.2013 - 01.2018
  • Responsible for all sales & marketing initiatives, programs and strategy for six resorts located in Cancun, Mexico and for a “Leading Hotel of the World” fractional residences product located on the Riviera Maya, Mexico.
  • Developed a 300+room fractional product, Grand Residences, from scratch to sales launch.
  • Managed financial, operational and human resources to optimize business performance.
  • Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
  • Represented organization at industry conferences and events.

President

Club Tesoro Resorts, LLC
01.2011 - 01.2013
  • Responsible for all operations for Club Tesoro Resorts in Cabo San Lucas, Ixtapa and Manzanillio, Mexico, based in Cabo San Lucas, BCS
  • Club Tesoro Resorts, LLC was a division of a The Steadfast Companies, a $2.5 billion $ REIT based in Southern California.
  • Cultivated strong relationships with external partners to foster collaboration and maximize resources.
  • Reduced operational costs through strategic cost management initiatives.
  • Developed and implemented new strategies and policies in collaboration with executive partners to establish and achieve long-term business objectives, providing company with strong and sustainable organizational leadership.

President & COO

Diamond Resorts International
01.2007 - 01.2009
  • Responsible for P&L for all global operations of the largest independent resort & vacation ownership company in the world at the time, with annual revenues in excess of $700,000,000; serving more than 1,000,000 guests annually worldwide, including more than 380,000 Diamond Resort member families
  • Responsible for the operations of 160 branded and affiliated resorts with 23,000 beds throughout the continental United States and Hawaii, Canada, Mexico, the Caribbean, Europe, Asia, Australia, and Africa
  • Diamond Resorts was formed by acquiring an existing public company (Sunterra), and then taking it private
  • Led the charge to create, design, and implement a new global hospitality brand, “Diamond Resorts International,” founded on the brand tenets of “comfort,” “choice,” and “simplicity”, within twelve months of the acquisition of Sunterra
  • Formulated and implemented operational strategies including a proprietary CRM system, established a 200-person call center from scratch, created the Office of the Chief Experience Officer with supporting cast, and created of a Member/Customer Advisory Board
  • Standardized a consumer-driven sales presentation and process on a global scale, the identification of key consumer “touch-points,” associated and measurable scripted responses, and the creation and the implementation of a robust internet and blog strategy, resulting in significant and quantifiable consumer satisfaction ratings
  • Led the transformation of a lethargic, product-centric public organization into a nimble, highly consumer-centric private company operation as a result of a companywide cultural transformation that placed the customer at the center of all actions, programs, and initiatives
  • Led the development and operation of Diamond Resorts International’s “THE Club,” widely regarded as one of the most innovative, flexible, convenient, user-friendly, and consumer-centric points-based clubs in the global vacation ownership industry; serving 380,000 owner and member families
  • With nine direct SVP-level reports, led the management of a team of 11,000 permanent and seasonal employees located throughout the world in all organizational areas including business development, resort management, sales & marketing, security, home owner association management, general operations, accounting, finance, customer service, club development and management, inventory control, and business management
  • Deftly guided Diamond Resorts International’s global operations through the global financial credit crisis of 2008 by successfully implementing significant organizational restructuring which resulted in increased efficiencies and effectiveness and lower cost structures, thus exceeding required EBITDA targets
  • Traveled 15-20 days per month throughout 17 countries to work with international resorts in global branding, standardization of procedures and ensuring consistency with the local flavor of the community and the company brand.

Executive VP Sales & Marketing

Shell Vacations, LLC
01.1997 - 01.2007
  • Generated more than $190,000,000 in annual net sales and managed a sales force of almost 300 team members in resorts throughout North America
  • Increased sales from less than $35,000,000 per annum to more than $190,000,000 per annum, documenting a highly profitable bottom line over a six-year period in a wide variety of real estate activity including development, marketing and sales, and the management of resorts, condominiums, and hotels
  • Developed a thorough knowledge of portfolio management and administration, provided strategic insight in solving business-critical issues including organizational startup, business turnaround, sales infrastructure development, and revenue improvement
  • Guided the successful transition of this interval-based, medium-sized independent vacation ownership developer to a points-based vacation club
  • Directed national and international sales and marketing campaigns to market, promote and sell Shell Vacations Club packages, a points-based system building to more than 100,000 subscription-based member families.
  • Surpassed expectations by achieving unprecedented growth in first year of operation by effectively building high performing teams and using analytics to measure achievable results.

Chief Operating Officer

Lexes Enterprises, Inc
01.1995 - 01.1997
  • Based in Las Vegas, NV
  • Pivotal role in establishing this company as the primary “go-to” consulting entity for mixed-used resort developers, lenders and operators.
  • Identified and pursued business development opportunities to grow organization and increase revenue.
  • Negotiated contracts and agreements to secure favorable terms and maximize profits.

VP

Marketing / International Resort Group, Inc
01.1992 - 01.1995
  • Guided this entrepreneurial dual-site resort organization from annual gross sales volume of $15,000,000 to annual gross sales volumes in excess of $45,000,000 in a 3-year period
  • Handled all of the marketing programs including positioning, advertising, promotion, research for product design, and customer service, generating more than 30,000 qualified prospects per annum; member of the executive team responsible for constructing the first high-rise vacation ownership development on the Las Vegas strip.
  • Formulated and executed strategic initiatives to improve product offerings
  • Created succession plans to provide continuity of operations during leadership transitions
  • Established performance goals for department and outlined processes for achievement

Education

Ph.D - Hospitality Management, Marketing, Strategic Mgt

Virginia Polytechnic Institute And State University
Blacksburg, VA
1990

Bachelor of Arts - Hospitality Adminstration

University of Huddersfield
Huddersfield, England
06.1987

Skills

  • Professional Integrity
  • Operational Excellence
  • Business Development
  • Strategic Partnership
  • Organizational Leadership
  • Effective Communicator and Public Speaker
  • Deal Structuring
  • Emotional Intelligence
  • Resilience and Adaptability
  • Change Management

Affiliations

Graduate Faculty Member of the William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas. Honors, Recognition, and Achievements Recipient of the 1995 American Resort Development Association’s “Marketing Executive of the Year” Award and the 1997 American Resort Development Association’s “Volunteer of the Year” Award; Former Member of the Executive Committee (1996-2000) and Board of Directors (1996-2000; 2007-2009) of the American Resort Development Association; Past Meetings Council Chair of the American Resort Development Association (1994-1997) responsible for budgeting, planning, and overseeing all industry annual conventions and conferences with over 4,200 attendees. Recipient of Faculty Excellence Award, William F. Harrah College of Hotel Administration, University of Las Vegas, NV. Past Editor of the Journal of Restaurant and Foodservice Marketing; Past member of the Editorial Board of the International Journal of Contemporary Hospitality Management.

Timeline

Partner & President

Envie Holdings, LLC
01.2017 - 01.2023

Chief Sales & Mktg Officer

Royal Resorts, Grand Residences
01.2013 - 01.2018

President

Club Tesoro Resorts, LLC
01.2011 - 01.2013

President & COO

Diamond Resorts International
01.2007 - 01.2009

Executive VP Sales & Marketing

Shell Vacations, LLC
01.1997 - 01.2007

Chief Operating Officer

Lexes Enterprises, Inc
01.1995 - 01.1997

VP

Marketing / International Resort Group, Inc
01.1992 - 01.1995

Ph.D - Hospitality Management, Marketing, Strategic Mgt

Virginia Polytechnic Institute And State University

Bachelor of Arts - Hospitality Adminstration

University of Huddersfield

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Simon Crawford Welch