Summary
Overview
Work History
Education
Skills
Leadership And Awards
Timeline
Generic

SMILA FERLISE

Phoenix,AZ

Summary

Innovative and results-driven marketing and customer service professional with 30+ years of strategic marketing and communications experience, including campaign development, execution and analysis, branding and project management. Extensive experience in product and food & beverage selections and launches, aircraft and product photo shoots, customer experience and communications, system-wide marketing signage, company-wide promotional campaigns, email marketing, copywriting and editing and partnership marketing.

Overview

30
30
years of professional experience

Work History

Customer Relations Representative - Executive Team

American Airlines
11.2014 - Current
  • Enhanced customer satisfaction by addressing and resolving inquiries promptly and professionally.
  • Improved company reputation through attentive listening, understanding, and addressing customer needs effectively.
  • Maintained comprehensive knowledge of company offerings to provide accurate information and recommendations to customers.
  • Handled high-pressure situations calmly, ensuring positive outcomes for both the client and the business.
  • Delivered prompt service to prioritize customer needs.
  • Streamlined communication channels for improved customer relationships and increased loyalty.
  • Exceeded performance targets with consistent delivery of high-quality service to clients.
  • Managed client accounts, ensuring accurate record-keeping and timely follow-ups on outstanding issues.

Associate Manager, Consumer Product Marketing & Communications

US AIRWAYS GROUP, INC.
01.2012 - 01.2014
  • Developed and executed strategic marketing plans for Inflight and airport products and services, which included online and e-mail marketing, advertisements and print
  • Owned and maintained all product-related content on usairways.com and managed magazines and airport banners/signage
  • Collaborated with the Inflight Services Department and represented Consumer Marketing, to drive consumer product decisions
  • Promoted product enhancements, in cooperation with Corporate Communications Department, through public relations and editorial channels
  • Created Gogo Wi-fi internal marketing plan and executed placements on landing pages, banner ads, flash pods, text links, solo emails, social media, E-statement messages to customers, on-hold messages and station manager newsletters
  • Managed DineFresh program (enhanced meal options for sale in Economy) by conducting photo shoots of meals, producing emails, editing website and promoting double miles promotions with credit card partner
  • Produced monthly MarketPlace Menu cards by focusing on the overall design, content, descriptions and paid partnership ads
  • Conducted in-depth airport audits of marketing and directional signage, as well as damaged items, in top 10 Hub/Focus airports
  • Created Business Class Seatback Cards, which provided details to customers on how to operate their seats and video monitors; worked extensively with Creative Services, Engineering and the Inflight teams on production.

Associate Manager, Consumer Product Development - International

US AIRWAYS GROUP, INC.
01.2007 - 01.2012
  • Managed the Aircraft Photo Shoot (for the 757, 767 and 330 aircrafts); created project plan & budget; led weekly meetings; assigned/reviewed team action items; coordinated with 13 internal departments, as well as TSA/PHL Airport security
  • Tasked as Project Manager for “Products Enhancements Initiative”; managed Inflight and Airport Customer Service training teams; assigned and reviewed project plans to determine costs & action items; prepared agendas and Executive updates; led weekly meetings with PEI team (consisting of 10 internal departments)
  • Core member of “Making us a Better Product” team focusing on the redesign of Envoy and Economy Class products: menus, upgraded amenity kits, pillows, blankets, headrest covers and magazines & newspaper in-flight; tray liners, salt & pepper shakers; created cart linens for new in-aisle cart service; re-designed Envoy carpets for International Ticket Counters; worked with Inflight Policy & Procedures and Training department on new service/product curriculum for Flight Attendants
  • Attended annual menu/wine presentations for Envoy & Economy Class in Philadelphia, Frankfurt, Tel Aviv and Rio de Janeiro
  • Managed newspapers/magazines for Envoy and US Airways Shuttle customers and SkyMall, Duty Free & Ralston Publications
  • Submitted Envoy Seat and Wine submissions in annual Global Traveler, Business Traveler and Business Traveller UK surveys
  • Conducted annual Envoy and Economy Class online surveys to Dividend Miles members, leading to product enhancements
  • Created Arrivals Lounge & Departure Cards for key European stations; coordinated Envoy and Economy food photo shoots
  • Managed “On Time Performance” initiative: distributed employee banners/posters/buttons to 35,000 employees/200 airports
  • Designed and implemented US Airways Brand Consistency Project, which focused on eliminating the US Air & America West name and logo in every US Airways airport system-wide
  • Managed Four Points by Sheraton “Pie in the Sky” 11 month promotion, which defrayed $500K in catering costs for First Class dessert and created $2.2M media plan resulting in online, in-flight and in-airport exposure.

Associate Manager, Promotions, Inflight & Airport Marketing

US AIRWAYS GROUP, INC.
01.2006 - 01.2007
  • One of three employees tasked with executing the company wide “I Make US Fly” Employee Brand Launch
  • Organized production and assisted in editing the “You Make US Fly” Employee Video; traveled to airports, reservation centers, flight centers and operation centers system-wide to film employees
  • Managed distribution of 336,000 “I Make US Fly” brand items for 49K employees in 275 domestic & international locations
  • Produced monthly Level Off Video and Vacation Planner featuring US Airways updates & co-op partner destinations (3.3M impressions per month)
  • Produced and distributed signage/banners at airports for the DM program, US Airways Club and new marketing initiatives
  • Created US Airways Shuttle Holiday schedules for Washington National, New York LaGuardia & Boston Logan Airports
  • Managed Consumer Marketing Intern for three months; assigned/monitored projects & Intern review (2006, 2008, 2009, 2010).

Senior Analyst, Dividend Miles Partnership Marketing – Bank of America Account

US AIRWAYS GROUP, INC.
01.2003 - 01.2005
  • Designed, developed & implemented marketing programs that drive US Airways Visa Card acquisitions, usage and retention
  • Assisted in development, execution & introduction of the US Airways Visa Signature Card
  • Managed Employee Incentive Program that generated 7,700 new Visa Card acquisitions
  • Coordinated with partners and internal departments on development of direct mail, marketing collateral and promotions.

Senior Analyst, Corporate Programs

US AIRWAYS GROUP, INC.
01.2001 - 01.2003
  • Managed daily operations & developed travel profiles for the US Airways Shuttle Corporate Account Profile System (CAPS)
  • Measured CAPS reports that generated $400,000 in monthly revenue; redesigned application resulting in improved efficiency
  • Developed and maintain $1.7M annual Corporate Programs departmental budget and monthly ledgers
  • Organized and administered all promotional code and private fares implementations between Sales and Pricing Departments
  • Monitored revenue reports and analyzed data to identify trends for all National Corporate Accounts valued annually at $300M.

Senior Analyst, Sales Events

US AIRWAYS GROUP, INC.
01.1999 - 01.2001
  • Implemented Top Account Business Forums and Corporate Advisory Board Meetings with US Airways Executives
  • Coordinated 600 person corporate event at National Business Travelers Association Conference in Minneapolis
  • Executed and managed $280,000 Sponsorship Program for the 2000 US Airways Global Sales Conference
  • Generated brand awareness through Promotions and Sponsorships in the global marketplace
  • Completed proposal and implemented status as the “Official Airline for the 2000 Republican National Convention” and the designation of the “Official Airline of the 2000 Presidential Debates”
  • Coordinated logistics for US Airways Executives & domestic/international accounts for Airbus Delivery Ceremony in France
  • Developed promotional collateral for corporate reception and dinner at the Express Terminal F grand opening in Philadelphia
  • Managed yearly budgets, invoices and purchase orders for events and promotions; created/tracked Goldfile & UATP accounts.

Regional PAC Director, Corporate Affairs

National Republican Senatorial Committee
01.1996 - 01.1999
  • Served as liaison between PAC community, Senate Incumbents and challengers for fundraising events
  • Provided support with major donor fundraising and event planning on-site at Senatorial campaigns in NV, CO, and OK
  • Managed four Warner Nickles Golf and Tennis Classics, a multi-candidate $800,000 joint fundraiser for Senate candidates
  • Maintained Senatorial office at 1996 Republican National Convention and assisted VIP’s during 1997 Presidential Inaugural.

Deputy Corporate Chairman

U.S. Olympic Committee 5th Olympic Dinner
01.1998 - 01.1998
  • Raised $21,000 in Corporate funds for USOC; participated in the Olympic Winter Challenge in Lake Placid, NY.

Assistant to the Director, Corporate Affairs/Staff Assistant, Finance

National Republican Senatorial Committee
01.1994 - 01.1996
  • Organized major fundraising events; maintained PAC computer system; assisted Director with day to day activities.

Education

B.A. in Economics - German

HOLLINS COLLEGE
Roanoke, VA

Northern Illinois University: Salzburg College Study Abroad
Salzburg, Austria

Skills

  • Customer Correspondence
  • Call Center Experience
  • Computer Proficiency
  • Problem-Solving Abilities
  • Complaint Resolution
  • Interpersonal Skills
  • Attention to Detail
  • Effective Communication
  • Customer Service Orientation
  • Social Media Management
  • De-Escalation Techniques
  • Brand Representation
  • Teamwork and Collaboration

Leadership And Awards

  • 2010 US Airways Chairman’s Award Panelist (1 of 13 selected company-wide to review entries and determine quarterly winners)
  • 2009-2010 US Airways Diversity Council
  • 2006 US Airways Chairman’s Award Recipient (awarded by CEO for outstanding effort and achievement)
  • 2006 US Airways Marketing & Sales Monthly Award Recipient (presented by Vice President – Marketing)
  • 2006-2013 US Airways Do Crew Member; US Airways Professional Women’s Group Member
  • 2001 US Airways Sales Image of Excellence Award Recipient (awarded by Vice President – Sales)
  • 2000 US Airways Sales Cultural Assessment Team Member
  • 2009-2013 Make A Wish “Wish Granter “ & Volunteer
  • 1990 Student Government Freshman Class President at Hollins College; Charter Recipient for Buxton Shaw Leadership Scholarship

Timeline

Customer Relations Representative - Executive Team

American Airlines
11.2014 - Current

Associate Manager, Consumer Product Marketing & Communications

US AIRWAYS GROUP, INC.
01.2012 - 01.2014

Associate Manager, Consumer Product Development - International

US AIRWAYS GROUP, INC.
01.2007 - 01.2012

Associate Manager, Promotions, Inflight & Airport Marketing

US AIRWAYS GROUP, INC.
01.2006 - 01.2007

Senior Analyst, Dividend Miles Partnership Marketing – Bank of America Account

US AIRWAYS GROUP, INC.
01.2003 - 01.2005

Senior Analyst, Corporate Programs

US AIRWAYS GROUP, INC.
01.2001 - 01.2003

Senior Analyst, Sales Events

US AIRWAYS GROUP, INC.
01.1999 - 01.2001

Deputy Corporate Chairman

U.S. Olympic Committee 5th Olympic Dinner
01.1998 - 01.1998

Regional PAC Director, Corporate Affairs

National Republican Senatorial Committee
01.1996 - 01.1999

Assistant to the Director, Corporate Affairs/Staff Assistant, Finance

National Republican Senatorial Committee
01.1994 - 01.1996

B.A. in Economics - German

HOLLINS COLLEGE

Northern Illinois University: Salzburg College Study Abroad

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