Tracy Scarlato
Allentown,PA
Summary
Marketing professional with proven expertise in driving strategic initiatives and innovative marketing strategies. Strong focus on team collaboration and delivering measurable results. Adept at leveraging market insights, innovative campaigns, and effective communication strategies. Reliable and adaptable, excelling in dynamic environments and consistently achieving business objectives.
Overview
31
31
years of professional experience
Work History
VP Marketing
SIDEWORK CREATIVE
01.2019 - Current
- Provide strategic planning and execution for all aspects of brand and marketing initiatives, including brand strategy, brand standards, creative development, digital marketing, partnerships, public relations, and social media for a variety of hospitality clients. Clients include Grand Wailea, a Waldorf Astoria Resort, BRE Hotels & Resorts, and Sunseeker Resort. Past clients include Ten Five Hospitality and SBE/Morgans Hotel Group.
- Work with owners, franchises, corporate divisions, and key stakeholders to develop and monitor all marketing initiatives.
- Identify and manage strategic partnerships to create unique programming and offerings, including securing an exclusive Erewhon partnership across multiple properties, as well as collaborations with brands such as Pop Up Bagels and Moon Juice.
VP Brand Marketing, Distinctive Select Brands
MARRIOTT INTERNATIONAL
01.2016 - 01.2018
- Managed all corporate brand marketing strategies and initiatives for the Aloft, AC Hotels, Element, and Moxy brands, including creative, digital marketing, partnerships, PR, and social media.
- Refined and redefined brands in six months, including the development of new visual brand identities; and launched new 360-degree go-to-market campaigns for all brands.
- Hired & managed an internal team of seven as well as external agencies.
VP, Hotel & Brand Marketing
MORGANS HOTEL GROUP
01.2011 - 2016
- Managed all corporate brand marketing initiatives, including strategies, budgets, brand standards, partnerships, digital, social media, hotel launches, and licensing.
- Created and managed brand-defining programs by collaborating with partners such as Bombas, Equinox, Virgin America, Virgin Atlantic, Virgin Australia, and Frieze Art Fair.
- Worked to define a new organizational structure, brand strategy, and communications rollout plans.
Director of Marketing, Aloft & Element Hotels
STARWOOD HOTELS & RESORTS
01.2005 - 01.2008
- Launched the highly acclaimed Aloft and Element hotel brands in under six months, with unprecedented success.
- Developed & executed all brand marketing initiatives, including strategy, brand standards, creative, digital, PR, and social media.
- Executed full-scale models as a laboratory to test brand initiatives.
Business Assistant to Ian Schrager
MORGANS HOTEL GROUP
01.2002 - 01.2005
- Liaison for the president of the company.
General Manager, RES Media Group Division
PALM PICTURES
01.2000 - 01.2002
- Created and managed the management structure and oversaw marketing for the RESFEST Digital Film Festival and RES Magazine.
Director of Marketing
PALM PICTURES
01.1998 - 01.2000
- Managed all marketing initiatives and staff, in addition to artist development, tour coordination, special events, and digital campaigns. Created a new corporate identity system.
Project Manager
AVALANCHE SYSTEMS, INC.
01.1995 - 01.1997
- Managed website developments and digital productions for clients such as MTV, VH-1, NBC, Disney, Sony, and Warner Brothers.
Education
M.B.A. - Marketing
New York University, Leonard N. Stern School of Business
New York, NYB.S. - Finance
Lehigh University
Bethlehem, PASkills
- Brand & Lifestyle Marketing
- Creative Direction
- Content Strategy
- Marketing Analytics
- Agency Management
- Strategic Partnerships & Programming
Timeline
VP Marketing
SIDEWORK CREATIVE
01.2019 - Current
VP Brand Marketing, Distinctive Select Brands
MARRIOTT INTERNATIONAL
01.2016 - 01.2018
VP, Hotel & Brand Marketing
MORGANS HOTEL GROUP
01.2011 - 2016
Director of Marketing, Aloft & Element Hotels
STARWOOD HOTELS & RESORTS
01.2005 - 01.2008
Business Assistant to Ian Schrager
MORGANS HOTEL GROUP
01.2002 - 01.2005
General Manager, RES Media Group Division
PALM PICTURES
01.2000 - 01.2002
Director of Marketing
PALM PICTURES
01.1998 - 01.2000
Project Manager
AVALANCHE SYSTEMS, INC.
01.1995 - 01.1997
B.S. - Finance
Lehigh University
M.B.A. - Marketing
New York University, Leonard N. Stern School of Business