Wendel Ladringan
Washington,DC
Summary
Accomplished, innovative, versatile, and effective Marketing Professional with 20+ years of experience in Strategic/Loyalty Partnerships, Brand/Loyalty Marketing, Product Marketing, Strategic Account Management, Experiential Marketing, Campaign Activation, Brand Initiatives, and Communications within the media/entertainment, hospitality/travel and IT environments. Recognized for ability to build internal and external strategic relationships, brands and profitability through leverage of marketing channels and target audiences. Proven communicator, fostering relations with management, team members, and clients, consistently achieving and exceeding marketing & revenue goals, and enhancing overall customer satisfaction.
Overview
15
15
years of professional experience
Work History
Marketing Director - Emerging Business
Sirius XM Radio
06.2017 - Current
- Manage top-of-the-funnel marketing initiatives promoting SiriusXM's commercial music product in partnership with value-added resellers & media partners, resulting in a 7% to 10% increase in sales and market share over the past 6 years.
- Collaborate closely with commercial music sales director, OEM/automobile dealership teams, and resellers to develop effective marketing collateral in support of lead generation goals, and to enhance product & brand reputation and customer engagement.
- Oversee preparation of commercial music service marketing copy, images, videos, emails, and other collateral.
- Oversee rebranding efforts in partnership with brand marketing teams to enhance corporate identity and improved brand perception of the commercial music product for a B2B audience.
- Analyze and report on KPIs to validate success of campaigns, and utilize market insights to highlight the overall product & service narrative.
- Own and manage CRM digital communication streams for active Aviation and Marine weather service subscribers to promote customer engagement.
- Monitor commercial music, aviation & marine services trends and business landscapes in order to recommend and execute tests to enhance campaign efficiencies and results.
- Collaborate with internal and external partners (i.e. resellers & agencies) to review and optimize existing programs and/or campaigns to innovate and deliver best in class initiatives.
Sr. Marketing Manager - Loyalty Partnerships
Hilton Worldwide, Inc.
06.2016 - 05.2017
- Provided strategic direction and support to a team of four (4) strategic partner account managers covering relationships across airline, rail, rental car, retail and service verticals.
- Created professional development plans, and provided direction and coaching for team members.
- Managed day-to-day relationship with key external partners to provide enhanced Hilton Honors Points earn and redemption opportunities for program members.
- Leveraged internal partners (i.e. CRM, brand marketing, digital marketing) to identify targeted audiences, and create meaningful creative assets to promote key offers to these customers.
- Strategically served on a cross-functional team designed to re-structure the Hilton Honors strategy with airline partners which resulted in a cost savings upward of $20M.
- Negotiated and executed new partner contracts & partner contract renewals, and identified areas of development and improvement within each relationship.
Sr. Marketing Manager - Luxury Brands
Hilton Worldwide, Inc.
02.2013 - 05.2016
- Increased brand digital presence, awareness and equity by leading marketing verticals across brand, partnership, CRM & e-communication initiatives, and creating experiential programs for Waldorf Astoria Hotels & Resorts and Conrad Hotels & Resorts.
- Relaunched the Luxury Relationship Management (LRM) CRM customer life-cycle campaign by retooling the program and communication strategy, leveraging targeted audiences for offers based on stages within the customer journey, refreshing all customer-facing creative assets and promotional offers to increase the forecasted revenue stream by 60%+ in 2016 vs 2015.
- Partnered with brand digital marketing team and brand social media agency to achieve elevated digital engagement across all brand social media platforms through various brand offers and experiential programs including the Waldorf Astoria Driving Experiences.
- Lead cross-functional efforts inclusive of internal and external teams (creative, event and social media agencies) to support various brand offers and experiential programs.
Marketing Manager - Strategic Partnerships
Hilton Worldwide, Inc.
07.2009 - 02.2013
- Maintained strategic marketing across various airline, rail, merchandise, retail, and media partners, as well as sports, athlete and entertainment sponsorships, creating $35M revenue stream and minimizing marketing costs by 11% for Hilton Honors loyalty program.
- Launched new global Hilton Honors Shop-to-Earn Mall by managing cross-functional team of 11 members, resulting in lift of 3.3M HHonors Points awarded during first 3 months of launch.
- Leveraged sponsorship of LPGA golf champion Se Ri Pak and $1.5M partnership with Hawaiian Airlines for marketing initiatives and activation programs benefitting Hawaii hotel business outreach to key APAC markets (S. Korea and Japan).
- Created and executed travel offers and promotions, leveraging partner audiences for acquisition to the Hilton Honors program, and evaluated customer experience across multiple partner channels and consumer touch-points.
- Leveraged internal partners (i.e. CRM, brand marketing, digital marketing) to identify targeted audiences across Hilton’s portfolio brands, and created meaningful marketing assets to promote key offers to these customers.
- Generated $207M in revenue through collaboration with various internal and partner marketing teams to bring domestic and global initiatives to market across various strategic relationships with Hawaiian Airlines, Alaska Airlines, American Airlines, eRewards, Teleflora, FTD and Hilton Honors earn and redemption malls.
Education
Bachelor of Arts - English Language, Literature, And Rhetoric
University of Maryland - College Park
College Park, MD12.1998
Skills
- Key Decision Making
- Market Tracking
- Project Management
- Campaign Development
- Cross-functional Team Management & Engagement
- Stakeholder Relations
- Contract Management
- Customer Relationship Management (CRM)
- Marketing Campaigns
- Creative and Innovative
- Data Analytics
- Market Research Analysis
- Cross-Departmental Alignment
- Strategic Planning and Alignment
- Contract Negotiation
- Service Promotion
- Market Trends Analysis
- Strategic Marketing
- Campaign Performance Tracking
- Marketing Program Management
- Budget Forecasting
- Marketing Automation
- Budget Management
- Copywriting
- Market Research
- CRM Management
- Product Development
- Brand Management
- Email Marketing
- Lead Generation
- Campaign Planning
- Product Promotions
- Networking
- Staff Management
- Digital Marketing
- Campaign Management
- Marketing Campaign Development
- Communications Management
Timeline
Marketing Director - Emerging Business
Sirius XM Radio
06.2017 - Current
Sr. Marketing Manager - Loyalty Partnerships
Hilton Worldwide, Inc.
06.2016 - 05.2017
Sr. Marketing Manager - Luxury Brands
Hilton Worldwide, Inc.
02.2013 - 05.2016
Marketing Manager - Strategic Partnerships
Hilton Worldwide, Inc.
07.2009 - 02.2013
Bachelor of Arts - English Language, Literature, And Rhetoric
University of Maryland - College Park
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