With nearly 10 years of hospitality-focused digital marketing experience, and a combined 14 years of copywriting, public relations, social media and digital marketing experience, Katy has honed her creative and analytical skills with hotels and resorts across the U.S., Mexico and Europe. She has had the pleasure of working both on-property in markets including San Diego, Miami and Virginia Beach, and at the corporate level overseeing ecommerce efforts for over 100 hotels and resorts.
Having started her hospitality career while working at La Costa Resort & Spa in Carlsbad, CA, Katy found her passion by focusing specifically on independent, boutique and lifestyle hotels and resorts. While at La Costa Resort, Katy oversaw and implemented a full-scale, strategic overhaul of the resort's CRM program, resulting in a 65% increase in YOY email-generated revenue. A lifelong, self-professed creative writer, it wasn't until Katy's introduction to Google Analytics when she found particular interest in marrying her love for writing with data-driven insights to guide her hotels' strategies and successes.
Originally from Plymouth, MA, Katy first discovered her love for travel (and warmer weather) while studying abroad in Sydney, Australia. Since then, she's chased sunshine and coastal living, never living more than a few miles from the beach.
Starla is a dynamic, data-driven and detail-oriented marketing and ecommerce professional with more than 15 years of experience driving integrated digital performance and delivering a cohesive customer experience across the entire marketing ecosystem. Named to the 2019 HSMAI Top 25 Minds in Marketing, she most recently led the digital marketing and social media centers of excellence for Marriott International. Starla began her career working with well-known brands such as Chili's, Corner Bakery Cafe and Maggiano's Little Italy. A foodie at heart, she combines her passion for great culinary experiences and innovative online demand acquisition to meaningfully grow brand awareness and drive increases in food and beverage revenue.
Starla studied hospitality marketing at Cornell University, holds an MBA from the University of San Francisco and a BA in economics from the University of Texas at Dallas. A lifelong learner, she likes to think of herself as 'an analyst trapped inside a creative's body.' Starla possesses that magic left brain, right brain balance that allows her to plan strategic marketing campaigns while also pursuing a strong, repeatable return on investment.
Michael brings a wealth of industry experience with over 30 years in food and beverage. He brings a strong background in culinary operations in both the hospitality and restaurant industries. Prior to joining Crescent, Michael held the role of Vice President of Culinary Operations with Sage Restaurant Group, where he was an intricate part in the creation of opening 13 award-winning restaurants and hotels. Michael has direct involvement in property operations, as well as the development and implementation of detailed policies and procedures.
In his role as Senior Vice President of the Crescent Restaurant Group, Michael leads Crescent's food and beverage team within the operations department.
Maureen O'Brien is a hospitality professional with more than 20 years of sales and marketing experience and over 25 years in the hospitality industry. Her specialty is on branded and independent, Lifestyle Hotels & Resorts with experience that spans over the course of her twenty-five-year career.
As the Sr. Vice President of Sales & Marketing for the Lifestyle Division, Maureen's focus is on driving optimal sales results, innovative marketing strategies and a collaborative approach in working with and developing individuals and teams to reach their professional and personal goals.
Over the course of Maureen's career, she has successfully repositioned underperforming hotels, opened new hotels, successfully transitioned brand transitions and overseen hotels in the United States, South America and the Caribbean. She led teams in recreating lifestyle brands, created new Lifestyle transitions hotels, opened new hotels, completed brand transitions, repositioned distressed assets and has overseen hotels and resorts throughout the United States, Caribbean and European markets as well as development projects worldwide.
Prior to joining Crescent Hotels & Resorts, Maureen held Senior Vice President, Vice President, Regional and Director of Sales & Marketing for a variety of brands and hotel companies. Maureen holds a bachelor's degree in hospitality management with a minor in Economics from Southern New Hampshire University. Maureen completed a Global Leadership Certification from the Warton School of Business.
Jonna Helm is a hospitality professional with nearly 20 years of revenue management experience and over 25 years in the hospitality industry. Her specialty is on branded and independent, Lifestyle Hotels & Resorts with experience that spans over the course of her twenty-year career.
As the Vice President of Revenue Strategy for the Lifestyle Division, Jonna focus is on delivering profitability through a hands-on approach in developing and mentoring a team of revenue management professionals; in-depth evaluation of market intelligence and data analysis and instituting strategic revenue optimization plans and actions to drive results and maximize RevPAR.
Over the course of her career, Jonna has successfully opened new hotels, completed brand transitions, repositioned distressed assets and has overseen hotels and resorts throughout the United States, Caribbean and European markets.
Prior to joining Crescent Hotels & Resorts, Jonna held Regional Vice President and Senior Director roles with various management companies. Jonna holds a Master of Business Administration in Hospitality Asset Management and Property Development from the University of Denver.
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