Brand + Revenue Growth During Portfolio Expansion

Role + Context

From early 2024 through late 2024, I led marketing and ecommerce strategy for Modus by PM Hotel Group, a collection of independent lifestyle hotels. I joined just before the division’s Director of Marketing went on maternity leave and stepped in to lead the team with freelance support.

In November 2024, following a core merger between PM Hotel Group and Sightline Hospitality, our team expanded significantly. This brought new properties into the portfolio and resulted in a strategic redeployment of talent across the organization. I transitioned to support PM’s growing Marriott portfolio as a Brand Specialist — continuing to shape performance, brand, and creative strategies within a larger national platform.

Scope of Work

• Owned digital performance strategy across Google, Meta, and metasearch
• Directed creative production including photo/video shoots, UGC, and hotel-level content
• Developed and launched direct booking campaigns tailored to revenue goals and property positioning
• Built monthly ownership-facing performance reports and dashboards
• Created and rolled out the “Mini Moments” short-form video playbook across the portfolio
• Acted as the primary marketing liaison for asset managers, GMs, and revenue teams
• Led multiple rebrands and site optimizations to support long-term growth and conversion
• Served as project lead for Waymore's, overseeing a full brand refresh including a new website build, custom photography, and a complete evolution of brand voice and tone across social media

Key Wins

📌 Digital Repositioning: Waymore’s

• Led a full digital repositioning, including a redesigned website, new photography, updated UX, and refreshed brand voice on social
• Results:
  • $1.06M in 2024 revenue (+29.6%, up from $743K)
  • 2,622 transactions (+27.6%)
  • 5,436 room nights booked (+36.2%)
  • 7.7 ROAS

📈 Paid Media Performance

• Generated $3.2M+ in direct booking revenue across portfolio