Digital Repositioning + Revenue Growth at a Boutique Hotel in East Nashville

🔍 Context

Waymore’s is a lifestyle-driven, independently branded hotel in East Nashville known for its laid-back vibe and immersive cultural programming. With limited brand recognition and an OTA-heavy booking mix, I was tasked with elevating direct revenue, refining channel performance, and differentiating the property through integrated marketing efforts.

💼 My Role

• Led all digital marketing and e-commerce strategy in partnership with on-property teams
• Managed paid media, website conversion optimization, and campaign development
• Collaborated with revenue management and asset ownership to align marketing spend with topline goals
• Directed seasonal promotions, flash sales, and creative development to drive booking urgency
• Built brand equity through storytelling, social content, and digital partnerships

📈 Select Wins

💸 Revenue & Direct Booking Growth

→ Delivered $532K+ in direct booking revenue in 2024 with 14.4 average ROAS

→ Drove a +68% YoY increase in direct revenue and improved booking engine conversion rates through CRO audits and page optimization

📊 Paid Media Performance

→ Managed highly targeted Google and Facebook campaigns that generated 1.7M impressions, 49K clicks, and 955 direct conversions

→ Lowered cost-per-click by 23% YoY through smarter audience segmentation and copy iteration

📆 Promotions & Seasonal Campaigns

→ Launched flash sales and midweek offers that increased room nights booked by +42% YoY during off-peak periods