ROXANE BOWMAN

Corporate Marketing Director with over 10 years experience in media, branding, loyalty building, search marketing and online advertising in a variety of different roles.  Significant strengths and skills in the following areas:
 

• Strategic marketing

• Ability to quickly change direction

• Content management

• Collaborative, diplomatic style          

• Project management

 

Education           

The University of Texas at Austin          The University of Texas at Austin

MA in Advertising                                  BBA Marketing             

 

Experience

Director, Global Brand Marketing, Homewood Suites Hotels (Hilton Hotels Corp)  -                                      1/14– current

Responsible for marketing strategy and all traditional advertising for Hilton’s premier Extended Stay brand, Homewood Suites by Hilton.

• Created the “Stay in your Groove” TV campaign that included both research pre-launch and awareness tracking afterwards. 

• Launched Year 2 of the military campaign that was touted as a best practice for the company.

• Created a partnership with sales to help grow Travel Agent and 3rd party awareness of the brands

• Project lead for launching the marketing portion of the Direct Booking initiative across all Hilton brands.

 

Director, Brand Marketing, Home2 Suites Hotels (Hilton Hotels Corp)  -                                      3/12– 1/14

Responsible for branding strategy of Hilton’s newest brand and defined creative presence in all channels.  Oversees both online and offline strategy for brand. 

• Creates strategies and directions for Home2 positioning and marketing programs, evaluating efforts to ensure the effectiveness and efficiency of the organization. Identify core research and metrics to ensure driving marketing efficiency with each execution.

• Creates brand social strategy and executes across all social media 

• Execute strategic planning and coordination of promotional initiatives. Develop integrated brand strategies in sponsorships/partnerships (i.e. Microsoft, AAA, AARP)  to connect core brand initiatives with third parties and reach new audiences

• Develops team culture and identifies strengths of each person.  Works with them to help enhance those strengths and succeed within the company.

• Conducts effective management of third party partners. Negotiates and monitors quality and cost of services. 

• Manages effective partnerships with all traditional agency partners for creative, media for brand/hotel, National Distribution, Hilton HHonors/CRM, Research and other departments as needed).

 

Director, Online Marketing, Hilton Garden Inn Hotels (Hilton Hotels Corp)  -                               7/09– 3/12

Responsible for all global brand online marketing for HGI that included social media, online advertising, search marketing, and direct marketing.

• Drove HGI  global strategy for overarching online plan against loyal guests and cultivate emerging segments (utilizing Customer 360)

• Directs HGI's global digital advertising, media and website creative – developed plans in over 15 different countries

  • Managed multiple photo and video shoots

• Directs HGI's Social Media Strategy  - Strategized and launched a new App called Bizwords ~16,000 downloads &

• Identifies new emerging online opportunities

• Drives strategy for global brand search media and site updates for Hilton Garden Inn

• Drives brand analytics to achieve booking and revenue goals for HGI

•  Aligns global online efforts with traditional marketing, PR, and Corporate Online Services

• Align and oversees the $16 million budget across all marketing disciplines for Hilton Garden Inn. 

  • Prepared and executed phase 1 of the GDS fee strategy

 

Director, Media Strategy & Digital Marketing, Embassy Suites Hotels (Hilton Hotels Corp)  -      10/07– 7/09

Responsible for driving the strategy of all media for Embassy Suites including Digital, Print, TV, International, and OOH.  Built relationships with agencies and ensured brand goals/objectives were met. 

• Implemented our targeting/segmentation work across media and developed a digital testing matrix that maximizes use of our budget dollars

• Developed quarterly digital reporting that encompasses all channels, distributions, and online properties.

• Brand liaison in evolving the embassysuites.com platform globally and increasing revenue stream as one of the top brand.com channel contributors amongst the Hilton Family websites

  • Facilitated the launch of ESH Global Web in the UK and soon to relaunch domestic version

• Digitally executed national advertising promotions (some examples below)

  • 2007 Fall/Winter promotion with Bee Movie (Dreamworks)

  • 2008 “Go For the Green’ Golf promo (stay 5 times and receive golf rewards throughout)

  • 2008 Olympic (USOC) Panda summer promotion

• Maintained partnerships with vendors including AMEX, HHonors, Citibank, USA Today, etc.

• Drove strategy for all microsites including Businessbalance.com, embassykids.com myomelet.com, and embassador.com

• Facilitated the launch of our CRM/retention strategy through embassador.com and various touch points

 

Manager, Internet Marketing,  Embassy Suites Hotels (Hilton Hotels Corp)                                      09/05 – 10/07

Responsible for managing a $13MM national advertising budget for print, cable, online, as well as all digital brand endeavors including website, mobile, social , etc

• Responsible for creative ventures including  mobile advertising, Food & Wine Classic, etc

• Executed online components of national promotions for Embassy Suites including Charlottes Web, Snap Happy, USOC (Olympic partnership), Embassy Connectivity, etc. 

  • Landing page creation, homepage eyeblaster, email blasts, etc

• Responsible for updating and navigation of embassysuites.com

  • Managed the full French and Spanish translations of embassysuites.com and ongoing maintenance.

• Launched and maintained myomelet.com as well as delivered monthly reporting.

 

STFR (Austin Rodeo - nonprofit) - Advertising/Marketing                                                                             01/05 - 06/05

Marketing coordinator responsible for managing sponsor relationship and assisting event director wherever needed.

• Communicated and created relationships with sponsors

• Compiled ads and information for rodeo program

• Maintained STFR website and proposed additions

•  Corresponded with local media and created media guide

  • Manned the media area frequently during the rodeo event

• Presented creative strategies to create more business

 

Website/graphic design                                                                                                                                               07/01 – 07/05

• Website design and implementation

• Update and maintain websites to help successfully draw more customers

• Helped market the client successfully through design and creative implementation across the web 

 

 

Activities & Honors

• Completed the High Performer (HP2) program at Hilton Worldwide - designed to recognize and grow a select number of oustanding individuals throughout the company.

• HP2 program – Hilton’s High Performer program designed to grow their best employees towards executive jobs.

• Platinum Adrian award for our Military Campaign plus numerous other hotel marketing awards.

• National Society of Collegiate Scholars, Alpha Lambda Delta / Phi Etta Sigma (Academic Honor Societies)

• Girl Scout Gold Award (equivalent of the Eagle Scout award)