Recruited to provide visionary leadership to rebrand one of the oldest natural health resorts in the U.S. to drive lodging occupancy, springs and spa bookings, and wellness programs. Marcom leader for all budgeting, brand development, digital marketing, and public relations to reposition the destination as one of the best hot springs resorts in the United States. Cultivated and built strategic partnerships with the business community, New Mexico Tourism Department and the Global Wellness Institute.
Billboard
As Director of Marketing:
• Refined corporate identity and shifted messaging to a full-service wellness retreat and spa resort including the only farm-to-table program in the region.
• Introduced a storytelling approach to better position renovation and new property enhancements through earned media, advertising, email and social media content strategy to connect with guests and infuse a Native American spirit and ambiance.
• Spearheaded global marketing and media plans, designed multiple websites, authored web content, designed new advertising and marketing collateral, created digital strategy.
• Co-developed "Aprés at Ojo" winter ski campaign which drove a 30% increase in day visitation and occupancy.
• Designed and launched a social media campaign that attained 30,000+ Facebook followers, and crafted core messaging for TripAdvisor and social media responses.
• Hired PR agency, orchestrated media FAM visits, and produced/directed all photo and video shoots.
• Co-developed a culture program and designed internal materials to engage the team.
• Delivered YoY double-digit growth over an 11-year period with 95% average occupancy.
Cliffside pools.
Iron Pool.
Mud Pool.
Soda Pool.
• Repositioned resort to attain TripAdvisor’s Certificate of Excellence five consecutive years
• Named “#4 Best Destination Spa in US” by Travel + Leisure’s 2017 World’s Best Awards
• Recognized “#2 Best New Mexico Attraction” by USA Today 2017
• Won “Best Hot Springs” SpaFinder Wellness Travel Awards 2016
• Earned “Best Social Media Campaign of the Year” 2012 NM Hospitality Awards
• Named “#4 Best Destination Spa in US” by Travel + Leisure’s 2017 World’s Best Awards
• Recognized “#2 Best New Mexico Attraction” by USA Today 2017
• Won “Best Hot Springs” SpaFinder Wellness Travel Awards 2016
• Earned “Best Social Media Campaign of the Year” 2012 NM Hospitality Awards
Valentine's Day TV spot on local lifestyle channel.
Photo Credit: Julien McRoberts, Ryan Heffernan, Doug Merriam