Director of Marketing at Divi Resorts (2025-11 – Present)
Lead marketing strategy, brand standards, digital performance, and revenue-driving initiatives across Divi Resorts' 8-property portfolio spanning 5 Caribbean islands. Oversee a team of 5 and the full guest-facing digital and property marketing ecosystem, including 8 websites, 30+ social channels across 6 platforms, digital advertising, CRM, promotional strategy, content production, and on-site marketing. Progressively expanded scope from website development and digital execution into team leadership and ultimately full department ownership.
- Led a CRM integration that increased email open rates from 21.2% to 35.57%, more than 10 points above the 25% industry benchmark, strengthening direct guest engagement and marketing performance.
- Brought digital advertising in-house and consolidated Sales Promotions under Marketing, centralizing direct-revenue strategy; Google and Meta campaigns have generated 463% ROAS since the transition.
- Rebuilt the portfolio marketing strategy from a one-size-fits-all approach to resort-specific, data-driven audience personas, improving targeting and direct-booking conversion across individual destinations.
- Own portfolio-wide promotional strategy and direct-booking performance, consistently exceeding month-over-month goals while maintaining budget discipline.
- Direct a 30+ channel social media presence across Facebook, Instagram, X, TikTok, YouTube, and LinkedIn, achieving 24% annual audience growth, while overseeing 8 websites generating 4M+ annual visits.
- Lead all resort marketing production and brand execution, overseeing photoshoots, digital and print collateral, restaurant menus, activity materials, signage, in-room TV content, and other guest-facing assets through an agency-style internal production model.
- Manage and develop a team of 5, including hiring, onboarding, 1:1s, career development, performance management, workload planning, and cross-functional stakeholder relationships; serve as primary liaison to external marketing vendors.
- Established the department's operational foundation during a leadership transition, building workflows, request intake processes, team structures, and stakeholder processes that enabled the transition into Director-level leadership.
- Progressed from Web Developer to Director of Marketing in under three years, taking on increasing responsibility across web development, digital operations, team leadership, strategy, and revenue generation.
- Built and launched a new WordPress website from the ground up within three months of starting with Divi, incorporating custom development, SEO, Google Business Profile optimization, and GA4 analytics; successful launch contributed to promotion into marketing leadership.
- Served as the team's technical escalation point for website operations, maintaining diviresorts.com and 7 additional WordPress sites, while also overseeing the Divi Resorts mobile app and supporting video, QR code, interactive 360-tour, social media, and graphic design initiatives.
Marketing Manager at Divi Resorts (2025-04 – 2025-11)
Marketing Supervisor & Web Developer at Divi Resorts (2023-06 – 2025-04)
Web Developer at Divi Resorts (2023-03 – 2023-06)
Full Stack Web Developer at Freelance Full Stack Web Developer (2020-02 – 2023-03)
- Developed full stack web applications and websites for small-to-medium businesses.
- Consulted on SEO, marketing automation, and social media strategy to improve client visibility and engagement.
- Leveraged technology to streamline workflows and enhance content management systems.
Art Sales Coordinator at The Centerpiece (2019-02 – 2020-02)
- Worked with the gallery from its' creation to build client base, grow art collection, and enhance in-person and digital sales.
- Assisted in web maintenance and framing software development.
- Managed artist procurement and daily gallery operations to establish The Centerpiece as a center for contemporary art in Raleigh, NC.
- Managed regional promotional campaigns, press release creation, gallery events, and social media channels to engage local Triangle community members and art enthusiasts.
Administrative & Development Manager at North Carolina Children's Museum (2018-12 – 2019-02)
School & Family Programs Coordinator at North Carolina Children's Museum (2015-12 – 2018-11)
Museum Educator at North Carolina Children's Museum (2015-11 – 2015-12)
- Managed critical administrative and development operations, including payroll, financial reporting, and donor/grant CRM database oversight.
- Supervised the education department, managing program budgets, scheduling and training personnel, and coordinating program-specific marketing efforts to drive attendance.
- Standardized operations for recurring public events, implementing automated scheduling and workflow templates to increase staff efficiency and reduce overhead costs.
- Created and implemented community outreach strategies that directly engaged families, local schools, and municipal stakeholders with educational programming and town initiatives.
- Partnered closely with marketing, exhibits, and operations teams to align program launches with broader institutional campaigns and ensure a cohesive visitor experience.
- Selected as a presenter at the 2018 Association of Children's Museums National Conference, communicating organizational best practices to industry peers and large groups.
- Served as a primary organizer for the annual Play Summit in 2018, driving regional event execution, content programming, and cross-organization collaboration across North and South Carolina children's museums.
