Penny York

The Walt Disney Company, Portfolio Lead, Account Management | Corporate Alliances, Orlando, FL 

Aug 2019 – Present                                                                               

 

• Drive growth for $100M account portfolio, including CPG, technology, and recreation categories. Lead strategy and execution of co-branded marketing campaigns and sponsorship activations across TWDC including Digital Media, Disney Music Group, Licensing, Parks + Resorts, Theatrical, and Disney Streaming.

 

• Delivered incremental Disney revenue and partner value via Panasonic + Star Wars CES trade show activation to highlight Panasonic projection technology integration in Disney Parks’ Rise of the Resistance attraction.

 

• Led successful “Plus Up Your Day” campaign, increasing awareness of Disney Streaming launch and revenue for Lyft ride share. Redemptions - 100% of goal delivering a significant increase in rides and new Lyft users.

 

Carnival Cruise Line, Director, Digital + Integrated Marketing, Miami, FL  Jan 2018 – May 2019                                                                    

• Evolved CRM to include revitalizing customer segmentation and journey mapping, and launching personalized content across channels. Led strategy and content planning for customer acquisition, email, direct mail, and web/mobile eCommerce channels. Transformed operations process; managed $15M budget, team of 15, CX agency, and multiple vendors.

 

• Refined segmentation with use of propensity modeling; developed omni-channel campaigns which included personalized content based on search behavior in email and personalized homepage takeovers; Increased conversion by 145%, clicks by 30%, and traffic to website by 320%.

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Marriott International - Director, Loyalty Marketing, Marriott Rewards + The Ritz Carlton Rewards​

Bethesda, MD Apr 2015 - Present

 

Drive member engagement and $250M annual incremental revenue. Lead CRM/lifecycle marketing and global promotions programs to increase share of wallet and retention of members.  Lead experiential program to drive engagement and give members broader options for point redemptions. Manage partnership activations to deliver member experiences across sports, culinary, entertainment and lifestyle categories.  Manage five team members and four agencies; and $100M advertising and sales incentive budget.

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Global Promotions + CRM/Lifecycle Marketing

• Designed and activated new consumer insight driven promotions and targeting strategy with launch campaign delivering record results for the 34 year program.

• 2:1 ROI and 100% increase above prior year.

• Achieved KPIs of activating lapsed audiences, driving incremental revenue, and began shifting perception of program value with positive earned media coverage.

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Experiential + Event Marketing - Moments

• Launched Marriott Rewards experiential program providing access to experiences and events.

• Lead and develop all aspects of the program including program, content, and merchandising strategy.

• Manage ongoing acquisition of partners for assets including major sports leagues and celebrity athletes such as Dwayne Wade and Laird Hamilton; culinary partnerships with award winning chefs.

• Launched 500 packages in 2016 and forecasting 1,500 for 2017.

• 95% of members agree that the Moments enhance the value of the Rewards program.

• 99% of members will redeem their Rewards points for more experiences in the future.

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Disney Cruise Line​ | Brand Marketing Manager  

Orlando, FL 2010 - 2014

​Developed and executed integrated marketing plans including traditional and digital channels to launch two new ships and to meet revenue targets for expanded fleet.  Managed $27M budget

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Contingency Planning + Soft Spot Demand Generation

• Reversed 12 months of lagging sales into 6% increase in occupancy over prior year and $54M in revenue for European itinerary by developing strategy and executing $4.5M integrated marketing campaign.

• Led cross-functional team, to include creative and media agency partners, in the execution of marketing campaign consisting of TV spot integration, PR, digital display, print, direct/email, and social media tactics.

• Improved Cost per Booking and Return on Ad Spend, driving a 29% occupancy increase for under-performing Caribbean itinerary with contingency marketing campaign.

• Defined and executed quick speed to market campaign that included paid media placements and new creative for email, online banner ads, and radio.

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Brand Building

• Championed brand repositioning to mitigate price barrier; successfully influenced the change with leadership and launched campaign in print, digital display, email, and search.

• Message delivered highest clicks of all digital ads in 2014 and is still integral to value proposition today.

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Walt Disney World Resort | Marketing Strategy Manager   Orlando, FL 2008 - 2010

Designed marketing plans to drive Florida Resident segment ticket sales, park attendance, and resort room nights.

• Over-delivered on sales goal by 63% for promotional ticket with innovative marketing campaign.

• Managed creative agency and development of: TV, radio, website, display, search, email, OOH, direct mail.

• Drove resident attendance to 18% above goal with $9M incremental revenue by influencing components of new summer entertainment product and developing breakthrough marketing plan.

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Disney Vacation Club | Associate Brand Manager, Member Marketing  Orlando, FL 2006 - 2008

Developed and implemented marketing and sales strategies to drive loyalty, engagement, and retention.

• Surpassed planned revenue by delivering $23M in Member sales and increased contactable leads by 28% through development of compelling promotion and phased marketing plan for new timeshare resort launch.

• Launched new website UX including additional content and features; increased visits by 65%.

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Marriott Vacations Worldwide​ | Director, Multicultural Marketing Orlando, FL 2005 - 2006

Responsible for launching marketing initiatives targeted at multicultural audiences.

• Developed marketing strategy to increase multicultural leads and conversion.

 

U.S. Army Judge Advocate Corps (JAGC) | Licensed Attorney | Employer Branding + Recruitment Leader | Active Duty Army Officer U.S. and Korea 1997 – 2003                                                                      

• Led employer branding and recruiting strategy for JAG Corps; built sourcing pipelines with law schools, developed brand positioning and led advertising agency in design and production of marketing materials.

• Practiced criminal, civil and administrative law. Managed teams of attorneys; served as chief operating officer for legal offices and chief advisor for senior military commanders.

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