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Marketing Samples

Work experience

Aug 1998Dec 2008

Vice President, Supplier Marketing

Sabre Holdings, Inc

Vice President – Supplier Marketing, Jurni Network and ClientBase Marketing Services, Nexion Host Agency                                                                                        2004-2008

Responsible for the integration of customer information, creative and intelligence for all direct marketing promotions.

  • Worked with over 1,000 Travel Agents at CBMS, 750 at Jurni Consortia and 2,200 Independent Contractor agents at Host Agency Nexion
  • Developed/managed customer segmentation, targeting models, trend analytics and data queries within CRM system for email and direct mail campaigns
  • Coordinated concept-through-creative with internal team, ad agency and printers
  • Designed marketing plans, obtained supplier funding, established goals & forecast
  • Led Customer Relations with C-level and Executive level supplier staffs

Senior Principal—Mergers and Acquisitions2002-2004

Designated as leisure marketplace subject matter expert on a team of five members

  • Served as Sabre liaison with senior executives of potential acquisitions

Vice President—Leisure Product Marketing2000-2002

Controlled product enhancements/development and marketing for Sabre leisure product line.Supervised 41 team members

  • Sabre CruiseDirector for eight major cruise lines, SabreTours for over 30 tour operators, and Sabre Insurance for two primary protection providers

Director of Leisure Alliance1998-2000

Managed partner investment portfolio of $10 millionfrom MasterCard, AIG and Allegro

  • Created Travel Agency and Consumer campaigns to drive MasterCard usage
    • Over two year period successfully grew usage by 4% (approx. $17M)
Nov 1994Jul 1998


CRUISELINK and Associated Companies

CRUISELINK, TravelClearingHouse and Travelink2000,Bayshore, NY


Drove B2B2C marketing promotions for 2,500 leisure focused consortia travel agency members from over 100 leisure travel suppliers.Managed 31 employees

  • Initiated first commercial customer segmentation appends for travel promotions available via travel consortia
  • Turned money losing operation into a multi-million dollar business that was acquired by venture capitalists and combined to form largest travel
  • Created call center for 4,000 agencies to book aggregated groups and developed integration of channel communications between marketing department and call center reps
Sep 1983Nov 1994

President and Owner

The Cruise Experience

The Cruise Experience, Dallas, TX1983-1994

Cruise Concepts, Dallas, Austin and San Antonio, TX

Owner and Entrepreneur

Created four individual travel agency start-ups during the eleven years.

  • Operated travel incentives for Pepsi South and Dallas Wholesale Builders Supply
  • Moved over 10,000 cruise passengers in years of operations


Bill LaMacchia

The Mark Travel Corporation oversees many of the leading tour operator brands in the United States.  Brands such as:  Funjet Vacations, United Vacations and Southwest Airline Vacations.

Scott Koepf

Scott heads AST'A's National Association of Career Travel Agents.  He was my former superior at ClientBase Marketing Services and Jurni Network consortium.

Dondra Ritzenthaler

Dondra's 128-member organization today includes a total of 76 sales account managers and 15 inside sales representatives and a four-member training team.  In 2007, Celebrity Cruises, Inc. introduced Azamara Cruises. In addition, Dondra heads up key account relationships, onboard cruise sales and internal sales support. Leads the sales teams for both Azamara Cruises and Celebrity Cruises

Award Winning Direct Marketing


Bachelor of Science


Minor studies in--Psychology and History

Purdue Multitahalon Sports Champion 1977

Community Involvement

United Way local projects

Habitat for Humanity

Special Olympics

Denton County--Kids Eat Free

Objective and Key Accomplishments


High-energy, cross-functional Marketing Executive with twenty plus years in travel management and consumer marketing seeks career where I can be utilized to drive pivotal and successful relationships between myself, my company and our customers.

Career Profile

Recognized as an astute visionary, delivering fresh perspective and keen assessments in changing market environments.Team builder with ability to bridge business cultures and forge profitable alliances to yield positive results.Experience skills in:

Database Marketing Analytics

Customer Segmentation 

Strategic Partnerships                       

Market Research                             

Motivational Speaking 

Customer Centricity       

Negotiation Skills


Key Accomplishments

·Developed multi-dimensional customer segmentation, tracking over 4 million customers based upon: Travel Interest, Demo and Psychographics and Travel History resulting in 40+% open rates and significant ROI increases for Preferred Suppliers

·Led design and procurement of 100 trips for Live with Regis and Kelly “Out of Control February Fantasy” travel trivia game-2006 for Sabre Business Unit--IgoUgo.Drove over 1.2 million entries

·Created hundreds of consumer campaigns for Preferred Partnership companies such as: Royal Caribbean, Celebrity Cruises, Funjet Vacations, Norwegian Cruise Line, Travel Impressions, Regent Seven Seas, Pleasant Holidays, Club Med, Viking River Cruises and Disney

·Silver Magellan Award for marketing from Travel Weekly-2008.

Gold and Silver MarCom Awards for marketing-2007

Professional Affiliations

Royal Caribbean International Advisory Board

DMA Travel and Hospitality Council

Advisory Board for DER

ASTA Allied Council

CTIP-Coalition of Travel Industry Professionals, Washington, DC

Certified Travel Counselor (CTC)

Master Cruise Counselor (MCC)

Former Board of Directors member for:

       Accovia--Montreal, Canada and

        CruisePathNetwork--Miami, FL

Travel Highlights

  • Veteran of over 150 cruises
  • 28 different cruise lines and 87 different ships
  • I've visited over 60 countries and 45 islands
  • Guest of Royal Caribbean executive team for the delivery of the Freedom of the Seas in Hamburg, Germany and the Keel Laying Ceremony in Turku, Finland for the World's Largest Cruise Ship--the Oasis of the Seas