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Miranda (Mindy) Joyce, Founder, Sugarfly Marketing

In January 2010, Mindy Joyce founded Sugarfly Marketing, a marketing consulting company that specializes in building world class brands in the travel, food and wine industries.

Mindy has created, launched and directed numerous highly successful marketing campaigns over her 14-year career, most recently for, building brand awareness and growing its subscriber-base to 18 million, earning it the title of the largest publisher of travel deals.  Mindy pioneered the company’s first integrated marketing campaign, “What’s the deal with Travelzoo?” campaign, blanketing New York City and resulting in over 500 million impressions.  She developed the world’s first interactive advertising campaign in an airport as well as introduced a social media strategy, growing followers on Twitter to 15,000 in 3 months.  During this time she was also head of global branding and led a team of marketers in 11 countries.

In 2008, she won two MarCom awards, followed by a SAMMY award for Best Branding on Twitter and a PRSA Award for Best New Media Campaign in 2009.  During this time her publicity & TV syndication strategy resulted in six appearances on NBC’s Today Show and more than 600 segments per year.  Mindy created, produced and directed two “behind the scenes” webisodes that received more than 180,000 views on YouTube.  She is an event mastermind, creating and producing the The Tzoo Awards in 2007, 2008 & 2009, a full-scale awards show that attracted hundreds of top tier travel, media and marketing executives.

Prior to Travelzoo, Mindy led Tourism New Zealand’s marketing activity in North America including execution of the award-winning 100% Pure New Zealand global advertising campaign. She directed the highly acclaimed Maori Art Meets America, a 2-week campaign & exhibition in San Francisco attracting 30,000 people, resulting in more than 80 million media impressions.  Mindy managed several high profile partnerships for New Zealand including The Lord of the Rings Trilogy, the Food & Wine Classic & The New Yorker Festival.

Between 1995 and 2000, Mindy was a top sales and marketing associate at Los Angeles-based Newmans South Pacific Vacations.

Mindy graduated from Otago University in New Zealand in 1995 with a Bachelor’s degree majoring in Marketing Management.  Mindy is a wine enthusiast and is currently enrolled in WSET’s Advanced Certificate Program at the International Wine Center in New York.

Twitter: @mindyjoyce, @sugarflywine, @sugarflytravel



Work experience

Jul 2008Jan 2010

Senior Marketing Director


 Brand strategy:

·Spearheaded all branding efforts, championed the strategy, customer research, positioning, tag line and identity explorations.Headed global brand team to ensure consistency in communications in 11 countries.

Web & Social:

·Initiated viral strategy through social media and public relations. Grew followers on Twitter to 13,000 in 8months and fans on Facebook to 3,300 with no advertising.Successfully won over influential bloggers.  Won SAMMY Award in September 2009 for Best Branding on Twitter.Won PRSA Award in May 2009 for Best New Media Campaign.

·Developed and launched first text to win mobile sweepstakes to attract subscribers at cafes.

·Analyzed SEO for website product and proposed enhancements to increase visibility in search.

TV/Video & PR:

·Produced and directed original video content resulting in more than 130,000 views on YouTube.

·Attained regular appearances on over 600 top-rated morning shows per year including six appearances on NBC's Today Show and regular appearances on CNN, CNBC and Fox and Friends.

·Increased publicity dramatically creating consistent coverage in highly regarded publications in less than 12 months. Won two MarCom Awards in 2008 for PR efforts.Finalist for HSMAI Adrian Award in 2008.

·Launched metasearch site,, resulting in top-tier coverage from Travel Weekly, New York Times, Washington Post, Los Angeles Times and Financial Times.

Event management:

·Launched and produced major awards show for 3 consecutive years.Resulted in new clients andincreasing commitments from existing clients.Highly acclaimed by industry executives.

Apr 2006Jun 2008

Marketing Director



Pioneered the company's first integrated marketing campaign, “What’s the deal with Travelzoo?”Placements involved large-scale projections and immersion technology, events and subscriber acquisition online campaign.Out of home media resulted in over 560M impressions, huge buzz and increased subscribers within geo-targeted cities.

B to B Communications:

·Created innovative branding techniques that repositioned the brand and increased advertiser desire to purchase.

·Attained dozens of panel opportunities and exposure at conferences.

·      Developed sales materials, brochures and introduced the Travelzoo branded cafe at trade shows.

·Introduced aggressive negotiating techniques in media planning and event management resulting in savings of over 50 percent, while maintaining brand integrity. 

Public Relations:

·Created subscriber space flight promotion and press stunt in honor of 10 million-subscriber milestone.

·Developed website and video content for non-profit, Travelzoo Foundation.Managed launch events around the US.

Dec 2005May 2006

Senior Marketing Manager

Jan 2003Oct 2005

Marketing Communications Manager

Tourism New Zealand

Consumer advertising, events & partnerships

·Led media strategy for award-winning “100% Pure New Zealand” campaign with $7M budget.

·Directed all brand initiatives including the “Maori Art Meets America” campaign in San Francisco reaching 30,000 people in a week and delivering 80M media impressions.

·Managed partnerships with Universal Music, New Line Cinema, Food & Wine Classic and New Yorker Festival.

Aug 2000Dec 2002

Marketing Assistant

Tourism New Zealand

B to B Communications:

·Led series of week-long tours around the US to connect New Zealand business executives with North American-based travel providers.

·      Regularly conducted seminars to educate sellers of New Zealand travel about key selling points and new products.

·      Initiated and executed a three-day event to connect reservations staff with New Zealand travel companies.

Dec 1995Aug 2000

Sales & Marketing Associate

Newmans South Pacific Vacations


WSET Level 2 Intermediate Certificate

International Wine Center
Jan 2000Dec 2002

Certificated Program in Public Relations

UCLA Extension
Jan 1994Dec 1996

Bachelor of Commerce

University of Otago

Portfolio Highlights


Video Production


Licensed Insurance Agent (New York & New Jersey)
Food & Wine Enthusiast