Profile

A strategist in profile, Tina Fisher is a senior executive with extensive marketing and people management experience.This well-rounded executive is both focused on the big picture and achieving results.An articulate communicator with postgraduate qualifications in business management from South Africa’s top business school.

  • Experienced and creative brand leader - bringing brand portfolio strategy to life in organisations. From research and strategy formulation to delivery of the customer experience across business disciplines.
  • Mentor and developer of marketing teams and capability.
  • Big picture thinker and business strategy influencer.  Works well in a team or independently.
  • Delivers results in terms of revenue contribution, cost management and project delivery.

Objective

Senior management position in marketing, strategy or business management.  Target industries - media, travel and transport, consumer, destinations.

Experience Overview

  • Two and a half years with Accor Hospitality – global hotel group and leading player in Australia with almost 150 hotels and nine brands, including Sofitel, Pullman, Novotel, Mercure, Grand Mercure, MGallery, Ibis, All Seasons and Formule 1.Headed up marketing for Australia including sponsorships, gift card, online, loyalty, brands and leisure marketing.Revenue impact over $64-million.
  • Ten years with Southern Sun Hotels – Africa’s leading hotel group with 80 hotels and 13000 rooms.Various positions held in marketing and special project with four promotions during this period.Responsible for marketing strategy, brand strategy, channel strategy, relationship marketing, corporate communications, market intelligence. Revenue responsibility – 28-million Australian dollars – through leisure marketing, call center and website.
  • Preceded by 7 years with Resort Condominiums International (RCI) as senior marketing manager with full marketing responsibility; and a year with an advertising agency as an account director working exclusively on the Southern Sun account above and below the line. 

Education

Education

Work History

Work History
Jan 2007 - May 2009

Director of Marketing

Accor Hospitality - Australia AAPC Ltd

Key Responsibilities:

  • Oversee marketing strategy to drive business results, contribute to business strategy as Excom member, reporting to VP Australia and functional line to VP Marketing Asia Pacific
  • Custodian of brand strategy to improve customer value and business competitiveness, ensuring alignment with global strategy
  • Management and promotion of online channel, driving direct revenue growth and increasing channel contribution
  • Responsible for customer relationship management including loyalty marketing
  • Driving customer engagement and understanding with the introduction and management of guest satisfaction and market research studies
  • Responsible for direct distribution of product to market including leisure marketing and producing need-business revenue
  • Responsible for Accor’s Gift Card program – its distribution through B2C and B2B channels
  • Tourism Partner marketing – ensuring a high profile for Accor with cooperative marketing activities
  • Strategic partnership marketing – driving awareness and revenue through key partner channels including banks, credit cards and airlines, TV partnerships
  • Responsible for sponsorship strategy to deliver maximum brand exposure and return on investment
  • Managed a team of 19 with 6 direct reports  

Accomplishments:

  • Major achievement - Led a two year brand refresh process that introduced global initiatives and local innovation, improving global/local alignment and business competitiveness. Eg carbon neutral meetings at Mercure.Introduced brand management processinto this cost focused business with strong buy in from operations.
  • Developed a competent, confident team of marketing professionals, introducing best practice strategic marketing planning process
  • Online channel contribution grew from 16% to 22% and bookings increased 86% in 2008
  • Loyalty room nights proved stable as business declined with GFC
  • Drove 63% revenue growth from consumer-direct leisure business in 2008
  • Doubled gift card revenues and gift card positioned as leading hospitality gift card in the both B2B and B2C categories
  • Improved corporate communication with owners and key stakeholders with the introduction of online and print strategic updates
  • Streamlined sponsorship portfolio, decreasing spend and improving impact
  • Assisted with development of sustainability charter 
Feb 1996 - Mar 2006

Director of Marketing

Southern Sun Hotels (Pty) Ltd

Key Responsibilities:

  • Accountable to the Managing Director for the measurement, promotion, and control of demand for all of the company’s products and services (excluding sales).
  • Contribute to business strategy
  • Marketing strategy including: brands, channel, marketing services, public relations and communications.
  • Custodian of brand strategy, philosophy and the impact of this on product and service delivery
  • Channel management strategy and distribution of product to market including direct to consumer distribution through the internet
  • Strategic and corporate communications including reputation and image management
  • Responsible for marketing intelligence and environmental scanning
  • Department represents organization on various industry bodies
  • Delivery of marketing services to the organization including above and below the line advertising
  • Customer relationship management strategy
  • Responsible for group reservations and call center
  • Responsible for producing need-business revenue
  • Revenue responsibility – 28-million Australian dollars – through leisure marketing, call center and website
  • Managed a team of 49 with 4 direct reports (includes 32-seat call center) 

Accomplishments:

  • Oversaw the development of a new brand portfolio strategy for the group
  • Oversaw the rollout of the brand strategy into the business and the conversion of hotels to new brands with complete brand operations delivery standards developed
  • Developed a competent, confident team of marketing professionals Drove 17% revenue growth from the leisure market in 2005 and doubled tour operator leisure revenue
  • Doubled online revenues in 2005
  • Developed new strategy and business case for the reservations office. Oversaw its transformation to a best practice customer contact center that achieved the business benefits put forward in the business case
  • Developed a channel strategy for the business and responsible for business alignment
  • Nurtured the guest loyalty programme into an award-winning programme with 10-fold growth in membership and revenue over 5 years 
Apr 1995 - Jan 1996

Account Director

New Dimension Marketing

Key Responsibilities:

  • Oversaw the Southern Sun Game Lodge account
  • Developed marketing strategy for the client
  • Ensured execution of key aspects of the strategy including channel marketing, above and below the line marketing
  • Involvement in new business pitches for the agency
  • Implemented above and below the line for clients in portfolio 

Accomplishments:

  • Successfully established Sun Game Lodges as a new brand and operator in the upper tier game lodge market
  • Secured an Exclusive Golf Estate client for the agency  
May 1988 - Jan 1995

Senior Marketing Manager

RCI Southern Africa

Key Responsibilities:

  • Image and Corporate Identity, marketing strategy, financial planning and control of marketing budgets, qualitative and quantitative research
  • Public Relations
  • Lifestyle Marketing through high-profile sponsorships
  • Publications - directing the production of quality publications including an annual (160 pages) and a quarterly (62 pages).Both were commercially run with an agency selling advertising space under my direction
  • Industry Marketing including product innovation, conferences, point of sale material, training, incentive programmes
  • Travel Marketing - RCI Travel is a multi-million Rand operation with its focus on increasing market penetration through a market-leading price strategy
  • Strategic involvement in product innovation and development
  • Direct marketing
  • Relaunch of Just the Ticket which sells air tickets at cost to club members
  • The production of two annual 20-minute travel programmes which were direct response driven  

Accomplishments:

  • Developed an above the line campaign for the industry to promote vacation ownership, in partnership with a major television station
  • Part of the team that redeveloped the marketing strategy for RCI Travel, and oversaw the introduction of a price guarantee, which tripled travel revenue
  • Successfully launched a bucket shop travel operation to market point to point travel at low cost – Just the Ticket
  • Leveraged the sponsorship of Miss South Africa beauty pageant to produce 20-minute travel programmes with direct response to successfully drive revenue 
Jan 1987 - Apr 1988

Account Executive

Internship - Public Relations

Started career as an intern with Lesley van Flymen Promotions; Greg Kukard PR and BM&R PR.