Marketing Manager
As the Marketing Manager at Omni Orlando Resort at ChampionsGate, I oversee branding, digital content, and guest engagement, ensuring alignment with Omni’s brand standards across all channels. I coordinate creative assets for digital campaigns in collaboration with our digital agency and our Director of Marketing and drive promotions for key initiatives through targeted marketing, events, and collateral. From website updates to influencer partnerships, I create engaging guest experiences and help position our resort as a leading destination for both leisure and events.
Branding
Since joining Omni in December 2021, I have consistently upheld brand standards, ensuring all materials and messaging reflect our established voice and visual identity. During the corporate-led rebranding initiative in Summer 2023, I took on a key role, coordinating with corporate to implement new brand guidelines across our property. Collaborating with our creative agency, I adapted templates to develop refreshed collateral, including our Ethnic Wedding and Group Brochures, seamlessly integrating the updated brand into our communications. I continue to champion brand standards in every project, maintaining Omni’s identity throughout our property.
Email Marketing
I am responsible for crafting property emails using HTML in Salesforce, which play a crucial role in our marketing strategy. I’ve developed targeted emails to announce significant events, such as the opening of Eagles Edge, as well as holiday specials and promotional offers. These communications not only drive bookings but also enhance guest engagement, ensuring that our offerings reach the audience effectively and timely. Through strategic email marketing, I aim to create a seamless connection between our promotions and our guests, maximizing interest and participation in our events.
Guest Communication
I manage guest communication across various platforms, including reader boards, in-room TVs, GPS ads, the website, resort guide, maps, posters, F&B menus, and email marketing. As the first point of contact upon check-in, I ensure that our resort guide is consistently updated and relevant. I revamped the guide by integrating a dynamic QR code to replace static F&B hours, providing guests with real-time information. To maintain accuracy, I conduct quarterly updates of the evergreen resort guide and refresh the activity insert monthly to highlight offerings during their stay.
Graphic Design
I have taken charge of all graphic design projects internally, moving away from outsourcing to the creative agency. This transition allows for quicker turnaround times and ensures that our visuals are consistently fresh and aligned with our branding. By managing projects independently, I can respond promptly to requests and adapt designs to meet our evolving needs. I have also created ads for magazines such as Orlando Date Night Guide, Orlando Family Magazine, and Orlando Magazine. Exceptions are made only for brand-mandated collateral, such as the wedding brochure, which must adhere to corporate standards. Below are a few examples of the projects I have successfully designed in-house.
Resort Signage
I took on the task of updating several resort signs in response to wear and tear, rebranding, and new signage requirements. Working directly with the sign company, I was responsible for creating layout designs, providing project direction, giving feedback, and ensuring successful installation. The signs I primarily focused on included updated resort wayfinding signs featuring Eagles Edge, Champs Par 3 signs, Surrey bike path signs, pool signs, and Eagles Edge entrance signs. This hands-on involvement allowed me to contribute to the improvement of guest experiences across the resort.
Reputation Management
I’ve collaborated closely with our Guest Service Ambassador to elevate our reputation management reviews, prioritizing ultimate guest satisfaction. Over the past year, our efforts have led us to secure the #1 position against our top 6 STR competitors on reputation management sites.
Social Media
As of September 2023, I was officially appointed as the resort’s sole Social Media Ambassador, overseeing all social media activity across platforms, including LinkedIn, Instagram, Facebook, and TikTok. Transitioning from our previous partnership with a social media agency, I now create engaging content that highlights our current promotions through carefully curated photos and videos. I meet weekly with the Director of Marketing to strategize our social media approach, focusing on generating impactful content that enhances our resort's visibility. One of my reels (listed below) became the best-performing in resort history, garnering over 176K views, 5K shares, and reaching 133K accounts—97% of which were non-followers—resulting in a significant increase of 562 followers on our Instagram page.
Influencers
I oversee all social media influencer management for the resort, facilitating partnerships with influencers whose followings range from 11K to 1M. I manage contract negotiations, coordinate pre-arrival information, set up itineraries, and maintain ongoing communication with influencers and their agents to ensure seamless collaboration. Since April, we have successfully partnered with eight influencers and developed a targeted list of over 35 local Orlando influencers to drive awareness of Eagle’s Edge and the resort. By focusing on key periods, such as Saturday and Sunday brunch, I ensure that our campaigns align with brand objectives and effectively promote our offerings.
Media
I assist in the creative development of digital media initiatives, including Google TripMax, Paid Social Ads, and Dynamic Display Ads, while contributing to quarterly reviews of our digital marketing objectives. My media support includes projects like Orlando’s PGA Show week, Experience Kissimmee’s EcoTours video project, and collaborations with figures such as ‘The Travel Mom’ Emily Kaufman. I facilitated the PGA of America Film Day and manage external filming requests. Additionally, I maintain a comprehensive media mentions list, tracking our coverage, including our recognition by Forbes as one of the “10 Best Golf Resorts in Florida,” and I supported our feature in Travel + Leisure with feedback and updated visuals.
Photo & Video Shoots
I oversee and lead all photo and video shoots at the resort.
SalesHub/Visiting Media/TrueTour
I oversaw the Visiting Media photoshoot, ensuring its successful completion while coordinating with various departments to capture a majority of the resort. I also integrated TrueTour across our website, allowing clients to virtually explore our spaces through a 360-degree or 3D model tool for maximum visibility. Additionally, I conducted or coordinated training sessions with our Sales, Conference, and Catering Teams to ensure all associates are familiar with the tool, ultimately enhancing our sales efforts.
Creative Production and Visual Asset Management
I have coordinated several photoshoots and video projects to enhance our marketing efforts. With Matthew Majka, I captured essential photos and videos of our National and International Course, along with assets for Eagle's Edge, providing mood boards to ensure our vision was accurately represented. I collaborated with corporate and Chris Boek for a social media photoshoot, creating fresh marketing materials. Additionally, I worked with Matthew Borrett on a sizzle reel for Eagle's Edge, overseeing storyboards and providing feedback. In April, I partnered with the Director of Marketing for an architectural shoot to highlight the resort's expansion. Most recently, I completed a combined photo and video shoot with Taylor Mahon to showcase our meetings and events, ensuring seamless execution noted by the photographer and videographer.
Chris Boek Shoot
Chris Boek Shoot
Matthew Majka Shoot
Architectural Shoot - New Presidential Suite
Architectural Shoot - New Presidential Suite
Architectural Shoot - New Presidential Suite
Campaigns/Holidays
I manage the implementation of corporate campaigns on property, coordinating with directors to ensure smooth execution. This includes campaigns like Summer of Tea and Winter of Nostalgia and Warmth, as well as overseeing all holiday marketing for events like Memorial Day and Labor Day. To boost August bookings, I proposed promoting the Florida Summer Escape package as the "Last Splash of Summer" and highlighting our proximity to Disney, supported by targeted social media and email content.
Sales
To elevate our group site visits and differentiate our property, I collaborate closely with our Director of Marketing, learning to research and analyze prospective clients' branding strategies. By applying these insights, I design custom-branded themes and visuals that resonate with each client’s unique messaging, creating a distinct, memorable experience that showcases our strengths and aligns with their values. This personalized approach has been instrumental in helping us stand out and achieve successful outcomes.
Eagles Edge
Eagle’s Edge, our new Toptracer driving range, opened in February 2024, featuring 30 hitting bays along with a full-service restaurant and bar—a major addition to our property. I prioritized its successful launch by creating website copy, coordinating photo assets, managing placements, and regularly updating the website and OpenTable. I designed all fact sheets, including a color-coded group sales sheet, and developed promotional materials such as flyers, check presenter coupons, and advertisements. Additionally, I established and updated Yelp, TripAdvisor, Google listings, and key external sites like Teneo and Cvent. I also maintained a strong social media presence to boost awareness, and assisted our Director of Marketing in developing a unique brand identity for Eagle’s Edge.
Eagles Edge Media Event
For the Media Event, I managed all email communications to ensure every detail was meticulously handled. When the PR company reported a shortfall in RSVPs, I stepped in and proactively reached out to 20 additional influencers while partnering with Experience Kissimmee to engage another 20, significantly broadening our outreach. I created a comprehensive checklist to ensure the event's success and secured influencer participation. Additionally, I prepared media kits and provided on-site photography to capture the event.
Eagles Edge Marketing Initiatives
I developed a high-traffic wall graphic reflecting the new branding style to enhance visibility. Additionally, I created an Eagles Edge-specific event guide for our Sales and Services Manager to utilize effectively. In collaboration with the Orlando Date Night Guide, I promoted a double date package to attract couples to Eagles Edge. To support group sales, I designed a comprehensive sales sheet that detailed the venue's square footage and key features, ensuring our team has the necessary information to market this exciting new space.
