EXPERTISE DRIVING COMPETITIVE VALUE
Experience
CONSULTING SERVICES
Marketing Company International/BJParrish.com, Las Vegas NV – Mar 2022-present
Providing brand and marketing strategies together with creative services to small businesses and advertising agencies
Providing brand and marketing strategies together with creative services to small businesses and advertising agencies
President
- Owner/operator of independent single-person consulting firm, designed to supplement individual organizations’ internal staffing and assist in brand positioning, development, story-telling, strategic media and promotional planning as well as creative development in both traditional and digital media
DEI Consulting
FIG Strategy & Consulting, Las Vegas, NV – Aug 2021 – Feb 2022
A brand strategy firm that aligns diversity, equity and inclusion education with business goals and brand/ marketing strategies – committed to dismantling the very need for DEI by normalizing diversity of thought, raising cultural awareness and promoting emotional intelligence while helping our clients grow
Executive Vice President
- prepared comprehensive proposals in response to government RFPs, gained “finals” for Utah Office of Tourism, Washington State Attorney General’s Office, United Way of Central Michigan and others
- Expanded website from basic factual approach to customer-centric needs/benefits concentration
- Responsible for non-training support activities, including marketing and sales, personnel supervision and development, strategic planning, messaging, more
AIRLINES
Metropolitan Airways, Inc., Las Vegas, NV – June 2017-Sept 2020
A diverse-driven startup airline scheduled to begin commercial air carrier operations in 2020, with all first-class seating providing greater comfort, wider seats and more legroom (and no middle seats!), plus airfares lower than standard coach fares on traditional airlines.
A diverse-driven startup airline scheduled to begin commercial air carrier operations in 2020, with all first-class seating providing greater comfort, wider seats and more legroom (and no middle seats!), plus airfares lower than standard coach fares on traditional airlines.
Senior Vice President, Strategy & Brand Management
- Responsible for all marketing, sales and brand management functions
- Department leadership of airline marketing, wholesale vacations, cargo sales, public relations, food & beverage, inflight entertainment, reservations, digital advertising, revenue management, promotions, others.
- Partnered with CEO in funding engagement, established strategic marketing and public relations plans and introductory sales programs
501(C)3 NOT-FOR-PROFIT
Answers for Elders Foundation, Seattle, WA – Aug 2015-Aug 2017
In conjunction with the National Football League’s Alumni Association, dedicated to helping senior citizens by providing funding and support through its 12 Days of Goodness program
In conjunction with the National Football League’s Alumni Association, dedicated to helping senior citizens by providing funding and support through its 12 Days of Goodness program
Member, Board of Directors / California Program Director
- Expanded program from Seattle base to include Denver Broncos, Tennessee Titans and Philadelphia Eagles
- Generated funds for Meals on Wheels and Rebuilding Together
- Web development, marketing, promotion and PR planning, franchise participation, sponsorships, advisor to CEO
FRANCHISE COMPANY – SENIOR SERVICES
Always Best Care Senior Services, Roseville, CA – Dec 2010-Aug 2015
Start-up providing non-medical in-home care, assisted living placement services and skilled home health care through a network of more than 200 franchised territories
Start-up providing non-medical in-home care, assisted living placement services and skilled home health care through a network of more than 200 franchised territories
Vice President, Marketing
- Marketing programs contributed to sales increase from $9.6 million in 2010 to $100+ million in 2015
- Number of franchised units advanced from 110 in 2010 to 200+ in 2015
- PR efforts earned recognition as one of the fastest growing franchise systems in the USA, one of best for veterans, one of the best for minorities.
- Developed department and team, national marketing programs, local support
- Created ABC PR Journal, an award-winning website that allowed more than 100 franchised offices to launch and implement their own individualizedweekly public relations and promotional email marketing campaigns at no cost to the offices
CASINO RESORT
BlueWater Resort & Casino, Parker, AZ – Apr 2008-Apr 2010
Featuring 200 river-view rooms and suites, 475 slot machines, table games, poker and bingo, live entertainment, major concerts and fine dining – plus a 164-slip marina, three-level indoor pool, movie theater, RV Park and video arcade
Featuring 200 river-view rooms and suites, 475 slot machines, table games, poker and bingo, live entertainment, major concerts and fine dining – plus a 164-slip marina, three-level indoor pool, movie theater, RV Park and video arcade
Enterprise Director & General Manager (2009 – 2010); Marketing consultant to General Manager (2008 – 2009)
- Responsible for all operations of 400-employee facility generating $40 million in annual revenue. Supervised administration, finance, casino operations, marketing and advertising, sales, loyalty programs, security, surveillance, entertainment, human resources, hotel operations, retail, food and beverage, others
- Special customer appreciation promotions drove 50% increase in slot revenues during event nights
- Reversed two-year slide in revenues
- Developed consolidation plan which reduced annual payroll costs $400,000
CASINO RESORT
Turning Stone Resort & Casino, Verona, NY – July 2006-Apr 2008
Complex of 4 hotels (2 AAA 4-diamond award winners) 5,000-seat event center and 800-seat showroom, 2 spas (one of Spa Magazine’s “best new spas of the year”), 5 golf courses (including a PGA Tour tournament venue), 120,000 sq ft casino (2,400+ machines, 87 table games, 32 poker tables), 21 dining outlets, nightclub and 100,000 sq ft of meeting space
Vice President, Marketing, Sales & Entertainment
- Led award-winning marketing and advertising, loyalty programs, public relations, promotions, Internet marketing, casino marketing, sales and entertainment teams; responsible for over 200 employees.
- Created brand positioning and national advertising campaign resulting in 253% increase in travel agent recognition of an “outstanding vacation experience’s.
- Introduced only regularly scheduled PGA Tourevent held on Native American soil, attracting 30,000 and generating $300,000 for local charities.
- Marketing and PR efforts for Skaná Spa earned recognition in Condé Nast Traveler’s“Hot List” and as one of Spa Magazine’s “Best New Spas”.
INTERVAL VACATION OWNERSHIP COMPANY
Sunterra Corporation, North Las Vegas, NV – Jan 2004-Jun 2006
A leading timeshare company with nearly 100 affiliated resorts in 12 countries
A leading timeshare company with nearly 100 affiliated resorts in 12 countries
Vice President, Corporate & Strategic Marketing (2004 – 2005); Consultant for AARP alliance, websites, organization (2005 – 2006)
- Responsible for brand marketing, corporate creative services, national advertising, eCommerce, email newsletters and more
- Created international branding program, developed consistent global brand standards, transitioned multiple outlets to unified brand strategy
- Developed member benefits program for owner families, forging strategic alliances with airlines, casinos, cruise lines and others
FRANCHISE & HOSPITALITY MANAGEMENT COMPANY
AFM Hospitality Corporation, Seattle, WA – Sept 1996-Dec 2003
Major North American management company and Canadian franchisor of Aston, Ramada, Howard Johnson and others, with more than 250 hotels, restaurants, service stations and convenience stores in 3 countries
Major North American management company and Canadian franchisor of Aston, Ramada, Howard Johnson and others, with more than 250 hotels, restaurants, service stations and convenience stores in 3 countries
Senior Vice President, Marketing & Sales.
- Developed nationally renowned programs, high-touch sales and promotional efforts to build recognition
- Led technology group which sold the hospitality industry’s largest high-speed Internet deal, valued at more than $2 billion
- Created multi-country barter advertising program for four brands with 30 hotels and restaurants to supplement cash expenditures
- Significantly increased market share during “down” markets (per Smith Travel Research “STAR” Reports) for both convention hotels in urban markets, roadside motels and leisure-oriented locations in “drive” markets
FRANCHISE COMPANY – HOSPITALITY
Cendant Corporation, Parsippany, NJ – Jun 1991-Sept 1996
Largest hospitality, car rental and real estate franchisor in USA, including Howard Johnson, Ramada, Days Inn, Super 8, Travelodge, Avis, Budget, Century 21, Coldwell Banker, Better Homes & Gardens Realty, Resorts Condo International (RCI), others
Largest hospitality, car rental and real estate franchisor in USA, including Howard Johnson, Ramada, Days Inn, Super 8, Travelodge, Avis, Budget, Century 21, Coldwell Banker, Better Homes & Gardens Realty, Resorts Condo International (RCI), others
Vice President, Marketing – Howard Johnson International.
- Led strategic planning, image and brand-building – instrumental in rebuilding brand to one of top 10 in North America
- Developed company-leading programs (#1 among all Cendant brands in increases in advertising awareness, increases in calls per available room, and increases in revenue per available room)
- Introduced the most successful family marketing program in the mid-level hotel category – Kids Go HoJo
- Created loyalty program named by Tom Parsons of BestFares magazine on NBC-TV’s Todayshow as “the best deal in the travel industry today”
CONVENTION & TOURISM COMPANY
Reno-Sparks Convention & Visitors Authority, Reno NV – Oct 1989-Dec 1990
Tourism and convention sales, marketing and public relations organization for Reno, Lake Tahoe and surrounding areas
Tourism and convention sales, marketing and public relations organization for Reno, Lake Tahoe and surrounding areas
Vice President & Chief Marketing Officer.
- Developed award-winning print and broadcast advertising that successfully repositioned Reno/Lake Tahoe as a total vacation and meeting destination, leading to “The Rebound in Reno” as reported in local and national press
- Hotel/motel occupancy increased 6%, visitors increased 8%, reversing 3-year decline
- Responsible for marketing/advertising, tourism, convention sales, tour & travel sales, Performing Arts Center, Reno News Bureau (public relations), reservations/call center, research and others
ADVERTISING AGENCY
Gardner, Stein & Frank Advertising, Chicago IL – Oct 1987-Sepy 1989
Mid-sized advertising agency with concentration of upscale and luxury clients in the travel and hospitality industries
Mid-sized advertising agency with concentration of upscale and luxury clients in the travel and hospitality industries
Executive Vice President.
- Ran daily account management and marketing teams, led new business efforts and supervised a staff of 40
- Clients include: The Queen Mary, Disneyland Hotel, Hyatt International, Hilton Hotels (regional), MGM Grand Hotel & Casino, Riviera Hotel & Casino
- New business “wins” included: Cartan Tours, Aston Hotels & Resorts, Aloha Pacific Cruises, LA Helicopter, others
ADVERTISING AGENCY
Grey Advertising, Chicago IL – Apr 1981-Oct 1987
Chicago office of one of the world’s largest global advertising agencies
Chicago office of one of the world’s largest global advertising agencies
Vice President & Managing Director/Grey II (small business & travel marketing division).
- In charge of division which specialized in marketing, branding and advertising for smaller businesses and multi-unit operations, specializing in travel and tourism marketing
- Supervised teams in account management, new business sales development, creative and media
- Accounts won and supervised: American Express Travel Service, Carlson Companies (Firstours), Allied Van Lines, Emery Air Freight, Hitachi, Chicago Mercantile Exchange, Cunard Cruise Lines, Littelfuse, Apple Vacations, First Family of Travel (Hawaiian Holidays, Arthur Frommer Holidays, Olson-TravelWorld, General Tours, others)
OTHER ADVERTISING AGENCY EXPERIENCE
Vice President, Management Supervisor
- Colgate-Palmolive International, 22 subsidiaries throughout Europe and Africa
Account Supervisor – Media Group
- ABC-FM Radio, McGraw-Hill Institutional Publications, Hunter Publishing, Irving Cloud Publishing, Crain Communications, others
KEY INDUSTRY EXPERIENCE
Travel, tourism, hospitality, gaming
- Howard Johnson Hotels, Sunterra Resorts, Reno & Lake Tahoe tourism, Turning Stone Resort & Casino, BlueWater Resort & Casino, American Express Travel, Mexicana and Braniff Airlines, Apple Vacations, Embassy Vacation Suites, Carlson Travel Group (Firstours, Cartan Tours, TWA Getaways, PSA Great Escapes, others), Disneyland Hotel, Hilton Hotels (regional), Cunard Cruise Lines, Hyatt International Resorts, Aston Hotels & Resorts, Ramada Hotels, First Family of Travel (Hawaiian Holidays, Arthur Frommer Holidays, Olson-TravelWorld, Hawaii Leisure, others), Grand Bahama Promotion Board, LA Helicopter, many others
Franchise marketing
- Howard Johnson Hotels & Resorts, Always Best Care Senior Services, AFM Hospitality Corp, Allied Van Lines, American Express Travel Service, Ramada Hotels, Hyatt International Resorts, Dairy Queen, Amoco Oil Company, Midas-International, Emery Air Freight, others
Sports marketing
- PGA Tour events, NFL Legends alumni association, Chicago Sting, Chicago Blackhawks, Reno Rodeo, Kastle-Milco skis, John Deere snowmobiles, Huffy bicycles, casino boxing, PBA and WPBA bowling, others
Restaurants/dining marketing
- Arnie’s/Morton’s Steak Houses, Dairy Queen, Cork & Cleaver, Pino Bianco, Arizona’s Restaurants, Wildflowers (AAA 4-diamond award winner), regional McDonald’s, Rodizio Churrascaria (AAA 4-diamond winner), Peach Blossom (Asian gourmet), others
Food & packaged goods marketing
- Colgate-Palmolive International, Lever Bros, Libby’s Foods, John’s Pizza, Curtiss Candies, Royal Kona Coffee, McCain Foods, Tootsie Roll Industries, Findlay Tea & Coffee, Holsum Foods, others
EDUCATION
Louisiana State University
- MBA Marketing, selected for Beta Gamma Sigma and Sigma Iota Epsilon national honors societies
University of Chicago Graduate School of Business
- Additional marketing studies, Dean’s list
Columbia College
- BA Mass Communications
MILITARY SERVICE
- US Marine Corps (Reserves), Honorable Discharge