Serving as the Chief Marketing Officer at SRI Management, is as diverse as it is exciting. It is a dual role, responsible for positioning the company within the senior living category, and development and growth of its hospitality division. One of my goals is to integrate the relevant advantages from both sides of the company, thereby differentiating our products and brands within each respective industry. I believe that our hotels will benefit as much from our senior housing experience, as our senior living will experience from our hospitality knowledge.
My hospitality career was heavily influenced by my family, having a grandfather who owned and/or operated more than 80 hotels, and served as a hospitality consultant to foreign governments. After securing an MBA from Rollins College, I set out to develop a strategic approach to hospitality marketing. For almost forty years, I have managed marketing and communication strategy for hotels, resorts and tourism destinations around the globe; as well as launches, relaunches and repositioning of some of the world’s greatest hotel brands, including Wyndham, Westin, Renaissance, LXR and LaQuinta. Additionally, I served as SVP of Marketing and Sales for Shaner Hotel Group in Pennsylvania, overseeing the revenue generation disciplines for 56 hotels in 23 states; and as EVP of Account Management for the country’s largest hospitality marketing firm.
Integrating hospitality and senior living is a great example of a company that is leading, rather than participating in the evolution of a lifestyle. SRI is distancing itself from the amenities and services focus of an “end-of-life” category, and pioneering an “experiential” culture for a generation that can choose to live life differently, rather than one with limited choices in life. Simultaneously, the company is experimenting with aspects of [care] as it impacts satisfaction levels in hotel and resort stay experiences.
“The audience always dictates the product. A company that builds a product and then seeks an audience, fails. A company that builds a product for a [found] audience, wins.”