corporate experience
luxury hotels & resorts: pr
As the former marketing and pr manager for a luxury resort in Whistler, Elena developed the hotel’s PR plan for the 2010 Winter Olympic Games. She hosted over 70 international media representatives per year in the build-up to the Games and managed the hotel’s brand image through a variety of media including: print, radio, television and online advertising; the hotel website and partner websites; online social media such as Twitter and Facebook; electronic newsletters (e-blasts) and press releases. Elena was also responsible for strategic partnerships which helped to increase room night bookings. She partnered on regional events with other luxury brands such as Mercedes-Benz and helped raise the hotel profile locally by starting new events such as the Whistler Sommelier Challenge and chairing the annual Terry Fox Run.
food & beverage: marketing
In 2010, Elena was charged with the re-brand of the hotel restaurant which included name generation, logo creation, a new menu and marketing collateral to reposition the restaurant as a relaxed fine dining steak restaurant. From planning the launch strategy, to project managing the team and hosting consumer and media launch events, the restaurant opening was a complete success. Strong guerilla marketing plans for the hotel spa and bar were also implemented to offset the shoulder periods. The local and regional strategies resulted in a 30% increase in daily bookings for both outlets.
cosmetic brand: b2c
As the former marketing director for a Canadian-owned cosmetic line, Elena planned and executed the innovative launch of the brand which was recently acquired by Sephora. Through media and consumer events held at Times Square in New York, her team created a simulated ‘lip lab’ to demonstrate how the lip colours were made naturally. Independent events designed for media and consumers were held which garnered immediate national awareness of the brand. With few ad dollars but strong design, messaging, creativity and passion for brand, the products were an overnight success!
market research: b2b
As the program manager for a CPG awards program at a marketing research firm, Elena was responsible for the US market selling customer research, editorial endorsement and print advertising to Fortune 500 manufacturers across the nation. Categories spanned health and beauty, food and beverage and household products. Working closely with her media partner at Better Homes and Gardens magazine, Elena grew the total program revenue by 19% in one year. She devised the marketing strategy and revised the sales materials to win new client business. Manufacturer participation in the program grew by 86% and her team successfully executed an annual Awards Celebration for marketers in New York City which saw attendance increase by 48% in one year with brand managers and agency representatives flying in from across the US to accept their awards.