TINA ROBERT
Greater Toronto Area,ON
Summary
Effective Tourism Marketing and Sales Leader handling wide-ranging needs with a strategic mindset and tactical expertise. Creates and implements successful sales and marketing strategies regardless of scale and budget. Excels at maximizing profits within limited budgets. Performs market research, develops strategic reports and organizes and promotes successful marketing campaigns. Understands importance of working with customers and other executives, as well as keeping staff informed and motivated.
Overview
14
14
years of professional experience
Work History
Senior Director, Member Engagement
Central York Chamber Of Commerce
11.2023 - Current
- Develop and implement communications strategies that drive tourism, member retention and engagement
- Successfully maintained over 90% retention rate
- Collaborate with social media team in management of social media campaigns
- Develop relationships with corporate sponsors, government officials and other organizations to secure funding and support for organization
- Work with senior management in development of strategic plan that focuses on acquisition and retention
- Contribute to launch of new organization brand and website.
Executive Director
East Gwillimbury Chamber Of Commerce
08.2022 - 12.2023
- Collaborated with senior management to ensure that all aspects of merger between East Gwillimbury Chamber of Commerce and Newmarket Chamber of Commerce was successfully completed
- Develop marketing and sales strategies that drive tourism revenue and membership sales
- Collaborated with senior executives to ensure that all aspects of merger were successful
- Worked closely with Board of Directors to guide non-profit operational strategy
- Built relationships with corporate sponsors, government officials and other organizations to secure funding and support for organization
- Set organizational goals to guide and direct strategic focus and achieve mission fulfillment
- Exercised appropriate cost control to meet budget restrictions and maximize profitability
- Lead Farm to Fork event and marketing communications plan
- Increased attendance and engagement for monthly networking events by over 50%.
Development Strategist
Sharon Temple National Historic Site & Museum
05.2022 - 09.2023
- Contracted to consult on development of new strategic plan that drove new brand identity and creates culture of philanthropy for non-profit site and museum
- Provided project analysis and research results based on business needs, highlighting key trends to be used to help increase visitors and revenue
- Contributed to re-naming of facility and grounds
- Constructed persuasive presentations to gain consensus among diverse group of board members
- Increased sponsorship revenue by 10% for yearly museum event.
Senior Manager, Marketing
Woodbine Entertainment
02.2017 - 01.2020
- Developed and led strategic tourism marketing plans for partnerships, events, live racing and hospitality that drove best-in-class customer experience, acquisition, engagement, attendance and revenue
- Contributed and collaborated on Woodbine Entertainment re-brand with internal stakeholders
- Built collaborative relationships with key company leaders to solve challenges and elevate service based on customer and competitor research
- Managed and created major Queen's Plate sponsor event for CTV's The Social daily national TV show
- Developed first-ever integrated marketing strategy with TV, radio, digital, outdoor and content buy that increased reach and frequency
- Increased year-over-year digital impressions for Queen's Plate 2018 tickets by 57%
- Appointed strategic lead for ticket sales tracking and forecasting that drove increase in revenue
- Increased Queen's Plate 2018 ticket sales launch by over 100%
- Earned employee recognition award for leading marketing team through successful Queen's Plate 2017 and Pepsi North America Cup 2017.
Manager, Marketing & Events
Canada's Wonderland
05.2011 - 06.2016
- Responsible for managing and executing customer-focused tourism marketing and e-commerce strategies for in-park guest experiences, partnerships, new product, guest retention and loyalty groups
- Developed and managed launch of major fundraiser campaign for SickKids Foundation
- Increased year-over-year brand partnership and sponsorship revenue
- Achieved 11% increase in online ticket sales
- Led creation of new e-commerce platform and park websites
- Lead creation and launch of Park App and customer in-park journey
- Promoted to include event planning and production
- Led and managed in-park Disney TV production with major TV network.
Senior Manager, Partner Integration
Toronto International Film Festival
09.2010 - 04.2011
- Developed and managed new and existing business relationships for TIFF's properties
- Managed Festival partner benefits that included talent meet-and-greets for gala screenings
- Managed and executed 1st corporate sponsorship event in TIFF Bell Lightbox
- Created and developed process improvements by identifying new revenue generating opportunities and prospecting tools.
Head of Sponsorships
Reelworld Film Festival
10.2009 - 08.2010
- Oversaw development of new business marketing materials for revenue generating and in-kind sponsorship growth
- Represented film festival and Executive Director at film related events and media outlets
- Contributed to grant writing and donor development
- Increased new business partnership revenue by 100%
- Managed all festival events, staff and volunteers.
Education
Bachelor of Arts - Communications
University of Windsor
Windsor, ON04.1999
Skills
- Strategic Tourism Marketing
- Communications Management
- Sales Strategy
- Creative Development
- Events & Trade Shows
- Leadership
- Digital Marketing
- Customer Experience
- Data-Driven Decision Making
- Problem Solving
Related Experience
Cruise Consultant, Part-Time Remote, 06/2023 - Present
Expedia Cruises - Aurora/Newmarket
- Proficient in offering personalized travel solutions and exceptional customer service to clients seeking memorable cruise experiences. Skilled in itinerary planning, cruise line knowledge, and leveraging industry resources. Adept at building strong client relationships and providing expert guidance to ensure seamless travel experiences.
Board Member, 01/2016 - 06/2021
Central Counties Tourism, York and Durham Region
- Provided leadership in strategic planning to the largest Tourism Board in Ontario, that drove visitation, business development, partnerships and brand awareness for the York, Durham and Headwaters regions.
Interests
When I'm not planning my next cruise, I enjoy reading, camping, working out, cooking and spending time with friends and family.
Timeline
Senior Director, Member Engagement
Central York Chamber Of Commerce
11.2023 - Current
Executive Director
East Gwillimbury Chamber Of Commerce
08.2022 - 12.2023
Development Strategist
Sharon Temple National Historic Site & Museum
05.2022 - 09.2023
Senior Manager, Marketing
Woodbine Entertainment
02.2017 - 01.2020
Manager, Marketing & Events
Canada's Wonderland
05.2011 - 06.2016
Senior Manager, Partner Integration
Toronto International Film Festival
09.2010 - 04.2011
Head of Sponsorships
Reelworld Film Festival
10.2009 - 08.2010
Bachelor of Arts - Communications
University of Windsor
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