THE ASTER

Hospitality // Director of Marketing, Strategy & Planning

> Spearheaded initiative to rebrand, evolving public perception and establishing industry credibility. Led strategic sessions with key stakeholders to redefine the brand, culminating in a rebrand approved by all stakeholders within a 5-month project plan. This led to a 70% increase in brand recognition and 30% growth in membership sign-ups post-launch.

> Developed a Marketing Plan template and established monthly update protocols in collaboration with ownership, aligning marketing efforts with business goals, resulting in a 50% improvement in project delivery times and a 70% increase in achieving key business objectives (membership growth, campaign engagement) within set timeframes.

> Increased brand awareness, customer acquisition, and retention by crafting culturally relevant, integrated campaigns and channel strategies. Expanded brand presence across 4 new channels and 5+ partnerships, driving a 30% increase in membership and event participation, even amidst budget constraints.

> Hired and managed creators and agencies to generate content (graphic, collateral, photo, video) to enhance internal brand education and external sales & marketing initiatives. Creative directed all prokects, which resulted in 40% increase in content output and 30% increase in engagement from new content assets.

> Spearheaded a fellowship program at The Aster Hotel, providing a platform for emerging young artists to showcase their work, while strengthening the brand's ties to the arts community and driving engagement.

*photo credit: Emil Ravelo (lifestyle) & Patrick Michael Chin (food)