Laura Troy

BRAND CHAMPION & VISIONARY STORYTELLER

I specialize in perceptive communication, skillfully blending creativity and strategy to orchestrate multi-channel marketing initiatives that enhance brand profiles and drive business success.

As a dedicated collaborator, I thrive on working with stakeholders and colleagues to develop and implement avant-garde programs that seamlessly integrate media, technology, and culture. My strength lies in creative tactics, proficiently crafting compelling messaging and designing visually striking collateral that captivates consumers and stimulates demand.

Fueled by a keen attention to detail and a commitment to staying current, I am unwaveringly devoted to infusing innovation and impact into every project I take on.

Marketing leader whose passion, expertise and partnerships bring life to innovative campaigns

Signature Strengths

1

Performance Marketing Creative Competitive Market Positioning

2

Brand Asset Management Stakeholder & Agency Relations

3

Influencer & Consumer Engagement

4

Luxury Brand Market

5

Integrated Marketing Digital, Social & Traditional Media

6

Communications & PR Strategy

Experience & Impact

2007 - Present

Marriott International – Bethesda, MD

Hotel industry leader with portfolio of over 30 brands and 10,000+ properties across 131 countries and territories.

2020 - Present

Director – Creative Strategy & Execution (United States & Canada)

Spearhead creative strategy across social & digital paid media placements and employ an agency-model dedicated to producing beautiful work that propels business goals for performance marketing campaigns. Build relationships with internal and external partners to ensure paid media objectives are met. Deliver updates to leadership detailing best practices and current metrics. Monitor the various journey phases for all campaigns and make creative decisions based on KPIs, insights and trends.

  • • Promoted to leadership role and overhauled paid media creative strategy spanning the Marriott Bonvoy portfolio for the U.S. & Canada. The strategy has captured YOY increases in paid media results driving attributed revenue at an increase of 11% vs 2022.

    • Direct creative advertising for U.S. and Canada across platforms including Meta, TikTok, Snapchat, YouTube, Display/Native, and Pinterest. Meet with representatives to gain insight on trends, performance metrics and leverage testing opportunities across ad platforms. Adjust strategy based on feedback to enhance revenue, brand optimization, and boost competitive market positioning across the paid media marketplace.

    • Administer multi-million-dollar campaigns and direct the creative agency of record and multiple sub-contractor agencies in the development and execution of advertising creative. Convey clear vision and regularly assess agency work and provided metrics to uphold brand standards and determine if deliverables are driving business. Collaborative efforts have resulted in award-winning campaigns.

    • Cultivate influencer relationships by sourcing talent and executing agreements with influencers to carry the Marriott message across their platforms. Negotiate contracts and usage rights with creators and guide creative direction for commissions.

    • Serve as creative director for production work in the U.S. and Canada by overseeing content creation, story & vision board development and planning initiatives. Production work includes directing photo shoots, videos and work with on-screen and off-screen talent.

    • Recognized as an internal thought leader and content creator for innovative concepts and creative design. Original concepts have been adopted and developed across the Marriott enterprise.

2017- 2020

Senior Manager – Social Media Marketing

Instituted successful communication strategies to position 3 luxury brands for optimal brand exposure across traditional, digital, and social media channels. Teamed with external public relations (PR) and social agencies to ensure fulfillment of defined plans. Facilitated PR and social brand immersions with key stakeholders worldwide by conducting webinars and delivering trainings to reinforce brand strategy and plans.

  • • Appointed as lead for the St. Regis Hotels & Resorts and JW Marriott brands in addition to existing oversight of The Ritz-Carlton. Pioneered new social media strategy and asset identity to create presence and drive success across social and digital platforms.

    • Garnered 31% increase in Instagram and 193% growth in Facebook follower count by devising custom social media strategies for brand events. Realized 650% and 725% increases in engagement on Facebook and Instagram respectively within two years.

    • Acted as brand spokesperson for The Ritz-Carlton by presenting updates and information regarding social media and communication activities to leadership, global colleagues, industry partners and media outlets.

2012 - 2016

Manager – Public Relations

Directed the launch and management of social medial channels for The Ritz-Carlton and drove efforts to improve its digital presence by designing integrated strategies for use on Instagram, Pinterest, Sina Weibo and others.

  • • Partnered with communications staff to relay information related to PR strategies and brand plans.

    • Liaised between field and brand PR teams ensuring alignment of strategies and vision related to brand assets.

    • Managed the social media agency of record and PR agency to monitor deadlines and strategy implementation.

2007 - 2011

Early Marriott Career Success

Public Relations Coordinator

Public Relations Sr. Administrative Assistant

Marketing Administrative Assistant