Editorial Board   Guest Author

Ms. Holowka

Taryn Holowka

Senior VP of Marketing, Communications & Advocacy, U.S. Green Building Council

A skilled communicator, storyteller and multi-market brand strategist, Taryn Holowka brings 16 years of experience in building multinational brands. Currently the Senior Vice President of Marketing, Communications & Advocacy at the U.S. Green Building Council (USGBC), Ms. Holowka heads up all global marketing, communications and public affairs efforts for USGBC and its popular LEED green building program. She is also responsible for a variety of other B2B sustainability brands at the Green Business Certification, Inc. (GBCI), including PEER, WELL, SITES and EDGE.

Ms. Holowka is responsible for the successful development, implementation and measurement of product and mission-marketing initiatives both in the U.S. and internationally while managing a dynamic staff of 30+, covering all market sectors of USGBC's broad membership and aligned organizations.

Ms. Holowka's core areas of expertise are strategic communications planning, messaging and product and brand management; project and people management; business development and analytics; emerging technologies; and leadership. Ms. Holowka was also awarded PR News' PR Person of the Year in 2008 and nominated for Marketing Executive of the Year in 2014.

Ms. Holowka holds a Masters in Liberal Studies from Georgetown University and a B.A. in Political Science from the State University of New York College at Geneseo. She has been a LEED AP since 2004. Prior to joining USGBC, Ms. Holowka worked at the National Environmental Policy Institute (NEPI) overseeing an EPA grant as part of the Clean Air Act. She also was at the Polyisocyanurate Insulation Manufacturers Association (PIMA).

Please visit http://usgbc.org for more information.

Ms. Holowka can be contacted at 202-828-1144 or tholowka@usgbc.org

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.