Editorial Board   Guest Author

Ms. Sewell

Alexandra Sewell

Vice President of Mid-Market & Enterprise Marketing, Comcast Business

As Vice President of Mid-Market & Enterprise Marketing for Comcast Business, Alexandra Sewell is responsible for defining the go-to-market strategies for the enterprise segment with a focus on building and expanding Comcast's Built4Enterprise initiatives. In addition, Ms. Sewell is responsible for developing the marketing strategies to generate subscriber and revenue growth within mid-market and strategic vertical segments. During her career at Comcast, Ms. Sewell has focused on developing innovative product, marketing and public relations strategies that have resulted in significant sales and revenue growth. Most notably Ms. Sewell was responsible for the successful launch of Business Hospitality, a product suite consisting of Ethernet, Internet, Video and Voice services packaged for the Hospitality industry. In addition, she was instrumental in launching the Business Services video product portfolio for small and medium-sized businesses, and she led the Business Services component of Project Cavalry, Comcast's all-digital initiative touching almost every residential and business customer in the Comcast footprint. An industry leader, Ms. Sewell has more than 19 years of experience within the cable industry spanning virtually every aspect of product management, marketing and public relations. In 2014, Ms. Sewell was recognized as one of Fierce Telecom's Women in Wireline, 2014 which honors top women executives in the wireline segment of the telecom industry. Prior to joining Comcast's Business Services team, Ms. Sewell held various sales, marketing, public relations and business development positions within the Comcast family of companies. Her previous roles have included: Director of Marketing Solutions for Comcast Networks; Director of Strategic Sales Alliances for Comcast Cable; Director of Marketing and Public Relations for CN8, The Comcast Network; Corporate Marketing Manager & Senior Publicist for QVC, the television shopping network (prior to its sale to Liberty Interactive). Ms. Sewell holds a bachelor of arts from Pennsylvania State University. She is a member of the Cable & Telecommunications Association for Marketing (CTAM), Women in Cable Telecommunications (WICT), Hotel Technology Next Generation (HTNG), The American Hotel & Lodging Association (AH&LA), The Healthcare Information Management Systems Society (HIMSS), and the Stadium Management Association (SMA).

Ms. Sewell can be contacted at 877-967-4999 or alex@sewellgardner.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.