Editorial Board   

Ms. Roxas-Murray

Mercedita Roxas-Murray

EVP Strategy/Brand Planning & Operations, RedPeg Marketing

Mercedita Roxas-Murray utilizes her 20-years of integrated marketing experience to create award-winning campaigns for clients that successfully integrate experiential with other marketing disciplines. Ms. Roxas-Murray is responsible for the oversight, growth, and ultimate success of all RedPeg accounts as well as the marketing and branding for the agency. A strategy and brand planning specialist, she has developed RedPeg programs for Choice Hotels International, Holiday Inn, Gaylord National, GEICO, Aol, National Guard, and Chevrolet. Leading RedPeg's Travel & Tourism team, Ms. Roxas-Murray spearheaded the effort that garnered a HSMAI Adrian Award for the Cambria Suites Pop Up Program. She was responsible for winning another HSMAI Adrian Award for the agency's Virtual Reality Goggle Tour which launched Choice Hotel's Cambria Suites brand. Ms. Roxas-Murray began her career handling PR for the Japanese government. She then moved onto Bates Advertising Company, Ltd. as the Director of PR where she oversaw and implemented integrated marketing programs for high-range B2B and B2C clients including Microsoft, Telecom Asia, GE Medical, United Parcel Service (UPS), OMEGA, Vidal Sassoon, and Revlon. Prior to joining RedPeg nine years ago, she served as the Marketing Manager (US) for the Hamilton/SWATCH Group Ltd. in New York. A sought-after interviewee, Ms. Roxas-Murray's marketing and business insights have regularly appeared in a variety of media outlets including Inc. Magazine, the Washington Post, Brandweek, Promo, and Event Marketer. Ms. Roxas-Murray has also judged the marketing industry's highly respected Pro Awards.

Ms. Roxas-Murray can be contacted at 703-519-9000 or mrmurray@redpegmarketing.com

Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.