Editorial Board   Guest Author

Ms. Thomas

Tara Thomas

Vice President of Global Marketing, Certain Software, Inc.

Tara Thomas is Vice President of Global Marketing for Certain Software, Inc., where she is responsible for all marketing activities, including branding, events, social media, public relations, communications, strategy, and operations across Certain's worldwide offices. Ms. Thomas' career as a marketing and communications professional is defined by her broad experience leading teams executing integrated marketing programs and strategies, channel development, branding, positioning and messaging, social media, collateral and website development, advertising and PR, and award-winning events and lead generation programs. Her past experiences as a hands-on event professional gives her valued insight into the day-to-day challenges of today's event professionals. Her background in the marketing of technology applications and online services spans a broad set of technologies including software-as-a-service, B2B, enterprise, financial services, publishing, real estate, and automotive markets. She has over 15 years of expertise managing strategic event marketing programs for companies including The Television Bureau of Advertising, Visa, IPIX and The Cobalt Group, a leader in the automotive marketing space. Most recently at Cobalt, Thomas oversaw a myriad of trade, corporate meetings and incentive events that were essential to Cobalt's growth. At Certain, Ms. Thomas continues to incorporate new technology into events. Under her direction, the Certain marketing team develops and executes marketing campaigns that integrate mobile technology, tradeshows and virtual technology to keep event industry professionals abreast of the solutions Certain has to offer. Ms. Thomas often speaks at industry events where attendees are seeking to increase the overall value of their meetings and events. Her sessions not only have thoughtful, focused content but also a high degree of interactivity, including her trademark “caring and sharing” sessions. Thomas holds a BA in English and Communications from Lebanon College, and is based in San Francisco, CA. She is a member of Meetings Professional International (MPI).

Ms. Thomas can be contacted at 415-353-5330 or tthomas@certain.com

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.