Terranea Resort Announces Key Executive Revenue Leadership Promotions
Terranea Resort announces four executive promotions within its revenue strategy and leadership community at the 102-acre award-winning destination resort.
Ashton Udell has been promoted to Director of Revenue Strategy for Terranea Resort. In her role, she supports the resort's initiative to drive overall revenue growth strategy to promote outstanding guest service and financial profitability. She works closely with the reservations, sales and marketing divisions, and champions the optimization of various systems to drive efficiency and analytics reporting.
"Ashton's practical and analytical approach to revenue optimization is key to Terranea's continued successful focus of maximizing revenue," says Agnelo Fernandes, Chief Strategy Officer & Executive Vice President, Terranea Resort. "She is able to anticipate and react to frequent shifts in our industry, and is flexible with changing revenue enhancement strategies, as well as understanding the market and competitive set strategies alike."
Udell joined Terranea in 2009, and has held a variety of positions within the front office, front desk, guest services, and call center operations. In 2015, she joined the revenue management team, maximizing revenue and profit through the continued development and execution of strategic pricing and sound inventory management. Prior to Terranea, Ashton worked in the rooms division of three other properties, including two beach resorts, Hyatt Regency Huntington Beach and Starwood Resorts in South Padre Island, Texas.
She is a member of American Hotel & Lodging's Women In Lodging Association, a Certified Revenue Manager Executive (CRME) by Hospitality Sales & Marketing Association International and two-time recipient of the Rising Star Award from Two Roads Hospitality and CoralTree Hospitality Group.
Dave Rhein has been promoted to Director of Digital Marketing & Creative for Terranea Resort. In his role, he is responsible for overall integrated brand marketing, creative design, media planning, and agency relationships.
"Dave's tremendous web development knowledge and expertise, combined with his aptitude for the traditional and digital marketing landscape, makes him the ideal individual to oversee the brand marketing and creative for Terranea," says Fernandes.
Rhein has more than 15 years of experience in marketing, graphic design, web design and web development. He joined Terranea in 2012 and oversees the digital marketing efforts, website, branding campaigns, and collateral enhancements. Prior to joining Terranea, he was a cast member for Walt Disney World's College Program, worked at a design agency in Philadelphia working with companies such as Google, Yahoo!, GE Innovation, LG, and Panasonic, and a web development company based in San Diego.
Rhein is a member of Visit California's Digital Marketing Committee, is a Certified Hospitality Digital Marketer (CHDM) by Hospitality Sales & Marketing Association International, and a member of the resort's Green Team. His dedication and leadership has been recognized with multiple awards including Associate of the Month, Leader of the Month, and Leader of the Quarter.
Hilary Feutz has been promoted to Director of Communications Strategy for Terranea Resort. In her role, she is responsible for developing, managing and executing strategic brand communications to achieve measurable and impactful results that support revenue generation, engagement and enhanced awareness for the resort. She is also instrumental in expanding the resort's strategic alliance base, developing and supporting the public relations strategy, social media, reputation management, experiential marketing and content strategy functions.
"Hilary consistently goes above and beyond as a guardian of the resort's voice and appearance through multiple platforms," says Fernandes. "She is a true team player, a consummate professional, and vital member of the leadership community."
Feutz has more than 10 years of marketing communications experience. She joined Terranea in 2016 and has been a key player in executing overall communications efforts, including social media, digital influencers, reputation management, content strategy and public relations. Prior to joining Terranea, she served as senior strategist at 87AM, the digital division of Allied Integrated Marketing in Los Angeles. She was responsible for managing the social media, influencer relations and digital PR for brands including Wolfgang Puck, Robert Mondavi Private Selection, Universal Pictures, Hollywood Bowl, Fortune Magazine and more.
She is a member of the American Hotel & Lodging Association's Women In Lodging, a member of Visit California's Editorial Committee, a Certified Hospitality Digital Marketer (CHDM) by Hospitality Sales & Marketing Association International, and a member of the resort's Green Team. Hilary has been recognized as Terranea Resort's Leader of the Quarter, HSMAI Best of the Best Rising Star Nominee, and Two Roads Hospitality Rising Star Nominee.
Jessie Burns has been promoted to Senior Director of Brand & Public Relations Strategy for Terranea Resort. In her role, she is responsible for leading the internal and external communications strategy, media relations, earned media management, and reputation management to impact and support revenue generation, engagement, and enhanced awareness for the resort.
"For more than 10 years, Jessie has helped position Terranea as a top resort destination," says Fernandes. "She oversees the communications strategy to support and impact revenue generation, brand awareness, and positively enhance the brand reputation; she has been instrumental in the development and evolution of TerraneaLife, and the internal communications strategy and content for TerraneaProud."
Burns has more than 15 years of experience specializing in award-winning brand communications, crisis communications, content development, strategic partnerships, and public relations within luxury hospitality, food & beverage, entertainment, travel, and tourism. She has led the communications strategy for a number of global brands including Hard Rock Hotel & Casino, Wolfgang Puck Fine Dining Group, Caesars Entertainment, Morgans Hotel Group, Golden Entertainment, and more.
Burns is a member of Visit California's PR Advisory Committee to support state tourism, a member of American Hotel & Lodging's Women In Lodging Association, a Certified Hospitality Digital Marketer (CHDM) by Hospitality Sales & Marketing Association International, and a member of the resort's Green Team. She was named the 2020 Public Relations Leader of the Year by CoralTree Hospitality Group and Public Relations Professional of the Year by Destination Hotels.
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Director of Public Relations
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