Duke University - The Fuqua School of Business

Harvard Business School

Cornell University

International School Bangkok, Thailand

Brand strategy and management leader of Hilton's portfolio of 12 brands (covering luxury, full-service, focused-service, all-suites and lifestyle brand categories) in Asia Pacific spanning China, India, Southeast Asia, Japan, Korea, and Australasia. Serve on APAC Executive Committee and Global Brands Leadership Team. 
> Directed strategy development and launch of all aspects of China’s first pure-play franchising model. 
> Led regionalization and launch of Home2 Suites in China, Hilton’s 1st extended stay offering outside of North America. Surpassed development target by 200%.
> Sustained Hampton’s position as #1 midscale consumer hotel brand in China and led Hampton brand to exceed its growth target with 200 hotels open and 400+ in pipeline.
> Introduced 4 brands into APAC. Hilton is now the fastest growing international hotel company in APAC

Hilton

Senior Vice President Brand Management Asia Pacific

Developed and implemented brand and franchise strategy for focused service and all suites brands in Asia Pacific. Optimized consumer brand positioning and owner value proposition including prototype, standard operating procedures, procurement, and technology for brands in China. 
>Played integral role on deal team that negotiated 1,000-unit MLA for Home2Suites with Country Garden, a Fortune Global 500 company.
> Repositioned Hilton Garden Inn in China, resulting in best sales year. Grew brand from 20 to 50 hotels with 100+ in pipeline, largest growth in APAC history for the brand.
> Strengthened strategic relationship with China’s largest hotel company, Jin Jiang, Hilton’s exclusive Master Licensor of Hampton brand in China. Part of team to negotiate another 10 years of MLA partnership with target of 600+ open Hampton hotels by 2030.

Senior Vice President Focused Service & All Suites Brand Management Asia Pacific

Responsible for creating, launching and driving the overall growth and performance of Hilton’s midscale brand – Tru by Hilton. Tru is a midscale segment game changer built from the belief that guests traveling on a budget should not have to compromise between price and a fresh, consistent, and design-forward hotel experience.  Acting as the “CEO” of the Tru Brand, with full P&L responsibility, the Brand Head's success is measured by KPIs including Brand EBITDA, revenue, net unit growth, RevPAR (Revenue Per Available Room), RevPAR index, guest satisfaction and owner profitability. 

Developed, launched and grew the brand to over 500 agreements in various stages of development within a 24-month timeframe making Tru the fastest growing brand in Hilton’s portfolio.
     - Recognized as having the fastest brand launch in industry history
     - Social media reviews position Tru by Hilton as dominant leader in the US midscale segment
     - Recognized as Lodging Magazine’s 2017 “Person of the Year”

Senior Vice President and Global Head Tru by Hilton

Member of the Company’s Executive Team, reporting to the CEO, responsible for driving the strategic direction and financial performance of Choice Hotels International, one of the world’s largest hotel franchising companies. Led a portfolio of 9 hotel brands positioned in the economy, midscale and extended stay segments representing 5,000 hotels domestically and a gross room revenue in excess of $5B. 

Oversaw several key functional areas including brand strategy, brand operations, product development & innovation, quality assurance and compliance strategy, advertising and marketing communications, public relations, franchisee relations/portfolio management, and procurement services) with a budget of $150M+ and an organization of over 100 associates. 

Drove a fundamental shift in Choice’s strategic and operational approach to re-positioning and improving Choice’s flagship brand Comfort Inn (representing over 1,900 hotels and $2.9B in gross room revenue)

Oversaw the strategy development and execution of B-2-C and B-2-B marketing programs to target consumers, developers and other key stakeholders at all “path to purchase” touch points. Utilizing media mix modeling and other analyses, ensured $50M marketing fund was optimally allocated to drive brand awareness, bookings through Choice’s proprietary reservation channels, RevPAR index and franchise sales development.

Based in Germany, developed a portfolio branding strategy for Choice Hotels Europe to support Choice’s key corporate objective to expand its European distribution.

Choice Hotels International

Corporate Officer and Senior Vice President, Brand Strategy and Marketing

Responsible for brand strategy development and cross-functional execution for Choice’s core portfolio of 9 brands.  Optimized portfolio unit growth, while balancing key guest satisfaction, RevPAR and franchisee ROI objectives:

Spearheaded the business case development and operationalization of all aspects of Sleep Inn’s  “Designed to Dream” repositioning strategy. Brand re-launch significantly increased guest and franchisee satisfaction, and drove incremental unit growth and gross room revenue.

Led the creation of an enhanced Choice’s franchise services delivery model by outsourcing the  quality assurance function and focusing internal resources on revenue generating activities. Oversaw all aspects of outsourcing the QAR program including restructuring impacted functional areas, re-engineering business processes, creating new quality assurance tools, and developing 
overall compliance strategies. Program drove an ROI of 300% with a program franchisee satisfaction rating of 90%.

Senior Vice President Brand Planning and Management; Vice President Brand Strategy

Oversaw department to provide operational support to a 65-person franchise sales division and a 90-person franchise services organization. Operational support included developing performance metrics, implementing process improvements, creating and tracking compensation plans, developing training content, and implementing new information systems. Evaluated Choice’s revenue management and franchisee education strategy; recommendations served as foundation for Choice’s current franchise service delivery model.

Vice President, Franchise Operations

As part of the company's corporate strategy team, managed the annual corporate strategic planning process and key corporate initiatives including new brand launches, reorganization/optimization of the franchise sales function, and brand strategy evaluations of the company's existing product portfolio. Promoted twice within a 3/12 year time-span and took on additional responsibilities leading the Quality and Clarion brands as Senior Director of Brand Strategy.

Senior Director, Brand Strategy; Director Strategic Planning; Manager Strategic Planning

As a member of the hospitality division's real estate consulting group, evaluated the financial feasibility of a variety of real estate initiatives including, but not limited to, a $1B financially distressed REIT, a $250M hotel acquisition opportunity, a senior housing investment opportunity and a national growth strategy for a residential real estate developer. Responsibilities included due diligence procedures, market assessments, financial analyses and recommendation writing/presentation.

Ernst & Young

Consultant; Associate Consultant  - Hospitality & Leisure Division

As a member of the media and telecommunications group, conducted financial analyses for a variety of M&A and IPO transactions including an IPO valued at $225M and an investment opportunity in the Brazilian cable market.

Lehman Brothers

Financial Analyst - Investment Banking Analyst

As part of my Bachelor of Science program, completed a 3-month summer internship working in both front- and back-of-the-house departments including Human Resources, Reservations, Housekeeping, Kitchen and Front Office.

Alexandra Jaritz