Northwestern University - Kellogg School of Management

MIT Sloan School of Management

Cornell University

University of East London

Storyteller with a focus on creating Loyalty Beyond Reason

Global head of Loyalty at Langham Hospitality Group.
Led the development and launch the loyalty and experiences platform “Brilliant by Langham”, the My achievements include: 

Developed the financial model, benefits, tiers and value proposition 
Created the branding, tone of voice, and guidelines as well as developing collateral and assets to drive our KPI’s, primarily acquisitions. 
Implemented the first global e-learning platform 
Oversaw the design and development of the new website, mobile app, and WeChat Mini Program
Integrated the new Loyalty Management System

I am fully responsible for Brilliant by Langham, which launched February 2024, including P&L management, operational and marketing execution in addition to setting the partnership strategy for the loyalty program.

Langham Hospitality Group

Vice President - Loyalty 

Leading marketing and communication strategy for Shangri-La's Golden Circle with a focus on acquisition, activation, driving repeat visits and amplifying brand awareness and member engagement. 

In 2022, Golden Circle was rebranded into Shangri-la Circle. This included adding new benefits and changing the value proposition. An extremely unique and exciting project to be part of. 

Shangri-La has over 100 hotels globally predominately in China and 500 restaurants and bars.

Shangri-La Hotels and Resorts

Assistant Vice President, Loyalty Marketing

Brought in by the CEO to oversee Emaar’s loyalty programme and CRM platform with a focus on driving customer acquisition, engagement and retention, establishing reporting and optimizing reporting analytics to deliver measurable ROI and results. 

U By Emaar is a diverse loyalty program which includes hotels, stand-alone restaurants, family entertainment venues and the world’s biggest shopping mall – The Dubai Mall.  Emaar is the largest property developers in the UAE, property owners are also integrated into the program.

Emaar

Director, Loyalty Marketing 

Expanded my remit to lead the lifestyle & destination content strategy for Starwood’s in-hotel TV channel SPGTV. (10MM viewers) 
Developed concepts, storyboards, sourcing talent (SPG members), provided on-location guidance as well as post editorial feedback for over 20 destination videos

Starwood Hotels & Resorts Worldwide, Inc.

Associate Director, Starwood Preferred Guest (SPG) Marketing, Operations & Video Content EAME

Expanding the Emerging Markets role to include all 260 Hotels in the division. 

Developing marketing and operation strategy to support acquisition, member engagement overall loyalty marketing.

SPG Manager, Operations & Marketing - EAME

-	Focus on marketing and operations for Starwood’s loyalty programme SPG in Russia, Turkey, parts of Africa and the Middle East region.
-	Ensuring that hotels reach the goals set forth by SPG including occupancy share and acquisition growth 
-	Sourcing, supporting and organising member events and ‘MOMENTS’ (high-level once in a lifetime events) for SPG members.  
-	Leading pilots and projects to enhance the in-hotel experience for SPG members
-	Collaborating with multiple regions and divisions to ensure strong marketing messages to members
-	Deep dive into the Russian and Nigerian culture to understand how to drive SPG awareness in these countries.

SPG Manager, Operations & Marketing, Emerging Markets - EAME

-	In this newly created role, the primary focus was on marketing and operation for SPG in the Middle East Region, primarily working with local hotel teams to understand how SPG was perceived both my hotel teams and by SPG members living locally
-	Developing strategies to engage ‘local’ members with a focus on Saudi’s, Qatari’s, and Emirati’s
-	Leading research and analyzing the multiple cultures within the region to understand how impactful loyalty programs are and how to maximize SPG
-	Researching and sourcing new partners for SPG in key Middle East markets including Saudi Arabia, Qatar, Kuwait and the UAE 
-	Developing a Food and Beverage culture within SPG which including launching the first ‘localized’ SPG campaign around Ramadan. The first Ramadan campaign in 2011 leaded to subsequent global F&B campaigns – a first for SPG
-	Developed training modules, S.O.P’s and guidelines for Food and Beverage associates around Europe, Africa and the Middle East
-	Covered 6 months maternity leave for the Director of SPG in EAME

SPG Manager, Operations & Marketing - Middle East

-	Led corporate sales at the flagship Sheraton Hotel in Dubai
-	Established relationships with key accounts with focus on all Embassies and consulates (with the exception of the Arab Nations), all major Banking and Finance accounts including UBS, Bloomberg, Deutsche Bank and Emirates National Bank of Dubai driving upwards of 2.3MM USD to the hotel 
-	Responsible for the overall induction and training of new sales associates

Sales Manager

-	Part of a team of 2 providing support to Starwood Hotels in EAME and LAD
-	Directly provided support to over 250 SPG hotels in EAME.  
-	Conducting on-site and Webinar training for new and existing Starwood Hotels. 
-	Developed tracking systems so the team can understand the reoccurring concerns from hotels
-	Answering invoice queries and ensuring the hotels reach SPG brand standards

SPG Hotel Coordinator - EAME

-	Supervising teams from 4-30 associates assisting guest booking at Luxury Collection and St Regis Hotels globally
-	Directly supervisory team of associates responsible for communicating with SPG Platinum and VIP guests
-	On-going coaching and development of associates, ensuring sales targets are met 
-	Teams under my supervision had over 40% sales conversion and achieved high scores in test and LRA calls.
-	Dealing with customer queries and complaints and finding appropriate resolutions

Reservation Sales Supervisor

-	Providing assistance to the  the Luxury Collection and St Regis team supervisor. 
-	Listening to and providing feedback calls

Reservations Team Leader

-	Answering calls for Starwood hotels worldwide.
-	Included transfer to the Brisbane Customer Contact Center in Australia as a top performer

Susan Nisbet