Christine MacKey

Vice President of Communications and Business Strategy @North Carolina Restaurant & Lodging Association Ncrla

Raleigh, NC, US

In collaboration with the Association’s leadership team, spearhead strategic initiatives to amplify the hospitality industry’s voice, enhance its public image, and establish NCRLA as the leading industry voice on critical issues. Drive financial growth and enhance key member services while developing corporate advertising and sponsorship programs to support communications, marketing, events, and other NCRLA initiatives. Key achievements: Contribute 25%+ of the overall operating revenue for NCRLA through corporate partnerships, advertising campaigns, and events. Achieved 90% member retention rate by setting revenue goals, monitoring deliverables, and analyzing performance metrics. Worked with the board to design and implement “Serving Careers,” a $5M workforce development campaign to address post-pandemic labor shortages, which generated 187M impressions, drove 2.7M clicks, and resulted in job applications. Positioned NCRLA as the leading industry voice on key issues such as ABC reform, occupancy and meals taxes, and school calendar regulations. Media outreach generated 242 news stories and 557M unique impressions. Recruited, retained, and cultivated strong relationships with corporate partners and allied members for long-term engagement.