Kirby Pratt

Associate Director of Marketing @Columbia Hospitality

US

Developed and implemented an email A/B testing framework that improved campaign performance visibility, resulting in data-driven optimization, and measurable increases in conversion efficiency across multiple properties.• Increased email marketing performance by doubling the click-through rate (2x CTR improvement YOY from 2023 to 2024) and improving average open rates by 10%, resulting in significantly higher engagement and direct revenue attribution from email campaigns.• Led cross-functional digital marketing strategy for a multi-property portfolio, supporting revenue targets across transient, group, spa, and F&B segments, while maintaining budget alignment and delivering positive ROAS across all campaigns.• Guided the launch of new property websites, enhancing brand positioning and digital experience, leading to increased direct bookings and improved user engagement metrics.• Implemented operational improvements that reduced project bottlenecks and accelerated speed-to-market for campaign launches, increasing productivity across the marketing team.

Washington State University

B.A. Communication