Laura Troy
- Role
- Director, Creative Strategy & Execution - United States & Canada at Marriott International
- Location
- Washington, DC, US
- LinkedIn followers
- 500 followers
About Laura Troy
I am a perceptive communicator skilled in balancing creativity and strategy to steer…
Experience
Director, Creative Strategy & Execution - United States & Canada
Sep 2020 — Present
Spearhead creative strategy, development, innovation, and production of creative assets across the consumer journey. Specifically focusing on paid media. Employ an agency-model dedicated to producing beautiful work that propels business goals for performance marketing campaigns. Build relationships with internal and external business partners to ensure paid media objectives are met. Promoted to leadership role and overhauled performance creative strategy spanning the Marriott Bonvoy portfolio for the U.S. & Canada. New strategy has captured YOY increases in paid media results which have surpassed 2019 banner-year despite current COVID-19 landscape. Manage media partnerships across platforms including FB, TikTok, Instagram, Snapchat, Condé Nast Traveler and Pinterest. Meet with representatives to gain insight on trends, performance metrics and leverage testing opportunities across ad platforms. Administer multi-million dollar campaigns and direct the creative agency of record and multiple sub-contractor agencies in the development and execution of advertising creative. Convey clear vision and regularly assess agency work and provided metrics to uphold brand standards and determine if deliverables are driving business. Collaborative efforts have resulted in award-winning campaigns. Cultivate influencer relationships by sourcing talent and executing agreements with influencers to carry the Marriott message across their platforms. Negotiate contracts and usage rights with creators and guide creative direction for commissions. Serve as creative director in the U.S. and Canada by overseeing content strategy, creation, story & vision board development and planning initiatives. Production work includes directing photo shoots, videos and work with on-screen and off-screen talent. Recognized as an internal thought leader and content creator for innovative concepts and creative design. Original concepts have been adopted and developed across the Marriott enterprise.
Education
University of Miami
Bachelor of Science in Communications & Political Science, Communication and Media Studies
2000 — 2004
Skills
- Hospitality Industry
- Event Planning
- Marketing Strategy
- Social Media Marketing
- Public Relations
- Social Media
- Hospitality
- Event Management
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