Sarah Stahl

About Sarah Stahl

Most people talk about travel marketing like it’s a vibe. I don’t.I understand this industry fiercely, because I’ve lived it from every angle.I started on the destination side as a DMO / Tourism Director, where I saw how travelers actually decide, what makes a place stand out, and what gets ignored entirely. I also saw the part no one glamorizes: great operators getting buried under outdated systems, clunky platforms, and advice that sounds nice but doesn’t spark substantial growth.Then I switched to the short-term rental side of the industry and everything got real.At ReTreet Resort, we scaled from six treehouses to 21 units and built a marketing engine that didn’t rely on paid ads to work. We didn’t just “create content.” We built a system: creator strategy, brand narrative, and a tech-backed experience that felt seamless from discovery to arrival.Now I’m the VP of Marketing at Lake, focused on building and scaling the marketing engine with clear metrics, strong brand alignment, and a guest journey that works end-to-end—from search to stay.I also consult under my personal brand, taking on select MarTech projects to solve some of hospitality’s messiest tech headaches—CRM and lifecycle flows, attribution, automation, integrations, data clarity, and the operational handoffs that make guest experience feel effortless.If your marketing feels “busy” but not effective, it’s usually not a creativity problem. It’s a systems problem.And systems are fixable.Consultant inquiries: SarahStahl.comViews expressed here are my own.

Experience

1. Vice President Marketing

   Lake.Com

   Feb 2026 — Present · US

   Responsible for building a predictable, measurable growth engine that increases bookings and revenue per visitor. Owning the full funnel (from search to stay), sets the operating system (SOPs + dashboards), and makes disciplined decisions across paid, organic, and lifecycle—while keeping brand alignment tight and the marketing strategy measurable. Build and scale a full-funnel marketing engine with clear stage definitions and metrics from first touch through completed booking. Define and execute channel strategy across paid, organic, and lifecycle to drive measurable lifts in conversion, bookings, and repeat behavior. Design, document, and enforce SOPs, workflows, and frameworks that make marketing consistent, repeatable, and scalable. Allocate and reallocate marketing budget based on ROI analysis, channel performance, and contribution to revenue outcomes. Implement, integrate, and optimize the marketing tech stack to support clean measurement and growth. Build and maintain dashboards and reporting that connect spend → sessions → funnel performance → revenue, with a single source of truth. Hire, lead, and coach a data-focused marketing team. Partner and align closely with stakeholders to maintain consistent voice, brand integrity, and mission-driven messaging across all channels. Plan, staff, and manage the marketing department within budget while delivering agreed objectives and quarterly targets.

Education

• University of Florida

  Certificate (Mini Masters), In Mass Communication - Social Media

  2014 — 2015

• Southern New Hampshire University

  Master's degree, Marketing/Marketing Management, General

  2017 — 2019

• Faulkner University

  Bachelors in Business Administration, Business Administration and Management, General

  2011 — 2013