Scott Powell
Senior Manager, Web & Crm Marketing @Coast Hotels
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WORK HISTORY
Senior Manager, Web & Crm Marketing @Coast Hotels
Vancouver, BC, CA
Provide strategic leadership for Coast Hotels digital ecosystem, overseeing 40+ hotel websites and enterprise-wide CRM programs to strengthen brand visibility and guest engagement• Lead go-to-market planning for major digital launches and campaigns, aligning strategy, timelines and channel execution across web, CRM and paid media• Own marketing performance and accountability for growth goals and KPIs, using cross-channel data to optimize ROI, direct bookings and loyalty participation• Lead cross-functional teams and external partners across agencies, vendors and marketing stakeholders to deliver integrated programs with clear owners and outcomes• Manage and develop a team that includes web, CRM and development support, including coaching, goal setting and annual performance reviews• Create executive-ready presentations and brand conference storytelling, translating digital product and marketing performance into clear decisions, priorities and next steps• Build high-impact marketing materials, proposals and sales tools that support adoption, internal alignment and business growth• Drive delivery across multiple initiatives at once, maintaining attention to detail and ensuring work reaches a go-live ready standard
EDUCATION
St. Lawrence College
Diploma with Distinction, Advertising/Marketing
British Columbia Institute of Technology
Certificate with Distinction, Web Technologies and Development
British Columbia Institute of Technology
Introduction to JavaScript and jQuery
Vancouver Community College (VCC)
Certificate, Graphic Arts Printing Production
SKILLS
ABOUT SCOTT POWELL
I provide strategic leadership across Coast Hotels’ digital ecosystem, overseeing web development, website content, conversion optimization, and enterprise-wide CRM programs across 40+ hotel websites. I lead digital projects from planning through launch, managing budgets, timelines, QA, UX, stakeholder communication, and go-live readiness to ensure every initiative supports brand visibility, guest engagement, and business growth. I also manage key agency, vendor, and marketing partner relationships, ensuring work is aligned to business goals, delivered efficiently, and supported by clear accountability.I develop and execute targeted email and CRM campaigns designed to grow the subscriber base, improve retention, drive traffic, and increase conversions. I use A/B testing, audience segmentation, and lifecycle planning to improve performance, while staying current with email marketing regulations and best practices. I also own performance measurement for web and CRM initiatives, using P&L analysis, KPI reporting, and cross-channel insights to evaluate results, guide optimizations, and improve ROI, direct bookings, and loyalty participation.I am comfortable presenting to leadership teams, in boardrooms, and onstage at conferences, translating digital performance into clear priorities and next steps. I create executive-ready presentations and lead go-to-market coordination across web, CRM, and paid media, ensuring campaigns launch with aligned timelines, clear ownership, and measurable business outcomes. I also support team development through training, coaching, and cross-functional collaboration.
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