Tom Silk
Corporate Director Marketing @Canyon Ranch
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WORK HISTORY
Corporate Director Marketing @Canyon Ranch
Leading all activities that drive consumer awareness including digital advertising, website, email, and social media. Quadrupled website traffic and improved booking conversion 14% in 2022 and generated over 2B media impressions in 2022. Launched influencer program on track to double social media impressions in 2023. Directing resort marketing managers to execute coordinated brand tactics at each resort property. Created internal communications function to improve training and sharing of best practices in guest care. Systematic improvements in on-property experience cited as main driver of 20% improvement in Guest Net Promoter Scores. Championing reimagination of the Canyon Ranch ‘voice’ in copywriting and video as leader of internal creative agency. Supervising team of 16 copywriters, designers, and videographer/editors. Produced 307 promotional emails, 158 social posts, and 3 paid campaigns in 2022. New creative is increasing click-thru rates of email, longer website visits, and more social media shares. Launched the Canyon Ranch Wellness Club™ concept, the company’s first major expansion initiative. Created Relax and Renew™, the top-selling resort stay package in 2022 as well as Canyon Ranch Immersion™, a series of sold-out small group retreats on trending health and wellness topics.
EDUCATION
The Wharton School
Master of Business Administration - MBA, Palmer Scholar (Top 5%), Marketing
University of Pennsylvania
Bachelor of Arts - BA, Summa Cum Laude, Phi Beta Kappa, History
SKILLS
ABOUT TOM SILK
Marketing is my chosen function because it is both analytical and creative – and I have…
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