Project by Type/Client
Provided strategic direction and helped lead the repositioning of the logo merchandise business of a leader in luxury hotels and resorts. Acted as interim VP Gift Shop over a period of 5 months.
The Ritz-Carlton Hotel Company
A top brand in the luxury hotel and resort industry.
Ritz-Carlton wanted to explore current operational opportunities with their hotel Gift Shops and catalog business to help broaden the brand appeal beyond their hotel guests. The goal was to expand the reach of Ritz-Carlton Logo merchandise to potential new customers through the catalog and the web. The company also required assistance during a transitional phase from the old to a new management structure for the division.
Assisted Ritz-Carlton in developing a new strategy for a successful logo merchandise brand extension as well as assisted on an interim basis during the transitional phase from phase 1 – identification of opportunities and challenges – to phase 2 and 3 – implementation of the new plan.
Phase #1: Conducted a review and analysis of current Gift Shop and Catalog operations, including:
Phase #2: Developed logo merchandise brand extension strategy, including:
Phase #3: Acted as interim VP Gift Shop division responsible for