Resume
Meichen Luo, MBA, PMP® · Global Luxury Brand, Marketing & Commercial Leader
Positive. Passionate. Persistent. Luxury hospitality leader with 10+ years driving brand desirability, commercial growth, and revenue impact at global scale — spanning brand strategy, content & social marketing, demand generation, sales enablement, and distribution. At Marriott International's corporate headquarters, I have led brand and commercial initiatives across The Luxury Collection's global portfolio of 130+ hotels, driven 5× YoY revenue growth for a new luxury travel vertical, and built demand-generation strategies that connect brand equity directly to booking performance — including $1.5M in campaign-attributed revenue and $35M in projected revenue uplift.
Professional Experience
Head of Global Brand Marketing (Global / US & Canada)
The Luxury Collection · Marriott International, Inc. (Corporate HQ)
- Spearhead global brand and commercial strategy for a portfolio of 130+ luxury hotels worldwide, overseeing creative, PR, media, digital, and demand-generation initiatives that drive both brand equity and revenue performance.
- Orchestrated "I Am The Luxury Collection", the brand's largest-ever campaign, delivering 220M impressions (61% above plan), 99% VCR on HBO Max, 2,200 attributed bookings, and $1.5M in attributed revenue.
- Led "Hotels That Define the Destination", generating 80M+ impressions in 3 months and driving measurable awareness and consideration lift among high-value luxury travel audiences; MUSE (3 Platinum, 1 Gold), Telly (1 Gold, 2 Silver).
- Led "Inside the Collection", achieving +18% brand awareness and +16% consideration among U.S. luxury travelers; HSMAI Adrian (1 Gold, 2 Bronze), Telly (2 Gold, 2 Silver, 1 Bronze).
- Co-led the launch of The Luxury Collection Expeditions, the brand's newest commercial extension, from visual identity through 360° go-to-market execution and distribution strategy across channels.
- Serve as U.S. brand ambassador, cultivating strategic partnerships with media, tastemakers, and distribution partners to grow brand presence and commercial reach across luxury travel and lifestyle sectors.
Senior Manager, US & Canada Marketing & CX
Homes & Villas by Marriott Bonvoy · Marriott International, Inc. (Corporate HQ)
- Drove 5× YoY revenue growth for a new luxury travel vertical in the US & Canada, building the full commercial demand engine across B2C guest acquisition and B2B property partner distribution.
- Spearheaded the brand's first industry tradeshow presence (VRMA International), generating 50K impressions and $35M in projected revenue uplift through new partner relationships and distribution channels.
- Introduced refined digital booking and guest experience tools for premium partners, elevating conversion and strengthening the end-to-end commercial partner ecosystem.
Manager, Portfolio Marketing Strategy & Planning
Global Marketing Optimization · Marriott International, Inc. (Corporate HQ)
- Co-created Marriott's first Global Integrated Marketing Plan, aligning commercial go-to-market strategy, budget allocation, and revenue-driving priorities for 30 brands across the US, EMEA, and APAC in direct support of the Global Marketing Officer.
- Co-managed and supported the global marketing budget planning process, ensuring investment is aligned to commercial growth objectives across all brands and portfolio efforts.
- Led Owned Channel Prioritization initiative, optimizing digital, social, and CRM touchpoints to reduce friction in the customer journey and improve conversion across the full booking funnel.
Manager, Loyalty Product, Social & Digital Marketing
Marriott Bonvoy · Marriott International, Inc. (Corporate HQ)
- Led global loyalty marketing and revenue-driving initiatives for Marriott Rewards, including the award-winning "RewardsPoints" always-on campaign (Gold, Best Loyalty Marketing Campaign) and Marriott's first AI-powered booking chatbot on Facebook Messenger.
- Spearheaded the commercial design and global distribution strategy for the "Travel List" digital community product across 200+ markets, growing loyalty enrollment, engagement, and revenue contribution.
- Built a three-year loyalty revenue roadmap and led cross-regional collaboration across US, Europe, China, and Hong Kong, driving 300+ new enrollments and supporting post-merger integration with Ritz-Carlton Rewards and Starwood SPG.
Enterprise Associate Manager, Partnership Management
University of Pittsburgh – Innovation Institute
- Led partnerships with entrepreneurs and creatives, delivering integrated marketing programs that elevated brand visibility and drove measurable growth in advocacy and partnership ROI.
- Identified and activated high-impact experiential campaigns, building a collaborative ecosystem that supported university innovation initiatives.