Resume

Meichen Luo, MBA, PMP®  ·  Global Luxury Brand & Marketing Leader

Positive. Passionate. Persistent.  10+ years driving brand desirability, cultural relevance, and revenue growth for world-class luxury hospitality brands at Marriott International's corporate headquarters. Deep expertise across global-to-local brand strategy, integrated campaigns, loyalty ecosystems, and digital innovation — with 20+ global awards and measurable business impact at scale.

✦ Strategic leader with global & local experience ✦ Action-oriented goal-getter with persistence & decisiveness ✦ Collaborative team player with strong organizational skills ✦ Enthusiastic learner driven by curiosity & pursuit of excellence
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Professional Experience

Head of Global Brand Marketing (Global / US & Canada)

The Luxury Collection · Marriott International, Inc. (Corporate HQ)

2022 – Present
  • Spearhead global marketing strategy and annual brand plans, overseeing creative, PR, media, and digital for a portfolio of 130+ luxury hotels worldwide; lead cross-functional teams and manage multi-million-dollar budgets.
  • Orchestrated "I Am The Luxury Collection" — brand's largest-ever campaign — delivering 220M impressions (61% above plan), 99% VCR on HBO Max, 60K site visits, 2,200 attributed bookings, and $1.5M attributed revenue.
  • Led "Hotels That Define the Destination" — 80M+ impressions in 3 months; MUSE Creative Awards (3 Platinum, 1 Gold); Telly Awards (1 Gold, 2 Silver).
  • Led "Inside the Collection" — drove +18% brand awareness and +16% consideration among U.S. luxury travelers; HSMAI Adrian (1 Gold, 2 Bronze); Telly Awards (2 Gold, 2 Silver, 1 Bronze).
  • Co-led the launch of The Luxury Collection Expeditions — the brand's newest extension — overseeing end-to-end design and development from visual identity through execution, and orchestrating 360° go-to-market launches across channels.
  • Serve as U.S. brand ambassador, partnering with media, influencers, and cultural tastemakers to extend the brand's influence across luxury travel and lifestyle sectors.
Telly — 4 Gold, 6 Silver, 1 Bronze Shorty — 1 Gold, 2 Audience Honor MUSE — 3 Platinum, 1 Gold HSMAI Adrian — 1 Gold, 2 Bronze

Senior Manager, US & Canada Marketing & CX

Homes & Villas by Marriott Bonvoy · Marriott International, Inc. (Corporate HQ)

2020 – 2022
  • Drove rapid scale of a new luxury travel vertical, delivering 5× YoY business growth in the US & Canada through precision-targeted B2C and B2B marketing initiatives.
  • Spearheaded the brand's first industry tradeshow presence (VRMA International) — 50K impressions and $35M in projected revenue uplift.
  • Introduced refined digital and guest experience tools for premium partners, enhancing brand engagement and loyalty across the partner ecosystem.

Manager, Portfolio Marketing Strategy & Planning

Global Marketing Optimization · Marriott International, Inc. (Corporate HQ)

2017 – 2020
  • Co-created Marriott's first Global Integrated Marketing Plan — supporting a unified go-to-market framework 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 across all brands and portfolio marketing efforts.
  • Collaborated with cross-regional teams to translate global brand equity into locally resonant storytelling and media engagement.
  • Led Owned Channel Prioritization initiative — optimizing digital, social, and CRM touchpoints to orchestrate a seamless customer journey across segments.

Manager, Loyalty Product, Social & Digital Marketing

Marriott Bonvoy · Marriott International, Inc. (Corporate HQ)

2016 – 2017
  • Led global loyalty marketing for Marriott Rewards — including award-winning "RewardsPoints" always-on campaign (Gold, Best Loyalty Marketing Campaign) and Marriott's first AI-powered Facebook Messenger chatbot.
  • Spearheaded design and global localization of the "Travel List" digital community product across 200+ markets, including China-specific UX, content, and activation planning.
  • Built three-year loyalty community roadmap; led cross-regional collaboration across US, Europe, China, and Hong Kong — driving 300+ enrollments and supporting post-merger integration with Ritz-Carlton Rewards and Starwood SPG.
Gold — Best Loyalty Marketing Campaign

Enterprise Associate Manager, Partnership Management

University of Pittsburgh – Innovation Institute

2014 – 2017
  • 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.