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Brand Transformation: Lessons Learned

Presentation Summary:

Brand Transformation is a hot topic as companies evolve their position to reach the most relevant customer.

In this presentation you will learn about the lessons I’ve learned growing new brands, transforming brands and reinvigorating brands.

Being customer-centric in your mindset is at the forefront of successfully engaging a brand with the consumer.


Presenter Bio:

Wendy Hoekwater serves as a Digital Marketing Executive and is recognized as a change catalyst throughout her career. She possesses an extensive record of accomplishment in strategic integrated marketing, digital planning and positioning, change management, organizational restructuring, new product/brand launch, owner relationship management, and brand management.

Wendy most recently served as Vice President, Marketing for WoodSpring Suites at Choice Hotels and Chief Marketing Officer at WoodSpring Hotels where she led the commercial functions of the company including the brand transformation of WoodSpring Suites. The accelerated brand performance led to the company acquisition. Prior, she served as Vice President Marketing and Digital for Marriott International where she grew top-line revenue by $500 million YoY through creative and innovative marketing strategies. She also served on the design team to shape the future state of the field marketing and digital services for Marriott International’s field marketing organization post-Starwood acquisition.

Prior to her tenure with Marriott International, Wendy worked for several advertising agencies serving regional, national and International business-to-business and business-to-consumer accounts, including Pulte Home Corporation, Pfizer Pharmaceutical, Amerisure Insurance, Mercy Health System, and IBM. She takes great pride in developing others and was a mentor for the American Marketing Association and the Emerging Leader Program while at Marriott International.

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