Executive Marketing Positions

  • Senior Vice President, Global Marketing, Marriott International
  • Vice President, Marriott Senior Living Services
  • Chief Marketing Officer, Hastens Beds
  • Division Management, AT&T
  • Product Management, Ecolab
  • Regional Management, McDonald’s Corp.


Education

  • MBA, Business Management, The George Washington University
  • Certified Coach, Coaches Training Institute (CTI)
  • BBA, Marketing, The George Washington University

Specialties:

  • Customer, Competitor and Company insights to sharpen strategy
  • Positioning a new or reinvigorating a mature brand
  • Customer segment prioritization and plan to grow share and long-term customer value
  • Addressing basic/common growth inhibitors and opportunities for growth (on-line, in-store)
  • Digital marketing strategies and processes to acquire leads or customers
  • Branding and related initiatives to clarify and communicate the brand 
  • Customer Relationship Management strategies and approaches
  • Customer Buying Process insights

How Deborah Can Grow Your Business

  • Develop, launch marketing strategies and go-to-market plans
  • Define core customer & high priority segments, tailor marketing approaches
  • Ensure on strategy, effective web and digital presence
  • Increase leverage from existing data base
  • Develop lead generation strategies 
  • Improve inbound leads and conversion
  • Launch new & market existing products/services 
  • Evaluate & improve effectiveness of marketing organization and approaches
  • Provide leadership and team coaching & advisory services 

Success Stories

  • Turned around mature/declining brands through clarified positioning, targeting, go-to-market plans including creative brand campaign, persona/segment targeting and data analytics, PR & event marketing, direct and digital marketing strategies, visible dashboard tied to key business goals
  • Increased loyalty in luxury brand by 5% during downturn through differentiation strategies and leveraging shared platforms
  • Achieved 8-point market share increase through re-positioning, establishing the brand’s voice, web development, and product and service enhancements
  • Developed and launched brand positioning and initiatives with full system alignment in less than 6 months for manufacturing and retailing company (including new retail store design requiring dealer investment)
  • Developed marketing team from silo'd functional focus to increased business acumen and role in driving results

Deborah Fell Biography

Deborah is a results-oriented marketing and business development executive with experience across businesses large and small in business-to-business and business-to-consumer operations. She has worked with CEOs, Founders, Principals, Owners and Franchisees in industries ranging from hospitality to telecom, and from real estate to retail.  

Key to her success is passion for listening to the customer, and leveraging those insights along with market analysis to help clients sharpen their strategies, gain clarity and traction on a new roadmap for growth.  Deborah is a hands-on marketing executive with best-in-class marketing skills including:  positioning/messaging, brand campaign development, segmentation & targeting, website, digital marketing engagement, lead generation, authority marketing, direct marketing, business development, etc.

As Senior Vice President, Marketing at Marriott International she achieved turn-around of mature/declining brands through clarified positioning, prioritization of key markets and segments, integrated go-to-market plans that included, for example, creative brand campaigns under-pinned by persona/segment targeting and data analytics, PR & event marketing, direct and digital marketing strategies -- all unified under clear positioning and measured with metrics tied to key business goals. She also achieved loyalty increases of 5% during an industry downturn through differentiated customer loyalty strategies for luxury brand within the portfolio.

During her tenure as CMO for Hastens Beds (Swedish boutique luxury brand), she strengthened market positioning for the brand and implemented new store design in six months, gaining alignment and investment of retail dealers & growing existing store sales 10%.

Bringing 30 years of leadership and capability to product and service industries, she now serves as fractional CMO for businesses that want to clarify their positioning, turn around mature brands, or create critical foundations for new brands to drive revenue and share.  

She earned both her BBA and MBA from The George Washington University, and is also a trained executive coach.  Check out her webinar "Strategic Plans Gone Bad:  5 Ways to Fix Your Focus" under the Chief Outsiders' Resources>>Webinars section.