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:

  • Marketing strategies & tactics to reverse negative trends and achieve sales growth
  • Marketing implementation plan tied to goals, KPIs and ROI
  • Digital marketing and social media tactics to improve ROI
  • Website and mobile strategies to increase conversion
  • Data base marketing to increase sales through targeting, messaging, sequencing of offers 
  • Development and launch of new brands and products; reinvigorating mature brands
  • Branding and marketing initiatives to clarify and communicate the brand 
  • Marketing assessment of plans, programs, channels, resources
  • Creation of customer insights that lead to compelling positioning, messaging and results
  • Consumer and/or client segmentation and data base marketing to achieve growth & profit
  • Consumer lifestage marketing (e.g., family, teens, millenials, seniors)
  • Luxury lifestyle marketing
  • Experienced in luxury travel, sports & fitness, adventure activities, sleep products, telecommunications, craft beer, healthcare, senior living industries
  • Experienced in global, regional national marketing, as well as with franchisor/franchisee organizations

How Deborah Can Grow Your Business

  • Improve channel marketing results, including distributor, website, reservations, in-store, email, digital, traditional
  • Develop, launch marketing strategies and detailed go-to-market plans for brands and new products
  • Develop brand positioning, value proposition, branding and messaging
  • Improve inbound leads and conversion
  • Increase efficiency & effectiveness through defining core customer & high priority segments
  • Tailor marketing approaches and marketing messages to distinct segments to increase relevance and results
  • Evaluate & improve effectiveness of marketing organization and approaches
  • Provide leadership and team coaching & advisory services 
  • On-site strategic planning facilitation to develop & achieve alignment on purpose, priorities, growth & implementation plans
  • On-site workshop & facilitation to develop customer insights, positioning and compelling messaging 

Success Stories

  • Turned around mid-market brand's -20% sales trends to +30% through segmentation, messaging, detailed planning & execution
  • Increased sign-ups in healthcare insurance company by 20% through customer segment insights, messaging and sales training
  • Turned around global mature/declining brand through re-positioning, ecommerce strategies, re-branding, marketing campaign, data analytics to increase targeting effectiveness, high profile PR & event marketing, direct & digital marketing strategies
  • 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)

Deborah Fell Biography

Deborah is a results-generating strategic marketing and growth executive with experience across organizations 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 insights, market analysis, experience and instincts to help clients sharpen their strategies, and get traction on a new roadmap for growth.  Deborah is a hands-on marketing executive with best-in-class marketing skills including:  positioning, insights, messaging, branding, brand campaign development, segmentation & targeting, marketing automation, web strategies, digital marketing engagement, lead generation, direct marketing, and business development.

As Senior Vice President, Marketing at Marriott International she achieved turn-around of mature/declining hotel 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 sleep 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.  

Deborah enjoys travel, music, writing, time with family, and hanging out with her rescue Doberman 'Bruno.'  

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" and her eBook "Ensuring Sustainability for Your Business."

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