Keshia VanG

Director - Brand Marketing, Loyalty & Partnerships

Cinnamon Hotels & Resorts • Tiempo completo

May 2023 - Present • 3 yrs

I led the launch of the Cinnamon DISCOVERY loyalty programme across 15+ hotels in Sri Lanka and the Maldives in partnership with Global Hotel Alliance (GHA), overseeing end-to-end implementation. I developed the group’s first loyalty marketing and communication framework, including tiered benefits, CRM integration, customer lifecycle journeys, and KPI tracking. I also led the creation of Cinnamon’s brand architecture and governance system to ensure consistency across properties and communication channels, and built 360° marketing campaigns for corporate and leisure segments across digital, influencer, and experiential platforms. My role included cultivating strategic partnerships with banks, airlines, and lifestyle brands, collaborating with cross-functional teams to activate brand and loyalty initiatives across key guest touchpoints, and mentoring teams overseeing brand, loyalty, and partnerships with a focus on performance and growth.

Account Director

Wunderman Thompson • Tiempo completo

Jun 2021 - Oct 2022 • 1 yr 4 mos

I worked in brand management and client servicing roles where I contributed to the development of 360-degree advertising campaigns to build and strengthen client brand portfolios. I collaborated closely with agency strategy teams to support the development of business and marketing strategies, while monitoring local and global advertising and marketing trends, including competitor activity, to inform brand positioning and campaign effectiveness. My experience included building and maintaining long-term client relationships, coordinating with internal teams and third-party partners to deliver integrated solutions, and handling end-to-end event management across corporate events, press conferences, award ceremonies, product launches, sporting events, and opening ceremonies. I was responsible for budgeting and forecasting annual revenue plans, supporting the growth of client accounts and revenue generation, managing small teams within the brand and account management function, and overseeing operational aspects such as supplier relationships, cost negotiations, and the introduction and implementation of internal systems and processes.