Weston is one of the most brilliant and capable creatives I've ever worked with. He has a remarkable ability to be both highly creative and exceptionally process-oriented. It's in his nature to develop streamlined workflows that improve not just his own work, but the productivity of the entire team. His drive for excellence is unmatched, making him an invaluable asset to any organization.
Professional Summary
Brand and lifecycle marketing operator with 10+ years building and executing multi-channel communication systems across web, email, and app ecosystems.
Focused on retention, segmentation, and scalable lifecycle infrastructure, with proven performance across 400K+ sends, 69–83% open rates, and high deliverability. Brings a systems-driven approach to customer engagement — aligning content, timing, and platform experience to increase repeat behavior, reduce communication gaps, and create long-term value across complex stakeholder environments.
Core Competencies
Brand Systems & Visual Governance
Multi-property brand consistency, QA, standards enforcement, campaign execution, packaging, environmental signage, and print production.
Digital & Web Operations
Drupal CMS, MembersFirst, SEO, accessibility, content architecture, multi-site governance, form-based lead capture, and conversion pathways.
Email & Lifecycle Marketing
Emma, SendGrid, Twilio, DKIM/DMARC, deliverability optimization, segmentation, campaign deployment, and engagement reporting.
Content Systems & Production
Editorial workflows, structured publishing pipelines, automation, QA systems, cross-channel distribution, and stakeholder alignment.
Creative Direction & Production
Art direction, brand identity, photography, product launch support, pitch development, executive communications, and structured copywriting.
Technical Capability
HTML, CSS, JavaScript, Google Sheets, workflow automation, data-informed process design, Apps Script, and practical LLM/AI implementation.
Measured Impact
Selected performance indicators from multi-property hospitality marketing, lifecycle communication, app adoption, and sales support systems.
Professional Experience
- Supported a multi-property group and event sales ecosystem generating $18M+ annually across room and food & beverage revenue streams through sales materials, digital experiences, and lead capture systems.
- Led development and launch of private-label beer and wine programs across four properties, generating approximately $190K+ in first-year revenue and retained across all club menus.
- Created a standardized sales system for high-value wedding and event acquisition, including digital presentations, print collateral, and web experiences adopted as the default framework across properties.
- Directed redesign of guest-facing and membership web ecosystems, separating acquisition and member-service pathways, improving navigation clarity, and aligning SEO with user intent.
- Re-architected member platforms to centralize billing, events, and communication while driving adoption of app-based engagement as the primary interaction channel.
- Led rollout and adoption of the membership app across four clubs, converting 22,900+ members — approximately 94% of the member base — to digital credentials and app-based communication.
- Generated 237K+ app launches and 330K+ impressions within a 90-day period, establishing the app as a primary engagement channel and enabling in-app food & beverage ordering.
- Led member and community communications for a $300M+ property renovation and long-range master plan, executing a year-long campaign across email, print, and environmental signage reaching 12K+ stakeholders.
- Built browser-based HTML and JavaScript tools for finance and reservations teams, improving decision accuracy and reducing recurring manual errors.
- Produced 90+ print and digital newsletters across app, web, and in-property channels, owning editorial, design, and production systems end-to-end.
- Rebuilt content production workflows using structured intake, automation, and validation logic, reducing cycle time from 10+ business days to under 3.
- Managed lifecycle email programs totaling 400K+ sends, sustaining 69–83% open rates, approximately 98% deliverability, and 0.08% unsubscribe rates across membership campaigns.
- Implemented DKIM and DMARC standards, improving inbox placement and reducing internal support volume tied to missed communications.
- Directed photography and asset production for campaigns and events, building reusable asset systems for cross-department deployment.
- Managed guest communications and event operations in a high-touch hospitality environment, supporting scheduling, vendor coordination, and service delivery.
- Developed repeatable communication templates and workflows for events and seasonal operations, improving consistency and response time.
Selected Systems & Platforms
Education, Certifications & Awards
Flagler College
BA, Philosophy & Environmental Science · St. Augustine, FL
Northrop Grumman & First Coast Technical College
Aerospace Ethics, High-Tolerance Fabrication & Assembly · St. Augustine, FL
Certifications
Google Data Analytics Professional Certificate, 2025
Certified Hospitality Supervisor (CHS), AHLA, 2023
Recognition
Employee of the Quarter, 2023
Employee of the Quarter, 2019
LinkedIn Recommendations
Selected recommendations from senior leaders and colleagues, included as received.
I've had the privilege of working alongside Wes for nearly 5 years. Creativity, innovation, and project management are a brief snippet of what he brings to the team. The Food & Beverage landscape is always changing and having Wes as a resource to help our visions come to life is an amazing asset. He continuously blows us away with his ability to take our verbal descriptions of what we are trying to convey and makes them come to life. Whether it's menu development, newsletter wordsmithing and layouts, or creative solutions to using technology — he always exceeds expectations. Watching Wes take A.I. and implement it into our operation has been yet another example of him being on the forefront at all times.
I have worked with Weston over a number of years in my capacity as Vice President of Food and Beverage. Weston's creativity and passion saw him create innovative products for a number of projects for the Food and Beverage department. His design of our custom label for a private beer launch was so well received and captured our property's branding that we adopted the same design for a custom label for our own wine. My favorite piece was the creativity he put into designing the label for a custom bottle of Champagne for our membership. A very talented young man and highly regarded.
I've worked with Weston for more than seven years, and he's always impressed me with his creativity and problem-solving skills. He has a real talent for streamlining processes in ways that make our work smoother while keeping everything true to the brand. On top of that, Weston is a brilliant illustrator with an eye for detail that shows in everything he does. He's thoughtful, reliable, and always finds smart ways to make things better.
Contact
Available for brand management, lifecycle marketing, digital operations, and systems-driven communication roles.