Brand Systems  ·  Lifecycle Marketing  ·  Digital Operations

Weston
William
McBride

CHS  ·  Certified Hospitality Supervisor

Brand and lifecycle marketing operator with 10+ years building multi-channel communication systems for luxury hospitality and private club audiences.

Location
Ponte Vedra Beach, FL
Availability
Open to opportunities

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.

400K+
Lifecycle and membership email sends
69–83%
Typical membership campaign open rates
22.9K+
Members converted to digital credentials and app engagement
$18M+
Annual group and event sales ecosystem supported

Professional Experience

Brand Optimization Manager
Gate Hospitality Group  ·  Multi-property portfolio across four private clubs  ·  Ponte Vedra Beach, FL
May 2023 — Present
  • 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.
Public Relations Specialist
Gate Hospitality Group  ·  Epping Forest Yacht & Country Club  ·  Jacksonville, FL
Apr 2018 — May 2023
  • 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.
Event & Hospitality Manager
House of Sea & Sun Bed & Breakfast  ·  St. Augustine Beach, FL
2010 — 2018
  • 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

Adobe InDesign Adobe Illustrator Adobe Photoshop Canva Drupal MembersFirst Emma SendGrid Twilio Pacesetter ScreenCloud Wrike Bynder DAM Revinate Salesforce Google Sheets Google Apps Script HTML / CSS JavaScript LLM / AI Workflow Integration

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.

Nathan Williams, CHDM, CHS
Strategic Consulting for Hospitality Profitability and Performance
Senior colleague
August 27, 2025

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.

Bryan Lamblin
Director of Food and Beverage, Ponte Vedra Inn & Club
Senior colleague
November 9, 2025

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.

Steve Jones
Vice President and General Manager
Worked on the same team
October 10, 2025

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.

Molly Kerrigan
Marketing Coordinator & Graphic Designer, Ponte Vedra Beach Resorts
Junior colleague
October 10, 2025

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.