Hi, I’m
Katherine Usapdin
Summary
Results-driven professional with over 21 years of experience in the hospitality industry. Successfully leverages distribution systems, commercial tools, and resources to achieve channel delivery and revenue expectations. Collaborates with on-property teams, regional, sub-regional, and global functions to consistently deliver exceptional results. Proven ability in commercial management to develop and implement strategies driving profitability and growth, known for fostering teamwork and adapting to changing business needs.
Overview
22
years of professional experience
Work History
IHG
Senior Commercial Manager, New Hotel Opening (East Asia & The Pacific)
06.2024 - Current
Job overview
- This role is responsible for ensuring that hotels across East Asia and the Pacific open On Time, On Brand and On Budget. Working closely with the Senior Director of Commercial NHOPs EAPAC to manage the commercial activity for new hotel openings and hotel conversions, coordinating activities of all functions of sales, marketing, channels and distribution through the utilization and embedding of common commercial tools, processes and procedures. This role also plays a pivotal role in supporting drive IHG Sales Fundamentals and Way of Sales.
- Key Accountabilities:
- 1) Drives the New Hotel Opening Commercial Team’s critical path ensuring all tasks are completed on time, by the correct person or team and the relevant tools have been effectively utilized.
- 2) Works closely with the Lifecycle and Growth global and regional teams to ensure any applicable processes, tools and procedures are consistently applied in all openings and conversions.
- 3) Drives the New Hotel Openings Commercial Agenda to implement the pre-opening Sales and Marketing Plan and platforms for new hotel openings in the region.
- 4) Coordinates the communication of sales, marketing, PR, distribution marketing and revenue management activity for new opening hotels with the Senior Director, Commercial NHOPs EAPAC and between hotel and above property functions.
- 5) Monitors pick-up and ramp-up of the hotel in the first 3 months of opening and provide inputs to the Senior Director, Commercial NHOPs EAPAC to contribute to the development of effective sales and marketing strategies and activities to ensure rate and occupancy objectives are achieved.
- 6) Embeds and activate IHG Way of Sales (IWOS) and IHG Fundamentals and ensure optimal engagement and application pre-opening. Act as the Sales subject matter expert.
- 7) Coordinates and measure new hotels’ sales activities against targets, OTB, RGI & flag gaps. Establish sales impact in revenue and RGI performance. Offer in-market sales intelligence on maximizing revenue & conversion.
- 8) Drives new hotels on RFP business cases / WWW process; ensure a timely and robust submission to safeguard business; business case training with New Hotels as per Global instructions.
- 9) Drives strategic bespoke conversations between new hotels and key account owners to optimise ramp up; identify which accounts to go after and consult on sales strategy.
- 10) Carries out a comprehensive post opening health check to flag opportunities for ramp up.
- 11) Conducted thorough market analysis to inform decision-making and drive business growth.
- 12) Facilitated effective communication between departments, ensuring alignment of goals and seamless project execution.
- 13) Mentored junior staff members, fostering their professional development and contributing to a high-performing team culture.
- 14) Evaluated competitor strategies to ensure our offerings remained relevant and competitive in the marketplace.
- 15) Collaborated with marketing teams to develop targeted campaigns that generated significant interest from prospective clients.
- Key Shared Accountabilities
- 1) Works with on property hotel opening teams to ensure all tools, processes and procedures are embedded and effectively utilized.
- Key metrics
- 1) EAPAC NHOP Metrics
- 2) Deliver commercial activity in line with opening plan
- 3) Task completion in ADCO (Architecture, Design, Construction and Openings) system
- 4) IWOS Engagement
- 5) IHG sales fundamentals
- Other Metrics:
- 1) RGI ramp up to target levels
- 2) Book Direct & Loyalty contribution to target levels
- 3) Achieve agreed first 3 months of stub year forecast
IHG
Senior Commercial Manager, New Hotel Opening (Southeast Asia & Korea)
09.2023 - 05.2024
Job overview
- Supported the Senior Director of Commercial SEAK in implementing strategies and policies to ensure timely hotel openings and conversions align with the brand's operational standards and budget requirements.
- 1) Coordinated resources across sales, marketing, PR, and distribution functions to meet the strategic goals of new hotel launches and conversions.
- 2) Monitored the effectiveness of commercial activities against the opening plan and revises strategies to achieve targeted outcomes within the first three months.
- 3) Oversaw budget preparation and controls expenditure to ensure financial targets are met post-opening.
- 4) Managed the training and performance of teams involved in new hotel openings, ensuring alignment with corporate standards and goals.
- Key Metrics:
- Delivery of commercial activity in line with opening plan
- Sales and Marketing plan Agreed
- Task completion in Hotel Opening Manager (HOM)
- Other Metrics:
- RGI Ramp up to target levels
- Achieve agreed first 3 months of revised target budget
- Manage Pre-Opening Budget (POB) and associated spend
- Key Shared Accountabilities
- Worked with on property hotel opening teams to ensure all tools, processes and procedures are streamlines and effectively utilized.
IHG
Commercial Manager, New Hotel Opening (Southeast Asia & Korea)
05.2018 - 09.2023
Job overview
- Responsible for ensuring that hotels open On Time, On Brand and On Budget by supporting the Directors of Commercial and VP Commercial in region to manage the commercial activity for new hotel openings and hotel conversions, coordinating activities of all functions of sales, marketing, PR, channels, distribution and relationship management through the utilization and embedding of commercial tools, processes and procedures.
- Key Accountabilities:
- 1) Drive the Commercial Team critical path tasks in Hotel Opening Manager (HOM) ensuring all tasks are completed on time, by the correct person or team and the relevant tools have been effectively utilized.
- 2) Worked closely with the Lifecycle and Growth global and regional teams to ensure any applicable processes, tools and procedures are consistently applied in all openings and conversions.
- 3) Drive the Hotel Openings commercial agenda to develop and implement the pre-opening Sales and Marketing Plan and platforms for new hotel openings in the region.
- 4) Coordinated the communication and sales, marketing, PR, distribution marketing and revenue management activity for new opening hotels with the Director, Commercial/Area Director of Sales and Marketing and between hotel and above property functions.
- 5) Monitored pick up and ramp up of the hotel in the first 3 months of opening and provide inputs to the Central COE team to contribute to the development of effective sales and marketing strategies and activities to ensure rate and occupancy objectives are achieved.
- Key Metrics:
- 1) Delivery of commercial activity in line with opening plan
- 2) Sales and Marketing plan agreed
- 3) Task completion in Hotel Opening Manager (HOM)
- 4) Achieve agreed first 3 months of revised target budget
- 5) Monitor Sales & Marketing Pre-Opening Budget (POB) and associated spend
IHG
Manager, Commercial Performance New Hotels (AMEA)
07.2015 - 05.2018
Job overview
- Responsible for implementing, maintaining and measuring sales and marketing standards, processes and best practices for new hotel openings that will enable maximum performance from both the on and above property sales teams. This role also requires the building of a working culture to support our Winning Ways.
- Key Accountabilities:
- 1) Ensured the new/rebranded hotel is positioned correctly in the market and against the competitive set to ensure the sales and marketing activities are fully optimizing the S&M pre-opening budget
- 2) Responsible for ensuring that all sales and marketing activities during the pre-opening stage are delivered, and that the hotel effectively "ramps up" to exceed IHG and owner expectations.
- 3) Supported and guided Director of Sales and Marketing of new and rebranding hotels to delivering agreed Revenue and RGI targets.
IHG
Manager, Distribution Channels New Hotels (AMEA)
09.2012 - 07.2015
Job overview
- Specialized in guiding opening hotels in the effective implementation of systems and distribution channels platforms to drive systems and channel delivery expectations by leveraging and maximizing all IHG systems through working closely with hotel teams, regional, sub-regional and global functions and teams.
- Key Accountabilities:
- 1) Coordinate, own and manage building of content, pricing, room types in systems
- 2) Own and manage Channel Marketing activities to drive new hotel visibility, room nights and revenues through our WEB, GDS, OTA, CRO, Social Media channels
- 3) Analyze new hotel performance, deliver reporting on this, and find new opportunities to drive performance from pre-sell start through to post-opening period
- 4) Ensure accurate distribution of hotel information across different platforms (Systems)
- 5) Lead with IHG Channel knowledge and expertise to effectively lead and educate from a ramp up perspective (Distribution Channels)
- 6) Engage hotel's compliance to IHG Loyalty Programs and optimize IHG Channel strategies (Loyalty)
- 7) Drive integrated use of IHG online marketing tools, channels, programs and systems including hotel education and delivery of marketing programs and standards on property (Commercial Marketing)
IHG
Team Manager, Hotel Opening Team (Global)
05.2008 - 09.2012
Job overview
- Led a team that coordinates activities surrounding Hotel Opening Lifecycle for all New Hotel Openings globally. This includes but not limited to building content, systems, rates and room types, driving both sales & marketing and channel activities, coordinating pre-opening training, reporting channel performance, to achieve overall objectives of visibility and performance (at pre-opening and post-opening) for our new hotels.
IHG
Hotel Opening Specialist (AMER)
01.2007 - 05.2008
Job overview
- Spearheaded the pilot team in Manila and created processes for Pre-Sell.
- Key Accountabilities:
- 1) Owned and managed building of content visibility through our WEB, GDS, OTA, CRO channels.
- 2) Coordinated, owned, and managed building of rates and room types in HOLIDEX Plus.
- 3) Analyze new hotel performance, deliver reporting on this, and find new opportunities to drive performance from pre-sell start through to post-opening period
- Award:
- 2007 Employee of the Year Nominee
IHG
Revenue Management for Hire Specialist (AMER)
08.2006 - 01.2007
Job overview
- Responsible for data gathering of hotel statistics, research and analysis of statistical data of hotels.
- Key Accountabilities:
- 1) Reporting of data and recommendations to Revenue Management for Hire Atlanta Team.
- 2) Rate Loading and modifying revenue management options in HOLIDEX Plus
- 3) Accomplish special Ad Hoc Projects as requested by Revenue Managers
IHG
Hotel Performance Support Specialist (AMER)
04.2005 - 08.2006
Job overview
- Responsible for data gathering of hotel statistics, research and analysis of statistical data of hotels.
- Key Accountabilities:
- 1) Reporting of data and recommendations to Revenue Management for Hire Atlanta Team.
- 2) Accomplish special Ad Hoc Projects as requested by Hotel Performance Support
IHG
Priority Club Account Manager (AMER)
02.2004 - 04.2005
Job overview
- Key Accountabilities:
- 1) Managed hotel reservations for US and Canada guests
- 2) Managed account maintenance for Priority Club members
- Award:
- First Certified Agent
Teleperformance Philippines, Inc.
Telemarketing Call Center Agent (AMER)
11.2003 - 02.2004
Job overview
- Handled outbound telemarketing calls to U.S. clients.
Manila Southwoods Manor
Front Office Guest Service Specialist
01.2003 - 11.2003
Job overview
- Key Responsibilities
- 1) Ensured guests satisfaction from check-in to check out
- 2) Managed guest check in and processes guests check out
- 3) Addressed guests concerns, complaints, requests, inquiry and relays it to proper departments concerned
- 4) Managed reservation through phone if reservation office is close
- 5) Oversaw ocular inspection to walk-in guests if sales office is close
Education
Ateneo De Manila University
Master's in Business Administration
De La Salle University
Bachelor of Science in Business Administration from Business Management
Skills
- Proficient in current industry trends
- Sales and marketing expertise in the hospitality industry
- Expertise in hotel marketing strategies
- Strong project coordination abilities
- Experience in collaborative industry initiatives
- Experienced in driving outcomes within IHG framework
- In-depth regional market knowledge
- Collaborative strategic planning
Timeline
Senior Commercial Manager, New Hotel Opening (East Asia & The Pacific)
IHG
06.2024 - Current
Senior Commercial Manager, New Hotel Opening (Southeast Asia & Korea)
IHG
09.2023 - 05.2024
Commercial Manager, New Hotel Opening (Southeast Asia & Korea)
IHG
05.2018 - 09.2023
Manager, Commercial Performance New Hotels (AMEA)
IHG
07.2015 - 05.2018
Manager, Distribution Channels New Hotels (AMEA)
IHG
09.2012 - 07.2015
Team Manager, Hotel Opening Team (Global)
IHG
05.2008 - 09.2012
Hotel Opening Specialist (AMER)
IHG
01.2007 - 05.2008
Revenue Management for Hire Specialist (AMER)
IHG
08.2006 - 01.2007
Hotel Performance Support Specialist (AMER)
IHG
04.2005 - 08.2006
Priority Club Account Manager (AMER)
IHG
02.2004 - 04.2005
Telemarketing Call Center Agent (AMER)
Teleperformance Philippines, Inc.
11.2003 - 02.2004
Front Office Guest Service Specialist
Manila Southwoods Manor
01.2003 - 11.2003
De La Salle University
Bachelor of Science in Business Administration from Business Management
Ateneo De Manila University
Master's in Business Administration
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