Elena Mendez

Results Driven Global Marketing Strategist and Storyteller

46 ans • Brussels


I am a globally experienced, award winning marketing and branding strategist who has directed many pioneering, industry-leading programmes and campaigns during a 23+ year career in luxury and lifestyle hotels. Under my leadership, brands have been successfully launched into new markets, lucrative brand partnerships have been secured and global innovations have been delivered. As a result, I have been instrumental in driving substantial improvements in revenue, guest satisfaction and market penetration.


leadershipinnovationBrand ManagementbudgetingProject ManagementCreativityMarketing StrategyInternal And External CommunicationsLoyalty MarketingHotel Operations


VP Brand Management EAME

Hôtellerie - RestaurationStrategic management of all branding activities in +50 countries encompassing the following brands: Westin; Sheraton; Aloft; Four Points by Sheraton; and Element. Manages brand health metrics, compliance and positioning across EAME. Analyses and utilises customer insights and marketing intelligence to create and execute innovative marketing plans and brand storytelling, covering both online and offline channels with full budgetary accountability. Includes demand generation, PR, events, associate engagement (matrix organization), digital/social campaigns, partnerships and guest experience.

Director of Loyalty Marketing and Operations

Hôtellerie - RestaurationDirected the Starwood Preferred Guest (SPG) and StarChoice B2B loyalty programme with the focus on hotel operations, marketing strategy and CRM. Formulated a highly innovative marketing strategy that encompassed events, partnerships and internal campaigns. Monitored internal and external data analytics including consumer research, hotel performance results, guest spending patterns, guest satisfaction, programme costs analysis and redemptions.

Director Westin Hotels & Resorts EAME

Hôtellerie - RestaurationDirected brand marketing activities including internal/external communications efforts, guest experience projects and key brand standards as well as all branding aspects for six new hotel launches including Westin’s first properties in the Middle East and AFIO regions. Created and launched the divisional brand management framework for the Building World Class Brands global initiative, including formalisation of positioning and core brand values.

Area Director of PR Dubai

Hôtellerie - RestaurationDeveloped and executed innovative internal and external communication strategies for two hotel brands in Dubai, including three city hotels and a resort. Set up Area PR structure.


Karachi American School

2018 - 2018

New English School Of Kuwait

2018 - 2018

Les Roches

1990 - 1993 Bachelor's Degree Sierre (Switzerland)Ventes, Gestion de projet / Produit, Hôtellerie - Restauration, Community Management, Journalisme / RP, Marketing, Evénementiel

Les Roches International School Of Hotel Management

1990 - 1993 Bachelor's Degree Sierre (Switzerland)Hôtellerie - RestaurationChanging the hospitality landscape into lifestyle brands from simple commodities. Repositioning global brands. Setting up brand and loyalty marketing structures at a divisional level. Creating the hospitality industry's first F&B focused loyalty programme.

Les Roches International School Of Hotel Management

1990 - 1993 Associate's Degree Sierre (Switzerland)Gestion de projet / Produit, Marketing, Hôtellerie - Restauration, Community Management, Journalisme / RP, Evénementiel

Mes qualités

Esprit d'équipe

Langues parlées

  • Espagnol

    Langue maternelle