TRACY SANDFORD
tsandford@optonline.net
333 River Street, Apt. 531
Hoboken, NJ 07030
Home (201) 798-6905
Cell (551) 697-3267
EXECUTIVE SUMMARY: Resourceful, results-driven marketing professional with over 15 years
branding, advertising and promotions experience among leading travel and lifestyle brands.
Accomplished in launching new products and markets, integrated program development and
implementation, strategic sponsorships, crisis communications, motivating strong business teams, and
instituting a productive work environment. Translates strategic possibilities into clear business
priorities, and designs and implements transformational marketing plans that enhance brand position,
elevate consumer awareness and engagement, and maximize ROI.
PROFESSIONAL EXPERIENCE:
OPENSKIES (Subsidiary of British Airways), NEW YORK, NY
2008 – 2009
Vice President Marketing (4/08-2/09, due to company relocation to Paris)
Led strategic brand and marketing plans to support the Q2’08 global launch of OpenSkies, a premium
airline offering nonstop, business class only flights between New York and Paris. Direct accountability
for marketing opportunity assessment, global brand vision and position, product development, annual
and long-term planning, consumer research, advertising, promotion, PR strategy, agency relations,
and a $4MM marketing budget.
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Developed the company’s strategic marketing plan that established clear operating goals and
programs, identified organizational development needs, and addressed brand management
issues and customer service requirements.
Provided critical leadership in a rapidly evolving business climate by creating a consumer focus
and drawing the most from limited resources. Partnered with external advertising, interactive and
marketing professionals to create a consistent OpenSkies brand look and feel designed to
resonate and connect with consumers, increase marketing effectiveness, and drive spending
efficiency and competitive advantage.
Conceived and assessed several options for enhancing the on-board experience, including a
menu program, entertainment options, and personalized, “green” themed amenities. Initiatives
were aimed at reaching new audiences, improving customer satisfaction and driving repeat
business.
JETBLUE AIRWAYS, FOREST HILLS, NY
1999 – 2008
Director of Advertising & Promotions (5/04-4/08)
Devised and executed strategic marketing plans to ensure effective implementation of commercial
vision. Developed integrated marketing communications (digital and offline), advertising, events and
promotion initiatives to optimize domestic and Caribbean programs to meet unique local needs and
competitive issues. Identified and activated relevant lifestyle partnerships, managed alliances with
agencies and internal JetBlue assets, and worked cross-functionally to secure marketing and
operational alignment to ensure successful implementation of business building promotions and
strategies. Managed a staff of 10 marketing professionals, coordinated agency and sponsor/partner
activities, and allocated a $30MM media budget.
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Devised new markets launch framework to focus business strategies and guide priority setting and
resource allocation as the company rapidly expanded to serve 54 markets in the US and
Caribbean.
Steered JetBlue’s branded RV mobile marketing program, an innovative, event-driven immersion
vehicle that featured an on-board experience simulator, generating consumer awareness and
enthusiasm in key markets.
Negotiated, developed and launched co-branded Jet Blue/American Express card, establishing a
marketing partnership that facilitated new customer acquisition and promoted frequent flyer loyalty
at minimal cost to JetBlue.
Tracy Sandford
Page Two
Director of Marketing (9/99-4/04)
Recruited to provide marketing leadership and vision to this entrepreneurial, start-up airline. Assumed
full functional responsibility for developing and implementing the marketing plan that served as the
company’s strategic compass and prepared the organization for Q1’00 service launch. Steered initial
marketing and branding efforts, including positioning, uniform development, onboard snack program,
collateral design and production, airport signage, advertising, promotions, and strategic sponsorships.
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Designed and instituted marketing planning process, facilitating fully integrated marketing
initiatives and gaining early cross-functional buy-in to drive program success.
Played integral role in creation and implementation of successful sponsorships with NFL teams,
professional tennis events, entertainment properties and a host of local affairs, such as marathons
(Boston, Marine Corps), film festivals, and food and wine events. Leveraged partnerships to offer
an array of promotions, including trip and lifestyle brand themed giveaways to heighten consumer
awareness within critical markets.
SUMMIT HOTELS & RESORTS/STERLING HOTELS & RESORTS, NEW YORK, NY
1998 – 1999
Director of Marketing – The Americas (6/98-8/99)
Responsible for framing and executing the advertising, direct mail and PR agenda for the Summit and
Sterling Hotel portfolios, comprised of over 60 independent, mid-tier properties serving travelers to
North, Central and Latin Americas. Partnered with internal client base to adapt positioning and
provide a clear creative and strategic “voice” that delivered consistent messaging across critical touch
points, including advertising, direct marketing, and guest communications.
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Managed cooperative marketing relationships with airline, auto rental and credit card partners,
navigating complex agreements and qualifying each to ensure they met financial and marketing
objectives.
VIRGIN ATLANTIC AIRWAYS, NORWALK, CT
1989 – 1998
Director of Marketing – North America (4/97-6/98)
Key member of the executive team charged with providing innovative business development ideas that
leveraged rapidly developing brand equity to facilitate market expansion. Responsible for all leisure
and corporate marketing activities, creative services, promotions, and advertising initiatives, including
agency management and a $12MM media budget. Directed a 6-member marketing services and
promotion team.
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Developed integrated branding, positioning and launch strategy focused on consumer advertising
and market specific promotional marketing, and worked closely with Virgin Atlantic management to
effectively manage the operations process supporting launch into five new U.S. markets, as well
as the introduction of the Virgin Vacations tour product.
National Promotions Manager, Marketing Services Manager/Coordinator, Marketing Assistant
(11/89-3/97)
Joined fledgling airline and progressed through successive roles in developing strategic alliances and
executing fully integrated consumer-facing marketing and promotions programs to define and build
brand equity. Built business through development and implementation of strategic platforms
incorporating advertising, events and direct marketing initiatives aimed at capturing national consumer
and trade attention, increasing brand recognition, and driving bookings.
EDUCATION:
BS Business, LEHIGH UNIVERSITY, Bethlehem, PA, 1989