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Best

PROFESSIONAL

SUCCESS


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 01

BEST PROFESSIONAL

SUCCESS

This trophy rewards a former hospitality management school

student, who has been working for 3 to 5 years. This young

professional has to distinguish himself/herself by his/her

academic results and a promising and/or successful career path

start.

His/her actions and missions must underline his/her potential

and motivations to be part of his/her company, and the

hospitality industry in general, evolution.

Each school will choose a student to represent it. This student

will have made a school career in hospitality (any other field will

not be taken into account). This student will aspire to a career

within the hospitality industry at managerial positions.

The application will be assessed according to the following

criteria:

1. Excellence of the student’s academic results

2. Exemplarity of his/her career path start

3. Efficiency of the measures and projects implemented in

his/her company.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 02

Christoph Heyn

Internationale Hochschule

Bad Honnef · Bonn

Born on March 15 th , 1984 in Bonn (Germany)


2008: Bachelor of Business Administration in Hospitality

Management

2009: German Diploma (“Diplom-Betriebswirt”) in

Hospitality Management

Employer: The Ritz-Carlton Hotel Company, L.L.C. –

Corporate Offices in Chevy Chase, Maryland, USA

Position: Corporate Manager, E-Commerce Marketing


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 03

CAREER: ACADAMIC

• “Dean’s List” for extraordinary academic achievements during the

exchange year at Northern Arizona University, U.S.A.

• Awarded Membership in The National Society of Collegiate

Scholars (NSCS) (available to Students with a GPA 3.4 or higher)

Extra-Curricular Activities:

• Organized and lead four “Student Field Trips” to New York City and

San Francisco (20 students each)

to meet with industry leaders

such as renowned restaurateur

Danny Mayer or the Executive Team

of The Leading Hotels of the World.

• Elected students representative

and student’s speaker at the

graduation ceremony


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

CAREER: ACADEMIC

Quote about Christoph

“Throughout his time at IUBH Christoph showed great

interest in and passion for the hospitality industry and its

related business environments.

He set a very high standard that so far no other IUBH

student I have known has yet surpassed or even

equaled.”

Prof. Dr. Peter Goffe

Professor of Services Management and Marketing

IUBH School of Hospitality Services Management


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 03

CAREER: PROFESSIONAL

• August 2006 – March 2007: The Ritz-Carlton, Marina del Rey

Internship in the Sales & Marketing Department (mandatory part of

the IUBH curriculum)

• June 2008 – December 2008: The Ritz-Carlton Corporate Office

Internship in the E-Commerce Marketing Department (mandatory

part of the IUBH curriculum)

• January 2009 – June 2010: The Ritz-Carlton Corporate Office

International E-Commerce Marketing Associate

• July 2010 – current: The Ritz-Carlton Corporate Office

Corporate Manager, E-Commerce Marketing

Recipient of the “Lightning Strikes Award”

awarded by The Ritz-Carlton Hotel Company

for extraordinary achievements


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 04

HOTEL/DEPARTMENT

DESCRIPTION OF THE

CURRENT POSITION

• Luxury Hotel Company (Corporate Offices)

• 76 hotels and resorts in 25 countries worldwide

• 22,000 rooms & suites – all in the luxury tier

• 38,000 employees worldwide

• Recognized as the #1 brand in the luxury hotel segment

(J.D. Power Guest Satisfaction Study 2011)

• E-Commerce Marketing:

• Oversight of the Internet Marketing strategy for the

brand and all its properties.

Management of RitzCarlton.com – one of the

largest luxury E-Commerce websites worldwide.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 04

JOB DESCRIPTION

Corporate Manager, E-Commerce Marketing

1) Leading the Worldwide E-Commerce Field

Marketing Strategy

- Responsible for the Internet Marketing Strategy of

more than 75 luxury hotels and resorts worldwide.

- Oversight of all property marketing programs with the

objective of maximizing the return on investment

(ROI) and channel share. This includes the

management of all search marketing programs (multimillion

dollar advertising campaigns) and all other

acquisition- marketing programs.

- The manager oversees and manages the relationship

with multiple Internet Marketing agencies and also

acts as the main contact for all Ritz-Carlton hotels

concerning Internet Marketing; further serves as a

liaison between hotel-level and corporate-level

leadership teams.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 04

JOB DESCRIPTION

Corporate Manager, E-Commerce Marketing (continued)

2) Oversight of Analytics and Reporting

- Leading all efforts to accurately measure and analyze the

performance of RitzCarlton.com and all other E-

Commerce-related efforts.

- Delivery of actionable reports and guidance to all hotel

leaders (e.g. Directors of Sales & Marketing and General

Managers) and corporate stakeholders (such as

Corporate Vice-Presidents) to enable the educated

analysis and optimization of all Internet Marketing

Programs.

3) Management of the Brand-Wide Mobile Marketing

Strategy

- In charge of overseeing all mobile marketing efforts of

the brand.

- Management and development of all mobile channels,

such as mobile websites and mobile apps.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 05

INITIATIVES AND

PERFORMANCES

1. Optimization of Search Marketing Efforts

With more than 80% of all hotel guests searching for their

accommodation online, the importance of search engine

marketing has increased steadily – and so has the

competitive pressure. Christoph is overseeing the multimillion

dollar paid search campaigns of The Ritz-Carlton

Hotels, which have seen tremendous results during his

tenure:

Year-Over-Year, he managed to decrease costs by -6.7%,

while optimizing the campaigns so effectively that

reservations increased by 106.8%. As a result, the

Return-On-Investment (ROI) increased by +122.7%

YoY.

This provides all brand hotels with a great competitive

advantage as well as with a direct financial benefit to their

bottom line.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 05

INITIATIVES AND

PERFORMANCES

2. Introduction of E-Commerce Property Reports / Activating

Hotels

With the increasing importance of online channels and their effect

to the bottom line, many of our hotels were struggling how to

correctly drive successful online marketing campaigns.

Together with agency partners, Christoph developed new

reporting tools and standards, which now make it easy for The

Ritz-Carlton hotels to interpret and understand their online

performance. They can make informed business decisions and

discover trends in advance.

Christoph provides each hotel leadership team with monthly,

customized reports, and information about how they can improve

their online performance. As a result, the response rate of hotels

towards internet marketing campaigns has increased by more

than 50% - significantly impacting the conversion rates and

hence the financial performance of all of Ritz-Carlton hotels

around the world.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

PERFORMANCE

Quote about Christoph

“Christoph Heyn is a distinguished and accomplished hospitality

professional that has contributed significantly to the success of The Ritz-

Carlton. He has put his knowledge to good use and helped the organization

across a range of areas. He lead the implementation of a new analytics

platform, working closely with hotels, revenue management and marketing

to provide actionable business intelligence. This project has made the

entire online marketing operation more efficient by focusing on measurable

results.

Christoph is also passionate about hotels using their financial resources to

maximum effect. He has tirelessly educated sales and marketing teams on

metrics-driven marketing, using SEO and PPC to improve their financial

performance.

Christoph is an extremely well-rounded and accomplished

hotelier and a promising future leader at The Ritz-Carlton.”

Chris Gabaldon, Chief Sales & Marketing Officer

The Ritz-Carlton Hotel Company L.L.C.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

OTHER COMMENTARY

• Of which achievement(s) are you the most proud of in the

last few years?

“Of all the projects I’ve worked on, one of the things I am most

proud of is how I was able to educate our hotels about Internet

Marketing and how I was able to activate them to be passionate

about this new important strategy.

Many hotels were initially hesitant and struggling to correctly

navigate through the newly connected world. With new reporting

tools and one-on-one education sessions, I was able to

“activate” one hotel after another, increasing their online

conversion, strengthening their competitiveness, and – most

importantly – setting them up for future success.

I know that this significantly impacted their financial results and

also helps our brand to strive in the digital space.”


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

OTHER COMMENTARY

• What are your goals for the future, concerning both your

personal career and the development of your

department/hotel?

“For the development of my department, my goal is to serve our

hotels even better than we currently do. I see my role in the

corporate office as a servant to the hotels – thus my goal will

always be to make them more productive and financially

successful, but also excited about the opportunities the E-

Commerce world holds for them. Additionally, I see great

opportunities to present our world-renowned service and

facilities on the Internet. We need to bring our legendary

customer service online and I want to contribute to doing so.

For my personal career, I am determined to grow within the

hospitality industry. I am convinced that there is no other

business area where you meet such passionate people and

where you can create such lasting memories for our guests.

Communicating my personal passion for this industry and

making future students as excited about the hospitality branch

as I am is a great goal of mine. “


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

OTHER COMMENTARY:

GIVING BACK

“I am personally convinced that we all should act as ambassadors of the

hospitality industry and communicate the excitement and opportunities

of our trade to people within our industry and beyond.

That is why I passionately volunteer my time for the “Community

Footprints” efforts of our office, where we partner with one of the most

challenged middle schools in Washington D.C. With parents’

unemployment rate close to 90%, we are trying to teach the students

more about the hospitality industry and essential professional

development skills to motivate them to finish school and make them

strive for a better and brighter future for themselves and their families.”


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 06

OTHER COMMENTARY

Quote about Christoph

“Christoph has invested a significant amount of his

personal time in supporting The Ritz-Carlton’s social

responsibility program, Community Footprints. His

valuable involvement ranges from investing a significant

amount of time designing and creating Succeed Through

Service materials to provide to disadvantaged young

students, volunteering his time at a school to educate the

students about the hotel industry, and playing an

important leadership role on our Corporate Office

Community Footprints Planning Team.”

Sue Stephenson
Vice President, Community Footprints

The Ritz-Carlton Hotel Company, L.L.C.


WORLDWIDE HOSPITALITY SCHOOLS AWARDS – BEST PROFESSIONAL SUCCESS 07

INSTRUCTIONS

In addition to this questionnaire, please join:

• Your academic results

• A full resume with pictures of yourself, your team and your hotel

• Press file about your hotel and press releases or articles about

your activities

Please try not to go above 20 slides. It is important to include

some pictures (your presentation might be broadcasted during

the ceremony).

A one-minute film presenting your project is highly recommended.

The finalists will be asked to provide a one-minute film which will

be broadcasted during the ceremony.

Please note that a high-resolution logo of your brand (Illustrator

vector) is required.

Submission deadline is October 14, 2011

For any further information, please contact us

+33 (0)1 56 56 87 95 / events@mkg-group.com

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