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Marriott - Stakeholder Intelligence Part One

Leigh Zarelli Lewis, Todd Strickler, Anna Zeng and Paul Tuscano are all extremely successful people involved in the technology and business worlds. The following information details each of their school and work history as well as their social media presence and any conference attendance or organization membership.

Leigh Zarelli Lewis

Zarelli Lewis holds a B.A. degree from Dartmouth College as well as an MBA with a focus on strategic management and marketing from the University of Pennsylvania's Wharton School. Between February 2011 and October 2012 she acted as Vice President of product development in the Disney interactive media group. Following this she worked until January 2014 as the Cheif Operating Officer at AOL — Patch.

Between January 2014 and June 2014, Zarelli Lewis was the Senior Vice President of Commerce at AOL. Between February 2015 and April 2017 she was the Senior Vice President of consumer digital products and platforms at Houghton Mifflin Harcourt. Finally, in August 2017, she took up the role of Senior Vice President of global digital at Marriott International, a position which she holds to date.

Zarelli Lewis has both a twitter account and a Facebook profile, however neither appear to be used frequently.

Todd Strickler

In 1998, Strickler gained a certificate in international economics and management from the Universita'Commerciale Luigi Bocconi. Subsequently, in 1999, he gained a B.A. in International Economics, with a minor in Accounting from the University of California, Los Angeles (UCLA). During his time at UCLA, Strickler co-founded both the Bruin Leaders Forum and the Business Association. In 2005, Strickler gained an MBA from the IMB Business School, from which he graduated with a distinction in leadership.

Between January and June 1998 Strickler was a Creative Advertising Associate at Sony Pictures Entertainment. Following this, he worked until August 1998 as a Public Relations Associate for the Goodyear Tire and Rubber Company. Between June 1999 and August 2002, Strickler was a Consultant at Pricewaterhouse Coopers. He then became a Senior Consultant at IBM Global Business Services, a position which he held until December 2004.

Between January 2006 and December 2007, Strickler was a Manager of business planning and insight at Verizon Wireless. From this role he moved to become a Manager of new business development at Verizon Wireless, a role which he carried out until July 2009. From August 2009 until January 2011, Strickler stayed with Verizon Wireless to take on the role of Director of new business development. In January 2011 he moved to Softcard to take up the role of Vice President of product management, he held this position until December 2011 when he became the Vice President of commerce at Softcard. Following this, he took on the role of a Principal Consultant at Quesnay between May and September 2015. In October 2015 he took up the role of Vice President of mobile and digital guest experience for Marriott International, he holds this position to date.

Strickler has both a Facebook page (mostly private) and a YouTube account.

Anna Zeng

Zeng holds a B.A. degree in Economics from Hamilton College. Between August and December 2010 she was an Accounts and Production Intern at the Createthe group. She stayed with the Createthe group to take on the role of an Associate Project Manager between June and November 2011. From January 2012 until May 2013 she was a Junior Digital Producer at Saatchi & Saatchi. From this she moved to MXM Mobile/Hyperfactory to take on the role of a Client Services and Mobile Producer.

In September 2014 she moved to Starwood Hotels & Resorts Worldwide, Inc. to take up the role of a Mobile Product Manager, from this role she stayed with Starwood Hotels & Resorts to become an Associate Director of mobile products. In January 2018 she became the Director of mobile products for Starwood Hotels & Resorts.

Zeng spoke at the Digital Product conference in 2016.
Zeng has a twitter account (@AnnaYYZ) and a Facebook profile. Her twitter account is quite inactive and her Facebook profile contains mainly photos of her family and travels.

Paul Tuscano

Tuscano gained a B.Eng in Electrical Engineering in 2000 from Concordia University. Subsequently, he gained an MBA with a focus on product development and marketing from the George Washington University's School of Business. During this time he spent time studying abroad in India where he focused on international supply chain management and international information and communication technology.

Between May and August 1999, Tuscano was an Intern at Nortel Networks. From October 2000 he became a Systems Engineer for Motorola, a position which he held for 3 years. From October 2003 to April 2005, he was a Senior Systems Engineer at Nextel. Following this, he became a Manager of new product innovation at Verizon, a role which he held until October 2008. During this time he was also a sub-committee member of CITA, he held this role for six years.

From October 2008 to October 2011 he was a Director of product development and management at Verizon. He stayed with Verizon as a Managing Director of mobile commerce until early 2016. In February 2016 he became the Senior Director of mobile at Marriott International.

Tuscano has an active and extensive twitter account (@PaulTuscano) and Facebook profile. Tuscano attended the Upfront Summit conference in 2018.


In summary, Zarelli Lewis, Strickler and Tuscano, who all hold MBA degrees, are all heavily involved in Director or Vice Presidency roles with Marriott International. Zeng who holds a BA from Hamilton College, currently holds a Director role at Starwood Hotels and Resorts.
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Marriott - Stakeholder Intelligence Part Two

In this report, we review four stakeholders related to Marriott International: Todd Nemoir, Kevin Wales, Angel (LaBell) Johnson and Brooks Martin. These four individuals have worked at Marriott International since 2014 and currently held various positions at the company.

We will review each of their profiles and include their work history, organizations they belong to, social media activities, conference attendance and speaking events. We used LinkedIn and major social media sites such as Facebook and Twitter as our primary sources of information. There is no information about these individuals on Marriott International website.

1. Work History
Todd Nemoir is currently a Vice President of Omnichannel Development, according to his LinkedIn profile. He has held this position since December 2016 after holding the Vice President of and Mobile Technology from 2014 to 2016. In this role, he is responsible for a variety of Marriott's IT initiatives, including, mobile apps, global contact centers and digital transformation initiatives.

Prior to Marriott, Nemoir worked for Target, a retail company based in Minnesota, for eight years. He started his career as a Senior Manager, Interactive Creative Studio where he led a team of art directors, copywriters and front-end developers to create various promotional campaigns. He held several roles within the Marketing and Creative Operations/Services at Target, and his last role was a Director of Marketing and Mobile Technology. Nemoir worked at Polaris Industries and Skyline Exhibits in the digital marketing roles for six and four years respectively.

2. Education
Nemoir has a master's degree in business administration from the University of St. Thomas and a bachelor's degree in computer science, psychology and education from the University of Minnesota.

3. Organization
No information on Nemoir's organizational affiliations was found in public domain.

4. Social Media
Nemoir has Facebook and Twitter accounts. He doesn't seem to be active on Facebook, as his last post was in December 2015. He doesn't seem to be active on Twitter either. His last tweet was in February 2017.

5. Conferences and Speaking Events
Nemoir was a speaker at an Adobe Summit event in March 2017. Together with Judith Frey from Marriott International and David Bernstein from Sapient Razorfish, he shared a story on how Marriott transformed experience by providing customers with a multi-channel digital experience.

1. Work History
Kevin Wales is currently the Director, IT Mobile Applications at Marriott International. He has been in this role since 2014, according to his LinkedIn profile.

Prior to Marriott, Wales spent ten months as Senior Software Consultant at About Objects in Reston, Virginia, and two years as Product Manager Mobility Solutions at Employee Navigator. In these two roles, he was responsible for designing, developing and testing various digital projects.

Wales founded his own company, Just Moulding Franchising, in 2005. This company was a real estate franchise start-up. He managed to sell three franchises, but eventually sold his assets and closed the business in 2011.

Earlier in his career, Wales worked at IBM, Accenture and Oracle as Database Architect, Senior Consulting Manager and Practice Director, respectively.

2. Education
Wales has a master's degree in business administration from Johns Hopkins University, Carey Business School and a bachelor's degree in computer science from the University of Connecticut.

3. Organization
Wales has been active with the Boy Scout of America since 2007. In this organization, he's been an Assistant Cub Master, a Committee Member and a Merit Badge Counselor.

4. Social Media
Wales has a Facebook page, but it doesn't seem to be very active. His last post was in May 2016.

5. Conference and Speaking Events
No conference attendance and speaking events were found on Kevin Wales.

1. Work History
Angel (La Bell) Johnson is currently a Senior Project Manager, Mobile Applications at Marriott International. She has been in this role since August 2014, according to her LinkedIn profile. She is responsible for coordinating various mobile projects, including apps and wearable technology.

Prior to Marriott, Johnson had multiple short stints at several companies where she worked only for six months to two years. The companies include Huge, Travel Channel, AKQA, American Technology Services, AgencyQ, Digitas Health, Mount Airy Learning Tree, Mount Airy Community Computer Center, Enon Tabernacle Baptist Church, Mars and GE Capital. In most of her roles, she served as a Project Manager, responsible for digital application projects.

2. Education
Johnson has a master's degree in business administration from Johnson & Wales University, a CSM Scrum Master degree from Scrum Alliance and a bachelor's degree in computer information system from Temple University.

3. Organization
Johnson has been an alumni volunteer at Inroads since 2013.

4. Social Media
Johnson has a Facebook page, which seems to be active. Her last update was in February 2018.

5. Conference and Speaking Events
No conference attendance or speaking events found for Johson.

1. Work History
Brooks Martin is currently a Global Digital UX/Creative Director Mobile and Digital Guest Experience at Marriott International and he has been in this role since 2014, according to his LinkedIn profile. His responsibilities span from user interface design, to project management, to strategy for digital guest services.

Prior to Marriott, Martin worked briefly at Rosetta as Director of Partnerships and at Freeformers as Advisor. He co-founded a company called Xen in 2009 and worked there until 2014. This company was in the IT business and Martin's roles include strategy, marketing and business development.

Prior to Xen, Martin worked at Schematic as Executive Producer for six years and at M.O.S. Sync as Director of Technology for five years. Earlier in his career, Martin also worked at Bunim Murray Productions and Anode. His roles with these companies all involved the IT component of the business and production or design of digital projects.

2. Education
Martin has a master's degree in film directing from California Institute of the Arts and a bachelor's degree in drama from Kenyon College.

3. Organization
Martin serves on the Board of Directors at the US Space and Rocket Center, a US-manned spaceflight hardware museum. He began serving in this role in February 2018.

He was also a mentor at the American Film Institute from 2005 to 2009 and a Partnership Lead at MIT Media Lab.

4. Social Media
Martin has a Twitter account and seems to be active. His tweets are primarily on IT topics such as Artificial Intelligence (AI) and user interface.

Martin also has a personal website,, where he features his portfolio, clients, affiliations and awards. His blog doesn't seem to be active at this time.

5. Conference and Speaking Events
According to his personal website, Martin is a guest lecturer at Georgetown University, although it is unclear if he is still active in this role.

Todd Nemoir, Kevin Wales, Angel (La Bell) Johnson and Brooks Martin are current employees of Marriott International, all serving in IT-related functions. Nemoir, Wales, and Johnson have master's degrees in business administration and have been in various IT-related roles throughout their careers. Martin's background was in film but spent most of his career in IT functions.

As a Vice President, Nemoir is the most senior of these four and was a speaker at Adobe Summit in 2017. The other three are more active as volunteers with various organizations.

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Marriott - Stakeholder Intelligence Part Three

Melanie Shintaku

Melanie is the Director of Experience Design, Mobile & Digital Guest Services at Marriott International. She has a certificate from George Washington University in Interactive Media. The following is her work history, in chronological order-

1. Pacific Gas and Electric Company- Web Designer/Systems Analyst- 10 years
2. Marriott International- Art Director- 5 years 1 month
3. Marriott International- Senior Art Director- 2 years
4. Marriott International- User Experience Design- 2 years 11 months
5. Marriott International- Director of Experience Design, Mobile & Digital Guest Services- 2 years 7 months

Melanie only has a Facebook account on social media, where all of her information is private and not accessible to public. She was an attendee at the Smashing Conference held in New York, 2017. Melanie was also a speaker at the 6th Next Generation Customer Experience, Carlsbad, CA, 2016.

Oliver Meinzer

Oliver is the VP Global Operations- Digital & Mobile Guest Services at Marriott International. Oliver has a BA from Washington State University in Hotel and Restaurant Administration and an MBA from Washington State University in Finance and Hospitality Marketing. The following is his work experience in chronological order-

1. Newport Beach Marriott Hotel and Spa- Resident Manager- 3 years 6 months
2. JW Marriott Desert Springs Resort & Spa Director of Operations-
2 years 2 months
3. Marriott International- Director, Global Room Operations Development- 1 year
4. Marriott International- Director, Global Operations, Digital Guest Services- 2 years
5. Marriott International- Senior Director, Global Operations, Mobile Guest Services- 1 year and 6 months
6. Marriott International- Vice President, Global Operations, Digital & Mobile Guest Services- 1 year and 7 months

Oliver has a Facebook account which is has a lot of information for public access and has a private Instagram account. Oliver was a participant at the Robotics and Artificial Intelligence in the Hospital Industry, The Hotel School Cornell SC Johnson College of Business, Ithaca, 2017.

Jim Abramson

Jim is the VP, Mobile/Digital Technology at the Marriott International. He has a BS in Mechanical Engineering from Virginia Tech and an MBA from Virginia Polytechnic Institute and State University, Pamplin College of Business.
The following is his work experience in chronological order-

1. MCI- Product Manager- 3 years
2. Cable & Wireless- Senior Product Manager- 1 year
3. Mediacenters- Strategic Alliance Manager- 1 year
4. Sodalia (a Telecom Italia company)- Strategic Alliance Manager- 1 year
5. Sprint Nextel- Sr Product Manager- 4 years 7 months
6. AOL- Principal Product Manager- 1 year 6 months
7. Paxfire- Director of Mobile Products- 2 years 6 months
8. NeuStar, Inc.- Director, Mobile Services- 1 year
9. Marriott International- Sr Director, Mobile/Digital Product Management- 2 years 1 months
10. Marriott International- Vice President, Mobile/Digital Technology- 4 years 3 months

He only has a private Facebook account.

Brad Magliner

Brad is the VP in Marriott International. He has a BA in Mathematics from the Univeristy of Southern Indiana, a BS in Industrial Engineering from Purdue University, and a BA in Business Marketing from University of Southern Indiana.
The following is his work experience in chronological order-

1. St. Mary’s Health- Public Relations / Surgical Tech- 4 years
2. Raycom Media- Nightside Director / New Media Marketing / New Media Producer- 2 years
3. Daniel Burton Dean- Graphic Designer/Developer- 1 year
4. Blast Rabbit- Principal Co founder- 4 years 4 months
5. Froeschner Creative- Interactive Designer/Developer- 1 year
6. New Ground- Art Director/Developer/Environmental Retail- 1 year 4 months
7. Waylon Ad- Sr Interactive Designer/Developer- 1 year
8. Roux Interactive- Creative Director- 1 year 3 months
9. HughesLeahyKarlovic- Creative Director- 1 year 5 months
10. Tribe: BI (Company Sold)- Co-Founder, Product Manager- 2 years 1 month
11. Switch- Director, Engineering & Digital Design- 1 year 9 months
12. AOL- VP Product, Design, & Marketing (MapQuest)- 4 years 6 months
13. Verizon- Executive Director, GM (Map Quest)- 8 months
14. Brandfolder, Inc.- Chief Marketing Officer- 6 months
15. Marriott International- VP- 2 months

Brad is very active on social media and has his own website. On his website he has listed links to all his social media accounts.
Please find all his social media accounts below-

Google +

Brad was the moderator at the Insight Exchange Network, Digital Assets & Content Leadership Exchange, New York, 2018.


Between Melanie Shintaku, Oliver Meinzer, Jim Abramson and Brad Maglinger, Maglinger is the most socially active person with his own website. The rest of the people profiled have private Facebook accounts, and/or have no other social media accounts. All of the people profiled have multiple degrees besides Melanie Shintaku.

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Marriott - Innovations and Trends: Mobile and Physical Space.

Hospitality businesses have begun using mobile phones as a room key, a tool to change heat and lighting, and as a way to remind you of various things -- with Marriott International being one of the innovators of this concept, using apps as a way for you to check-in and even as a room key. In terms of the physical space, rooms are being pushed to be more minimalist, and communal areas are being more heavily integrated, furthermore they are bringing nature inside; Marriott International is once again an innovator of this concept, with their rooms being streamlined, and their communal areas having a stronger push.


In the fight for attention from millennials and generation Z, hospitality businesses have begun integrating mobile devices into their business model -- with mobile devices being used as a room key, to order room service, to open blinds, set dates, and as a reminder. According to a Marriott web page, Marriott International was first to offer Mobile Check-in and Checkout worldwide in 2014. Today, Numerous hospitality businesses have begun using apps as a way to make a guest's stay more comfortable, for example, a hotel can use your mobile device as a way to send you to the event itinerary, just by looking at your transaction history within the hotel. Hotels have also begun providing guests with the ability to use their mobile device as way to change lights, heat, and even traverse their TV. Hotels and other hospitality businesses have also begun providing guests with tech lounges, places where you can comfortably use your laptop, tablet, mobile phone, or any other technology. Marriott International is already providing apps that allow check in, and as a way to unlock rooms -- as well as voice-activated technology. Marriott mobile apps feature extensive customization features that target guest preferences, dynamically adjusting throughout guest travel journeys, to offer personalized experiences.


Hospitality businesses have begun using biophilic design, which is the use of nature in your hotel -- such as large plants, running water, wood, stone and other natural elements. If designers have difficulty bringing nature into the hotel, they will begin using large open windows as a way to provide guests with a feeling of nature. In addition to biophilic design, hotels have started using a more minimalist design for their rooms, with guest rooms being stripped down to the very basics of what they have to offer. Numerous hospitality businesses have stripped their room down to a mere couple of shelves, beds, and other small necessities -- Marriott International is a large proponent of this concept, with Moxy, Hilton’s Tru and IHG’s nascent Avid brands all emphasizing communal areas, and a strong push on streamlined rooms.


To conclude, hospitality businesses have begun integrating mobile devices as a room key, check-in service, and a tool to change lights and heat within your room -- as well as this, they've started integrating smaller, more streamlined rooms, and put a stronger highlight on communal areas. Marriott International is leading the way with these concepts, integrating mobile check-in services, mobile room keys, stream lining their rooms, and making their communal areas larger.
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Marriott - Hospitality Pain Points: Future Challenges

Marriott International, as well as the overall hospitality industry, is being faced with competitions from home-sharing services like Airbnb and online travel agencies (OTAs) like Expedia. Besides this, the industry is also likely to experience challenges due to lack of technology, an oversupply of hotel rooms and increase in the number of international travelers. Below, these challenges have been examined in detail.

lack of technology

Marriott is faced with the challenge of selecting a technology platform that would link all of its more than 6,100 hotels worldwide. Marriott still uses an older mainframe technology platform called MARSHA, which was originally developed in the 1970s. Marriott needs to upgrade their mainframe and select a technology platform that can provide a single reservation platform and loyalty program for all its hotel customers, and thus lower the costs of operations for all their hotel owners. The hotel chain is also looking for a tours-and-activities metasearch platform that can be integrated into their loyalty program. The main roadblock in their search for the appropriate technology platform is the cost and time required to implement such a platform.

This problem of integration is being faced by all the hotels whose consumers expect more personalized experiences. But the hotels lack the ability to collect and leverage their guest data to deliver on those expectations. According to Finances Online, there are only 20 SaaS companies that create tech solutions specifically for the hospitality industry, as compared to more than hundred companies for other industries.

Rise of Airbnb

Home-sharing businesses like Airbnb are providing a unique, local experience to the travelers by allowing them to select from a wide variety of private homes like apartments, beach houses and, even treehouses. Besides private homes, Airbnb also gives customers access to smaller boutique hotels and verified, design-forward homes with hosts who provide professionalized hospitality services. With this wide variety of offerings, Airbnb is able to attract travelers who want a more customized experience at an affordable price. For example, an average Airbnb in San Francisco costs 18.8 percent less than an average hotel room.

The huge selection of locations has also given rise to fickle travelers who frequently change the type of locations they stay at during their travels. Especially minellials are looking for lifestyle hotels that cater to their fun-seeking, healthy, or aesthetically elevated lifestyles. As a result, hotels like Marriott need to go beyond the standard approach of providing just a clean bed and convenient room-service and provide a curated experience to their customers.

Although Marriott has seen an increase in the overall number of corporate customers, the number of energy and financial sector customers are declining.

Online Travel Agencies

The increasing share of hotel bookings made by online travel agencies (OTAs) like Priceline Group and Expedia will give more negotiation power to the OTAs while undermining Marriott's leverage. For example, the share of Marriott hotel rooms booked by Expedia increased from four percent to eight percent in 2015. The OTAs are especially effective in attracting leisure travelers by easily allowing them to compare thousands of rates and locations. Besides preference from travelers, OTAs are also being preferred by hotel owners. Currently, hotel owners who are franchising from Marriott, are required to pay a fee to the OTA as well as to Marriott. OTAs are becoming increasing effectively in filling in the gaps between the bookings that come from Marriott's system. As a result, in the future, the hotel owners are likely to terminate their contracts with Marriott and exclusively depend on OTA bookings.

The overall hospitality industry is also being affected by the increasing market share of OTAs. Websites like TripAdvisor and Google are releasing their own booking features. Although this increased the distribution channels of the hotels, it also increased the distribution costs.

Oversupply of hotels

Jan Freitag, SVP of hospitality research firm STR, warns of an oversupply of hotel rooms in the next few years. During the financial crisis, many hotels were constructed but never opened. However, after 2011-2012, Marriott and other hotels started increasing their hotel construction activity because demand for hotel rooms was exceeding the supply. But the supply is set to outgrow the demand in the next few years as the previously constructed but unopened hotels begin to open for business and compete with the recently constructed hotels like Marriott.

This challenge of oversupply is particularly acute in the case of Marriott as it provides select service. After the financial crisis, banks were reluctant to lend for full-service hotels and, instead, increased the lending to select-service hotels. As a result, select service saw a huge growth in the past fifteen years. But Dewey Weaver, the owner 53 Marriott select-service hotels, warns that the market is becoming saturated and the Marriott's current pipeline of almost 40 percent select service brands can become a major liability in the future.

international Travelers

According to the U.S. Travel Association, the number of international travelers is expected to reach over 83 million by 2020. With the increasing number of international travelers, hotels need to provide a culturally-sensitive travel experience for its foreign customers. This includes hiring employees who speak multiple languages and providing a wider selection of international cuisine. But it is becoming difficult to find and retain valuable employees. According to Talent Management and HR, one-third of employees quit their jobs after only six months.


In conclusion, the main challenges faced by Marriott are due to the rise of home-sharing websites like Airbnb and OTAs like Expedia.