Robyn Pratt

PERSONAL SUMMARY

With 35+ years of experience working in different countries and spanning a broad cross section of disciplines ranging from Sales and Marketing, Operations, General Management, Project Leadership, Change Management, Innovation, Brand Strategy and Leadership I have gained a strong foundation of knowledge and expertise at an international level.

Prior to forming Impact Consulting I was Vice President and Brand Leader for Design and Luxury brands for Starwood Hotels, Europe, Africa, & Middle East (EAME). In this role, I was able to combine my knowledge and expertise in hotel marketing and operations with innovation and change management skills to lead the brand efforts of nine brands across 240 hotels.

I consider myself a stong communicator and have achieved tangible results and strong engagement with the teams i have worked with whether having them work directly with me or management of many virtual teams for the international projects i have led.

My experience in leading Six Sigma and Operational Innovation has provided me with a passion for managing change towards achieving measurable results which add value for all shareholders. I am an affiliate of Strategy Regeneration which is a French based company which uses strategies such as Blue Ocean Value Innovation to develop and implement innovative solutions on a global basis.

The fact that I have always been a results oriented and driven individual saw me owning and operating 2 restaurants by the age of 23 and achieved my first Starwood General Manager role at the age of 30. I am committed to “making things happen” and a great believer in developing others with some of my proudest moments seeing individuals who worked for me going on to hold senior positions on an international level.

I am proud to be the recipient of various professional and personal awards, including “Queensland Business Woman of the Year”, International Woman Chiefs of Enterprises Achievement Award for Contribution to the Australian Tourism Industry and Starwood “Presidents Award” which recognises key individuals for their high performance levels and commitment on a an annual basis.

Based on my experience with a six month loss of memory following a medical procedure I wrote and published “To Build a Lifetime” and share my learnings from this experience when facilitating workshops related to the power of communication and decision making.

PROFESSIONAL EXPERIENCE

IMPACT CONSULTING
Principal and Partner (Malta)
2011 – To Date

  • Working with USA based business partner to support client base across Europe, Africa, Middle East, USA, Asia and the Pacific
  • Have partnered with international companies to develop and implement strategy/branding/service culture/customer loyalty building efforts and leadership and coaching programs
  • Affiliate with Strategy Regeneration, France based company who facilitate and coach Blue Ocean Innovation and change management strategy programs.
  • Conducted research and developed and implemented Change Management program for Malta based DMC organization – through working with leadership and team members have created a turnaround of 160kEUR profit through development and implementing structured Change Management plan over 6 month period
  • Responsible for developing strategy and implementation training program relating to Retention of Customers for Starwood EAME division.
  • Developed and implemented launch and communication strategy for Healthy Heat Ltd. – Malta

2014 – COMPANY DIRECTORSHIPS -

  • Impact Consulting Ltd.- 2011
  • Healthy Heat Ltd. – 2013
  • SIT (Special Interest Travel) – 2013
  • Global Travel Strategies Ltd. – 2010
  • Global Travel Solutions Ltd. – 2012

STARWOOD HOTELS & RESORTS EUROPE AFRICA MIDDLE EAST (BELGIUM)
Vice President – Brand Management Design and Luxury Brands
2009 – 2011

  • Partnered with Divisional and Global Leadership to lead all brand initiatives for St. Regis, The Luxury Collection, W and Le Mèridien hotels in the division
  • Responsible for Customer Satisfaction, Associate Satisfaction and growth metrics for these brands in EAME division
  • Led the launch of W Brand with successful opening of W Barcelona in 2009
  • Led various global and divisional teams for pre-opening of hotels
  • Led EAME Guest Experience program for all nine brands focused on development and management of brand standard process across 240 hotels
  • Partnered with Global and Divisional Service Culture lead and trainers to successfully implement Service Culture training across hotels
  • Led divisional Brand Activation process for all brands
  • Achieved highest Associate Satisfaction results for Le Mèridien brand against other 8 brands

STARWOOD HOTELS & RESORTS EUROPE AFRICA MIDDLE EAST (BELGIUM)
Vice President – Six Sigma and Operational Innovation
2007 – 2009

  • Responsible for leadership of Six Sigma program across 240 hotels – managed 6 Master Black Belts and 95 Black Belts across the division
  • Partnered with global Six Sigma training team to implement Black Belt and Green Belt training across the division
  • Achieved the highest Associate Engagement score for EAME for Six Sigma community
  • Developed and led Profit Improvement Engagement program – team of experts responsible for observing and working with hotel teams to assist in improving financial, customer and associate satisfaction metrics -
  • Monitored and tracked results through dashboards– over USD$15million bottom line improvements from 60 visits – exclusive toolkit including best practices and proven solutions shared with hotels on an ongoing basis
  • Developed and implemented Lean Hotel Ops for EAME Hotels as Phase 2 of Profit Improvement Engagement program – teams trained in use of Lean techniques to work with hotels to improve processes and reduce non-value added costs
  • Developed, implemented and facilitated roll out of EAME Innovation process using Blue Ocean tools, training and methodology
  • Management and responsibility for Quality budget on an annual basis – USD$4.21million.
  • Selected as one of 26 associates on a global basis to work with Company President to provide insights and feedback into creating future strategy for Starwood

STARWOOD HOTELS & RESORTS EUROPE AFRICA MIDDLE EAST (BELGIUM)
Senior Director – Six Sigma and Operational Innovation
2001 – 2007

  • Responsible for project leadership of Divisional and Global projects requiring leadership of virtual teams focused on developing solutions for key global and divisional issues
  • Leadership of Master Black Belt and Black Belts to achieve annual improvement targets for financial, customer and associate satisfaction
  • Leadership of the Divisional Six Sigma and Operational Innovation Council
  • Ensure continued buy-in for EAME Quality Fund – hotels could opt out if not satisfied with ROI
  • Achieved highest level of Performance Ranking – O (Outstanding) for four consecutive years in this position

STARWOOD HOTELS & RESORTS EUROPE AFRICA MIDDLE EAST (BELGIUM)
Director – Euro Currency Conversion
2000 – 2001

  • Responsible for the successful conversion to the Euro for all Starwood Hotels across the Eurozone
  • Instrumental in being First Hotel Chain to sign partnership with The European Central Bank Euro Promotion Campaign
  • Responsible for development of Euro awareness program for all properties which was acknowledged as Best Practice in Euro Impact Magazine and ECB Partner website
  • Received Wall Street Journal coverage of partnership with ECB
  • Successful on budget, on time completion of project with smooth transition to Euro as at 1 January 2001
  • Acknowledgement of project at 2001 Divisional Conference by President as a great example of great leadership and teamwork to achieve an important milestone for the company

STARWOOD HOTELS & RESORTS ASIA PACIFIC DIVISION
General Manager – Sheraton Noosa Resort (Noosa, Australia)
1997 – 2000

  • Total responsibility for overall direction of a 169 room Resort including meeting areas and restaurants. 200+ associates
  • Responsible for Gross Operating Revenue of AUD $24million – Increased profitability of the Resort by 40% over a 2 year period
  • Responsible for developing and maintaining excellent relationship with Hotel Owners – Suncorp-Metway
  • Responsible for increasing profile of hotel in local Community
  • Development of project, completion and opening of $1.6 million Restaurant (Catos). This restaurant provided a ROI to owners within 18 months of opening. Initial investment of AUD $2,100,000 with expected ROI of 4 years.
  • Catos won Best Restaurant in a Hotel on a National basis within 6 months of opening. Went on to win several other State and local awards
  • Achieved a F&B profit for first time in Hotels 10 years history
  • Achieved lowest employee turnover for Queensland hotels in 1998 and 1999
  • Awarded GIO Business of the Year in 1999
  • Improved Employee Satisfaction Index results from 3.9 to 4.2 in a 12 month period
  • Nominated and participated in Noosa Tourism Board
  • Partnered with company to develop concept and implement Noosa Film Festival which involved liaising with companies on an international basis from the Film Industry
  • Worked on project to secure Owner approval for development of Aqua Day Spa and new Lobby Bar for Hotel with investment by owners of AUD $1,500,000.

SHERATON BRISBANE HOTEL & TOWERS
Director of Marketing and Resident Manager (Brisbane, Australia)
1993 – 1997

  • Resident position responsible for day to day operation of hotel supporting the General Manager as necessary
  • Direct responsibility for Rooms, Sales and Marketing, Catering, Security and Reservations departments
  • Responsible for development and implementation of plan to achieve AUD $40 million total annual revenue increase – Increased Rooms Profitability by 5% over 16 month period
  • 8 Direct Reports with a total staff base of approx. 300 employees
  • Development and implementation of Hotel Marketing and Sales strategies.
  • Member of the Executive Committee of the hotel

STARWOOD HOTELS & RESORTS – PACIFIC REGION
Pacific Region Marketing Services Manager – (Head offices in Brisbane and Sydney, Australia)
1988 -1993

  • Management and coordination of all marketing activities for Australia and Pacific region
  • Day to day management of Advertising and Public Relations agencies
  • Responsible for Regional Joint Marketing fund with annual budget of $3 million USD
  • Development and implementation of First Choice Program in Pacific Region (Sheraton Secretaries Program which was taken global)
  • Responsibility for development and leadership of strategy for Starwood Pacific Olympic Sponsorship. This project involved close liaison with International Olympic Committee. I was responsible for development and implementation of Sponsorship plan which became a Best Practice promoted by the International Olympic committee as a Best Practice in creating an integrated approach to leveraging a major sponsorship

RIVERSIDE INTERNATIONAL MOTEL
General Manager
1985 – 1987 Riverside International Motel (Rockhampton, Australia)

  • Responsible for leading the pre- opening process including the completion and furnishing of the Hotel with budget of AUD $8,000,000
  • Responsible for day to day management of the 120 room hotel with restaurant and convention facilities
  • Property achieved highest occupancy of 83% in city within 12 months of opening
  • Assisted owner in planning and development of two other properties – 200 rooms in total with food and beverage facilities

EDUCATION, QUALIFICATIONS AND LICENSES

  • MBA, Bond University, Queensland, Australia
  • Tracom Social Styles Leader and Facilitator

OTHER EDUCATIONAL PROGRAMS AND ACHIEVEMENTS

  • Crossroads Transformational Leadership Program
  • Six Sigma Black Belt
  • Six Sigma Master Black Belt Certificate
  • Blue Ocean Value Innovation Methodology
  • Completion of 2 senior Leadership Programs – Insead University – France
  • Management Centre Europe – 3 day Management Course