Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Vidalia Resendiz

Santa Fe

Summary

Dynamic professional with an MBA, specializing in B2B and B2C loyalty program management within the hospitality and banking sectors. Expertise in strategic marketing and product development, driving innovative customer experiences that enhance profitability and foster business growth. Demonstrated success in leading brand strategy and commercial planning while forging strategic partnerships across banking, travel, and entertainment industries.

Overview

18
18
years of professional experience

Work History

DEPUTY DIRECTOR OF LOYALTY PROGRAMS, 'FIESTA REWARDS'

GRUPO POSADAS
01.2018 - 01.2024
  • Lead the B2B and B2C loyalty program business division, aiming to increase hotel occupancy, enhance profitability, and boost partner satisfaction while ensuring an exceptional brand experience during the lifecycle for frequent travelers
  • Brand Strategy and Profitability: Oversee brand strategy and profitability for loyalty programs, ensuring EBITDA targets are met by mitigating financial risk
  • Business Activity and New Affiliations Growth: Develop growth initiatives that surpassed the sales plan, achieving 200% in new affiliations and a 35% YOY increase in revenue
  • Multichannel Advertising and Communication: Design digital and traditional channel plans to expand the reach of the loyalty program
  • Strategic Relationship Management: Collaborate with key partners, including vendors and strategic partners like Banco Santander and Mastercard, achieving credit card placement and points sales objectives, with a 50% increase in credit card growth and a 60% revenue increase
  • Manage and negotiate the co-branded credit card
  • Promotional Campaigns: Implement promotional campaigns to strengthen the program's value proposition and increase occupancy, achieving a 40% room-night occupancy rate by program members
  • Active Member Growth: Increase accrual, redemption, and retention rates, exceeding targets with a 225% growth in active members
  • Increasing NPS by 15 points
  • Leadership: 2 Commercial Management and Coordination positions, Product Management, Customer Satisfaction, Pricing Specialist, Operations Management, Coordinators, and Platform Analysts

FRANCHISE MANAGEMENT AND CONTROL MANAGER

GRUPO POSADAS
01.2015 - 01.2018
  • Manage the financial and operational strategy of the loyalty program, as well as the budget control for the Franchise Vice Presidency, ensuring profitability and meeting EBITDA targets across loyalty programs, branding, promotion, and advertising areas
  • Focus on partner satisfaction and efficient resource management for Human Capital, IT, Distribution, and CRM
  • Meeting EBITDA Goals: Achieve financial targets through cost optimization strategies and marketing based on customer behavior insights, creating segmented campaigns and exclusive benefits that improved conversion and profitability
  • Enhancing Loyalty Program Member Satisfaction: Measure and improve customer experience by monitoring satisfaction levels and effectively communicating with front desk and call center teams to optimize key service areas
  • Reducing Franchisee Delinquency: Implement billing processes and proactive collection follow-up, enhancing relationships with franchisees and significantly reducing delinquency
  • Leadership: Financial Managers in the areas of Promotion, Advertising, Brands, Franchised Hotels, Distribution, and CRM
  • Coordinators in exchange, contracts, and loyalty program operations
  • Specialists in pricing and platforms for B2B programs

LOYALTY PROGRAMS AND PRICING MANAGER

GRUPO POSADAS
01.2013 - 01.2015
  • Define and manage the pricing strategy for virtual currency in loyalty and cashback programs, optimizing the reward catalog offering to balance financial stability with member benefits
  • Control economic variables and redesign operational processes aligned with accounting, tax, and data protection regulations
  • Cost Optimization: Negotiate dynamic pricing in inventories and outsource fulfillment, achieving cost payroll efficiency, infrastructure, and inventory shrinkage savings, while enhancing the customer experience
  • Financial Strategy for Profitability: Develop customer behavior and P&L analyses, creating segmentations and marketing actions to drive purchases in profitable channels, improving user profitability and loyalty
  • Control of economics
  • User Experience Improvement: Automate the reward catalog with virtual currency conversion in electronic channels and update terms of use to offer flexibility and reduce friction
  • Leadership: Pricing Manager and Pricing Coordinator

Loyalty Programs Accounting Coordinator

GRUPO POSADAS
01.2012 - 01.2013

Consolidation Coordinator

GRUPO POSADAS
01.2010 - 01.2012

Real Estate and Fixed Assets Accounting Analyst, Corporate Accounting, Consolidation

GRUPO POSADAS
01.2006 - 01.2010

Education

MBA - Finance

Universidad La Salle
SANTA FE, CD.MX.

Bachelor's Degree - Public Accounting

Universidad Michoacana

Skills

  • Change planning
  • System Updates Management
  • Strategic planning
  • Change management
  • Process improvements
  • Strategic Policy Review
  • Innovation management
  • Strategic projects
  • Financial management

Languages

English
Advanced (C1)
C1
Spanish
Proficient (C2)
C2

Timeline

DEPUTY DIRECTOR OF LOYALTY PROGRAMS, 'FIESTA REWARDS'

GRUPO POSADAS
01.2018 - 01.2024

FRANCHISE MANAGEMENT AND CONTROL MANAGER

GRUPO POSADAS
01.2015 - 01.2018

LOYALTY PROGRAMS AND PRICING MANAGER

GRUPO POSADAS
01.2013 - 01.2015

Loyalty Programs Accounting Coordinator

GRUPO POSADAS
01.2012 - 01.2013

Consolidation Coordinator

GRUPO POSADAS
01.2010 - 01.2012

Real Estate and Fixed Assets Accounting Analyst, Corporate Accounting, Consolidation

GRUPO POSADAS
01.2006 - 01.2010

MBA - Finance

Universidad La Salle

Bachelor's Degree - Public Accounting

Universidad Michoacana

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Vidalia Resendiz