Objective
My objective is to translate design precision and operational clarity into long-term value, building scalable communication systems that not only deliver measurable results across web, email, app, and print, but also reduce friction, close feedback loops, and create a more intelligent flow of information.
Introduction
I’m a Flagler graduate working in luxury hospitality marketing who cares about two things you likely care about: visual precision and system efficiency. Over the past seven years, I’ve guided brand communications across four luxury properties—rebuilding guest- and member-facing websites, launching a multi-property member app, strengthening email deliverability to a 98% reputation rate, and replacing manual workflows with browser-based tools and structured content pipelines. The results speak for themselves: 90+ digital and print newsletters with 95.3% desktop engagement; more than 400,000 membership emails delivered at a 69–83% open rate; Emma campaigns averaging 83.25% opens with a 99.67% delivery rate; and property-wide broadcasting systems built with custom HTML/CSS that keep 30,000+ members informed daily. I don’t believe in one-off fixes—I build repeatable systems. From GL code assistants that streamline purchasing accuracy to group vs. leisure revenue tools that translate raw data into transparent decisions, my projects pair creativity with logic to remove friction while elevating experience. The philosophy is simple: design and efficiency are not separate tasks, they are two halves of the same outcome.
Snapshot
- Web + CMS
In partnership with Verb Interactive, rebuild of PonteVedra.com, in fall of 2022. Guest facing site integrates with OTA’s and externally hosted booking engine. Multi-site membership stack built by MembersFirst for Ponte Vedra Inn & Club, The Lodge & Club, The River Club, Epping Forest; daily syncs with Jonas active member list and integrated billing systems in spring of 2024. - App Ecosystem
Pacesetter member app rollout across 4 clubs; special handling for “Gate Governors” multi-club members with a separate app footprint. - Email + Deliverability
7+ years of membership campaigns, 9–12k recipients per send; cumulative 400k+ sends. Typical campaign performance reported at 69–83% open rate, 99.67% delivery, 0.08% unsubscribe. SendGrid reputation ~98% after DKIM+DMARC hardening; practical outcome: dramatic reduction in “didn’t receive” calls to Accounting, reduction in departmental needs outside of normal operating hours. - Newsletters
Over 90 print + digital editions; device behavior on this audience consistently ~95.3% desktop 4.7% mobile. Hosted on Issuu, mirrored in Pacesetter app, broadcast via ScreenCloud, custom HTML+CSS.
- Ops Acceleration
Newsletter production time reduced from 10+ business days to <3 days by replacing siloed submissions with shared Google Sites+Sheets and auto-formatting logic,will gladly share formula.
- Volume & Workflow
685+ Wrike-tracked projects since 2020; broad span from web, app, and TV broadcast to print systems, photography, private-label packaging, and property-wide environmental graphics.
Platforms & Architecture Management
Guest-facing | Resorts
Member-facing | Clubs | Public + Private
Gate Hospitality Umbrella
Apps
Pacesetter “Club Member App” was deployed across four properties — two luxury beachside resorts in Ponte Vedra Beach and two city clubs in Jacksonville — each customized with tools ranging from golf club readiness notifications to large-party dining reservations. In parallel, we launched a discrete “Gate Governors” app to streamline access for multi-club members and avoid 2–4 app installs. The rollout was supported by an integrated email and print campaign featuring direct download links, rather than instructions, and dining incentives. Beyond adoption, the app served as a replacement for physical membership cards, significantly improving property security, curbing unapproved use, and eliminating the costs associated with a high-expense print item. The platform also boosted conversion rates for pop-up events, improved reservation workflows, and created new communication channels such as geofenced SMS. Current limitation: deep-linking is intentionally constrained until a unified architecture can accommodate multi-club routing without confusing members.
Property TV & Digital Signage
ScreenCloud network with custom HTML+CSS+JS templates. Zone-specific content • e.g., fitness schedules in fitness areas; F&B and event promos at Surf Club bottlenecks; internal HR-only screens for employee content.
Email, Deliverability, & Reporting
Emma + SendGrid & Twilio
Scale & Performance
7+ years of membership campaigns • 500+ emails to 9–12k members per send.
Metrics: 69–83% open rate, 99.67% delivery, 0.08% unsubscribe. Send time peak: First Wednesday, 4–5 PM.
Deliverability stack • Emma engine → SendGrid & Twilio with DKIM+DMARC hardened per domain across 4 luxury clubs and resorts; SendGrid reputation ≈98%. Outcome: Accounting no longer fielding a wave of “didn’t receive” complaints after sends, reduced bounce backs, reduced opt-out rate.
Membership Aggregate Snapshot
Sample for The Lodge & Club cyclical weekly Send out
Requests: 6,907 • Delivered: 6,829 (98.87%)
Opens: 16,428 (237.85% of delivered; reflects multiple opens per recipient)
Bounces: 4 (0.06%) • Spam Reports: 0.03%
CTA Strategy & Constraints
Email CTAs focus on App registration, event actions, or concierge. Deep linking currently de-emphasized due to multi-app reality for “Gate Governors”; reducing ambiguity for a high-touch, tech-averse demographic.
Custom Tools (HTML + JavaScript)
GL Code Selection Assistant
What it is • Self-contained browser app (HTML+JS) that maps common marketing purchases to the correct GL codes. How it works • Searchable dropdown + decision-tree logic; filters by department + cost center + outlet; rules to enforce accurate chargebacks; planned expansion for AP account mapping and bulk imports. Outcome • Reduces coding ambiguity; aligns with Adaco + Wells Fargo expense workflows; formalizes SOPs and shortens review cycles.
Group vs. Leisure Revenue Optimization Tool
What it is • Browser-based translation of an Excel model (GEM & F&B) into HTML+JS for reservations + sales Core Logic Dynamic date grid • start, nights, shoulder nights. Displacement math • forecast vs capacity vs group rooms. Net impact with CPOR, F&B, ancillaries, and group expenses. Walk-away ADR calculation to break even against displaced leisure. Sensitivity bands (±10% ADR + occ) for long-horizon uncertainty. Pattern + bonus scoring with Pass + Borderline + Fail thresholds. Peak-night highlighting; CSV export for finance reconciliation. Outcome • Decisions in minutes vs. hours; transparent inputs → defensible approvals.
Opens in a full-screen tab for desktop and mobile.
Print, Brand Systems, and Environmental
- Private Label & Partnerships
Mocama Brewing, Makenu Chocolate, JCB Collection, Ken Wright Cellars, American Express Travel + AXtraWeb - Launches
Food truck brand system; beverage cart wrap rebrand; membership gift program + Champagne Suite rebrand; Historic Inn Dining Room overhaul. - Environmental
Permanent & temporary signage; wayfinding; 3D isometric property maps; in-room suite blueprints. - Photography
Directed & shot spa, suites/in-room, events, product.- Bynder DAM — Cataloging, versioning, permissioning, share links; taxonomy (property → outlet → campaign → asset type), expiry rules, preset renditions for web/social/print.
- Art Direction — Medium-budget photo & video productions (100K+)—RFP, shotlists, storyboards, lighting lookbooks, permits/releases, and post pipelines.
Current Responsibilities (Abbreviated but Comprehensive)
- Newsletter • Creation & production, print + digital
- Pacesetter App • content, updates, member recruitment, troubleshooting
- Web • Maintenance & updates for Gate Hospitality Group sites
- Email Communications • Weekly e-blasts; critical comms; dedicated PR releases
- Training collateral • Forbes + Gate Hospitality print & presentations, Brand Guidelines
- Menu systems • Synchronized site/app updates
- Environmental signage property-wide
- Logos & branding • Private label partners
- Asset direction • Photoshoots, post, DAM organization
- Broadcast • Property TVs (ScreenCloud), fitness schedules
- Sales, Catering, & Events • Digital & Print collateral
- Process • cross-dept content pipeline; InDesign-ready formatting
Skills, Tools & Stack
- Design & Production • InDesign, Illustrator, Photoshop, Dreamweaver, InCopy
- Web & App • HTML, CSS, JavaScript; Drupal; MembersFirst; ScreenCloud; Pacesetter
- Email & Deliverability • Emma; SendGrid & Twilio; DKIM/DMARC
- Data & Workflow • Google Sites & Sheets; advanced Excel automation; Wrike
- Back-End Integration • Jonas (member/accounting sync)
- Photography • Direction & capture for web and print
Education, Certifications, Recognition
- Flagler College
B.A. Liberal Arts, Philosophy; Art & History; minor Environmental Science, 2011 - Northrop Grumman | First Coast Technical College
E-2D Advanced Hawkeye Program
Aerospace Fabrication & Assembly; Ethics; Blueprinting, 2013 - Certified Hospitality Supervisor (CHS)
American Hotel & Lodging Association Educational Institute, 2023 - Silver Seahorse Award
Employee of the Quarter, 2019 & 2023
Closing
I’m reaching out because your leadership of Flagler’s web program demonstrates both technical expertise and a deep commitment to the College community, which I greatly admire. I believe I’m a strong fit for Flagler, as my values align with the College’s focus on resilience, creativity, and service. My recent nomination for the Flagler College Alumni Professional Achievement Award prompted me to reflect on the principles I strive to uphold: humility, perseverance, and community engagement. I remain active locally, volunteering with Feeding Northeast Florida and participating annually in the National MS Society’s Cycle to the Shore cycling for Team Gate in jerseys that I designed, which fills me with great pride after many years making the route solo. My work has been featured in Compass Magazine, and I am dedicated to improving and supporting our community, including restoring a historic home in Lincolnville. I’d be excited to help Flagler move forward with the same clear design, organized approach, and results-driven mindset that have shaped my work so far.
Weston McBride, CHS
Contact
- Email — wmcbride@alumni.flagler.edu
- Site — weston-mcbride.com