Trey Fallon's Resume

Experienced Digital Marketer with a background in sports and hospitality.

Highly accomplished Digital Marketing Director with over a decade of progressive experience in crafting and executing comprehensive digital strategies for diverse portfolios, including 300+ hotels, resorts, and restaurants across the U.S.

Successfully managed multi-million dollar budgets, optimized agency relationships, and led high-performing teams to deliver exceptional Return on Ad Spend and achieve significant revenue increases. Experienced in elevating brand presence for prominent entities such as Hilton, Hyatt, IHG, Marriott, ESPN Radio, and the Dallas Cowboys.

EXPERIENCE

Marketing Director

Prosper Hotels | May 2023 – Present

  • Pioneered and scaled the Prosper Performance Marketing program, establishing a new, results-driven service offering.
  • Expanded the Performance Marketing service from inception to 70 hotels within its first year, demonstrating strong market adoption and value proposition.
  • Developed and launched a dedicated social media content service for hotels, standardizing brand messaging and enhancing online engagement across properties.
  • Direct comprehensive digital marketing strategies for the Performance Marketing program, encompassing SEO, SEM, Paid Social, and Email Marketing, to drive measurable ROI and client success.

Corporate Director of Digital Marketing

Magna Hospitality | November 2021 – May 2023

  • Directed digital marketing and overall online presence strategies for a portfolio of 40 hotels, enhancing digital advertising, branding, and reputation management.
  • Transformed the digital marketing department within the first year by hiring key talent, implementing robust reporting frameworks, refining strategic planning, and optimizing agency management.
  • Streamlined budget management processes through an opt-out system, reducing unnecessary communications and accelerating speed to market.
  • Collaborated closely with sales and revenue teams to maximize hotel performance, Average Daily Rate (ADR), and Return on Ad Spend (ROAS).

Director of Digital Marketing

Spire Hospitality | January 2019 – July 2021

  • Orchestrated comprehensive digital marketing strategies for a diverse portfolio of 20+ hotels and resorts across 11 brands in 18 states, encompassing social media, email marketing, SEO, and PPC.
  • Generated significant revenue growth and increased room nights by optimizing digital advertising budgets and cost-per-click management, achieving an 11:1 ROAS in 2019 and 14:1 ROAS in 2020.
  • Oversaw and optimized social, PPC, and email marketing campaigns, leveraging performance data to provide actionable recommendations that improved campaign effectiveness.
  • Presented detailed yearly, quarterly, and monthly performance reports to properties, investors, and stakeholders, driving informed decision-making and budgeting.
  • Pioneered the development of “SpireWorks,” an in-house web platform that centralized sales, marketing, HR, and accounting functions, improving operational efficiency and data accessibility.
  • Spearheaded corporate communications efforts, including monthly newsletters, social media content, and in-house announcements.

Manager of Social Media & eCommerce

NewcrestImage | March 2018 – January 2019

  • Managed all facets of social media and eCommerce for a portfolio of 26 hotels, including OTA optimization, budget allocation, and performance reporting.
  • Developed and delivered monthly digital marketing training sessions for hotel team members and created on-demand webinars for NewcrestImage University, enhancing internal digital capabilities.
  • Led the reputation management strategy, overseeing tools and reporting to improve online guest sentiment and ratings.
  • Implemented efficiencies in monthly marketing budgets.

eCommerce Manager

Evolution Hospitality | November 2016 – March 2018

  • Authored compelling copy, conducted in-depth keyword research, and performed SEO analysis for branded hotel websites (Hilton, Marriott, IHG), improving organic search visibility and traffic.
  • Planned, executed, and analyzed social media advertising campaigns for resorts in Jamaica, driving engagement and bookings.
  • Collaborated with hotels and resorts to identify and implement strategic eCommerce opportunities.

Social Media Manager

Pillar Hotels & Resorts | November 2013 – November 2016

  • Spearheaded the social media strategy for 190+ hotels, including comprehensive content strategies and targeted social media advertising campaigns.
  • Successfully brought all social media efforts in-house, generating over $100,000 in cost savings and increasing social media-related revenue by 10% year-over-year for three consecutive years.
  • Ensured brand consistency and compliance across multiple brand guidelines, including Marriott, Hilton, Sheraton, and IHG.
  • Created engaging content and designed attention-grabbing graphics for Facebook, Twitter, and Google My Business, increasing audience interaction.
  • Implemented strategic initiatives to enhance online reputation management on Facebook, Google My Business, and TripAdvisor, improving guest satisfaction scores.

Columnist

PurpleMenace.com | October 2012 – May 2016

  • Wrote columns focusing on TCU athletics with an emphasis on football and basketball.
  • Created entertaining, attention-grabbing, and fun-to-read content.

Social Media Intern

Dallas Cowboys | July 2013 – December 2013

  • Generated ideas and created content for the Dallas Cowboys, Dallas Cowboys Cheerleaders, and AT&T Stadium Facebook and Twitter accounts.
  • Developed content schedules and published across all social channels on behalf of AT&T Stadium using Adobe Social and HootSuite.
  • Live Tweeted from @DallasCowboys Twitter account before, during, and after games, acting as the voice of the Dallas Cowboys to over 650,000 followers.

ESPN Radio Dallas

KESN 103.3 FM | January 2006 – October 2013

Producer | June 2007 – October 2013

  • Assistant Producer of the Fitzsimmons and Durrett Show heard middays Monday-Friday.
  • Social Media Manager for the Fitzsimmons and Durrett Show. Implemented the strategy and grew the Twitter following from zero to over 700 followers in less than five months.
  • Executive Producer of the Coop and Nate Show. Top 10 in ratings for its time slot for six consecutive months. (2011-2013)
  • Executive Producer of Dallas Mavericks programming and instrumental in show schedule during the Mavs championship season. (2007-2012)
  • Responsible for show topics, booking of guests, audio imaging, social media, on-air giveaways, show promotion, listener interaction, and call screening.
  • Field reporter for Dallas Mavericks, Cowboys, and other local sports teams.
  • Wrote and produced SportsCenter updates and promos for local and network programming.

Promotions Assistant | October 2006 – July 2007

  • Interacted with station listeners, and cooperated with account executives to ensure the client’s expectations were met and exceeded.
  • Promoted 103.3 FM ESPN at sporting events, live broadcasts, and remotes.
  • Ensured promotional tools were visible and attention-grabbing.

Promotions Intern | January 2006 – May 2006

Blogger

Frogs O War | May 2012 – January 2013

  • Blogging about all things related to TCU athletics.
  • Administrator of Frogs O War Facebook page.

EDUCATION

TCU - Ft. Worth, TX

B.S. Radio, TV, Film – 2007

Minor: Communication Studies

University of Texas- Austin

Post Graduate Program in Artificial Intelligence for Leaders

July 2024

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