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Work Background
The-Ski-GuruManaging Director
Jul. 2018 LondonThe-Ski-Guru is a blog of all things mountains, winter and summer- following up news of what is going on and giving tips to those planning to go to the mountains. The-Ski-Guru Consulting provides Martina's 30 years + experience in the international sales and marketing ski industry to those players, being ski resorts or hotels, transport companies, rental companies or ski schools who want help in developing their international marketing and sales strategies. For tour operators, Martina can act as a product manager to put together your packages to sell your next ski destination, ensuring serious suppliers to partner with. She can create the package and leave your company to follow through, or keep on acting as a product manager in different regions in the world. https://www.the-ski-guru.com
The-Ski-Guru HOMEMountain Artist
Feb. 2015London, England, United KingdomMountain Artist - I paint with soft pastels, pan pastels and pastel pencils and occasional with charcoal. Artwork for sale by artist. Contact me at martina@the-ski-guru.com. I work on commissions, of your special mountain and cherished memory. Currently migrating into oils and watercolours
Ski Club of Great BritainInternational Advertising Sales Manager - Actual - Before: Commercial Partnerships Manager
Jan. 2014 - Jul. 2018Wimbledon Village, LondonThe Ski Club of Great Britain is the UK’s largest snowsports organisation with a membership base of 31,000 and 131,000 stakeholders, offering them a range of benefits and services prior, during and after the ski holiday. We operate in 30 resorts in Europe and North America with our Leaders unique guiding service and our Ski Freshtracks tour operator, that operates different small groups holidays for skiers that have a similar ability, giving them the best way to get the most out of their time on the mountain. I am in charge of selling the advertisement of our marketing platforms, the Ski Club of Great Britain's website- www.skiclub.co.uk and the Ski+Board magazine, the only ABC-audited snow-sports magazine in the UK with 19,764 recipients.
Mountain Travel SymposiumInternational Sales and Marketing Manager
Oct. 2013London, United KingdomInternational Sales and Marketing Manager for the Mountain Travel Symposium, the largest ski trade show in the world, with circa 1200 delegates. In charge of selling registration and servicing all international delegates (buyers and suppliers). Yearly event gathering the tourism trade of the ski and mountain industry in different locations of North America.
Spear TravelsHome-based Travel Consultant
Feb. 2012 - Jan. 2014London, United KingdomHome-based travel agency for Spear Travels, an ABTA bonded independent and unbiased Travel Agent with a wealth of knowledge. Retail Agents for ATOL holders. Tailor-made holiday specialists to the Americas, Europe and Rest of the World. Worldwide flights. Skiing and Beach Holidays. Family and Groups. Bespoke tours
martina.diez_routh@speartravels.net
TravelTradeUKDIRECTOR
Jan. 2007 - Jan. 2014London, United KingdomTRAVELTRADEUK - PR, MARKETING AND TRAVEL TRADE REPRESENTATION AGENCY,
As soon as I have finished my Master's degree, I reinsert myself back to the UK job market, opening a travel trade representation, public relations and marketing agency, representing different hotels, resorts and tour operators from abroad. Among my responsibilities I helped my clients to be known in the UK market, by training tour operators how to sell these products and include them in their brochures/websites, writing press releases with different angled-stories, and getting them published, and putting together Familiarisation Trips for press and tour operators.
Peter Viggers, MP - Houses of Parliament, LondonResearch Assistant
Jan. 2006 - Dec. 2006RESEARCH ASSISTANT TO PETER VIGGERS MP - HOUSES OF PARLIAMENT, LONDON I conducted research for daily agenda- and weekly-committee meetings, analysed questions to be posed at Treasury Select Committee meetings, and attended other committee meetings and sessions at the House of Commons. I also commissioned research on the Electoral Commission, and Treasury, Defence, Foreign Affairs, Environment, and International Development issues.
PORTILLO AND ASPEN SKIING COMPANYPRESS OFFICER
Jan. 2002 - Dec. 2006Appointed to promote Portillo and Aspen as skiing destinations in Argentina, I created news for the media from different angles for maximum client exposure. This was achieved by researching new media contacts and establishing and maintaining links with them, and I initiated and oversaw promotions with different media partners to maximise our database and media allocation. Each year, I organised and led the familiarisation trips promoting the company's benefits to the media and implemented consumer events during the yearly ski fairs to maintain existing business and attract potential skiers to both areas.
SkipatagoniaPRESIDENT
Jan. 2001 - Dec. 20072007 I founded Skipatagonia, an online tour operator that specialises in inbound trips to Argentina and Chile, with a physical office in Buenos Aires and a virtual office in Miami, USA. I negotiated rates with different vendors (hotels, tours/transfers and airlines), and priced tours and packages to these destinations. I marketed Skipatagonia in major international tourism fairs worldwide and travelled to all markets to train our tour operator clients, and supervised press and media relations, organising press luncheons and wine tastings at different ski resorts (e.g. Aspen, Crested Butte and Portillo). Focusing on six growing international markets; , I oversaw the strategic development of the company and its employees' development, making it reach break-even point in its third year, with sales over US$300,000. The company has been sold.
Aspen Skiing CompanySALES AND MARKETING MANAGER
Jan. 2000 - Dec. 2001The Aspen Skiing Company owns the operations of Aspen Mountain, Aspen Highlands, Snowmass and Buttermilk Mountain, and I was responsible for the marketing, sales, communication and promotional strategies of the resort and its clients – tour operators, airlines and resort guests. This was achieved by negotiating loyalty schemes to retain customers, organising on-site events to get free media coverage and media sponsors to promote them, and arranging press, airlines and tour operators lunches to entertain our customers in different cities worldwide. I also travelled internationally for tourism shows and fairs, and trained tour operators from Latin America and the Caribbean and coordinated the Aspen International Alliance, a group of hotel- and condominium-owners seeking for international business. As a result of these initiatives sales were increased by 35% in the two key markets of Brazil and Mexico.
IMGSponsorship Manager
Jan. 1998 - Dec. 2000Employed as a consultant to organise the Argentinean Golf Cup (Abierto de Argentina), I sold sponsorship rights, negotiated TV rights and secured the venue for the event. In addition to researching potential clients and sponsors and negotiated contracts with them, I also initiated a new event: The South American Extreme Skiing and Snowboarding Championships at Las Leñas under IMG, organising the location, overseeing legal and safety issues (e.g. ski patrols and medical centres), the appointment of judges, the selection of competitors, and media promotion and sponsorship contracts.
CIESales and Marketing Manager
Jan. 1997 - Dec. 1998Buenos Aires, ArgentinaI was appointed by CIE (one of the largest media and entertainment companies in Argentina) to design and develop sponsorship programs for concerts and plays, researching potential sponsors and negotiating contracts with them. Additionally I created cross-promotions between sponsors and generated free media coverage for all events. A major project was the launch of the Peugeot 206 car in Buenos Aires, an event that generated US$750,000 in sales: I organised the launch, promoted it with radio and TV stations, and commissioned the theatre group Fura del Baus to create a performance piece depicting the 'birth' of the Peugeot 206, which attracted widespread press coverage.
Formula 1 Championships - Argentina Grand PrixCorporate Sponsorship Manager
Jan. 1997 - Dec. 1998Buenos Aires - ArgentinaI was the local negotiator for all rights of GISS BV and AllSport Management (owners of worldwide Formula 1 sponsorship rights): by researching potential sponsors and their sponsorship budgets I established cross-promotions between co-sponsors to maximise the event’s promotional and media potential and negotiated sponsorship rights for the event and advertising in the official Formula 1 Guide. This generated sponsorship sales of US$980,000 for the main sponsors, excluding title sponsorship
Crested Butte Mountain ResortSALES, SPECIAL EVENTS AND PUBLIC RELATIONS REPRESENTATIVE
Jan. 1991 - Dec. 1996Initially employed as an intern, I was appointed Representative, coordinating press releases, special events logistics, and promoting international sales to South America, introducing Crested Butte to the Mexican, Brazilian and Argentinean markets. This work included training the employees of overseas tour operators on the resort's attractions and assets and guiding press, tour operators and airlines representatives in ski reconnaissance trips to the mountain.
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