Ms. Thomas

Tara Thomas

Vice President of Global Marketing

Certain Software, Inc.

Tara Thomas is Vice President of Global Marketing for Certain Software, Inc., where she is responsible for all marketing activities, including branding, events, social media, public relations, communications, strategy, and operations across Certain’s worldwide offices.

Ms. Thomas’ career as a marketing and communications professional is defined by her broad experience leading teams executing integrated marketing programs and strategies, channel development, branding, positioning and messaging, social media, collateral and website development, advertising and PR, and award-winning events and lead generation programs. Her past experiences as a hands-on event professional gives her valued insight into the day-to-day challenges of today’s event professionals.

Her background in the marketing of technology applications and online services spans a broad set of technologies including software-as-a-service, B2B, enterprise, financial services, publishing, real estate, and automotive markets. She has over 15 years of expertise managing strategic event marketing programs for companies including The Television Bureau of Advertising, Visa, IPIX and The Cobalt Group, a leader in the automotive marketing space. Most recently at Cobalt, Thomas oversaw a myriad of trade, corporate meetings and incentive events that were essential to Cobalt’s growth.

At Certain, Ms. Thomas continues to incorporate new technology into events. Under her direction, the Certain marketing team develops and executes marketing campaigns that integrate mobile technology, tradeshows and virtual technology to keep event industry professionals abreast of the solutions Certain has to offer. Ms. Thomas often speaks at industry events where attendees are seeking to increase the overall value of their meetings and events. Her sessions not only have thoughtful, focused content but also a high degree of interactivity, including her trademark “caring and sharing” sessions.

Thomas holds a BA in English and Communications from Lebanon College, and is based in San Francisco, CA. She is a member of Meetings Professional International (MPI).

Ms. Thomas can be contacted at 415-353-5330 or tthomas@certain.com

Coming Up In The November Online Hotel Business Review




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Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, it’s that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort – one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms – they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.