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 September Online Hotel Business Review




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Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board – for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driver’s seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.