VICE PRESIDENT | MARKETING
Cendant Corporation: Howard Johnson International • Parsippany, NJ
1991 to 1996

Instrumental in rebuilding hotel brand to one of the 10 largest in North America. Worked within matrix organization to develop industry and company leading programs (#1 among all Cendant brands in increases in advertising awareness, increases in calls per available room, and increases in revenue per available room)

• Developed the most successful, most imitated and award-winning family marketing program in the mid-level category – Kids Go HoJo
• Created the industry’s most unique barter program, doubling the marketing/advertising budget to $30 million
• Increased annual sales more than $150 million, number of franchised locations more than 38 percent.
• Created the Business Traveler Club, named by Tom Parsons of BestFares magazine as “the best deal in the travel industry today”
• Developed strategic alliances with Continental Airlines, American Express, Sega of America, Visa USA, Avis Rent a Car, Scholastic Publishing, Thrifty Car Rental, Carnival Cruise Lines and others, resulting in $3 million increase in national advertising funds
• Led strategic planning and implementation of image and brand-building for more than 600 franchised properties, developed consensus among franchisees and board to introduce innovative new branding, advertising and signage programs, supervised international, national and regional marketing programs.
• Honored with awards from Hotel Sales & Marketing Association International, American Hotel & Motel Association, International Advertising Association, Council of Sales Promotion Agencies, and others.

Professional references:

“Barry is a pleasure to work with … committed to his properties’ success and always open to new ideas. As a result of Barry’s support, we were able to create an innovative marketing program with what was, then, an untested new organization, Group Leaders of America. Thnks to Barry’s support, the “May We Suggest?” program was hugely successful with our individual Howard Johnson properties. I can’t say enough about the spirit of cooperation that was always a part of working with Barry.  Barry had earned the respect of his franchise community.  Knowledgeable, cooperative, innovative (and charming) … Barry was the perfect marketing leader as Howard Johnson re-imagined itself as part of the HFS/Cendant organization. He was a key player in turning Howard Johnson around!”
                Mary Wiley, formerly Senior Director: Tour Markets, Cendant Corporation
                (currently Partner, Hospitality Impact Marketing)

“Barry had a very difficult assignment managing a declining brand thru a difficult process … and set the brand on track for explosive growth domestically and internationally.”
                Tom McNulty, formerly Group Vice President, Marketing, Cendant Corp
                (currently President & CEO, Trinity Marketing LLC)

“Barry Parrish is a very creative individual who has allot of drive and enthusiasm.He knows how to make things happen!”
               Roger Solomon, formerly Vice President, International Sales, Cendant Corp
               (currently Chairman & Managing Director, Worldwide Travel Marketing, Inc.)

“Barry has assisted me in building my career in challenging me in so many marketing and media disciplines.  He sees opportunities, is smart, thinks out of the box and is detailed oriented.  I learned a great deal from Barry when I worked together with him at Howard Johnson.”
              Monika M. Stickel,  formerly Vice President,
              Affiliate Marketing, Century 21
             (currently President, Stickel Marketing Communications LLC)