It’s not every day that two of the world’s largest hotel brands merge. When Marriott acquired Starwood Hotels & Resorts Worldwide in 2016, the success of the deal hinged on consumer confidence.
Tracey Bremer Schroeder created a consumer communications strategy that delivered a message of unprecedented loyalty benefits on the day the acquisition closed. She has since elevated the new department that formed with the merger, forging strong integrated partnerships with the marketing organization her team of over 20 supports. A true leader, Schroeder’s holistic understanding of the hospitality industry, consumer trends, and the media that covers them has been a tremendous benefit to the entire organization.
Whether it’s spearheading consumer PR for the largest hospitality merger of all time, co-developing ideas to support key partners such as the NFL and Universal Music Group, or opening hotels around the world, Schroeder is adept at identifying trends, connecting dots, and empowering her team to develop smart strategies that deliver meaningful results. Her experience, drive, and leadership empower those around her to develop their very best work, ultimately contributing to Marriott’s overall success.
Prior to joining Marriott, Schroeder was MD at Burson-Marsteller, where she built the agency’s digital expertise and created cross-platform communication programs that married media relations with social and digital touchpoints.
At the agency, she developed mobile messaging strategies for Ford Motor Co. vehicles to keep media abreast of breaking news, and she also pioneered analytics-based influencer programs that leveraged content marketing trends for clients including Coca-Cola.
- In 2011, Schroeder co-led crisis monitoring and comms strategy for the Nuclear Energy Institute following the Fukushima Daiichi nuclear disaster in Japan.
- She is a cofounder of Uncorked, a nonprofit aimed at raising awareness of issues impacting the community through service, fundraising, and education.
- Schroeder served as an adjunct professor at Johns Hopkins University from 2014-2015, where she taught PR in the Age of Digital Influence as part of the Krieger School of Arts & Sciences graduate program.