Rosmalia Hardman

Current

Senior Associate at Hospitality Associates Asia Limited
Principal / Owner at iMaginative108

Past

Senior Vice President Marketing at Melco China Resorts
Vice President Marketing at Puravarna Group
Business Development & Planning Director at Crisscross Creative KK

Marketing & Business Development Director at Jumeirah
Marketing Director at Starwood Hotels & Resorts
Director of Brand Marketing & Communications at The Fullerton Singapore
General Manager at Rosenbluth International
Director of Operations - Rooms, Marketing & Business Development at Pan Pacific Sutera Harbour Resort
Director of Marketing at Sol Meliá Hotels & Resorts
Director, Marketing & Sales at The Ascott Group
Manager, Marketing & Sales at Suntec Singapore International Convention & Exhibition Centre
Director of Sales & Marketing at Mandarin Oriental Hotel Group
Sales Manager at Pan Pacific Hotels Group
Assistant Manager - Front Office at The Dynasty Hotel (now Marriott Singapore)
Reservations Officer at Garuda Indonesia

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Recommended

19 people have recommended Rosmalia

Connections

500+ connections

Industry

Hospitality

Websites

My Company

Rosmalia Hardman’s Summary

An experienced marketer, hospitality start-up specialist, professional speaker and workshop leader for business seminars and conferences on the topic of travel management, sales, marketing and brand since 1995. With experience spanning over 30 years in the travel and tourism industry, Rosmalia is an expert in the area of marketing innovation, corporate branding, integrated marketing and communications, converged media solutions, consumer insights, customer care, business acquisition, account management, revenue optimization and balanced scorecard.

Rosmalia has held senior leadership positions in Jumeirah, W Hotels, Mandarin Oriental, Rosenbluth International, The Fullerton, Pan Pacific, and Melco China Resorts. After spending four years in the airline industry, she began her hospitality career in 1981 as a member of the pre-opening team with the Dynasty Singapore (now Singapore Marriott). In 1986, she took on marketing and sales responsibilities.

An experienced and highly passionate marketing and branding professional with proven skills in leading change across the organization, shaping the company's public profile and building new capabilities within the marketing department and across the company. A specialist in hospitality start-ups, Rosmalia’s pre-opening portfolios include luxury hotels, villas, restaurants & bars, marina & yacht club, golf & country club, sports club, beach club, ski resort, conference and convention facilities.

Highly skilled in pre-opening hotel and integrated resort operations, strategic planning, re-structuring, re-aligning and re-designing of sales, marketing and business operations, revenue management, travel management, event management & planning, and business development.

Rosmalia Hardman’s Specialties:

Hotel Pre-opening & Launch; Business Development & Acquisition; Account Management; Strategic Planning & Management; Change Management; People Development & Training; Revenue Management; Corporate Branding; Brand Positioning; Integrated Marketing and Communications; Marketing Innovation; Loyalty Program Management; Media Art Direction; Converged Media Platforms; Social Marketing.

Rosmalia Hardman’s Experience

Senior Associate

Hospitality Associates Asia Limited

(Privately Held; Hospitality industry)

June 2009 — Present (6 months)

CHINA, CANADA & JAPAN. Hospitality Associates Asia Limited is a China based group specializing in hospitality asset management and project development. Our team comprises of world renowned experts specializing in all aspects of hospitality development and operations. Our approach is to work with Owners and developers, protecting their interests and working in a participatory manner that keeps the Owner informed.
Principal / Owner

iMaginative108

(Management Consulting industry)

2001 — Present (8 years )

SINGAPORE, JAPAN & CHINA. We provide mission critical marketing and branding strategic consulting, coaching and strategy formation, educational workshops, and implementation support, applying insightful and imaginative thought processes for today's progressive business. Professional speaker in marketing, strategic planning and brand. Specialist in hospitality marketing.
Senior Vice President Marketing

Melco China Resorts

(Hospitality industry)

April 2008 — April 2009 (1 year 1 month)

BEIJING, CHINA. Responsible for marketing of Melco China Resorts (MCR) with primary focus on the strategic initiatives that will allow MCR to expand into new markets, innovate more rapidly, and extend the reach of our mountain resort destination offerings through new channels and new relationships, and the achievement of sales goals. MCR is revolutionizing the country's ski resort industry and all aspects of mountain resort development with initial focus on the rapid transformation of five existing ski areas in northern China, into unique, year-round, world-class resorts offering the very best in snow sports throughout the winter; a full range of non winter activities such as biking, equestrian, golf, and water sports; and great dining, shopping and lodging all year around. For the first time in China, consumers will have an opportunity to own resort real estate in an international standard four-season mountain resort environment.
Vice President Marketing

Puravarna Group

(Privately Held; 501-1000 employees; Hospitality industry)

November 2007 — April 2008 (6 months)

BANGKOK, THAILAND. Reporting to the executive chairman of Puravarna Group, assigned for six months to set the structure of Spanish-owned property development company Puravarna Group's hospitality division in Bangkok, and at property level the sales, reservations and revenue management of newly acquired and managed The Royal Phuket Yacht Club (formerly Le Meridien Royal Phuket Yacht Club) in Phuket, Thailand. Opening in 2009 are the luxury villas in Phuket, The Summer Palace, a Puravarna Resort forming a new integrated resort comprising of the yacht club, luxury villas, a lifestyle spa, and conference centre. Puravarna Marbella in Spain, and Puravarna Hotel and Residence in Bangkok are scheduled to open in 2010.
Business Development & Planning Director

Crisscross Creative KK

(Privately Held; Publishing industry)

April 2007 — November 2007 (8 months)

TOKYO, JAPAN. Assigned to head up Crisscross KK's creative business unit, Crisscross Creative, a boutique marketing, communications and creative design company located in the fashion district of Omotesando, Tokyo, Japan prior to owning company acquisition by Japan Inc.. Responsible for the business development and planning, and the operational re-design of Crisscross Creative. Expanded the scope of services to provide full-fledge marketing communication and creative design services, including marketing consulting, creative and art direction, event management and planning, interactive marketing solutions, web development and graphic design.
Marketing & Business Development Director

Jumeirah

(Privately Held; Hospitality industry)

February 2005 — August 2006 (1 year 7 months)

DUBAI, THE UNITED ARAB EMIRATES. Managed the rebranding of the multi-award winning Jumeirah Beach Hotel and re-established the sales and marketing operations of the luxury resort destination with 22 restaurants & bars, a 1,600 capacity Conference Centre, a Marina, Sports & Leisure Club, Children's Club, an Adventure Park, 4 swimming pools, 7 tennis courts, and Beit-Al Bahar, a luxury 19 private villas. Broad scope of responsibility include P&L accountability, market planning, business development, sales management, revenue management, public relations, strategic marketing and planning, pricing, training and development across all the business units. Successfully integrated the resort dining and leisure experiences, and business convention and meeting facilities.
Marketing Director

Starwood Hotels & Resorts

(Public Company; 501-1000 employees; Hospitality industry)

July 2003 — February 2005 (1 year 8 months)

SEOUL, SOUTH KOREA. A member of the pre-opening senior leadership team of W Hotels in Seoul, W Seoul. W Hotels is Starwood Hotels and Resorts Worldwide, Inc’s foremost ‘style’ hotel brand. Successfully orchestrated the opening of W Hotels’ first property in Asia on August 20, 2004. Directed the hotel pre-opening campaign, online marketing, customer acquisition and retention initiatives. Responsible for all customer touch points, including messaging and positioning, lead generation, advertising, public relations and customer communications. Successfully positioned W Seoul in Conde Nast Traveller's 'Hot List' within the first year of operations.
Director of Brand Marketing & Communications

The Fullerton Singapore

(Hospitality industry)

January 2001 — July 2003 (2 years 7 months)

SINGAPORE. A member of the opening executive committee. Directed the integrated brand and marketing efforts of the 400-room luxury independent hotel, the waterfront dining and entertainment complex One Fullerton and the Merlion Park, and the new Fullerton Waterboat House. Responsible for brand management, integrated business operations, business development, room reservations, revenue management, press relations, public relations, advertising and branding, solutions and channel marketing, corporate marketing communications, strategic partnership programs, and alliances. Successfully rolled-out a business recovery plan in the wake of the regional SARS health alert, resulting in a swift recovery in under three months. Successfully positioned The Fullerton Singapore in Conde Nast Traveller's Hot List within the first year of operations.
General Manager

Rosenbluth International

(Privately Held; 1001-5000 employees; Leisure, Travel & Tourism industry)

January 1999 — January 2001 (2 years 1 month)

SINGAPORE. Rosenbluth International is the third largest travel services firm in the world, managing in excess of US$5 billion in turnover, operating in more than 46 countries, with over 1,400 office locations. Each office is electronically linked via the proprietary Global Distribution Network (GDN). Managed the Singapore operations, generated in excess of US$ 55M in turnover, and is Singapore’s second largest travel management company specializing in corporate business interaction management.
Director of Operations - Rooms, Marketing & Business Development

Pan Pacific Sutera Harbour Resort

(Privately Held; Hospitality industry)

January 1997 — December 1998 (2 years )

KOTA KINABALU, SABAH, EAST MALAYSIA. A member of the pre-opening senior leadership team. Responsible for the management of business development, sales, marketing & communications, revenue management, rooms, front-office operations, and reservations. Located in a 484-acre premier resort destination in Kota Kinabalu. Established the integrated resort business plan for Sutera Harbour Resort that covers the strategic plan for the entire resort, including the 27-hole golf course, a marina, resort restaurants and bars, and country club. Introduced the sales & marketing business model, and led the sales training workshops. Played an integral role in the integrated sales & marketing management of Sutera Habour Golf & Country Club, the Magellan Sutera resort and Pan Pacific business hotel. Successfully launched the opening of Pan Pacific Sutera Hotel, and positioned Sutera Harbour Resort as a premier integrated resort destination in Malaysia.
Director of Marketing

Sol Meliá Hotels & Resorts

(Privately Held; Hospitality industry)

May 1995 — January 1997 (1 year 9 months)

JAKARTA, INDONESIA. A member of the pre-opening executive committee of Gran Meliá Jakarta, Sol Meliá Hotels & Resorts' five-star Asian flagship property in Jakarta, Indonesia, and the first Gran Meliá brand in Asia. Facilities include: 24-hour Executive Lounge, 24-hour Coffee House, 24-hour Business Centre, 24-hour Room Service, European Restaurant, Chinese Restaurant, and Fitness Centre. Initiated the pre-opening marketing campaign, responsible for the overall recruitment of the sales, marketing and communications team, led training workshops and established corporate, travel agent and airline accommodation agreements. Accelerated food & beverage campaigns and introduced creative meetings and incentive programs - successfully achieving budget and attained high recognition as one of Jakarta's premier venue for meetings and special events.
Director, Marketing & Sales

The Ascott Group

(Privately Held; Hospitality industry)

January 1994 — May 1995 (1 year 5 months)

JAKARTA, INDONESIA. A member of the pre-opening executive committee of The Ascott Jakarta Serviced Residences. Successfully led the opening of The Ascott's first serviced residence in Indonesia. Established the pre-opening sales and marketing plan, and played an integral role in revenue management and business acquisition. Responsible for the sales and revenue optimization training and development of the sales, marketing and guest services team.
Manager, Marketing & Sales

Suntec Singapore International Convention & Exhibition Centre

(Privately Held; 201-500 employees; Facilities Services industry)

February 1993 — January 1994 (1 year )

SINGAPORE. A member of the pre-opening leadership team. Responsible for the pre-opening sales management and business acquisition of Asia's world-class event venue with 93,000 sqm space comprising of a 12,000 sqm convention hall that accommodates up to 10,000 people, a 12,000 sqm purpose-built exhibition hall, a 3,700 sqm versatile space that accommodates up to 3,000 people, a 596-seat theatre, 930 sqm Concourse for up to 600 people, a 2,150 sqm lush ballroom for up to 1,800 people, and 31 meeting rooms that can accommodate groups from 10 to 400 people.
Director of Sales & Marketing

Mandarin Oriental Hotel Group

(Public Company; 501-1000 employees; Hospitality industry)

1988 — 1993 (5 years )

JAKARTA, INDONESIA. Responsible for the set-up and development of Mandarin Oriental Jakarta's regional office in Singapore, established within The Oriental Singapore in 1988. Led the regional team for one and half years, successfully building the hotel's positioning as the preferred business hotel within the financial, information technology and professional consulting services business segment, prior to assuming a senior leadership role in sales & marketing at property level. Responsible for the restructuring of the sales & marketing team in Jakarta, and integrating the reservation sales function.
Sales Manager

Pan Pacific Hotels Group

(Privately Held; Hospitality industry)

1986 — 1988 (2 years )

SINGAPORE. A member of the opening sales team of Pan Pacific Singapore, the first hotel to open in Marina Bay, Singapore. Responsible for the European and Asia-Pacific markets, including the global airline industry.
Assistant Manager - Front Office

The Dynasty Hotel (now Marriott Singapore)

(Hospitality industry)

1981 — 1986 (5 years )

SINGAPORE. A member of the pre-opening management team. The start of a hospitality career - assumed first hospitality role as guest relations officer, moving up to Night Manager, and Assistant Manager over a span of five years.
Reservations Officer

Garuda Indonesia

(Public Company; 1001-5000 employees; Airlines/Aviation industry)

1977 — 1981 (4 years )

SINGAPORE. Started career in the airline industry as ground stewardess at the Singapore International Airport, traffic officer responsible for the planning and organizing of catering, baggage and cargo handling, and as reservations officer responsible for the management and control of groups and VIP bookings.

Additional Information

Rosmalia Hardman’s Websites:

My Company

Rosmalia Hardman’s Interests:

Professional Networking, Public Speaking, International Travel, Interior Designing & Decorating, Reading, Writing, Photography, Theatre & Musicals, Cooking, Home Entertaining, Power Walking, Trivia

Rosmalia Hardman’s Groups:

- Society of Incentive Travel Executives (SITE)
- Association of Corporate Travel Executives (ACTE)
- American Chamber of Commerce (AmCham)
- Pacific Asia Travel Association (PATA)
- Dubai Business Network (DBN)
- Founding member of Marketing Council Asia (MCAsia)
- Executive committee member of Singapore Business Council in the UAE (2005-2006)
- International Congress & Convention Association, ICCA (1993-1994)
- Pro-tem committee member and Executive Committee of Singapore Association in Indonesia, SAI (1990-1992)
- Chairperson, Membership of American Society of Travel Agents (ASTA) Singapore Chapter (2000 - 2001)
- Executive Committee, Outbound Travel of National Association of Travel Agents Singapore (NATAS) (1999 - 2001)

American School in Japan
Executive Suite
OpenNetworkers.info < 50.000+ Open Networkers across 60 social networks >
Worldwide Management Consultants (23,000+ members)
China Business
Luxury & Lifestyle Professionals
Speakers and Panelists
HSMAI - Hospitality Sales & Marketing Association International
Kaizen (Continuous Improvement) Experts
Dubai Business Network
GHIP- GAMING & HOSPITALITY INDUSTRY PROFESSIONALS GROUP (CASINOS-HOTELS-RESTAURANTS)
Business in Japan
Hong Kong Connection
Golf Industry Professionals
Friends of the Pacific Asia Travel Association
Hotel Online Distribution & Hotel Revenue Management Professionals Group
Social Media Today
Social Media Marketing
SINGAPORE Global
Travel & Tourism Industry Professionals Worldwide
Hotel Industry Professionals Worldwide
Luxury Hoteliers
Mandarin Oriental Hotel Group Alumni
Starwood Hotels & Resorts Worldwide, INC.
J@pan Inc
Association of Corporate Travel Executives (ACTE)
Jumeirah Group
Ecademy - Business Social Network
Global Leaders In Luxury
China Advertising & Marketing Communications Group [www.littleredbook.cn]
The Resort Marketing Network
Sol Melia Hotels and Resorts
HOTELS magazine hotel industry discussion group
Asia Speakers Bureau (ASB)
Linked:Golfers
HOSPITALITY SUPERSTARS (Employers, Recruiters & Hospitality Superstars) - http://www.hsuperstars.com
China Social Media Group [www.zerosocialmedia.com]
MCAsia