Editorial Board   

Ms. Ross

Lisa Ross

President & Partner, rbb Communications

Lisa Ross is president and co-founder of rbb Communications, a marketing communications agency ranked among the nation's top 50 firms, headquartered in Miami, Florida with offices in Fort Lauderdale, Los Angeles and the New York area. She also serves as managing partner of Spiderboost Communications, a digital marketing agency within rbb's family of brands.

An experienced marketer, Ms. Ross' career spans over 25 years developing breakout brands. She oversees new client relationships for rbb as well as the firm's Travel and Digital Practices. She has counseled numerous hospitality and lifestyle companies including Apple Leisure Group, AMResorts, Hilton, Norwegian Cruise Line, United Airlines, Virgin Voyages and Zumba Fitness, among others, to tap award-winning breakout strategies to innovate, communicate with soul and build emotional connections with customers.  Ms. Ross inspires companies with insights to create customer passion that leads to increased sales and market share.

rbb has won every major communications award and was named “Agency of the Year” four times over the past decade. In 2017, Ms. Ross was named one of HSMAI's Top 25 Minds in Hospitality Sales & Marketing. Her creativity and entrepreneurialism has gained her recognition in Who's Who in Communications; Enterprising Women's Top 100 Female Executives and the Business Journal's Most Influential Business Women.

Currently, Ms. Ross serves as a member of HSMAI's Marketing Advisory Council and a Platinum judge of the Adrian Awards as well as judging several leading PR awards programs. She is the America's Co-Chair of PROI, the largest global partnership of independent communications agencies, a member of the Women Presidents' Organization (WPO); and serves the Strategic Forum as a board member and former chair. She also is a past board member of Big Brothers Big Sisters of Miami.

Ms. Ross graduated from New York University with a bachelor's degree in English Literature. She has attended Columbia University's Executive Education Leadership Program and has completed several management courses.


Please visit http://rbbcommunications.com for more information.

Ms. Ross can be contacted at 305-448-7457 or lisa.ross@rbbcommunications.com

Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.