Editorial Board   Guest Author

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 May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.