Raquel Filipek​

Hilton Grand Vacations

Vice President, Corporate Communications & Editor-in-Chief

Sept. 2018 to Present

 

Promoted twice: August 2021 from Director, Corporate Communications and February 2024 from Senior Director, Consumer Communications

 

In my current role, I work alongside business partners to map, create and implement integrated and omnichannel communication strategies that both educate and engage timeshare owners, association board members and guests. I also oversee crisis and issues management communications, including the creation and distribution of proactive and reactive talking points, FAQs, emails, phone scripts and online updates.

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Additionally, I serve as editor-in-chief of several consumer-facing publications, including Club Traveler, HGV’s flagship and award-winning magazine, and companion newsletter. Produced in English, Japanese and French, Club Traveler publications are delivered to over 510,000+ members worldwide. I also created and manage a Performance Dashboard to identify monthly and quarterly content trends and engagement optimization opportunities for all Club Traveler periodicals.

 

In 2020, I spearheaded and oversaw the transition of Club Traveler from a print publication to a fully immersive digital experience, featuring videos, photo galleries and interactive maps, all by decreasing yearly production costs by more than 50%. I also work as lead editor and copywriter of global messages aimed at owners and guests, as well as manage 5 full-time employees (seated in Japan and the United States) and a third-party digital agency.

 

AAA National

Director, Corporate Communications 

2018

 

Oversaw AAA's 10+ owned media channels, as well as digital, editorial and creative efforts supporting 30+ yearly earned media campaigns. Led 7 highly talented, full-time employees, including content, digital and creative managers, 2 writers and 2 graphic/multimedia designers. Directed the creation of high-value and engaging B2B, B2E and B2C content, including videos, infographics, social media posts, website updates, email newsletters, thought leadership reports and executive presentations. I also served as editor-in-chief of two digital publications and as the lead communicator for the organization's integrated corporate social responsibility and community relations program.

 

Visit Orlando

Director of Consumer Content

2017–2018

 

Oversaw content initiatives aimed at leisure consumers and travel planners to position Orlando as the No. 1 vacation destination in the United States. As part of my responsibilities, I managed a team of two full-time employees and one intern, as well as all content creation efforts on the Visit Orlando weekly leisure blog, 10 monthly email newsletters distributed to key markets around the world and social media channels (including Facebook, Twitter, Instagram and YouTube). I also directed the creation of videos, infographics and other audio/visual content illustrating the Orlando destination story to visitors both domestic and international, as well as served as point person for social media awareness and user-generated content campaigns.

 

CNL Financial Group

Senior Marketing Manager  

2013–2017

 

I served as the content strategist for CNL’s Education Program, where I provided editorial direction for the creation of more than 50 new pieces of content per year, including blog posts, articles, white papers, webinars and other tools aimed at educating financial advisors. I also created and managed content marketing efforts aimed at lead generation and ongoing engagement, including an email newsletter, which was distributed to more than 5,000 financial advisors monthly and had a yearly open rate of 20% to 30%. I also coordinated A/B tests to optimize digital content, which led to a 30% uplift in email click-through rates.

 

Social media was a relatively new realm for the organization when I started working at CNL. For two years, I managed CNL Securities' LinkedIn page. In December 2015, I led a successful campaign that beat industry benchmarks — our engagement rate was 0.79% (industry benchmark = 0.5%–0.7%) and our click-through rate was 0.69% (industry benchmark =  0.4%–0.6%). I was also responsible for hiring and managing the work of freelance writers, subject-matter contributors and external copy editors, and led one full-time employee. 

 

The Institute of Internal Auditors

Institute Communications Manager, Content Manager & Editor 

2005–2013

 

During my tenure with The IIA, I helped the organization in various editorial, communications and marketing capacities. For three years, I managed the organization's most profitable online publication, leading to a 42% subscription increase. I also managed a team of 10+ freelance writers, recruited volunteer authors and engaged with thought leaders, resulting in a 50% increase in content contributors. 

 

Later on, I oversaw more than 24 editorial projects per year for the organization's Audit Executive Center, including collateral and concept development for the Pulse of the Profession Study, a bi-annual research initiative. In my last role, I led editorial projects on multiple platforms, including the company's global website, digital and print publications, social media channels and videos.

 

The Nature Conservancy

Communications Coordinator & Public Relations Coordinator 

1999–2005

 

I had the distinct honor of joining the Conservancy in 1997 as a part-time intern while studying full-time to obtain my bachelor's degree. While at the Conservancy, I helped expand its editorial efforts by managing different print and digital publications, from story development to production. I also maintained the chapter's 1,000+ illustration and photo library, which I helped convert to a digital archive at zero cost.

 

I started my career with the Conservancy in the field of public and media relations. In addition to writing news releases, fact sheets and other materials for media use, I organized a low-cost annual event for three consecutive years, leading to local media coverage and social awareness of global initiatives aimed at protecting migratory bird corridors.