Barbara Ferrell

From hotels to non-profits to private clients of all shapes and requirements, Barb’s reputation for creativity, innovation and results in strategic marketing has swept her across industry boundaries to high profile assignments in multiple domains. Her record of success during 20+ years of sales and marketing leadership for Fairmont Hotels & Resorts in Canada was the springboard to senior management positions at the Art Gallery of Ontario and then the Canadian Cancer Society, with a spell of providing independent advisory services in between.

Currently founder of Ferrell and Partners and an associate with G7 Hospitality, she focuses on working with hospitality and tourism organizations to develop and implement integrated marketing and sales solutions that drive revenue, deliver partnerships and position brands to compete effectively. Her special strength lies in design and implementation of customer-focused strategies that build revenue through targeted acquisition, retention and promotional programs. She has a recognized talent for developing successful marketing partnerships with hospitality, tourism and corporate brands, including Air Canada, Aeroplan, American Express, American Airlines, the Canadian Tourism Commission, Diners Club International, Volvo and VIA Rail Canada.

Directing sales and marketing activities at Fairmont in a variety of capacities over the era in which the company evolved into the world-class brand it is today. As Executive Director, Marketing Barb honed her ability to conceptualize and execute innovative strategic solutions for urban and resort hotels, to reposition, target new customer segments and leverage promotions with leading loyalty programs. In a period when the industry experienced a 30% decline in revenues, she delivered 15% growth for Fairmont. These skills were put to the test in later assignments: during her tenure at the Canadian Cancer Society, fundraising revenue grew 22% in a fiercely competitive declining market, including a $250,000 turn around after more than 5 years of steady decline. Barb also chaired the European Meeting & Incentive Travel Task Force for the Canadian Tourism Commission. Today, she offers tourism and hospitality industry clients a profound understanding of the challenges today’s competitive marketplace presents and delivers pragmatic solutions.

Barbara graduated from the University of Toronto in French and has continued to upgrade her sales management skills through ongoing courses, as well as volunteering on the Marketing Panel of the Rotman School of Management at the University of Toronto. She is a member of the American Marketing Association.

Contact Barb at Tel +1 416 527 2983 or barb.ferrell@g7hospitality.com