Susan Helstab
“A good brand is one that makes a real difference in the lives of those it touches. Our guests, employees and business partners tell us that is exactly what the Four Seasons brand name represents for them. Our job is to make sure it continues to have this kind of meaning for years to come.”
Susan Helstab thinks that a great brand is not simply a product of smart marketing. “Consumers relate to those brands they understand, and that understand them. A brand promise is the delivery of what an organisation truly believes in,” she says.
“Four Seasons has always been synonymous with what matters most to people – as travellers, as business partners and as employees,” she notes. “It’s about enjoying every minute of a vacation with family or friends, being as productive as possible when travelling for work, worry-free social events and business meetings, and fulfilling careers.”
Overseeing the company’s worldwide sales force, central reservations organisation, fourseasons.com, public relations, social media, marketing communications and advertising, Susan’s responsibilities are wide, but her work is focused. “All of these tools are used for one purpose, and that is to continually demonstrate who we are, while connecting in the most meaningful way with consumers and those who book their travel.”
-
Career Highlights
- At Four Seasons Hotels and Resorts: joined in 1987 as Director of Advertising and Promotion; promoted to Vice President, Corporate Communications in 1990; appointed Senior Vice President, Corporate Marketing in 1998; has held current position since January 2009
- Previously: left McCann-Erickson Advertising as Vice President after eight years managing accounts for global brands including Coca-Cola, American Express, Nescafé, Johnson & Johnson and Tetley Tea in New York and Toronto
- Education: Honours Bachelor of Science in Zoology, University of Toronto, 1977; Master of Business Administration with specialisation in marketing and finance, York University (Toronto), 1979
-
Community Involvement
- Sunnybrook Foundation, Toronto (Governing Council member)
- Annual Terry Fox Run (volunteer)
-
Awards and Honours
- Hospitality Sales & Marketing Association International (HSMAI) "Top 25 Most Extraordinary Minds in Sales and Marketing", 2010
-
Associations
- Cornell University's Center for Hospitality Research (Advisory Board member)
- U.S. Travel Association, Board of Directors
-
Personal Insights
- Most memorable travel experiences: visiting Kenya and Tanzania, “where life is ancient and the sky never ends,” first on her own, and then returning years later to share the experience with her husband and daughter
- Hopes for her daughter, now a college student: “to have choices”
- Things learned studying zoology, marketing and finance that apply to her job today: “the structured, analytical thinking of science, plus the creative processes of communications, and the bottom-line focus of finance”
- Favourite destination: Italy, “the most perfect destination in the world”
