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Industry Experts > Melinda Speck
Robert Jones

Melinda Speck

Branding and Marketing Expert


Melinda Speck is an accomplished hospitality professional with a proven track record in brand development and marketing, known for her innovative strategies and ability to achieve financial results while maximizing team potential and motivation. Her depth of experience with both industry groundbreaking brands, like the launch of W Hotels, and fully independent hotels and resorts is well respected.

As Corporate Director of Marketing for JC Resorts in southern California, Melinda led the marketing and leisure sales team of twenty-five professionals at an independent, family-owned hospitality company encompassing three acclaimed resorts; Rancho Bernardo Inn, Surf & Sand Resort, and Temecula Creek Inn. During Speck’s tenure from 2009 through 2019, the team consistently grew year-on-year market share, gained national recognition with the #1 Spa in North America as awarded by Conde Nast Traveler, garnered Top Resorts in Southern California awards from US News & World Report and grew share of voice amongst competitors.

Melinda was recruited to join the initial opening teams during the birth of W Hotels and was charged with the pre-opening, launch, and stabilization of the first W Hotels new build, located in San Francisco. The property recouped its $90M build price tag in just three years. As W Hotels’ Corporate Director of Sales and Marketing, she was instrumental in opening 17 hotels throughout North America. This included all aspects of brand stewardship, pre-opening lead-up and opening functions, partnership relationships, and sales team development.

After graduating with a degree in hospitality from Oregon State University, Melinda began her hospitality career at the 1,249-room Atlanta Hilton and 3,446-room Flamingo Hilton Las Vegas. She moved on to hold Director of Sales & Marketing positions with Red Lion Hotels across the West Coast, transitioned Pan Pacific Shapery Center to the Wyndham Emerald Plaza San Diego and established Wyndham Hotel’s first National Sales office in Northern California.

In a consultant capacity, Melinda has been instrumental in branding and marketing of 21c Museum Hotel, Louisville; The Keating, San Diego; Hotel Lulu, Anaheim and Pantai Inn, La Jolla; as well as J Street Space and Anagram Ventures out of San Diego.

Expertise in solving these types of problems:

  • Design and deliver impactful market-based marketing programs 
  • Develop branding and rebranding concepts
  • Develop effective community outreach and partnership programs 
  • Distribution channel assessment/enhancement plan