Committees | Events & Webinars | Brand Management | ANA

Brand Management

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I.Diving Into the Deep End in All-Inclusive (11:35AM – 12:15PM)
In recent years, global hospitality brands have made a concerted effort to increase their presence in the All-Inclusive segment, where the food and drinks are free and the business model is very different.  Nicole Tilzer, Sr Director Full Service Brand Marketing and Teddy Berlin, Director Hilton Brand Management discuss how Hilton has approached expanding their footprint into All-Inclusive and what the organization has learned along the way.

Teddy Berlin
, Director of Brand Management, Hilton Resorts & Hotels
Nicole Tilzer, 
Senior Director, Global Brand Marketing, Hilton Resorts & Hotels

II. Driving Growth in Consumer Private Equity (12:15PM – 12:55PM)
Much of the growth in the consumer products industry has come from small to mid-sized private equity owned companies.  Evan Bashoff, VP of Marketing at Arcadia Consumer Healthcare will outline how Arcadia has driven sizeable growth in its business and exponential returns for its investors through strategic acquisitions, repositioning iconic brands and leveraging new claims, packaging, advertising, and innovation. 

Speaker: Evan Bashoff, VP Marketing, Arcadia Consumer Healthcare, Inc


Speaker Bios

Teddy Berlin, Director of Brand Management, Hilton Resorts & Hotels
Teddy Berlin serves as the Director of Brand Management for Hilton Hotels & Resorts and Signia by Hilton. The brand management team is responsible for the strategic direction, vision, growth and performance of both brands. 

Previously, Teddy was a Senior Manager on Hilton’s Global Brand Strategy team where he worked on projects supporting brand growth, the development of new brands, and the strategic positioning of Hilton’s hotel brands within their competitive landscape. He provided strategic support to the company’s brand leaders on critical initiatives and projects.

Prior to Hilton, Teddy worked in the sports and media world for key players including NBC Sports and the National Hockey League.

He earned his M.B.A. from Georgetown University and is a proud alumnus of the University of Michigan where he received his bachelor’s degree.

Teddy is a native of the Washington, D.C. area and currently lives in Bethesda, Maryland with his wife, daughter and dog.

Nicole Tilzer, Senior Director, Global Brand Marketing, Hilton Resorts & Hotels
Nicole Tilzer is a strategic marketing leader with a strong balance of large and small company expertise. She began her career at an experiential marketing agency working on the scotch portfolios of Johnnie Walker and the Classic Malts of Scotland. After several years introducing consumers to the wonders of Scotland, Nicole moved client side to lead several brands at The Coca-Cola Company, both in NYC and Atlanta. Through that opportunity, she gained experience leading and motivating teams to deliver both long and short-term results, developed unique business solutions, drove commercial success and analytic understanding. Following Coca-Cola Nicole moved into media, launching a new health and wellness brand (upwave) at Turner Broadcasting Systems. After several years in Atlanta, Nicole decided to relocate back to NYC and rejoined the scotch world with Edrington Americas, specifically overseeing The Famous Grouse, Cutty Sark, and all innovation projects. Most recently, Nicole expanded her marketing skill set with senior level marketing roles at various direct to consumer e-commerce startups in NYC, and then was able to combine both her passion for consumer and lifestyle marketing with her digital expertise when she joined Hilton as the Director of Destination Marketing in 2017. In this role Nicole oversaw marketing for over 50 Hilton hotels in the NYC market, developing a unique strategy, consumer insights and marketing campaigns to drive occupancy, rate and brand loyalty for this dynamic market. After two years in that role, Nicole accepted the opportunity to take on a global brand marketing role as the Senior Director, Global Brand Marketing for the Full Service portfolio (including Hilton Hotels & Resorts, DoubleTree, Curio & Tapestry Collections, Signia by Hilton, and Hilton Grand Vacations). Nicole holds a Bachelor of Science from NYU’s Stern School of Business and an M.B.A. from the Kellogg School of Management at Northwestern University. When she is not at work Nicole is an accomplished endurance athlete - with 22 full marathons under her belt to date - as well as an avid traveler, reader, baker and Broadway enthusiast.

Evan Bashoff, VP Marketing, Arcadia Consumer Healthcare, Inc
Evan brings diverse experience from his industry background in consumer brand marketing, retail, digital, e-commerce, and private equity. Most recently, he helped Arcadia Consumer Healthcare become one of the fastest growing private equity owned companies in the consumer industry growing it from $30 million to more than $100 million in net sales in three years, delivering just under a 4X return on equity for its investors after its recent sale to the Bansk Group. He remains as Vice President of Marketing, where he is responsible for marketing communications, consumer insights, media, digital and e-commerce strategy, and product innovation and development.

Previously, Evan spent several years at Bayer Consumer Healthcare leading teams and driving growth for category leading brands including Coppertone, Claritin and Dr. Scholl’s.   He also served as Executive Director of Marketing at Toys R Us, where he was responsible for all marketing strategy and vendor partnerships.

Evan holds an M.B.A. from Columbia Business School and an undergraduate degree in business from Cornell University.