Download Resume - Susan Kennedy

Susan M. Kennedy, MA, MTA
+1.920.279.0301
susankennedy.org
[email protected]
SUMMARY
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International development expert with 18 years of combined professional experience within the
tourism industry including sustainable tourism, cultural/archaeological heritage site management,
ecotourism, marketing, branding, and advertising account management.
Consulted in Bangladesh, Turkmenistan, USA (Choctaw Nation of Oklahoma), Jordan, Armenia,
Kazakhstan, Cambodia, Vietnam, and Panama on USAID, World Bank, GIZ, and JICA projects.
Authored comprehensive tourism management plans, feasibility studies, and tourist booklets.
Managed production of promotional print and video materials for INGOs, as well as private-sector
cruise lines and airlines, and including Cambodia’s first-ever national branding campaign.
Demonstrated strategic thinker and collaborator on a wide range of projects with multi-level
stakeholders in both the public and private sectors.
PROFESSIONAL EXPERIENCE
Agriconsulting (World Bank-funded) – Dhaka, Bangladesh
Nov. 2014 – Present
Ecotourism Specialist
 Research, analyze and prepare comprehensive ecotourism development plans for three National Parks
in Bangladesh for the World Bank-funded “Strengthening Regional Cooperation for Wildlife Protection
Project” (SRCWP).
 Research and write chapter on ecotourism for the country’s overall Wildlife Management Master Plan.
 Guide and support the local forestry expert in designing and preparing training modules and materials
on ecotourism and in conducting a ToT training course for Forestry Department staff and officers.
QED Group (USAID-funded) – Ashgabat, Turkmenistan
Oct. – Nov. 2014
Tourism Specialist
 Provided comprehensive training to government officials, partner organizations and the Institute of
Tourism & Sport to understand concepts of tourism and its role in international development.
 Utilized interactive PowerPoint presentations, videos clips, best practices, case-studies and exercises
to inform and educate participants on cultural heritage, community-based tourism, ecotourism, the
economics of tourism, marketing, branding and uses of social media.
Choctaw Nation of Oklahoma – Durant, Oklahoma, USA
Feb. – Oct. 2014
Cultural Tourism Consultant
 Produced a Tourism Development Plan (2014-2018) laying the groundwork for tourism development in
the Choctaw Nation including a DMO, tour operations, site preparations, event planning, and marketing.
 Conducted a Destination Review of the entire Nation (over 10,000 square miles) and produced an
“Inventory of Attractions” outlining cultural and natural heritage sites as well as intangible aspects of
Native American culture. Engaged local and government stakeholders in the process when possible.
 Managed the entire production process for creating the new 48-page, “Choctaw Country Tourism
Guide” for 2015.
 Conducted and analyzed resident and visitor surveys to help guide in the decision-making process.
USAID Enterprise Development & Market Competitiveness Project
Aug. – Dec. 2013
Archaeological Heritage and Tourism Consultant – Yerevan and Areni, Armenia
 Wrote a comprehensive Site Preservation Plan for Areni-1 Cave in southeastern Armenia, where the
world’s oldest winery and oldest leather shoe were recently discovered.
 Consulted with archaeologists, researchers and historians to determine the appropriate measures for
monitoring and development of the site for preservation and sustainable tourism.
 Produced a budget for preservation and responsible development including fencing, walkways, lighting,
security, monitoring, interpretation, visitor’s center, tourist access, marketing, and other provisions.
Resume for Susan M. Kennedy – 114 E. Byrd Street, Appleton, Wisconsin, USA
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Appleton Downtown, Inc. – “Downtown Revitalization Initiative”
March – Aug. 2013
Heritage Consultant – Appleton, Wisconsin, USA
 Provided professional expertise in strategic planning and visioning for goal setting and outcomes based
on results of multi-stakeholder meeting to achieve a unified vision for downtown Appleton, Wisconsin.
 Facilitated a “Downtown Appleton Vision Council” meeting and presented a study on the economic
importance of preserving and enhancing downtown historic city cores based on World Bank research.
History Museum at the Castle
Dec. 2012 – Feb. 2013
Museum Assistant and Docent – Appleton, Wisconsin, USA
 Provided a strategic vision for fundraising, customer retention, marketing, membership expansion and
further collaboration with local and regional communities and businesses.
 Assisted visitors to the “Leonardo Da Vinci: Machines in Motion” exhibit by providing interpretation and
answering myriad questions, enhancing their experience and prompting repeat visitation.
Centre for Applied Archaeology/University College London (UCL)
June – Sept. 2012
Archaeological Heritage Site Manager – Taraz, Kazakhstan
 Conducted all on-site translating from English to Russian and handled program management details for
an archaeological field school from UCL at a Great Silk Road excavation site in Taraz, Kazakhstan.
 Provided professional advice and utilized sustainable tourism expertise to determine feasibility of
developing the site for tourism and education.
Japanese International Cooperation Agency (JICA) – Da Lat, Vietnam
Sep. 2010 – June 2011
Community-Based Ecotourism Expert
 Wrote entire contents of a comprehensive 250-page report for planning and implementation of
community-based ecotourism for a national park in Vietnam.
 Outlined all surveying and research, guidelines, budgets, work plans, trainings, infrastructure needs,
marketing plan, tourist survey results, and monitoring and evaluation plan.
 Conducted community assessments of five indigenous groups and investigated capacity and training
options to involve them in eco- and agro-tourism activities.
The Asia Foundation – Phnom Penh and Koh Kong, Cambodia
June – Sept. 2010
Ecotourism Consultant
 Researched and wrote a 180-page Ecotourism Feasibility Study identifying strategies and actionable
steps for implementation of ecotourism in coastal and mountain communities. Conducted cost-benefit
analyses for each identified strategy.
 Designed and conducted two surveys of international tourists to assess tourist demand and analyze
their preferences for ecotourism activities using SPSS statistical software.
 Determined community interest and capacity to develop and implement ecotourism activities through
community assessments, SWOT analyses, and focus group discussions with key stakeholders.
USAID/Chemonics Tourism Development Project – Amman, Jordan
Feb. – May 2010
Tourism Marketing Consultant through Solimar International
 Developed Brand Implementation Strategy and Communications Training Strategy for the Jordanian
tourism industry to ensure new brand strategy and elements are correctly used and to maximize
frequency and quality of media coverage aimed at boosting visitor numbers to Jordan.
 Wrote consumer and wholesale brochures for a women’s pottery cooperative in Petra to encourage
tourists to extend their stay and spend more money in the local economy.
German International Cooperation (GIZ) – Phnom Penh, Cambodia
Mar. 2008 – Dec. 2009
Sustainable Tourism Consultant
 Managed all aspects of producing the 76-page “Stay Another Day Cambodia” booklet for 2009-2010
including gathering all initiatives, writing articles, editing, and assisting with publication design.
 Worked closely with the Minister of Tourism to create Cambodia’s first-ever national branding
campaign, “Cambodia: Kingdom of Wonder.” Developed brand messages, six logos, and production of
two separate brand books in collaboration with the branding agency.
 Directed and facilitated the production of a 60-second promotional video featuring the new campaign.
Resume for Susan M. Kennedy – 114 E. Byrd Street, Appleton, Wisconsin, USA
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International Finance Corporation (IFC-World Bank) – Phnom Penh, Cambodia
Oct. – Dec. 2007
Sustainable Tourism Consultant
 Managed all aspects of producing the 84-page, “Stay Another Day Cambodia” booklet for 2008, which
promotes responsible tourism through support of community, culture and environment.
 Gathered and corresponded with over 50 initiatives, wrote and edited text, and liaised with graphic
designer and printer.
World Wide Fund for Nature (WWF) – Mondulkiri, Cambodia
April – Sep. 2007
Ecotourism Technical Advisor
 Developed comprehensive Ecotourism Management Plan outlining the framework for building an ecolodge and related tourism products including the preparation and monitoring of annual budgets.
The Nature Conservancy – Arlington, VA
Sep. 2005 – Oct. 2006
Ecotourism Consultant
 Wrote comprehensive report on the primary tourist attractions, infrastructure, financial information and
future plans for development at five UNESCO World Heritage Sites worldwide.
 Endeavoured to generate interest in developing sustainable tourism partnerships with over 60
international tour operators.
Conservation International – Washington, DC
Jan. – Sep. 2005
Ecotourism Assistant
 Proofread, edited and managed logistics for the production of a USAID co-funded manual titled, Linking
Communities, Tourism & Conservation: A Tourism Assessment Process.
Abt Associates’ USAID-funded “Health Plus” Project – Almaty, Kazakhstan
June 2003 – July 2004
Editor, Writer and Communications Specialist
 Conducted field research and first-hand interviews during site visits to program areas in Central Asia.
 Wrote “Road to Results: Success Stories” detailing achievements in the region’s health care reform.
 Formatted and revised field reports generated by technical experts and delivered them to USAID
officials in Washington, DC to evaluate the effectiveness of the health care programs.
United States Peace Corps – Pavlodar & Ekibastuz, Kazakhstan
June 2001 – June 2003
Economic Development Volunteer
 Taught business concepts/English in a former Soviet, predominantly Russian-speaking country to over
200 students per week. Designed and implemented entire lesson plan curricula using limited resources.
 Developed and led a group project to update the city of Pavlodar’s section of Lonely Planet
Publications’ Central Asia guidebook. Project received accolades from senior staff at Peace Corps in
Washington, DC.
Marketing, Branding and Advertising 1995 – 2001
A broad range of private-sector account management experience encompassing over six years of work on
various travel accounts in marketing, branding and advertising. Media experience includes consumer
magazines, trade publications, newspaper, radio, television, direct mail and various promotional materials.
Managed large budgets and supervised several staff members at each location.
Saatchi & Saatchi Advertising – New York, NY
Senior Account Executive for Celebrity Cruises
1999 – 2001
Manus Direct Response Marketing – Seattle, WA
Account Executive for Holland America Line and Alaska Airlines
1995 – 1999
EDUCATION
University College London (UCL) – London, United Kingdom
Masters of Arts (MA) – Managing Archaeological Sites
2012
The George Washington University, School of Business – Washington, DC
Masters of Tourism Administration (MTA) – Sustainable Destination Management
2006
University of Minnesota – Minneapolis, MN
Bachelor of Arts – Journalism and Advertising
1995
Resume for Susan M. Kennedy – 114 E. Byrd Street, Appleton, Wisconsin, USA
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