Convincing someone to take a vacation might seem like an easy sell, but in a culture where work is often conflated with identity, things are often more complicated. Even so, Tania Ulrich – who spent more than a decade in the hospitality industry focused on marketing and sales – embraces the complexities of education and persuasion.
“No matter what industry you work in, you have to understand your audience and meet them with a message that resonates, repeating it consistently through different channels,” she said.
Tania joined the ROI Communication team in 2019 from Wyndham Destinations, where she rose through a range of communication, strategy, product development, alliance and marketing roles to become the company’s Senior Director of Product and Program Development.
In all these roles, Tania honed a natural gift: listening. “I love listening, especially to the way people describe a question or challenge, or something that inspires them,” she said. “Then I help them explore different ways of expressing their ideas. Not only through words, but also visuals, that help them connect better with their audience.”
Prior to her tenure at Wyndham, Tania spent nearly five years at Fiserv CBS Worldwide, a global financial services technology company. There she served as International Marketing Services Manager, and previously as Web Content Manager – leading digital content, creating a change-management program, and managing internal and crisis communications. Earlier in her career, she worked in a range of communication and marketing roles at a Florida homebuilders’ association, in advertising and public relations, and at the Orlando Opera.
“I always look for a way to say things as clearly as possible, while keeping in mind the voice of the communicator and underlying intent. Voice, vocabulary, cadence – they all have to be authentic,” Tania said.
A Miami native who is bilingual in Spanish and English, Tania earned a BA in Journalism and Mass Communication from the University of North Carolina, as well as two degrees from Rollins College: an MLS in Liberal Studies, and an MBA with a concentration in Marketing and International Business.
When she’s not advising ROI’s clients, Tania enjoys cooking, bicycling, spin class, watching award shows, traveling with her family and cheering on her beloved Tar Heels. She lives near Orlando, Florida.