Women who inspire us through
data-driven hospitality marketing
Women’s History Month is one of our favorite times of year. It offers a moment to pause and recognize the meaningful contributions women make across industries and communities, including the impact they bring to GCommerce every day.
This year, we spoke with members of our female leadership team about their career journeys. They shared the moments that shaped their paths, the challenges they navigated, and the milestones that helped define where they are today.
In the conversations ahead, you’ll learn how each leader arrived in their current role and the advice they offer to others building their own careers. Their stories are a reminder that there is no single path to leadership. Every journey is different, and each one holds the power to inspire.
To celebrate Women’s History Month, we invite you to hear directly from the women helping lead GCommerce forward. Each leader of the GCommerce team will be answering the following questions:
Abby Rosenberger
Director of Account Services
My passion for hospitality began in college while working at a boutique resort, where I had the opportunity to experience many sides of the guest journey. I started as a hostess in the restaurant and worked my way up to bartender and restaurant manager, while also taking shifts at the front desk, assisting with corporate conferences, weddings, and event setups, and completing an internship with the resort’s HR team. Those experiences gave me a deep appreciation for the care and coordination required to create memorable guest experiences: whether helping a couple celebrate their wedding weekend, ensuring a corporate meeting ran smoothly, or making someone’s evening out special.
That foundation led me to GCommerce more than a decade ago, where I began as a marketing specialist and quickly became immersed in the intersection of hospitality, strategy, and performance marketing. Today, as Director of Account Services, I lead a team focused on aligning marketing strategy, performance insights, and long-term growth goals for our partners. I’m fortunate to collaborate with hoteliers and marketers who share the same passion for creating exceptional guest experiences, and I love being able to combine my background in hospitality with my passion for marketing to help our partners drive meaningful growth and more direct bookings.
What is one core belief you hold about using data to guide marketing or commercial strategy within a property or portfolio?
One core belief I have is that data should keep us focused on what truly matters. It’s easy to get caught up in vanity metrics, but the real power of data is in helping us understand what’s actually driving long-term success. In hospitality marketing, that means using data to inform smarter decisions that grow direct bookings and support sustainable performance for the property or portfolio.
Can you walk us through a practical example of how data has informed a decision you’ve made around property visibility, guest targeting, or channel performance?
One example that stands out involved a property that had a very clear picture of who they believed their core guest was. Their messaging and targeting were heavily focused on a female-skewed demographic within a specific age range, and most of their campaigns were built around that assumption.
Our team decided to take a deeper look at the data across platforms to better understand not only who was engaging with the marketing, but who was actually completing bookings. We analyzed research behavior, on-site engagement, and conversion data across channels. What we found was that while that original audience segment was still important, the actual booking audience was much more diverse than we initially believed.
With that insight, we adjusted our strategy by expanding prospecting audiences and diversifying our messaging to speak to a broader set of potential guests, while still maintaining the brand’s core positioning. By aligning the right messages with a wider but still relevant audience, we were able to significantly improve efficiency across channels and ultimately drive a stronger return on ad spend
Looking at that experience, what is the biggest takeaway for hoteliers who want to take a more performance-driven approach to hospitality marketing?
The biggest takeaway is to be willing to challenge assumptions with data. Data can often challenge long-held assumptions. Many properties have a clear idea of who they believe their guest is, but guest behavior and booking patterns can evolve over time. By regularly analyzing performance data across channels to understand who is researching, who is engaging, and who is actually converting, hoteliers can uncover new audience opportunities and make smarter marketing decisions that drive stronger results.
How does that takeaway connect to the way GCommerce approaches data, performance, and accountability in hospitality marketing today?
Our focus is always on using data to guide strategy, measure performance, and maintain accountability for results. Rather than relying on assumptions, we continually analyze how audiences interact with campaigns across channels and how those interactions translate into real business outcomes for our partners.
Taking that approach also allows us to be proactive rather than reactive. By consistently monitoring performance and identifying trends early, we can make informed adjustments to targeting, messaging, and channel investment before challenges arise or opportunities are missed. Grounding our recommendations in performance data allows us to stay agile, uncover new opportunities, and ensure that every marketing decision is tied back to measurable impact and long-term growth for the properties we support.
Is there a woman who has mentored you along the way that you would like to recognize? How has her guidance shaped your career, and how do you aim to pay that mentorship forward to others?
There have been several women who have mentored and guided me throughout my career. One of the earliest influences in my life was my mom. When I was a teenager, I watched her return to school to become a nurse after nearly two decades out of the workforce. Seeing her take on an entirely new field with determination and confidence was incredibly inspiring. It showed me that it is never too late to learn something new or pursue a different path.
Another mentor who has had a profound impact on my career is our President, Lindley. Early in my career, I was fairly soft-spoken and often hesitant to share my perspective on client calls. She has consistently encouraged me to step forward, trust my expertise, and make my voice heard. One of the most valuable lessons she has taught me is to present ideas confidently rather than qualifying them before they are even heard.
Both of those influences have shaped how I approach leadership today. I try to pay that mentorship forward by supporting my team in the same way, encouraging them to trust their instincts, speak with confidence, and continue growing in their careers. Outside of my day-to-day role, I have also volunteered to mentor women at my alma mater and previously participated in the Women’s Employee Resource Group at a former agency. Creating environments where people feel supported, heard, and empowered to contribute is something I believe makes both individuals and teams stronger.