As Senior Vice President of Revenue Optimization for The Cosmopolitan of Las Vegas, Birch oversees the resort’s pricing and revenue optimization efforts. Additionally, Birch leads the customer relationship management strategy for the resort. The integration between RM and CRM has produced strong gains in resort profitability and strategic alignment across the property. She joined the resort in 2009 prior to its 2010 opening and has played an instrumental role in the resorts success and financial performance.
Due to her diligent work ethic, loyalty to her teams and commitment to industry excellence, Birch has been recognized as one of Hospitality Sales and Marketing Association International’s ” Revenue Management Professionals of the Year” in 2015 as well as one of HSMAI’s “Top 25 Extraordinary Minds in Hospitality Sales, Marketing and Revenue Optimization” in 2016. In 2018, Birch was named a, “Woman to Watch” by Vegas Inc. Most recently in 2019, UNLV’s Harrah College of Hospitality awarded Birch with “Alumna of the Year.”
Outside of her daily professional regimen, Birch is actively involved in the community. She supports a number of nonprofit organizations and holds the role of former Chairwoman for Junior Achievement of Southern Nevada, a program that provides a series of business, economic and life skills programs to enhance the education of young people. Birch joined the Epicurean Charitable Foundation Board of Directors in the fall of 2019 and assumed the Chairperson role of the board the following year. As chairwoman of the board, she is responsible for working closely with the ECF executive committee and board of directors to enhance member recruitment and oversee all community-based fundraising and grant efforts. ECF provides scholarships and mentorship for gifted, but often financially underprivileged students.
Birch holds a degree in hotel administration from the University of Nevada, Las Vegas. She gives back to the alma mater that means so much to her by participating in the UNLV Mentor Program, returning to campus regularly to speak to junior and senior level classes about her experience. She also serves as a mentor within the resort, offering insight into the industry she’s built her life around. Above all, she is a proud mother to two teens, Gavin and Lily.