Principal

April Lickovitch Principal As principal of Lotus Marketing, April leads sales, operations, and client services with precision and purpose. With nearly 25 years of hospitality marketing expertise, she’s known for bringing clarity to complexity, helping hotels navigate brand execution, portfolio strategy, and high-stakes openings with confidence. April has helped shape brands like Renaissance and Autograph Collection, earning a reputation for her strategic discipline and ability to drive measurable results. A lifelong learner and driven entrepreneur, April is an active member of Entrepreneurs’ Organization (EO), where she connects with business leaders across industries to sharpen her craft and fuel what’s next. Her ambition, paired with her operational rigor, makes her a powerful force behind the scenes, elevating client outcomes and propelling the agency forward. Follow April on LinkedIn

Kimberly Erwin Principal As principal of Lotus Marketing, Kim leads brand strategy, innovation, and client growth with bold vision and deep expertise. With more than 25 years of experience at Marriott, Hilton, and MGM, she’s known for guiding complex hotel openings, brand launches, and portfolio strategies with precision and impact. Previously the founder of Marriott’s New Build and Transition team, Kim has led hundreds of hotel openings, renovations, and brand conversions across North America. Today, she serves as the agency’s strategic visionary, helping clients anticipate trends, sharpen positioning, and move faster with confidence and a strong commercial strategy. A true champion of hospitality, Kim is active in organizations like HSMAI and AHLA, and regularly connects with the industry’s top leaders to spark innovation, forge partnerships, and move hospitality marketing forward.  Follow Kim on LinkedIn