Tania Leichliter
Wayland
Summary
Entrepreneurial executive with over 25 years of experience launching and scaling growth-focused businesses in travel and tourism. Proven ability to drive innovation, develop scalable systems, and align marketing with operational efficiency to maximize impact. Known for turning vision into action, I lead with clarity, hustle, and strategic focus—building high-performance teams through empowerment leadership and customer-centric experiences that fuel long-term growth.
Overview
31
31
years of professional experience
Work History
Founder & CEO
T Will Coaching, LLC
Greater Boston
01.2023 - Current
- Company Overview: Founded and led two transformational brands under T Will Coaching: Better Than Bitter (TM): Divorce Success Coaching with group and 1:1 programs grounded in mindset shifts, emotional intelligence, and personal growth. The Happiness Decision (TM): Executive and mindset coaching for high achievers, with a focus on clarity, resilience, and performance.
- Designed and built a scalable business platform, including courses, memberships, and an affiliate program for professional and one-on-one coaching.
- Launched and host a successful podcast: Better Than Bitter Divorce Podcast.
- Implemented CRM and automation tools to support client lifecycle engagement, retention, and scalable content delivery.
- Developed a comprehensive social media strategy, including FB Group, Instagram, and YouTube channels.
- Www.betterthanbitter.coach; www.twillcoaching.com
SVP, Business Development & Strategic Partnerships
Miles Partnership LL
Greater Boston Area
01.2019 - 01.2023
- Company Overview: Drove business expansion through strategic partnerships in the travel, tourism, and education sectors.
- Designed and launched a DSP-managed media division using platforms like Google DV360, Basis, and Amazon; retained the Ad+genuity brand.
- Delivered new revenue streams via digital co-op marketing, influencer programs, and integrated media planning.
- Worked with the Business Development division to design and develop omni-channel strategic marketing campaigns to win business for the agency, inclusive of programmatic and direct media campaigns, paid search, social, strategic partnerships, affiliate, and native channels to drive awareness, conversion, and ROI.
- Collaborated cross-functionally with agency web, creative, data analytics, content studio, and client teams to optimize the cost of acquisition and user journey touchpoints.
Founder, President & CEO
Ad+genuity Marketing Solutions, Inc.
San Diego, CA & Greater Boston Area
01.2006 - 01.2019
- Company Overview: Built and scaled a multi-million-dollar media agency focused on tourism, hospitality, and adventure travel.
- Media Planning & Buying Agency: full-funnel digital and traditional media, with specialization in cooperative marketing design, development, and sales.
- Media planning and buying included: publisher direct, omni-channel programmatic, strategic partnerships, onward distribution strategy with online travel agencies, supportive marketing campaigns, influencer campaigns, in-market activations, and CRM-driven email marketing.
- Delivered and sold award-winning cooperative marketing campaigns that provided brand storytelling and lower-funnel sales distribution to achieve the business goals of driving visitation and an overall increase in occupancy for participating cooperative partners.
- Client lists include Brand USA, Visit California, Utah Office of Tourism, New Mexico Office of Tourism, San Diego Tourism Authority, Visit Salt Lake, Visit Newport Beach, Visit Santa Barbara, Deer Valley Resort, Solitude, Brendan Vacations, Trafalgar, and other global travel brands.
- Adgenuity Marketing Solutions was acquired by Miles Partnership in 2019.
Regional Partnership Marketing Manager / Advertising Sales
Travelocity
San Francisco Bay Area (Hybrid) / San Diego, CA
01.2000 - 01.2006
- Company Overview: Signed up hotels and activity partners for distribution on Travelocity.com, with a focus on year-round mountain and adventure products.
- Designed the Mountain Destination Strategy, leading to market dominance in seasonal and year-round outdoor travel.
- Pioneered the digital cooperative marketing model still in use by Expedia’s Worldwide Media Solutions.
- Built early influencer and affiliate relationships to extend the Travelocity brand through earned and paid content, through brand partnerships.
- Territory: CA, CO, UT, NM, NV, AZ – Global Ski.
Regional Director, Business Development & Partnerships
Site59
San Francisco Bay Area
01.1999 - 01.2000
- Company Overview: Tenth employee at Site59, a last-minute travel booking platform acquired by Travelocity in 2000.
- Focused on signing hotel, activity, and package inventory for late-booking travel consumers, west of the Mississippi territory.
- Managed a team of individuals out of San Francisco who were content writers, activity and hotel contractors, and technology developers for adventure and cultural experiences.
- Played a key role in developing a destination-based inventory strategy for adventure and experiential travel products.
- Developed early partnerships and digital advertising collaborations with tourism boards and airlines.
- Set the foundation for rapid post-acquisition integration into Travelocity’s broader distribution and media platform.
Founder / Personal Trainer / Group Fitness Instructor
Wellworks
New York City, NY | Nantucket, MA
01.1994 - 01.2000
- Company Overview: Personal Trainer & Corporate Wellness Consultant: providing full-service nutrition, food delivery, personal training to clients in NYC & Nantucket
Education
Certification - Life Coaching
The Life Coach School
Virtual12-2022
Master of Science - Kinesiology – Exercise Physiology, Health Education, Sports Marketing
University of Texas at Austin
Austin, TX05-1996
B.S. - Human Development
Vanderbilt University
Nashville, TN05-1992
Skills
- Omni-channel marketing strategist – paid, earned, owned media
- Customer lifecycle, CRM, and marketing automation
- Brand development and voice consistency
- Cross-functional team leadership
- Adventure travel and experiential product strategy
- Performance marketing and conversion optimization
- Data-driven customer insights and analytics
- Programmatic advertising (DSP), SEO, SEM, email
- Influencer, partnership marketing, cooperative marketing, affiliate marketing, social campaigns
- Strategic growth and P&L management
- Empowerment coach
Hobbies and Interests
Avid adventurer: Alpine Ski, Trail Runner, Hiker, Yoga, Mountain Bike, Road Bike, Golf, Tennis, Pickleball, Former Competitive Triathlete, BTone Pilates Instructor
References
References available upon request.
Timeline
Founder & CEO
T Will Coaching, LLC
01.2023 - Current
SVP, Business Development & Strategic Partnerships
Miles Partnership LL
01.2019 - 01.2023
Founder, President & CEO
Ad+genuity Marketing Solutions, Inc.
01.2006 - 01.2019
Regional Partnership Marketing Manager / Advertising Sales
Travelocity
01.2000 - 01.2006
Regional Director, Business Development & Partnerships
Site59
01.1999 - 01.2000
Founder / Personal Trainer / Group Fitness Instructor
Wellworks
01.1994 - 01.2000
Certification - Life Coaching
The Life Coach School
Master of Science - Kinesiology – Exercise Physiology, Health Education, Sports Marketing
University of Texas at Austin
B.S. - Human Development
Vanderbilt University
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