A Fresh Global Brand

Global Vrbo Brand Launch I Sunseted HomeAway Brand Globally I Launched Brand Strategy Practice I Creative Management I TAM & Segmentation Study

KEY ACCOMPLISHMENTS

• Consolidated the HomeAway brand and 27 other local brands globally in favor of VRBO (a initiative I led with the VP of Data Science)

• Lead the rebrand and launched VRBO globally

• Lead internal creative agency of 43 

• Lead global TAM and segmentation studies determined more profitable, concise audiences

• Started net new brand strategy practice within Expedia which remains today

• Responsible for leading global marketing campaigns with $145MM media budget

IMPACT

• 15% increase in brand awareness in key European markets, 9% increase in the U.S.

• 80% lift in brand affinity in Brazil and UK (all markets saw at least 20% lift)

• Click Through Rates (CTR) on display and social rose 7 and 9% respectively.

• Grew occupancy rates in markets with integrated campaign by 24%, contributing to 10% lift in listings.

• Increase visits from identified target segments by 40%