Industry: Travel + Tourism

Problem: This global tour operator grew, they needed a scalable system to both develop new travel experiences and ensure their successful market launch. The company lacked an integrated approach between trip development and the marketing and sales teams, resulting in inconsistent product launches and missed opportunities to create memorable, on-brand customer experiences.

Actions:
Developed a Go-To-Market (GTM) Function: I created a dedicated GTM strategy, connecting the trip development, marketing, and sales teams to ensure every new tour had a structured launch plan to drive demand and enhance the customer journey.

Customer-Centric Approach: I trained the team to design trips from the customer’s perspective, incorporating on-brand surprise and delight experiences to elevate the travel experience.

Results:
Increased cross-functional collaboration between marketing, sales, and trip development, resulting in a 40% improvement in time-to-market for new tours.

Launched Sales Playbooks: I developed sales playbooks and launch plans, ensuring all teams were aligned for successful new tour launches.

Enhanced the overall customer experience, leading to a significant improvement in customer satisfaction scores and a rise in repeat bookings.

Industry: Travel + Tourism
Problem:
This global company offering travel experiences (online and in person) was experiencing stagnation in customer acquisition and retention. The company needed a comprehensive overhaul of its marketing strategy to attract new customers, improve retention, and position the brand for long-term growth. Additionally, the marketing and go-to-market teams required a new structure to scale effectively and handle specialized areas like retention, growth, and content.

Actions:
Led the scaling of the marketing and go-to-market teams, structuring them with specialized focuses on retention, loyalty, content creation, and brand development. This allowed the teams to operate with greater efficiency and alignment to long-term business goals. Developed and executed a multi-channel marketing strategy, integrating SEO, SEM, paid social, paid search, email marketing, and content marketing to create a seamless customer journey across all platforms.

Results:
Achieved a record year of new customer acquisition, surpassing previous KPIs and driving significant growth across key metrics such as ROAS and conversion rates. The multi-channel strategy delivered a 50% increase in customer retention, resulting in higher lifetime value (LTV) and repeat bookings. Successfully scaled the marketing and go-to-market teams, allowing for more agile and focused campaigns that drove both brand awareness and customer loyalty.

Industry: Travel + Tourism

Problem: A global active travel company wanted to expand into a new market by offering a unique river cruise experience that combined luxury with active travel. This was a departure from its traditional land-based offerings, and the challenge was to seamlessly integrate guided land activities with a luxury cruise experience while maintaining the brand’s identity.

As part of a two-person team on the groun, I supported the research and development of the new product, collaborating with AmaWaterways to craft an exclusive itinerary that blended on-boat luxury with guided hiking, biking, and cultural experiences along the Danube River. Aided in the training of trip leaders and boat crew to ensure consistent service delivery and immersive storytelling that aligned with Backroads’ brand, ensuring both on-boat and off-boat experiences were seamless and engaging.

Actions:
As part of a two-person team on the ground, I supported the research and development of the new product, collaborating with AmaWaterways to craft an exclusive itinerary that blended on-boat luxury with guided hiking, biking, and cultural experiences along the Danube River. Aided in the training of trip leaders and boat crew to ensure consistent service delivery and immersive storytelling that aligned with the brand, ensuring both on-boat and off-boat experiences were seamless and engaging.

Results:
The Danube River Cruise became the company's fastest-selling trip to date, selling out within weeks and setting a new benchmark for future offerings. Strengthened the strategic partnership with AmaWaterways, leading to continued collaboration across other river destinations. The success of the leader training on the ground resulted in high guest satisfaction scores and repeat bookings.

Problem:
A global travel brand specializing in in-person walking tours, needed to launch its digital e-learning platform during the pandemic, but traditional product promotion wasn’t resonating with audiences. They lacked a cohesive paid social strategy that could drive engagement and improve customer acquisition costs (CAC) while positioning the brand for long-term growth.

Actions:
I developed and executed a paid social strategy that prioritized creative storytelling and audience segmentation. Instead of promoting products directly, we shifted the focus to human-centric storytelling, featuring the platform’s experts (teachers) as the “stars” of our campaigns. This approach highlighted the unique knowledge and charisma of our experts, offering a more personal and engaging connection with potential customers.

Results:
Achieved a 6x ROAS (up from 2) across paid social channels, while reducing CAC by 50%. The shift to expert-led storytelling significantly improved engagement, with campaign video views increasing by 200% and platform sign-ups exceeding targets by 40% in the first quarter. This human-centric approach became a core part of the brand’s ongoing marketing strategy, continuing well beyond the pandemic and contributing to sustained long-term growth in user acquisition and brand loyalty.

Industry: Events +Festivals
Problem:
An NYC-based event production company needed to brand and launch a new festival in under three months, with limited resources and a highly competitive market. There was a need for a strong brand identity and an aggressive marketing timeline.

Actions:
I developed a complete brand identity for the festival, overseeing everything from logo design to messaging. I executed a rapid launch marketing plan across social media, paid ads, press strategy, and influencer partnerships to build awareness and sell tickets in record time.

Results:
The festival launched successfully, with ticket sales exceeding expectations by 25% within the first month. The event garnered significant press coverage, and social media engagement increased by 300%, making it a standout in a crowded event landscape.