Global Brand Campaign · Flagship · Award-Winning2025 – 2026
"I Am The Luxury Collection" — $1.5M attributed revenue, 220M impressions & global awareness lift
Head of Global Brand Marketing · The Luxury Collection · Marriott International
The brand's most ambitious and highest-performing campaign to date — and a rare example of a brand awareness campaign that meaningfully moved lower-funnel booking results. From vision and narrative through creative production and 360° worldwide rollout, I led every dimension of this flagship campaign across 130+ hotels and every major global source market. Results came in 61% above planned impressions, with a 99% video completion rate on HBO Max, and a direct revenue attribution of $1.5M — setting a new benchmark for luxury brand marketing at Marriott.
220MImpressions — 61% above plan
99%VCR on HBO Max
13%100% video completion rate
60KSite visits driven
2,200Attributed bookings
$1.5MAttributed revenue
1 GoldTelly Award
1 GoldShorty Award
What I led
Defined the campaign vision, brand narrative, and creative brief — ensuring it authentically captured The Luxury Collection's philosophy of destination-defining, independent luxury experiences.
Oversaw end-to-end creative development and production, directing agency partnerships and cross-functional approvals across brand, PR, legal, and regional teams.
Orchestrated worldwide 360° rollout strategy — adapting global creative and messaging for key source markets across the US, EMEA, and APAC while maintaining brand consistency at every touchpoint.
Led media strategy and premium placement — including HBO Max partnership that delivered a 99% video completion rate and a 13% 100% completion rate, significantly outperforming industry benchmarks.
Led influencer and media activation plan, partnering with cultural tastemakers and luxury lifestyle media to amplify reach among ultra-affluent travelers.
"Inside the Collection" — +18% brand awareness, +16% consideration
Head of Global Brand Marketing · The Luxury Collection · Marriott International
A deeply immersive brand storytelling and content campaign designed to close the awareness and consideration gap among U.S. luxury travelers — the brand's most valuable source market. By taking audiences behind the scenes of The Luxury Collection's most iconic properties, the campaign made the brand's promise of rare, place-specific luxury experiences viscerally real. The results were the strongest brand health lifts the brand had recorded in years, validated by both brand tracking data and a sweep of industry awards.
+18%Brand awareness lift
+16%Consideration lift
5 AwardsAdrian & Telly
What I led
Defined campaign strategy with a clear brief: shift The Luxury Collection from aspirational awareness to active consideration among affluent U.S. luxury travelers.
Directed immersive video and long-form content production across flagship properties — capturing the sensory, cultural, and emotional essence of The Luxury Collection experience.
Designed a full-funnel activation plan spanning digital video, social storytelling, CRM, earned media, and influencer content — ensuring consistent brand messaging from first exposure through consideration.
Implemented in-flight brand tracking to monitor awareness and consideration KPIs, enabling real-time optimisation of media placements and creative rotations.
Collaborated with PR and communications team to amplify campaign through luxury travel and lifestyle editorial coverage.
"Hotels That Define the Destination" — 80M+ impressions in 3 months
Head of Global Brand Marketing · The Luxury Collection · Marriott International
This fully integrated brand campaign celebrated The Luxury Collection's unique positioning — that its hotels don't just exist within destinations, they are the destination. I led the campaign from creative strategy through global execution, delivering one of the brand's most recognised, awarded, and commercially impactful marketing moments. Its scale, storytelling quality, and results set a new standard for luxury campaign excellence within Marriott.
80M+Impressions in 3 months
3 PlatinumMUSE Creative Awards
3 GoldTelly Awards
What I led
Developed the campaign concept, strategic narrative, and integrated media plan — spanning digital, social, earned PR, influencer, and owned channels.
Directed creative production across all campaign assets — long-form video, social-first content, photography, digital display, and OOH — maintaining luxury creative standards throughout.
Built and led the influencer and partnership activation strategy, identifying cultural tastemakers whose audiences aligned with the affluent luxury travel segment.
Localised U.S. activations to resonate with affluent domestic travelers and international source market audiences in key feeder cities.
Managed full campaign P&L and agency relationships, delivering against budget while maximizing reach, engagement, and brand impact.
Scaling Homes & Villas by Marriott Bonvoy to 5× YoY growth
Senior Manager, US & Canada Marketing & CX · Homes & Villas by Marriott Bonvoy · Marriott International
Joined a nascent luxury travel vertical — Marriott's answer to the premium vacation rental market — and built the marketing engine that drove explosive growth in the US and Canada. Working across both the guest-facing B2C side and the property partner B2B side, I created a dual-engine strategy that grew both demand and supply simultaneously, making Homes & Villas one of Marriott's fastest-growing brands.
5×YoY business growth, US & Canada
$35MProjected revenue uplift
50KVRMA tradeshow impressions
What I led
Built and executed precision-targeted B2C campaigns that drove premium guest acquisition across key U.S. and Canadian source markets — leveraging Marriott Bonvoy's loyalty ecosystem for reach and personalisation.
Developed B2B marketing strategy to recruit and engage premium property partners — a critical supply-side growth lever for the vertical's expansion.
Spearheaded the brand's first-ever industry tradeshow presence at VRMA International — the flagship vacation rental sector event — generating 50K impressions and $35M in projected revenue uplift from partner relationships initiated at the event.
Introduced refined digital and guest experience tools for premium partners, elevating the end-to-end brand experience and partner loyalty.
Building Marriott's first Global Integrated Marketing Plan — 30 brands, 3 regions
Manager, Portfolio Marketing Strategy & Planning · Global Marketing Optimization · Marriott International HQ
In a role directly supporting Marriott's Global Marketing Officer, I co-created the company's first Global Integrated Marketing Plan — a unified framework for managing go-to-market strategy across 30 brands spanning the US, EMEA, and APAC. A meaningful initiative that brought greater strategic coherence to one of the world's largest hospitality marketing operations.
30Brands stewarded
3 RegionsUS · EMEA · APAC
GlobalIntegrated marketing plan
What I contributed
Co-created Marriott's first Global Integrated Marketing Plan — contributing to a unified strategic framework, budget allocation model, and reporting structure for 30 brands across the full marketing mix.
Collaborated with cross-regional teams across US, EMEA, and APAC to translate global brand equity into locally relevant storytelling, media, and engagement strategies.
Led the Owned Channel Prioritization initiative — mapping and optimising touchpoints across digital, social, and CRM to orchestrate a seamless customer journey across segments.
Co-managed and supported the global marketing budget planning process for all brands and portfolio marketing efforts, in direct support of the Global Marketing Officer's strategic agenda.
Loyalty Marketing · Digital & Social Innovation2016 – 2017
Loyalty, digital innovation & community-building for Marriott Bonvoy
Manager, Loyalty Product, Social & Digital Marketing · Marriott Bonvoy · Marriott International HQ
Led global loyalty marketing and digital product initiatives at a pivotal moment — overseeing Marriott Rewards' always-on marketing, pioneering new digital platforms including an AI-powered chatbot, and building a global loyalty community product spanning 200+ markets. This role gave me deep fluency in loyalty ecosystem marketing, digital innovation, and the complexity of engaging consumers across vastly different cultural contexts.
200+Global markets reached
300+New loyalty enrollments driven
GoldBest Loyalty Marketing Campaign
What I led
Led global loyalty marketing and product initiatives for Marriott Rewards, including the award-winning "RewardsPoints" always-on campaign — recognised with a Gold award for Best Loyalty Marketing Campaign.
Developed and executed global go-to-market strategies across digital, social, and emerging platforms — including launching Marriott's AI-powered Facebook Messenger chatbot and establishing new ROI-focused social KPIs.
Spearheaded the design and global localization strategy for the "Travel List" digital community product — covering market prioritization across 200+ markets and China-specific launch planning spanning UX, content, and activation.
Built a three-year loyalty community roadmap, defined new KPIs, and led cross-regional collaboration across the US, Europe, China, and Hong Kong — driving engagement and 300+ new loyalty enrollments while supporting post-merger integration with Ritz-Carlton Rewards and Starwood SPG.
Gold — Best Loyalty Marketing Campaign
"Great campaigns are built from the outside in — rooted in consumer insights, executed with cultural relevance, and designed to resonate across every channel with consumer behavior to maximize impact. Global strategy sets the vision. Local execution makes it real."
