VRBO, Expedia Group Case Study

The Challenge

Expedia had acquired a collection of brands in the vacation retal industry to compete against AirBnb, including VRBO, HomeAway, Homelidays, TopRural, among others.

Traditionally these brands had operated independently in different markets.

Expedia wanted to bring consistency, efficiency and scale to all their online media efforts

I joined the global marketing strategy team supporting them develop the infraestructura, processes and scale up their marketing efforts globally from this centralised team.

The Process

Led the global marketing acquisition strategy, roadmap campaign and testing plan across EMEA, Americas and APAC. Built the system, frameworks, best practices and scaling up of activities.

Global acquisition strategy and roadmap. Identifying segments, mapping customer acquisition journey (Media, CRM and Sales) and campaign planning and management.
Media and programmatic team coordination: (Display/YouTube/Paid social, SEM, email, and Affiliates): Agreement on media budget distribution, mix of channel and testing/optimisation campaign roadmap. Partnering with product to develop the technology for advanced audience targeting, smart bidding, programmatic/ messaging and personalisation enablement.
Messaging /content: Leveraging market research and user insights to brief the creative agency, coordinate the generation of the assets and creative concepts (display assets, landing pages, email cycles).
Reporting and attribution: Working with Business Intelligence to create a marketing reporting and attribution system that would become a unique source of truth and help the organisation understand the impact of each channel activity on driving conversions, decision making on the distribution of budgets and campaign optimisation.

The Solution

+200% year-on-year growth of paid media user acquisition targets at a positive ROAS

33% improvement in lead nurturing conversion rates

Assignment of $8M budget year

Website

http://vrbo.com

Skills Used

Email Marketing,Marketing Strategy,Paid Ads,Paid Ads,Marketing Strategy,Paid Ads,Paid Ads,Paid Ads,Content Marketing

Industry

Travel & Leisure

Results by the numbers

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