As Head of Marketing ANZ, I accelerated awareness, consideration and direct revenue for a global travel brand navigating a market being rapidly reshaped by social media and the shift online.

The strategy was shaped by a cultural shift in how travel was being discovered and shared. As social platforms grew, people were looking for more authentic recommendations, and the opportunity was to build the brand with the community rather than for them.

Real travellers shaped the work itself, from crowd-sourced itineraries that informed ATL campaigns to casting community members in TVCs. Campaigns were designed for participation rather than passive consumption, including "Tag Me If You Can", a live multi-platform gamification experience that challenged audiences to track and find Nathan Joliffe (the Amazing Race winner) across 15 global destinations in real time, driving word-of-mouth and earned attention at scale.

The proposition was strengthened through the launch of Expedia Holidays, repositioning bundled travel as a more compelling and accessible way to book and supporting both conversion and average booking value.

I led the introduction of Marketing Mix Modelling for the first time globally at Expedia and this created a clearer, more defensible view of how brand investment performed and its impact on performance channels. It established the case for greater brand investment not just Australia but also the US.