DIGITAL EXPERIENCES + CREATIVE SYSTEMS
AKA…A SMATTERING OF PROJECTS
HOME PAGE TESTS • PAID SOCIAL•STRATEGIC PARTNERSHIPS & AFFILIATES• TRAVEL TRENDS •DIGITAL ASSET MANAGEMENT
(and when I crashed it.)
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Hotel Category Homepage Test
Expedia & Hotels.com
THE WORK
I led creative direction for this property-themed image test on Expedia & Hotels.com homepages. Using meticulously curated visuals across categories like “Sea View,” “Historic,” and “Boutique,” I aligned brand photography with product discovery behavior—elevating aesthetics while supporting product discovery, UX, and revenue objectives..
THE RESULTS
CTR lift up to 8.83% on key property types
Statistically significant increase in net purchaser conversion
$1.1M in projected annual revenue
Rolled out globally across brands, points of sale, and property surfaces
THE IMPACT
This project connected brand photography to demand-gen performance, product UX, and campaign-level brand expression, bridging aesthetics with measurable outcomes.
EXPEDIA
PAID SOCIAL ADS
84k+ Purchases. 12k+ flight-specific. 11M+ impressions.
I curated and licensed every image in this 50-city campaign—built to showcase people in destination, and a fresh take on flight-first merchandising. (Read: flight doesn’t have to mean a picture of a plane.)
Working across Expedia’s top flight markets, I collaborated directly with creative directors to lock in visual tone, emotional resonance, and performance alignment.
This wasn’t ‘picking pretty photos.’
This was strategy with a camera lens.
And it moved.
The needle.
From LAX to BCN, JFK to HKG, this campaign proved one thing:
When images match intent, people move. And they moved—in volume.
Performance Snapshot:
iROAS: 164% (Cumulative)
Gross Profit: $177K+
Purchases: 84K+ (12K flight-specific)
App Installs: 2K+
Impressions: 11M+
Clicks: 92K+
“THIS LITERALLY CRASHED THE DAM!”
STRATEGIC PARTERSHIPS & GLOBAL AFFILIATES
Expedia Group’s Affiliates team needed a scalable way to integrate our new brand photography style. We developed and curated a 400+ image library of pre-approved, on-brand visuals supporting high-volume promotional offers where internal teams lacked visual curation capacity. Images were self-serviceable to decentralized account teams through our digital asset management system.
THE RESULTS
In AU/NZ testing, new imagery drove a 30% increase in bookings for Q1’25 YoY
Team hit 120% of Q1 performance targets
Scalable across regional campaigns and platforms
In NA testing, new imagery drives strong impact in all promotional efforts for Q1 '25, with GBV up +17% YoY
This was a direct collaboration between brand photography and performance marketing teams, proving that smart, curated visuals can power real revenue.
EXPEDIA GROUP BRANDS
UNPACK ‘25 - The Trends in Travel
Expedia Group's annual travel trends forecast, combining first-party data, global research, and cultural insights across Expedia, Hotels.com, and Vrbo.
I led photography operations for the campaign, overseeing the creative cull, budget, and sourcing and licensing process managed by my team. Together, we delivered a cohesive visual approach across original productions and licensed imagery, supporting PR, social, editorial, partner, and digital storytelling.
Check out the full report here.
MAKE THE DAM* PRETTY!
If there's one thing I know, it's that a beautiful, intuitive experience invites people to explore.
As Expedia Group's in-house creative teams ramped up production across film, photography, and campaigns, we were building a growing library of original, company-owned creative assets. And it needed to scale. Fast.
Working with our Marketing Operations Product Manager and metadata specialists, I focused on driving internal adoption through user experience—helping transform the DAM into a destination of its own.
We designed curated brand collections, visual travel themes, and intuitive pathways to the photography, video, logos, and creative assets our teams needed.
The goal? Make discovery so effortless—and the experience so visually compelling—that creatives wouldn't dream of looking anywhere else.
Because metadata matters. But so does the magic.
As for crashing the DAM? Let's just say enthusiasm was never the problem.
*Digital asset management
