A SMATTERING OF BRAND HOME PAGE, LANDING PAGE, PAID SOCIAL & DEMAND CAPTURE PROJECTS
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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 directly influencing UX and revenue strategy.
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.
“THIS LITERALLY CRASHED THE DAM!”
Strategic Partnerships & Affiliates (SPA) image library
Expedia Group’s Affiliates team needed a scalable way to integrate our new brand photography style. We proposed 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 accounts teams through our digital asset management system.
Early 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 photography and performance marketing teams, proving that smart, curated visuals can power real revenue.
EXPEDIA
PAID SOCIAL ADS
Curated, analyzed, swapped in, swapped out, swapped back in again—and licensed—destination imagery for the brand’s top 50 flight markets, collaborating with brand creative directors to ensure visual alignment.Test currently in flight. Update to follow.
EXPEDIA & HOTELS.COM LANDING PAGES
Refreshed product landing pages—flights, hotels, car rentals, cruises, and things to do—with photography that visually unified each line of business under a cohesive brand style.
Test currently in flight. Update to follow.
Expedia Destination Email Refresh
The Work
Curated and licensed brand photography for Expedia’s destination refresh initiative—supporting email content across 100 top-tier global markets. Imagery was selected for cultural relevance, seasonal adaptability, and editorial quality.
Results
• Improved visual consistency and engagement across lifecycle email flows
• Aligned destination imagery with brand identity and product visuals
• Created an evergreen image system for high-volume email content
Impact
This project helped bridge creative direction with email needs—making email content feel brand-forward without compromising scale.
EXPEDIA
MADE TO TRAVEL
Test results pending.
Demand capture videos featuring photography in the new visual ID
EXPEDIA GROUP BRANDS UNPACK REPORT
Annual travel trends forecast for Expedia, Hotels.com, and Vrbo, integrated across PR, social, print, editorial, and digital media placements. Photography curated from original brand shoots and premium licensing partners to bring the data to life.
Impact/results to follow.
MAKE THE DAM* PRETTY!
*Digital asset management
Worked with the Marketing Operations Product Manager and metadata specialists to build searchable, curated brand collections for internal creative teams.
