Expedia Group

CRM Creative Leadership

Unifying Brand Experience Across Lifecycle Marketing

Modern luxury house with sharp angular roof, large glass walls, and pool and a city skyline at sunset.

creative-direction

team-management

strategy

loyalty-card-programs

go-to-market-campaigns

accessibility

creative-production

Global Director, Design Studio

Visit Live Site

Project Type

CRM Ecosystem

Released

Feb 1, 2025

Technology

Figma HTML/CSS Confluence/Jira

Timeframe

Supported for 5 years

From fragmented campaigns to a cohesive creative system

Directed CRM creative end to end across Expedia Group's brand portfolio. The program was mine to define, bringing brand expression, visual craft, and accessibility into one cohesive experience built to scale.

Minimalist living room with indoor pool, minimalist furniture, and sleek glass fireplace beside a staircase.

Brief

Unify Creative Across a Global Brand Portfolio

CRM creative was made brand by brand, creating inconsistent design, off-brand execution, and no shared visual standard. My remit: build a unified creative system for email and landing pages across loyalty, credit card, retention, and always-on programs.

Unify Creative Across a Global Brand Portfolio

3D render of a modern two-story house with curved and wooden exterior elements.

Challenge

Inconsistent Brand Expression Across Every Channel

Email creative was produced independently, team by team, diluting brand expression, duplicating design work, and letting quality drift. There was no shared creative system, and accessibility had never been built into the design process.

Inconsistent Brand Expression Across Every Channel

Solution

A Creative Program, Built and Led End to End

Set the creative direction and led the designers, photographers, copywriters, and developers behind it, plus Expedia Group's first ADA/EAA-compliant email standards. Created a scalable design system leveraging modular components, flexible systems, and dynamic content, unifying Expedia, Hotels.com, and Vrbo into one brand-led experience.

Minimal concrete spiral staircase with smooth curves and modern architectural design.

Modern black minimalist house with sharp geometric lines with warm light at dusk.

Modern minimalist white house with glass structure and black car in front.

Impact

Unified Brand Experience at Scale

Turned CRM creative from fragmented, off-brand execution into a cohesive, accessible system spanning 26 brands, raising visual consistency and craft while enabling faster, more coordinated creative across every program.

$12M

incremental annual revenue influence

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$12M

incremental annual revenue influence

//001

25%

improvement in email engagement rates

//002

25%

improvement in email engagement rates

//002

45%

reduction in campaign production time

//003

45%

reduction in campaign production time

//003

Global Director, Design Studio

Enterprise Design System

Build One System Every Team Would Actually Use

Modern beachfront villa with infinity pool and palm trees.

Senior Manager, Product + Experience Ops

AI R&D function, Product Experience Org.

Find the Leverage, Then Build It

Creative Director

Creative Direction

Elevate the Brand, Build the Foundation to Scale

Sr. UX Design + Front-End Eng.

Digital Product & Experience Design

Interpret Each Brand, Build It Faithfully

Close-up of black road bike with orange frame detail in low light.

Release date

June 1, 2023

Global Director, Design Studio

Enterprise Design System

Build One System Every Team Would Actually Use

Release date

October 5, 2026

Senior Manager, Product + Experience Ops

AI R&D function, Product Experience Org.

Find the Leverage, Then Build It

Release date

October 1, 2019

Creative Director

Creative Direction

Elevate the Brand, Build the Foundation to Scale

Release date

April 1, 2018

Sr. UX Design + Front-End Eng.

Digital Product & Experience Design

Interpret Each Brand, Build It Faithfully

Global Director, Design Studio

Enterprise Design System

Build One System Every Team Would Actually Use

Senior Manager, Product + Experience Ops

AI R&D function, Product Experience Org.

Find the Leverage, Then Build It

Creative Director

Creative Direction

Elevate the Brand, Build the Foundation to Scale

Sr. UX Design + Front-End Eng.

Digital Product & Experience Design

Interpret Each Brand, Build It Faithfully

Expedia Group

Expedia Group

Expedia Group

CRM Creative Leadership

CRM Creative Leadership

Unifying Brand Experience Across Lifecycle Marketing

Unifying Brand Experience Across Lifecycle Marketing

Global Director, Design Studio

Global Director, Design Studio

Global Director, Design Studio

From fragmented campaigns to a cohesive creative system

Brief

Unify Creative Across a Global Brand Portfolio

Unify Creative Across a Global Brand Portfolio

Challenge

Inconsistent Brand Expression Across Every Channel

Inconsistent Brand Expression Across Every Channel

Solution

A Creative Program, Built and Led End to End

Impact

Unified Brand Experience at Scale

$12M

$12M

25%

25%

45%

45%

more projects

more projects

Global Director, Design Studio

Senior Manager, Product + Experience Ops

Creative Director

Sr. UX Design + Front-End Eng.

Global Director, Design Studio

Senior Manager, Product + Experience Ops

Creative Director

Sr. UX Design + Front-End Eng.

Global Director, Design Studio

Senior Manager, Product + Experience Ops

Creative Director

Sr. UX Design + Front-End Eng.