INSPIRING THE STAY
HILTON
OVERVIEW
Hilton is a leading global hospitality company, with a portfolio of 22 world-class brands comprising more than 27,500 properties across 127 countries and territories.
As Employee No. 7 on the fast growing Global Content Marketing team, I led the operational arm supporting editorial content, video production, and the overall YouTube publishing strategy.
ROLE
Content Ops Manager (2024)
Project Manager (2023-24)
SCOPE
Content Marketing
Process Improvement
Content Operations
YouTube Strategy
Data & Analytics
YOUTUBE STRATEGY & OPERATIONS
As an expert in digital transformation, I was brought on to lead a SVP-sponsored project to build and launch a consolidated YouTube content management and strategy plan for 950+ accounts across the globe.
During this time, I...
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led an extensive audit and analysis of current platform strategies and performance;
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managed stakeholder and channel owner discussions to align program implementation with user needs, business objectives and go-to-market plans; and
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built rigorous processes and strategies for creating, publishing, and distributing content on the platform with support from other channels such as web, email, and on-property placements.
Through tactical partnerships and collaboration across 11 teams, this work ensured that guests could find all 23 brands represented in one place — growing organic discoverability on the platform by 766% QoQ and increasing Google search views by 1840%+ YoY.
With a <1% rate of error reoccurrence and allocated budget utilization of <100%, the project was largely successful — surpassing all program benchmarks and simplifying multiple workstreams for greater process efficiency.
Check out the first episode of Off the Menu (my team's award-winning inaugural F&B-focused series) below.
PROCESS OPTIMIZATION
Thanks to the success of my first project, I was quickly entrusted with expanded responsibilities focused on improving cross-functional operations and service transformations.
By problem-solving with leaders to develop strategic insights and recommendations based on business analyses, I was able to streamline several workflows via redesigned resource allocation, asset management automation, and distribution strategies.
Overall, this led to a myriad of successful outcomes such as a 169% increase in search traffic via capitalization on 150+ activations and a reduction of duplicative business efforts via remapped campaign process frameworks and systems at 2x scale.
Check out some of the production outputs I impacted below.
