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.
I led the operational arm supporting editorial content, video production, and the overall YouTube publishing strategy as part of an external contract.
ROLE
External Contract (2023-2025)
SCOPE
Content Marketing
Process Improvement
Content Operations
YouTube Strategy
Data & Analytics
YOUTUBE STRATEGY & OPERATIONS
We were 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, we...
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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 (the team's award-winning inaugural F&B-focused series) below.
PROCESS OPTIMIZATION
Thanks to the success of our first project, we expanded to cross-functional operations and service transformations.
By problem-solving with leaders to develop strategic insights and recommendations based on business analyses, we streamlined 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.
