BOOKING.COM
In my time at the company I served as one of Booking’s first copywriters, the first Senior Copywriter and first Senior UX Copy Manager. As a creative, I heavily focused on micro copy, editorial consistency and optimization across the entire site, making me the go-to copy expert across the department.
As a leader, I exhibited strong project management skills, served as a subject matter expert on product copy development and nurtured the talent of my direct reports.
THE HOTEL PAGE
Some of my most impactful work at Booking can be seen on its highest trafficked area, the Hotel page. As their first dedicated copywriter, I defined the voice, brand messaging and value propositions for this product. Implemented nearly a decade ago, the next 3 features still appear on the site today.
My role
Ideation, copywriting, UX strategy, A/B testing, content design, brand identity
What I did
Using data untapped by my product owners/managers, I created content strategies aimed at increasing revenue (by means of increasing product engagement). Creating the tone, highlighting brand/product strengths, and spotlighting differentiators from competitors are just a few ways I defined a voice that still exists on the site today.
MARKETING BANNERS
My role
Market research, copy ideation, copywriting, content design, creative direction, brand building/awareness
What I did
In an aim to start capturing more of the US market, Booking created an internal marketing department in 2014. With this being potentially an American customer’s first interaction with our brand, I was asked to write and conceptualize a series of banners aimed promoting a particular city. Spotlighting top selling points, like location, price and high inventory, is what added to this campaign’s success.
REVIEW INVITES
My role
Copy ideation, copywriting, content design, creative direction, market research, brand building/awareness
What I did
The Reviews team was tasked with increasing customer testimonials, as these were an important tool for boosting brand loyalty, image, engagement. Tapping into the aspirational reasons why people plan trips, and the eagerness to share their pics once they’re back, is what gave customers the needed incentive to interact with this.
As we grew as a company, it was my work in these three areas that later lead to creating guidelines and processes for all copywriters. This in turn validated the business reasons for expanding copywriter FTEs globally.