Switchfly generates $2B in revenue for its clients and facilitates the redemption of more than 40B reward points and miles each year. My role was to build the brand, develop effective inbound programs and generate pipeline to secure clients including American Airlines, United, LATAM, Azul, IHG, Marriott Bonvoy, AMEX, Visa and Groupon.
Quarterly travel trend report
Goal: To demonstrate thought leadership and position company as the go-to-source for data-backed consumer travel trends
Audience: Business decision makers in Airlines, Hotels, Financial Services and Online Travel Agencies
Channel: Email, web, blog, third party placement
Results: Data included in travel trned segments on Bloomberg TV, The Wall Street Journal and USA Today, among many others, with guest interview of Switchfly CEO
Monthly leisure travel index
Goal: To leverage first party data into a repeatable cadence to attract frequent media coverage and increase brand awareness through 1:1 media pitching, social media and contributed content
Audience: Journalists, editors, event producers
Channel: 1:1 media pitching, social media, contributed content
Results: 10 major media mentions per month on average, operational productivity and increased brand equity
Programmatic go to market
Goal: Create vertical-specific travel packaging and ancillary sales solutions for targeted lead generation
Audience: Business and technical decision makers Airlines
Channel: Personalized email, in-person briefings and speaking engagements
Results: Still tracking
Social contests = new audiences
Goal: #WhyImLoyal was one of several social media contests I designed to seed the right audience for new programs - in this case, an app.
Audience: Consumer leisure travelers who are members of a rewards program
Channel: Freddie Awards voters, Instagram users
Results: 341,400 recipients; 25.8% open rate (14.2% industry average); 250 entries; 350 new Instagram followers