My work
MY ROLE: | CONTENT STRATEGY | WRITING | BRANDING | MARKETING | CREATIVE COACH
Expedia Group brought 26 disparate brands under it's umbrella and wanted to streamline their communications and reducing redundancy by enabling their 26 travel brands to work cohesively.
​
I joined their Integrated Communications team to improve the quality of content across the organization. I collaborated with brands and regions across geographies, identifying best practices, learning gaps, and finding ways for teams to work better together.
​
I worked with different Expedia Group brands, the Branding team, and Governance and Policy to create content that could seamlessly be used by different regions and brands, and reflected the Expedia Group tone of voice.
​
Problem
Problem
Brand guidelines
I institutionalized internal communication processes and How-To guidelines for the group by creating a communication style guide as well as a guidelines and ready-to-use media for their multimedia communication.
Brand Guidelines
​
​
PR & marketing
I organized brainstorm workshops so teams could be more creative and plan campaigns better. An example was Expedia Group’s vacation rental brand ‘Vrbo’ was starting to think about how they could relaunch their brand in Japan. The team sought my help to think of creative ways in which they could gain the attention of and teach the Japanese market about vacation rentals. As a content specialist I helped edit, sharpen, and make Expedia Group’s PR efforts shine. Countries I frequently assisted were Canada and the United Kingdom.
Speeches
I helped ideate and draft Group President of Expedia Business Services, Ariane Gorin’s speech for Explore ‘19. Created an interesting hook to begin her speech and connected it to the theme ‘Only Do What You Can Do’, encouraging partners to work more closely with us.
Siemens Technology Systems was the software center for Siemens AG located in Bengaluru, India. The organization consisted of the Technology Research Center and Software Development Center.
The group had implemented a new strategy that envisioned breaking down silos so employees could exchange knowledge and help drive solutions together.
I worked with 11 Indian and nine global locations to streamline communications and tell the organization's story, within the Siemens ecosystem as well as build a brand presence for the company.
Media outreach
Created a press kit and media outreach protocol. Worked with senior leadership to create press profiles, internal and external communication messages, speech outlines, and media training.
​
​
PR & marketing
Worked with the Global Head of Business Development and Marketing to host a nationwide startup convention for Indian enterprise startups. Global Siemens leadership adjudged 10 five-minute presentations and started collaborations to encourage the winning companies.
PR & marketing
As part of the internal communications team, I helped tell stories for groups within the organization such as the Global Leadership Organization of Women, create events, and communication materials to enhance their events and outreach programs.