Starwood Hotels

Starwood Hootels

Phase One:
Stand up video ecosystem

Situation + Problem(s)

9 brands, 1,200 hotels, 100 countries, 19 languages, and 1,000+ microsites publishing 'competing' content with Starwood Hotels parent site.

🛠️Methodology

Aggregate all videos, metadata, and imagery into in-house CMS, vet online video platform (OVP) landscape, select vendor, launch parent site experiences. Train 60+ field marketers on workflows.

📈Result

130% conversion rate increase
140% revenue increase
📇 Assigned global direct reports

Phase two:
Video metadata translation in 3rd Party Tech

• After video launch, metadata (title and description) could not be modified via site translation tool
• Bad for UX and SEO, possible reputation harm
• Vendor wanted to charge to explore solution
• Engineers did not have existing solution or bandwidth

Task - CMS API custom fields reference

• I read entire Brightcove CMS API documentation, discovered 'custom fields' as solution ‍

Task - Determine pilot language

Rationale:
1. Simplified Chinese (zh_cn) was most common user-selected non-English language
2. Zh_cn was 2nd highest revenue-generating language
3. Double-byte language: zh_cn has a unique linguistic structure and larger character set, meaning increased complexity in encoding and decoding

Action - Request custom fields for video CMS

1. Added fields zh_cn-name and zh_cn-shortdescription
2. Generated API calls, verified translation accuracy + branded terms remained in English

Launch pilot, see immediate results

• On user language/locale switch, Starwood server boolean searches for populated custom field
• In-language metadata displays on site :)

• Baidu returns in-language results w/video thumbnail
📈 900%+ spike in Baidu SERP traffic

• Roll out to all other 18 languages (no bugs!)
• Individual video stats import into Adobe Analytics
📈 Hotel GMs can determine ROI per video,

• Presented solution at annual Brightcove conference, interviewed for case study

Apple Watch + iPhone app launches

The SPG app for Apple Watch
‍
Industry-first mobile check-in functionality and the ability to unlock a guest’s hotel door, explore the property, your SPG account, and more.

Responsive design for all devices and OS

🎥 SPG Keyless video goes viral

A pretty cool video made the feature an instant must-have

Business Homepage: Presentation Test

Integrate multiple CTAs throughout public pages

• Humanize marketing language to explain and attract account opens
• Offer paths to deeper education of financial products

Humanize the financial advisor

Simplify complex financial products into conversation form, maintain JPM Chase Voice standards
‍
‘Multi Question Multi Answer’ (MQMA) simulation form powered by third party SAAS tech (InvestCloud)
‍
Carry-over answers from one screen to another

Intelligent form-fill sequencing

Answers reveal following questions; tool-tips for expanded descriptions
‍
Conversational form powered by third party SAAS tech — manage vendor relation and ensure QA\

Images

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Ratings & Reviews ⭐️⭐️⭐️⭐️⭐️

• Led business relationship and contract negotiations, user licenses, translation program initiatives for ratings & reviews vendor (Bazaarvoice)

• Released new features and capabilities to improve UX and SEO value of individual review content
‍
• Leveraged data and market insights to identify deeper site integrations, brand partnerships, promos i.e. Starwood Member Favorites

Chatbot — Facebook Messenger

• Facebook reached out about new Messenger tech on their roadmap
• I partnered with multiple teams to build the core of this product
📈 Bot functionality paired with human response helped Marriott Rewards achieve a 97% response rate with an avg. response time of 4 minutes
‍

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