Scaling Creatives Through Systems
• Cross-brand & cross-market alignment
• Template & framework development
• Creative production oversight
• Performance optimization & quality assurance
• Team enablement & stakeholder collaboration
• Channel's Best Practices
About
Creative production across Expedia Group was fragmented, spanning multiple brands, markets, agencies, and stakeholders. The lack of a shared system created inefficiencies, duplicated work, and inconsistent output.
I designed and implemented a centralized creative operating system that translated media and performance insight into clear, scalable guidance. Through frameworks, templates, best practices and enablement, the system aligned teams globally while improving speed, consistency, and performance.
Problem
Creative production spanned multiple brands, markets, agencies, and time zones, with 80+ internal stakeholders across Brand, Creative, Media, and Production. The lack of a shared system led to inefficiencies, duplicated work, inconsistent execution, and higher production costs.
Strategy
Build a centralized creative operating system that translated data and media insights into clear, scalable creative guidance — aligning teams and agencies while improving speed, consistency, and performance.
Execution
Origin-to-Destination Dynamic System
- Built scalable templates across 7 markets (US, CA, UK, DE, FR, AU, NZ)
- Used geo-based IP targeting to serve personalized “drive-to” destination ads for top origin cities
- When IP data wasn’t available, a generic fallback creative was served
- Continuously tested and optimized across YouTube, Programmatic, and Meta
Creative Design & Optimization
- Creative aligned with the brand app look & feel for familiarity and faster recognition
- Programmatic-first content and design, built using channel best practices across formats
- Keyword-led copy and imagery, informed by traveler search behaviour (e.g. private, spacious, beachfront, mountain, lake)
- Visuals focused on bright property imagery, outdoor spaces, key amenities, with people shown contextually
- Creative tailored by destination type (beach, mountain, lake)
- Mobile-first, scalable templates enabling fast swapping of copy and imagery across markets
Results
Scale
- 3,094 unique creative variants delivered across 7 markets
- Drove 33% of total impressions
Performance lift - Personalized vs Generic
- +26% CTR
- +54% CVR
- +17% incremental ROAS
Overall Impact
- Achieved higher CTR than brand-led HTML5 dynamic creatives
- Created a repeatable framework still used and adapted post-rebrand
Impact
- Proved that creative relevance drives incremental performance
- Demonstrated that intent-led, geo-based dynamic creative outperforms static brand messaging
- Enabled speed, relevance, and scale during a critical recovery period
- Built a long-lasting performance framework adaptable to future brand evolutions (as these 2 examples below)