Lower-Funnel Creative Optimization
• Performance-driven A/B testing & insights
• Hands-on HTML5 programmatic build
• High-intent campaign template design
• Global scalability & adaptation
• Brand alignment & stakeholder collaboration
• Channel's Best Practices
About
Expedia and Hotels.com needed lower-funnel creative that could perform at peak moments. Always-on templates weren’t built for high-intent sales environments like Black Friday and Cyber Monday, limiting engagement and return on spend.
I led the redesign of lower-funnel creative through a testing-first approach, creating purpose-built video and programmatic templates optimized for conversion. By combining clear transactional messaging, strong brand cues, and rigorous experimentation, the work delivered record-breaking performance across global markets.
Problem
Always-on creative templates underperformed during key sales moments (Black Friday, Cyber Monday, seasonal promotions), limiting engagement, conversion, and return on spend.
Strategy
Redesign creative specifically for high-intent, lower-funnel moments, applying channel best practices, strong brand cues, and clear transactional messaging, supported by rigorous testing.
Execution
• Built new lower-funnel video and display templates for Expedia and Hotels.com
• Simplified layouts with strong contrast, brand colours, and clear value propositions
• Ran A/B and multivariate tests in live campaigns
• Scaled high-performing templates globally once validated
Results
• +16% YoY Net Booking Value (highest-performing BF/CM campaigns)
• Best-performing Hotels.com creative
• +12% CTR, +29% CVR, +23% incremental ROAS
Impact
• Established a repeatable, data-driven optimization framework for future sales campaigns (examples below)
• Proved that purpose-built lower-funnel creative significantly outperforms adapted brand assets