Originals by GetYourGuide Built Originals by GetYourGuide from concept to 500+ curated experiences across 15 countries in under 12 months. Defined the strategy, built the operational structures for scaling, and aligned the product roadmap with brand positioning to create a genuinely differentiated travel category. Originals became a core strategic pillar of the business and a significant driver of high-quality, mid-funnel traffic.
US market launch Led GetYourGuide's first major US market launch with an 8-figure EUR budget. Built a 360 media plan from TV to digital, including a Times Square takeover, managing top-tier creative and press agency partners throughout. Delivered double-digit brand awareness growth in year one, establishing GYG as a credible player in a key growth market.
Global brand partnerships Built and launched partnerships with McLaren F1, The Vatican, Netflix and Berlinale. Each partnership produced a unique, ownable experience that no other travel platform could replicate. Coordinated across marketing, product and external partners end-to-end. Generated billions in press reach and impressions, and some of the largest brand lift metrics in company history.
Discovery platform Co-led the rebuild of the consumer discovery platform with product, owning the GYG homepage and improving the experience for non-ready-to-book travellers. Focused on improving consideration and reducing drop-off at the top of the funnel.
Keeping a global team on brand As Head of Global Brand, one of the core challenges was ensuring that brand thinking was not siloed in the marketing team. Product, customer care, sales and commercial teams all make decisions that affect how the brand shows up. Keeping everyone aligned, especially across multiple markets and time zones, required more than a guidelines document.
Building an AI brand agent Built an AI agent that personified GYG's target consumer. Any team across the business, whether product, customer care or sales, could go to it and ask whether what they were working on was on brand. Rather than interpreting brand guidelines themselves, teams had a direct line to a tool that could answer in context. It reduced friction, improved consistency, and made brand thinking accessible to people who would never normally engage with it.
Feedback loops and guidelines Took ownership of how brand feedback was collected and acted on across the organisation. Built structured processes to capture how guidelines were being interpreted in practice, and iterated on them based on real usage. The goal was living brand guidelines that got sharper over time, not a static document that gathered dust.
