CAMPAIGNS + CONTENT
Building an integrated marketing ecosystem
The Xplorie brand had to work wherever travelers and partners encountered it—not only on the primary website. I directed and contributed to B2B and B2C email journeys, transactional communications, newsletters, product launches, blogs, social, advertising, direct mail, video, podcast marketing, sales presentations, partner materials, destination marketing, and conference experiences.
Programs such as Xplorie Stories created emotional connection by turning customer experiences into narratives designed to build advocacy. Across channels, the goal was to give every touchpoint a specific job while ensuring it contributed to the same larger story.
TENURE
October 2011 - February 2026
ORGANIZATION
Xplorie, LLC (formerly Amenity Services Inc.)
ROLE
Director of Creative Development; progression from sole creative contributor to multidisciplinary creative leader
AUDIENCE
Travelers, Property Managers, Owners, Prospects, and Local Activity Providers
DISCIPLINES
Brand Strategy, Creative Direction, UX/UI, Digital Products, Content, Video Storyboarding & Editing, Integrated Marketing, Events, & Creative Operations, AI Tool Integration
SCALE
Websites, 135+ microsites, Blogs, Social Media, Videos, Customer Journey, knowledge base, destination content, supporting marketing/Sales Campaigns
THE CHALLENGE
Connect a broad mix of channels, audiences, and messages.
Xplorie’s marketing served travelers, partners, and prospects with different needs at different stages of their relationship with the brand. Each channel had its own purpose—from introducing the program and supporting sales to explaining benefits, encouraging participation, and sharing customer experiences.
The challenge was to make those communications feel connected while keeping each message relevant to its audience. As offers, destinations, and business priorities evolved, the marketing ecosystem needed to support timely execution without fragmenting the brand story.
RESPONSE
Give every touchpoint a purpose—and a shared direction.
I directed and contributed to an integrated approach that connected brand messaging, creative execution, and audience needs across B2B and B2C marketing. Each touchpoint had a defined role: build awareness, explain value, support a decision, guide participation, or deepen the relationship.
Shared visual patterns and messaging principles provided consistency, while content and format adapted to the audience, channel, and destination. This approach carried across email journeys, campaigns, sales and partner materials, destination content, and conference experiences—connecting individual deliverables to the broader customer journey.
Programs such as Xplorie Stories added a human dimension by turning customer experiences into narratives designed to build emotional connection and advocacy. Together, these efforts brought practical value and personal storytelling into the same brand experience.
IMPACT
Xplorie was able to surpass other services and become a leader of guest experience in the short term rental space.
REFLECTION
Integration comes from purpose, not repetition.
Working across this range of channels reinforced that an integrated brand experience requires more than consistent graphics or repeated messaging. It depends on understanding what someone needs at a particular moment and how each communication helps them move forward.
It also shaped how I approached creative leadership. Connecting strategy to everyday execution meant giving teams a clear direction and enough flexibility to respond to different audiences and changing priorities.
That perspective continues to guide my work: establish the larger story, define the role of each touchpoint, and create space for useful, relevant communication within a recognizable brand.