Copywriter & Content Manager
Booking.com / Priceline Inc.
I wrote, edited, and managed copy and image strategies for over 5,000 hotels in the Midwest region.
I also managed the production of marketing materials and video production for the Chicago office .
property & destination descriptions
Millions of customers log onto Booking.com searching for the perfect home away from home. There are thousands, of hotels, motels, and Holiday Inns a customer can choose to stay. How do they compare and contrast properties? That's where I came in.
As a copywriter, it was my job to describe the various trade-offs, amenities, and under-appreciated benefits of each property. From the posh Peninsula Hotel in the heart of downtown Chicago to the nasty Super 8 in Clam Falls, Wisconsin, I wrote fact-based descriptions highlighting the features (or lack thereof for that Super 8).
I worked closely with hoteliers and account managers to distinguish the pros and cons of alike properties. Did it work? Well, the number of gross bookings through the site rose over 41% while profits nearly doubled during my tenure. Who's to say it wasn't my snappy property descriptions? Had to be copy, right?
images & quality content
As Content Manager, it was also my job to sell hoteliers on the importance of having high-resolution images. I'd often photograph or commission photographs for properties. I pushed partners and colleagues to understand that “content is king” and that it often makes the difference between a successful booking and a missed opportunity.
Special projects
In addition to writing and curating photos, I participated in a variety of projects including managing the Booking.com Midwest Regional Newsletter, scripting and editing video presentations, editing training materials, and event planning.
I also assisted in the creation of B2B marketing collateral (fliers, pamphlets, booklets) championing the power of quality content. These materials were distributed electronically to hotel partners and handed out at various trade shows and conferences.