Hilton Worldwide: secondment and training

 

The challenge 

 

Driven by a mandate to generate 25%+ of revenue through direct online channels by 2009, Hilton Worldwide partnered with Web Liquid to deploy an in-house ecommerce team responsible for coordinating & managing central digital marketing initiatives across the EMEA region.

 

The tailored solution 

 

We placed two team members into Hilton's European headquarters in Watford, England. During the six-month project we were responsible for supporting all central digital marketing programs, providing guidance to the local marketing teams in the United Kingdom, France, Spain, Scandinavia, Germany and Japan.

 

The project focused on the following initiatives:

 

Channel management & planning
• Managed central ecommerce budget to ensure the most efficient allocation between eMail, search, affiliate & display advertising.

 

Process integration
• Developed a process to integrate online & offline campaign planning.

 

Localization of global online brand guidelines:
• Developed localized online versions of the “Travel Should Take You Places” guidelines.

 

Managing online specialists agencies
• Reviewed and hired email and search marketing agencies in Germany, Japan and Scandinavia.

 

Digital marketing training programs
• Developed training to ensure advocacy and funding for digital marketing funding initiatives among Regional Marketing Directors and 450 property General Managers around the world.

 

Recruitment of permanent specialist resource
Recruited a full ecommerce team including an eMail marketing, search and site merchandising specialist.

 

 

Download a PDF of this case study:
Hilton Worldwide: Client secondment and training

 

 

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