BOOKING.COM

I contributed to several projects for the Genius Loyalty Programme over two years. This was a pivotal time for the business as we were revamping the entire product for both hotel partners and customers.

Our main challenge? Many customers didn’t even know they had loyalty benefits and many partners didn’t understand the benefits of Genius for their property. My task was to rebrand and simplify the messaging to increase revenue from Genius bookings.

I created the copy and content design strategy for the Genius rebrand project. I also led a team of junior copywriters to execute the strategy. I was directly involved in cross-functional projects including developers, designers, product managers and user researchers. I led and participated in ideation sessions for the new features and benefits. I built TOV, messaging hierarchy and naming guidelines to support clear communication around the product. I ran copy experiments across multiple parts of the funnel to increase awareness of the programme which contributed significant revenue to the business through high-converting copy and content design.