Marriott International Portfolio Voice

Role: Creative Direction, Content Strategy, Localization, Concept Development, Copywriting, Copyediting, Storyboarding, Scriptwriting,

Challenge
As the sole creative lead and copywriter at Domani Studios for the Marriott International (formerly Starwood) portfolio, I was tasked with maintaining distinct, authentic brand voices across eight unique global brands ranging from ultra-luxury to mid-scale and the loyalty program while driving high-volume execution for integrated global campaigns.

Solution
I led the conceptual development and execution for integrated campaigns typically spanning microsites, rich media, and email. I directed several brand-wide refreshes for Westin, including the "Westin Difference" and the "MSN Virtual Renewal" campaigns. For Le Méridien, I spearheaded global relaunches like "First Night" and "Coffee Culture," using sensory storytelling to engage modern travelers. For The Luxury Collection and St. Regis, I engineered localized content frameworks that utilized insights from world-class concierges to target a younger, affluent demographic. Across the entire portfolio—including W Hotels, Sheraton, Aloft, and Four Points—I ensured every campaign felt intimately brand-authentic.

Impact
My leadership resulted in a suite of industry awards, including an Adrian Award Silver for Le Méridien (Integrated Campaign B2C), an Adrian Award Bronze for Le Méridien Coffee Culture, and an Adrian Award Bronze for the Westin MSN Virtual Renewal series. The Le Méridien relaunch alone secured over 10,000 registrants and drove $2.6 million in revenue within four months. By providing creative continuity through multiple brand evolutions, I successfully expanded global awareness and drove measurable booking growth across the entire hospitality spectrum.