Global Brand Repositioning Campaign Yields Outstanding Results

In 2013, Princess Cruises found itself in a "sea of sameness" .  Consumers and travel agents alike could not define what made Princess different from other cruise lines.  Awareness was low and consideration was falling behind competitors who were leveraging celebrity spokespersons and licensed entertainment properties.

After months of research studies and the development of a new brand architecture, I launched an integrated global marketing campaign which offered consumers the promise to "Come Back New" from their Princess Cruises vacation.  A $40 million advertising budget included TV, Radio, Print, Signage and Digital marketing channels. 

We measured success in three areas:  Brand Health, Lead Generation and Revenue.  Brand awareness increased 15% in the first year of the campaign.  Email registrations increased 28%.  Web visits increased 11%. Calls to Customer Care increased 8%.  And most importantly, bookings increased 32%.  

In 2015 I joined Total Wine & More to build a new digital marketing team from the ground up.  At that time there were two individuals and a $500,000 advertising budget to work with.  

Over the past six years I have built a nine-person team who manage all paid digital advertising (paid search, paid social, affiliate, programmatic), SEO and content marketing with a $35 million advertising budget.  

Our team focuses on five key pillars: Segmentation, Personalization, Optimization, Attribution and Innovation.  The marketing channels I direct account for 50%+ of total ecommerce revenue for Total Wine & More.  Various offline attribution models credit digital marketing with another $500M in revenue.