The Randstad, Netherlands
• Identified an AdTech opportunity within Booking.com, built a team to tackle a critical scaling problem, and led the design and engineering of the Dynamic Creative Tool: an internal product that enables non-designers to build localized programmatic ad campaigns at global scale.
• Led the team from delivering one mid-funnel campaign every six weeks to twenty per week (20x velocity), with the Booking.com design system built in.
• Bridged the Marketing Communications department and the Tech organization across fifty-plus stakeholders, getting an initially skeptical Marketing Science team onboard through a working MVP that showed real campaign-ready output.
• Led the team that shipped Booking.com firsts: the first mobile ad, the first creative campaign A/B tested at scale, and the campaign with the highest ROI to date.
• The Dynamic Creative Tool the team built in 2018 is still in use at Booking.com today; a dedicated team continues to scale it.