Driven by a strategic goal to drive business through their own direct websites, Hilton Hotels approached Web Liquid to assist in the deployment of an in-house eCommerce function and team responsible for coordinating and managing central Digital Marketing initiatives across the EMEA region. 

The Solution: Web Liquid seconded two team members into Hilton, having one of the Founding Partners based in Hilton’s International headquarters in Watford three days a week. During the six-month project Web Liquid was responsible for supporting all central Online Marketing programs providing guidance to the local Marketing teams in the United Kingdom, Germany and Japan.  The project focused on the following initiatives:

•         Channel management and planning – managing a central eCommerce budget ensuring the most efficient allocation between eMail Marketing, Search Marketing, Affiliate Marketing, Display Advertising and Affiliate Marketing.

•         Process integration with central Marketing team responsible for offline communications.

•         Localization of global online brand guidelines based on “Travel Should Take You Places” global advertising campaign. 

•         Managing online channel specialists agencies including LUON (email), Bigmouthmedia (search), Cheetah Mail and local online agencies in Germany and Japan.

•         Digital Marketing training programs and advocacy for Online Marketing funding and initiatives among Regional Marketing Directors across the EMEA region.