Digital Channel Reinvention
Opportunity
Initially brought in as Executive Level Digital Strategy Support to help inform and steer urgent, in-flight Marketing technology acquisitions (e.g. CMS Tooling & Vendor Selection). Following the augmentation, it became clear that this $4b flagship airline was looking to draw new markets from North America to APAC, but was missing the necessary strategies and marcom engine.
Approach
Beginning with rethinking key NA personas with qualitative research, defining traveler’s journey from dreaming to booking, and developing product concepts that deliver on client’s heartfelt mission and vision. The customer lifecycle value was also deeply rooted in a business architecture and solution architecture to make it real in the world.
Results
From Chapter 11 to A $72M Half Yearly Profit
1st positive operating cash flows
Develop an end-to-end view of the passenger’s booking experience through qualitative interviews
Developed psychographic Personas for the future of travel
Evaluated industry trends in international travel, COVID-19 sentiment, and defined Moments That Matter
Product strategy grounded in strategic drivers and articulated in a 2-year quarterly roadmap
CMS Solution evaluations, insights, and recommendations
Workshops and technical steering to inform “no regret” technology and agency decisions
Updated vendor functional and non-functional requirements
Document and data harvesting
Initial core and legacy tech platform integration planning